This case study documents a nine-month engagement with a Singapore baking supplies brand that sells flours, chocolate, moulds and tools online and from one retail shop in the East. Its website also holds more than 400 recipes written by its in-house bakers, from everyday cakes to festive bakes such as pineapple tarts and Hari Raya cookies. The recipes drew steady search traffic, and readers who found them often bought ingredients or signed up for the newsletter.
Google Discover, the feed of articles in the Google app and on Android home screens, sent the site the occasional spike but almost nothing steady, around 1,300 clicks a month. Recipe images were small, the site did not allow large image previews, and every recipe was credited to "Admin". Many baking searches are questions, often spoken aloud in the kitchen ("can I use plain flour instead of cake flour", "how long do I bake cupcakes"), but the answers were buried halfway down long pages. The brand held just 7 featured snippets.
We reviewed all 400+ recipes and the Discover performance report in Search Console. Only 12% of recipe pages had a main image at least 1,200 pixels wide, the site's robots settings did not allow large image previews, and no recipe named a real author. The Discover report showed that the few pages that did appear were festive recipes with large photos, published shortly before the festival.
Discover has no keywords to target. Google shows content it thinks a person will find interesting, and large, high-quality images play a big part in whether a card gets clicked. The audit showed exactly what was holding the site back and which content already worked.
The brand's team photographed finished bakes and key steps for the 150 most popular recipes, and we set every main image to at least 1,200 pixels wide. We added max-image-preview:large to the robots meta tag across the site so Google could show large previews, added Recipe markup with images, cooking times and ingredients, and rewrote titles that overpromised so each one described the recipe plainly.
Google's guidance for Discover asks for large, compelling images at least 1,200 pixels wide with large previews allowed, and warns against clickbait titles. Fixing images and titles across the site made every recipe eligible to appear as a large card, which is what turned occasional spikes into steady traffic.
We created author pages for the brand's four in-house bakers, with their training and the types of baking they specialise in, and credited every recipe to the baker who developed it. Each recipe now notes when it was last tested in the brand's kitchen, shows step photos and explains common mistakes. We merged 38 near-duplicate recipes into stronger single versions.
Discover and search both favour content that shows real experience. Recipes developed and tested by named bakers, with their own photos, show that experience in a way an anonymous post cannot. Merging duplicates gave Google one strong page for each bake.
We planned content around Singapore's baking calendar: Chinese New Year cookies and pineapple tarts, Hari Raya kuih and cookies, mooncakes for Mid-Autumn, Deepavali sweets and Christmas bakes. Each recipe or guide was published or refreshed three to four weeks before the festival. We used the Discover performance report each month to see which topics and image styles drew the most clicks and planned the next round around them.
Discover favours fresh, timely content that matches what people are interested in right now. Publishing ahead of each festival meant the recipes were ready when interest rose, and the monthly review kept the calendar focused on what readers actually clicked.
We collected the questions people ask about baking from Search Console and search suggestions, then answered them in plain, spoken-style language. Each answer opens with a direct response of 40 to 50 words, followed by detail. We added short question-and-answer sections to recipes and built a troubleshooting guide covering problems like sunken cakes and dense bread. For "near me" voice searches, we updated the shop's Google Business Profile and added LocalBusiness markup with its address, opening hours and phone number. We did not use speakable markup, because Google supports it only for news publishers.
Voice assistants often read out a featured snippet or a short, direct answer. Search Console has no separate report for voice, so we measured progress through clicks on question searches and the number of featured snippets held, which grew from 7 to 84.
Discover works differently from search. There are no keywords to target, so these four things made the difference.
Discover is a visual feed. Original photos of real bakes, at least 1,200 pixels wide with large previews allowed, made the brand's cards stand out and get clicked.
Recipes credited to named bakers, with tested methods and step photos, showed the experience Google looks for. Anonymous posts by "Admin" did not.
Publishing festive recipes three to four weeks ahead of each festival did more for Discover than publishing more often. Interest peaks quickly, and the content had to be ready first.
Titles that overpromise may earn a click once, but Google warns against them for Discover. Plain, accurate titles kept the brand's content in the feed month after month.
Get the basics right for Discover first: images at least 1,200 pixels wide, max-image-preview:large allowed, and titles that describe the content honestly. Without these, even great content rarely shows as a large card.
Plan content around the moments your audience cares about and publish a few weeks early. Use the Discover performance report to see which topics and images work, and do more of them.
For voice search, answer real questions in plain language with a short, direct answer first. Track progress through question-query clicks and featured snippets, since there is no separate voice report.
There is no way to submit content to Discover. Make sure pages are indexed, use large images at least 1,200 pixels wide, allow large image previews with max-image-preview:large, show real authors and avoid clickbait titles. Timely, useful content does best. On this project, Discover clicks grew from 1,300 to 38,600 a month.
Use the Discover performance report in Google Search Console. It shows clicks, impressions and click-through rate for pages that appeared in Discover. The report only appears once a site has a minimum level of Discover impressions.
Answer the questions people ask in plain, conversational language, with a short direct answer of around 40 to 50 words near the top of the page. Keep your Google Business Profile and LocalBusiness details accurate for "near me" searches.
Google does not report voice searches separately. We track clicks on question-style searches in Search Console and the number of featured snippets held, since voice assistants often read those answers aloud. On this project, featured snippets grew from 7 to 84.
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