How SaaS companies can use Google Discover for explosive customer growth

For SaaS companies, acquiring new customers can be a constant challenge.

SEO-driven content marketing, paid advertising (Google Ads, LinkedIn, Meta), email marketing all play a role, but brands are often overlooking a powerful, high-intent traffic source – Google Discover.

Google’s personalised content feed surfaces articles and videos, largely based-on a user’s interests, search history, and online behaviour, providing SaaS businesses with a unique opportunity to drive sign-ups and customer acquisition.

Why Google Discover is key for SaaS acquisition growth

Google Discover isn’t just another traffic source – it’s a proactive content delivery system that puts your brand in front of potential customers before they even start searching.

Unlike traditional search, which relies on user queries, Google Discover anticipates interest and surfaces content to users who have already shown engagement with similar topics.

For SaaS brands, this means reaching potential customers earlier in the buyer journey, building awareness before intent-driven searches even happen.

This shift aligns with evolving user behaviour. With the rise of content recommendation feed – like TikTok’s For You page or YouTube’s suggested videos – users now expect relevant content to find them, rather than actively searching for it.

By optimising for Google Discover, SaaS companies can tap into this new era of passive discovery, driving high-intent traffic and accelerating customer acquisition.

Key benefits of Google Discover for SaaS businesses include:

High-intent traffic

Users are shown content based on their previous behaviour and interests, increasing the likelihood of engagement.

Longer content lifespan

Unlike social media where posts disappear quickly, Discover content can generate traffic for weeks or even months. Evergreen traffic still exists on Google Discover.

Cost-effective growth

Unlike paid ads, appearing in Discover is free, making it a scalable acquisition channel.

You need someone to produce the content but this comes at a fraction of the cost of paid ads.

Optimising SaaS content for Google Discover

To increase the chances of your SaaS content appearing in Google Discover, you need a strategic approach that aligns with Google’s algorithm and user behaviour.

Here’s how:

1) Create high-quality and engaging content

Google Discover prioritises content that is relevant and engaging. Discover is centred around user-metrics so click-through-rate and time on page play a pivotal role.

SaaS companies should focus on:

Industry trends and insights: Become known as the expert by writing thought leadership pieces on emerging trends in your SaaS niche. TRAFCK can ghost write content on your behalf.

Case studies and success stories: Demonstrating how customers have benefited from your product. This needs to be cleverly curated and not read like a straight-up advert.

Actionable guides and tutorials: Helping users solve common problems related to your software.

Product updates and innovations: Showcasing new features and improvements as well as behind-the-scenes insights into how your team builds and improves the product.

2) Use high-quality, click-worthy images

Google Discover favours visually appealing content.

SaaS companies need to:

Use high-resolution images (at least 1200px wide) to even feature in Discover.

Avoid stock photos and instead use custom graphics – make AI your friend.

Ensure images match the article topic and evoke curiosity.

As mentioned, Google Discover is all about user metrics so making sure you have a well thought out image is key for click-through-rate

3) Create a curiosity gap in the headline

Your headline should be optimised for click-through-rate while remaining relevant and accurate.

You don’t need keywords like traditional SEO.

Use curiosity-driven yet clear language for example: ‘How (your SaaS solution) solves (problem)’

Avoid clickbait as Google penalises misleading titles.

4) Optimise for E-E-A-T (Experience, Expertise, Authority, Trustworthiness)

Google Discover favours content from reputable sources.

Strengthen your SaaS brand’s authority by:

Showcasing author bios with credentials and industry experience.

Launch a PR campaign and generate backlinks from trusted websites. TRAFCK are experts at building domain authority.

Keep an active content publishing schedule to maintain freshness and authority.

5) Encourage engagement & retention

Google Discover surfaces content that generates engagement.

To increase interactions:

Include interactive elements like polls, comment sections (Google loves forums at the minute), and videos.

Improve on-page experience with fast-loading pages and mobile optimisation. Core Web Vitals are still important despite what Google say.

Use strong CTAs to encourage sign-ups, free trials, or newsletter subscriptions.

Build on success

Once your SaaS content appears in Google Discover, track your performance using Google Search Console’s Discover report.

Key metrics to monitor:

Clicks: Double down on the type of content that’s working.

Engagement time: How long users spend on your page.

Conversions: How many sign-ups or trial activations result from Discover traffic.

Use this data to refine your content strategy, test different formats, and scale what works.

Google Discover can be a game-changer for SaaS companies looking to drive customer acquisition without relying solely on traditional search or paid channels.