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Purpose: This paper constitutes the first academic study to be made of Google Discover as applied to online journalism. Design/methodology/approach: This paper constitutes the first academic study to be made of Google Discover as applied to online journalism. The study involved conducting 61 semi-structured interviews with experts that are representative of a range of different professional profiles within the fields of journalism and search engine positioning (SEO) in Brazil, Spain and Greece. Based on the data collected, the authors created five semantic categories and compared the experts' perceptions in order to detect common response patterns. Findings: This study results confirm the existence of different degrees of convergence and divergence in the opinions expressed in these three countries regarding the main dimensions of Google Discover, including specific strategies using the feed, its impact on web traffic, its impact on both quality and sensationalist content and on the degree of responsibility shown by the digital media in its use. The authors are also able to propose a set of best practices that journalists and digital media in-house web visibility teams should take into account to increase their probability of appearing in Google Discover. To this end, the authors consider strategies in the following areas of application: topics, different aspects of publication, elements of user experience, strategic analysis and diffusion and marketing. Originality/value: Although research exists on the application of SEO to different areas, there have not, to date, been any studies examining Google Discover. Peer review: The peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2022-0574 [ABSTRACT FROM AUTHOR]