Google has started testing a new feature called Dive deeper in its Google Discover feed. This allows users to scroll through a story card without leaving the platform. The experiment is limited to a select number of users, and no detailed performance data has been released yet. However, early observations indicate that publishers are experiencing a decline in referral clicks when the overlay is active. This shift raises a critical question for independent B2B consultants relying on LinkedIn buying signals for leads: will this change reduce the traffic to my LinkedIn outreach?
How to Check If Google’s Change Affects My LinkedIn Traffic
Begin with a quick Three-signal test. Signal one: evaluate the number of referral visits from Google Discover to your website before and after the overlay was introduced. A small decline can have significant implications for your LinkedIn lead funnel. Signal two: observe the engagement metrics on your LinkedIn posts discussing similar topics. If clicks decrease while saves and comments remain constant, the overlay may be meeting readers' needs within Discover. Signal three: assess the traffic quality. An increased bounce rate or shorter dwell time on your landing pages can suggest that visitors are less targeted. When all three signals align, the overlay is likely influencing your inbound pipeline.
If the test indicates a negative trend, the next step is to determine if this change is temporary or permanent. Publishers have noted an overall increase in Discover sessions from 22.8 percent to 25.7 percent in 2024, hinting that the overlay may be part of a broader strategy to keep users engaged within Google's ecosystem. Thus, the effect on LinkedIn referrals may be minimal, but it still warrants a strategic response.
Steps to Take on LinkedIn for Protecting or Boosting My Leads
First, build a LinkedIn networking radar that identifies the topics frequently highlighted in Discover. Align your content calendar with these themes to establish yourself as an expert, even if users are clicking through less. Second, concentrate on human-controlled LinkedIn comments. When a relevant post appears, comment with a specific example or counterpoint. This approach conveys genuine expertise and engages others, which LinkedIn’s algorithm favors. Third, create LinkedIn solution evaluation posts that address the pain points exposed by the Discover overlay. For example, if the AI summary offers enough context, emphasize how your solution provides greater detail that the overlay cannot. By framing your post as a solution evaluation, you align with the same buying signals the overlay is attempting to capture. Lastly, monitor the LinkedIn buying signals in posts.
Keep scanning
The next useful conversation may be outside your feed.