Google Discover Explainer (retired)

⬇ Download this section

Status: Retired (2026-05-28). This format is no longer in active production. Existing articles created under this spec remain valid for historical reference; new content must use an active format. For forward-looking explainer needs, use What to Know Next (§3.12). The spec is preserved here for historical reference and for the conflict register’s format-specific overrides catalog.

Where this format overrides General Guidelines: The headline formula is locked to a specific pattern (What Is [Topic]? / Who Is [Person]?) rather than the open principles in §1.2. The focus keyphrase must follow the "What Is" or "Who Is" structure rather than the general format. This format also introduces requirements with no brand-level equivalent: a prescribed article structure, a word count target, hero image specifications, a URL pattern, mandatory local and national variants, and required tags. Text in red throughout this page marks anything that overrides or goes beyond the General Guidelines.

Purpose

A Discover Explainer introduces readers to the why of a topic. Its primary purpose is to explain why the topic matters right now—not merely to define it. It provides clarity on complex topics, answers user questions, and ranks for informational search queries. It must earn attention from someone who was not actively looking for it.

Headline (H1)

(REQUIRED)

Primary formula: What Is [Topic]? Everything You Need to Know
Alternate formula: Who Is [Person]? Everything You Need to Know
Question format also permitted: e.g., Who Is [Person]? What to Know About the [Descriptor]

• Character count: 80–100 characters
• Build from the focus keyphrase outward—[Focus Keyphrase] + [Rest of Headline]
• Do not confuse with the “Everything to Know” format—that is a separate article type for everyday topics outside of entertainment
• Casing in CMS depends on destination: CUE uses sentence case; UsW and WW use title case—does not affect og:title or the Discover-served headline
• Casing varies by publishing destination—adjust per site style guide before publishing

Discover-specific: The Discover headline may differ from the SEO title. Both must reflect the same focus keyphrase—they should be similar but not identical.

Optimize before publishing. Articles are indexed almost immediately after publishing. Errors in the H1 or SEO title at the time of publish can take hours to re-index—by which point the news cycle has moved on. Get it right before hitting publish.

SEO Title

(REQUIRED)

The SEO title is the most important element on the page. It is what search engines see first and frequently what readers see first—in Top Stories, “Also in the News,” regular search results, AI Overviews, and Google Discover.

• Character count: 50–70 characters—titles under 60 risk missing keywords and clarity; titles over 70 are truncated in search results
• Must contain the focus keyphrase
• Must front-load keywords—the first 8 words carry the most weight
• Must match the H1 in intent—similar but not identical
• Must contain a verb
• Is a concise version of the H1, not a string of keywords
• Avoid clickbait—question-format titles are permitted but must not be misleading

Dek

(REQUIRED)

• Entered as a separate CMS field—do not place inside the article body
• Must contain the focus keyphrase
• Should summarize the article in a way that entices the click

Meta Description

(REQUIRED)

• 100–155 characters (approximately 2 sentences)
• Must contain the focus keyphrase and relevant proper nouns
• Must not repeat the H1 or SEO title verbatim
• Functions as a dek—entices clicks, does not merely summarize
• A useful approach: pull two sentences from the article that best capture its point

Focus Keyphrase

(REQUIRED)

</span>

• Must appear in: H1, SEO title, dek (CMS field), meta description
• Should reflect how a real person would search for this topic
• Use Google Trends data to inform H2 keyword choices

Tone

(REQUIRED)

Authoritative, clear, and easy to understand. Conversational and human—never stiff or institutional. Confident and specific—avoid vague generalities.

Word Count

(REQUIRED)

Target: 400–800 words. Word count is a target range, not a hard ceiling. If the topic requires more depth, go longer—provided the article remains well-organized and every word earns its place.

Article Structure

(REQUIRED)

The following structure is mandatory for this format. General Guidelines do not prescribe article structure.

[AI DISCLAIMER—CUE sites only]
"This article was created by content specialists using various tools, including AI."

