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

soporte.com.ar Team Editor

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Post on Feb 08, 2025

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

Google Discovery is a powerful tool for reaching potential customers, but optimizing your content for this platform requires a keen understanding of how Google's algorithms work. One crucial aspect often overlooked is the impact of voice—specifically, the choice between active and passive voice. While both have their place, for Google Discovery optimization, active voice emerges as the clear winner.

Why Active Voice Reigns Supreme on Google Discovery

Google Discovery prioritizes engaging and easily digestible content. It aims to surface information that is relevant and immediately captivating to users. Active voice significantly enhances these qualities in several key ways:

1. Clarity and Conciseness:

Active voice delivers information directly and efficiently. The subject performs the action, creating a clear and concise sentence structure. This is crucial for grabbing attention in the often-limited space of a Discovery feed. Consider the difference:

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

The active voice version is shorter, punchier, and gets straight to the point—immediately conveying the key information.

2. Improved Readability and Engagement:

Shorter, clearer sentences are easier to read and understand. Google's algorithms favor content that keeps users engaged. Active voice directly contributes to improved readability scores, which positively influences Google's ranking algorithms. This leads to higher click-through rates (CTR) and improved overall performance.

3. Stronger Call to Action (CTA):

Active voice naturally lends itself to stronger calls to action. Direct and assertive language encourages immediate response. Instead of passively suggesting an action, you actively urge the user to take it.

• Passive: A free trial can be downloaded here.
• Active: Download your free trial now!

4. Enhanced Relevance and Keyword Integration:

Using active voice allows for more natural integration of relevant keywords. Because you're directly stating the subject and action, keywords can flow more seamlessly into your sentences, improving search engine optimization (SEO) within the Discovery feed. This helps Google understand the content's relevance to user searches.

When Passive Voice Might Have a Place (Rarely)

While active voice is generally preferred, there are very specific situations where passive voice might be suitable:

• Emphasis on the action, not the actor: If the action itself is more important than who performed it, passive voice can be used. For example, "The award was given" emphasizes the award, not necessarily who gave it.
• Avoiding assigning blame or responsibility: In certain formal settings, passive voice can be used to avoid directly assigning blame. However, this is generally less applicable in the marketing context of Google Discovery.

However, these exceptions are rare. In the majority of cases, prioritizing active voice dramatically improves your chances of success on Google Discovery.

Optimizing Your Content for Google Discovery: Key Takeaways

To maximize the effectiveness of your Google Discovery campaigns, focus on crafting compelling content that leverages the power of active voice. Remember:

• Prioritize clarity and conciseness.
• Use strong, action-oriented language.
• Integrate relevant keywords naturally.
• Write for your audience, keeping them engaged.

By consistently using active voice, you'll significantly improve the readability, engagement, and ultimately, the performance of your Google Discovery campaigns. Embrace active voice – it's the key to unlocking the full potential of this powerful advertising platform.