Google Discover Is Coming to Desktop – What Does This Mean for Your Site?
In a move that's flown largely under the radar, Google has quietly confirmed that its Discover feed is coming to desktop. The announcement was made during a presentation at the recent Search Central Live event in Madrid, with a slide showcasing the feature in action on a desktop interface.
While Google has been testing a desktop version of Discover since 2023, this update suggests a broader rollout could be just around the corner. So, it's the perfect time to revisit what Google Discover actually is, how it works, and what opportunities it presents as it breaks free from mobile devices.
What Is Google Discover?
First launched in 2018, Google Discover is a query-less, personalised content feed that shows articles, videos and other web content tailored to a user's interests. It appears beneath the search bar on Android devices, in the Google app for iOS and Android, and on the homepage of the mobile Chrome app.
The feed is powered by machine learning and user behaviour (rather than search queries) which means users don't have to type anything to see content. Instead, Discover delivers a curated stream of updates based on users' past activity and interests.
Now, for the first time, that same experience is making its way to desktop.
Why Google Discover Matters for Marketers
Unlike traditional search, which is driven by keywords and intent, Discover functions more like a social feed. It rewards timely, engaging, and highly visual content – making it a noticeably different discovery channel that needs a tailored approach.
But why should we care? Because Discover can drive significant traffic spikes. However, it's a notoriously unpredictable source, as performance can fluctuate dramatically from one day to the next. This volatility means that while Discover shouldn't replace your search strategy, it's absolutely worth considering as an additional touchpoint.
How to Track Discover Performance
For those wondering how to gauge their presence in Discover, Google Search Console provides a dedicated Discover Performance Report. This dashboard highlights impressions, clicks, and click-through rates from the Discover feed, giving marketers a clear view of how their content performs outside of traditional search results.
Visibility within Discover often correlates with fresh content. Editorial updates, especially those tied to current trends or seasonal topics, tend to generate the biggest spikes in exposure.
Optimising for Google Discover: Best Practices
While there's no magic formula for appearing in Discover, there are several SEO best practices that can improve your chances:
1. Create High-Quality, Relevant Content
- Understand your audience: Review your Discover performance data to identify which topics are already landing well.
- Be timely and original: Freshness counts. Focus on new content that adds unique value or insight.
- Tell compelling stories: Narratives that engage emotionally or offer a new perspective often stand out.
- Demonstrate E-E-A-T: Google's emphasis on Experience, Expertise, Authoritativeness and Trust applies here, too. Include author bios, cite credible sources, and ensure factual accuracy.
2. Make Visuals a Priority
- Use high-resolution imagery: Google recommends images at least 1200px wide. Avoid lead images that are just logos.
- Leverage video: Short-form video, particularly YouTube Shorts, can appear in Discover. Don't forget thumbnails and metadata optimisation.
3. Enhance Content Transparency and Clarity
- Craft engaging, honest titles: Stay clear of clickbait. Titles should be eye-catching but true to the content.
- Include authorship and dates: Adding bylines and timestamps builds trust with both users and Google.
- Add structured data: Implement Article or NewsArticle schema where appropriate to support Google's understanding of your content.
- Disclose sponsorships: Transparency is crucial – ensure any paid or sponsored content is clearly labelled.
What About Paid Opportunities?
Discover doesn't support traditional keyword-based search ads, but it does offer paid placements through Demand Gen campaigns (previously part of Discovery campaigns). These ad formats are built for the Discover environment, enabling visually rich, audience-targeted creatives to appear natively within the feed.
For brands investing in fresh, top-of-funnel content, this presents a compelling opportunity to expand reach beyond the SERP and connect with users at a different stage of their journey.
Final Thoughts
The arrival of Google Discover on desktop marks an evolution in how users engage with content, and how marketers need to think about visibility. While it's not a channel you can control with precision, it offers unique potential for those willing to invest in timely, visual, and audience-first content strategies.
If you're already creating fresh editorial content, or planning to ramp that up, Discover could be the extra channel you didn't know you needed. Not sure where to begin? Contact us to get started.