[LEDE / INTRO]
- Open with why the topic matters right now—do not lead with a definition
- Introduce any main characters or key figures without giving too much away
- Create enough curiosity to pull the reader forward
- No throat-clearing openers

[H2 SECTION 1—keyword from Google Trends]
- Break topic into simple, digestible sections
- Use examples and analogies

[H2 SECTION 2—keyword from Google Trends]
- Continue answering: who, what, when, where, why
- Use examples and analogies

[H2 SECTION N—keyword from Google Trends]
- Add as many H2 sections as the topic requires
- Each H2 must introduce a substantive section, not serve as decoration

[INTERNAL LINKS—embedded throughout body copy]
- 3–5 contextual internal links
- Placed naturally within relevant sections

Formatting Rules

(REQUIRED)

• Use H2 subheadings as primary section headers—do not use H2s as decoration; each must introduce a substantive section
• Bullet points permitted for lists within body copy—not as a substitute for prose
• Keep paragraphs short for mobile readability
• Casing in CMS depends on destination: CUE uses sentence case; UsW and WW use title case (see Headline rules above)

Internal Links

(REQUIRED)

3–5 contextual internal links per article. Fewer weakens SEO signal; more creates poor UX and confuses search engines about page importance. See General Guidelines §1.4 for full anchor text rules.

Link to:

• Tag pages relevant to the article’s focus
• Source articles or social posts referenced in the explainer
• Previously published site articles about events mentioned in the explainer

Hero Image

(REQUIRED)

General Guidelines do not specify image requirements. The following specs are mandatory for this format.

Images must be striking and visually specific—no stock blandness.

</span>

URL Structure

(REQUIRED)

General Guidelines do not prescribe URL patterns. The following is mandatory for this format.

• 4+ keywords, front-loaded
• Strip stop words
• Keep short and descriptive
• Pattern: [topic-keyword]-[topic-keyword]-explained or similar

Variants

(REQUIRED)

• Every piece should have a local variant and a national variant
• All variants must be meaningfully differentiated in structure and prose from the original and from each other
• All variants must be optimized for their intended audience and their intended platform—for Discover, format and framing must suit a passive, visually-driven feed reader
• Revival content (2025 or later) must be optimized for its best-performing distribution channel
• Revival content includes: nostalgic angles (e.g., callbacks to 2016 trends) and “one year later” perspectives on top articles
• New pitches must not duplicate content already published on other McClatchy platforms

Tags

(REQUIRED)

General Guidelines do not specify tags. The following are mandatory for this format.

• TH-CSA
• The Commons
• (Tags subject to change—check for updates)

What to Avoid

Pre-Publish Checklist

• AI disclaimer present at top of article (CUE sites only) and “Created With AI” checkbox checked in CUE
• Named human byline—creator/first editor only, no staff byline
• If updated article: byline and dateline handled per General Guidelines §1.5
• All facts verified; all links point to reputable sources
• Focus keyphrase in H1, SEO title, dek (CMS), and meta description
• H1: 80–100 characters, correct formula, contains verb, no prohibited language
• SEO title: 50–70 characters, matches H1 intent, front-loaded keywords
• Meta description: 100–155 characters, no repeated hed language
• Dek entered as CMS field—not placed inside article body
• Lede leads with why it matters, introduces key figures, no definition opener
• 3–5 internal links with descriptive anchor text
• H2 subheadings contain Google Trends keywords
• Hero image: 1200px+ wide, 16:9, 300K+ res, no logos/text/stock
• URL: short, keyword-forward, stop words stripped
• Headline casing adjusted for publishing destination
• Tags applied: TH-CSA and The Commons
• If variant: meaningfully differentiated in structure and prose from source and all other variants
• If new pitch: confirmed not duplicated on other McClatchy platforms
• Local and national variants confirmed (if applicable)
• Passes all Google Helpful Content standard questions (General Guidelines §1.7)
• Human review and approval obtained before publishing