The Clear Winner: Active Voice Vs. Passive Voice For Google Discovery Optimization

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Post on Feb 09, 2025

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The Clear Winner: Active Voice vs. Passive Voice for Google Discovery Optimization

Google's Discovery feed is a powerful tool for reaching potential customers where they already are—scrolling through their favorite apps and websites. But to truly harness its potential, you need to optimize your content. And one crucial element often overlooked? Voice. Specifically, the battle between active voice and passive voice. This article will dissect why active voice reigns supreme for Google Discovery optimization.

Why Active Voice Dominates for Google Discovery

Google Discovery prioritizes engagement. Algorithms strive to show users content they'll find relevant and compelling—content that keeps them scrolling. Active voice plays a pivotal role in achieving this.

1. Clarity and Conciseness: The Cornerstones of Engagement

Active voice is inherently clearer and more concise. It gets straight to the point, stating who is performing the action and what action is being performed. For example:

• Passive: The product was designed by our team.
• Active: Our team designed this product.

The active version is immediately more impactful. It's direct, confident, and easy to understand. This clarity translates to better user engagement on the Discovery feed, as users are less likely to lose interest deciphering passive sentences.

2. Improved Readability and Scannability

Google Discovery often presents content in snippets or cards. Users scan these quickly, deciding in seconds whether to click. Active voice significantly improves scannability. Shorter sentences and clear subject-verb relationships make your content easier to digest at a glance. This is crucial for capturing attention in a highly competitive environment.

3. Stronger Call to Action (CTA)

A compelling CTA is vital for driving conversions. Active voice empowers stronger CTAs. Compare:

• Passive: The offer should be claimed now.
• Active: Claim this offer now!

The active version is assertive and commands attention, significantly increasing the likelihood of a click.

4. Enhanced Credibility and Authority

Active voice projects confidence and authority. It conveys a sense of expertise and professionalism, building trust with potential customers. This is particularly important in gaining users' attention in a crowded space like the Google Discovery feed.

Passive Voice: When (Rarely) to Consider It

While active voice is the clear champion, there are rare exceptions. Using passive voice might be appropriate when:

• The actor is unknown: "The window was broken."
• The actor is unimportant: "The report was completed on time."
• You want to emphasize the action rather than the actor: "The product was carefully crafted."

However, even in these situations, carefully consider whether active voice could achieve a similar effect with greater impact. Overusing passive voice can make your content feel weak and indirect.

Optimizing Your Content for Google Discovery: Beyond Voice

Beyond voice, remember these key optimization strategies for Google Discovery:

• Compelling visuals: High-quality images and videos are crucial for grabbing attention.
• Relevant keywords: Incorporate keywords strategically throughout your content.
• Strong headlines and descriptions: Make your content instantly appealing.
• A/B testing: Experiment with different versions of your content to see what resonates best.

Conclusion: Active Voice = Discovery Success

For Google Discovery optimization, active voice is the undeniable winner. Its clarity, conciseness, and ability to create impactful CTAs make it an essential tool for driving engagement and achieving your marketing goals. By prioritizing active voice and incorporating other optimization strategies, you can significantly improve your chances of success on the Google Discovery feed. Embrace active voice and watch your engagement soar!