Editor’s Update (April 10, 2025): New information indicates early rollout to some users and provides tracking guidance for publishers.
Google has announced plans to bring Discover to desktop search. This move could change how publishers get traffic from Google.
The news came from the Search Central Live event in Madrid, where SEO experts Clara Soteras Acosta and Gianluca Fiorelli shared it.
Google Discover will be available for desktop!🤩
The Google team is working to expand Discover on more surfaces. They just showed it in #sclmadrid, a great new feature for News and that will change the real-time and content strategy of publishers.
Let's remember that, right… pic.twitter.com/gw7SSwZ8ES
— Clara Soteras (@ClaraSoteras) April 9, 2025
More about Perspective.
Also interesting Discover expanding to desktop and even more personalization on SERP pic.twitter.com/JwyuU1g29U— Gianluca Fiorelli (@gfiorelli1) April 9, 2025
Google has tested Discover on desktop before, but this is the first time it has confirmed it’s happening. The company hasn’t said when it will launch for all users.
Some users, like Brodie Clark, reported seeing the Discover feed on desktops for logged-in accounts. This indicates that Google is beginning to test this feature before a wider rollout.
What Is Google Discover?
Google Discover is a feed that shows content based on what you might like. It appears in the Google app, Chrome’s new tab page, and google.com on phones.
Unlike regular searches, you don’t need to type anything. Discover suggests content based on your interests and search history.
As Google defines it:
“Discover is a part of Google Search that shows people content related to their interests, based on their Web and App Activity.”
Why This Matters: Discover’s Growing Impact on Publisher Traffic
This desktop launch is important as Discover has become a bigger traffic source for many sites.
A January survey from NewzDash found that 52% of news publishers consider Discover a top priority. The survey also showed that 56% of publishers saw recent traffic increases from Discover.
Martin Little from Reach plc (publisher of UK news sites like Daily Mirror) recently said that Google Discover has become their “single largest traffic referral source.”
Little told Press Gazette:
“Discover is making up for [search traffic losses] and then some. Almost 50% of our titles are growing year-on-year now, partly because of the shifts in Google.”
Tracking Discover Traffic from Desktop
Publishers should prepare to track this new traffic source. In Google Analytics 4, you can:
- Set up a page referrer filter for “pubsub2” traffic, which is primarily Discover traffic
- Add an additional device filter for “Desktop” to specifically monitor the desktop Discover rollout
- Monitor traffic patterns over time to identify spikes related to the desktop implementation
While Google Search Console doesn’t currently have a way to filter by device type within the Discover reporting, this functionality may be added as the desktop release becomes official.
Optimizing Content for Google Discover
You don’t need special markup or tags to appear in Discover. However, Google suggests these best practices:
- Create quality content that matches user interests
- Use good, large images (at least 1200px wide)
- Write honest titles that accurately describe your content
- Don’t use misleading previews to trick people into clicking
- Focus on timely, unique content that tells stories well
Little noted that Discover prefers “soft-lens” content – personal stories, lifestyle articles, and niche topics. Breaking news and hard news often don’t do as well.
“You don’t get court content in there, no crime, our council content doesn’t get in there,” Little explained what Discover tends to avoid.
Desktop Expansion: Potential Traffic Implications
The desktop rollout could significantly change traffic patterns for publishers already using mobile Discover.
Google’s presentation slide at the Madrid event highlighted “expanding surfaces,” which suggests Google wants a more consistent experience across all devices.
For SEO pros, this is both an opportunity and a challenge. Desktop users browse differently from mobile users, which might affect how content performs in Discover.
Building a Discover Strategy
Publishers wanting to get more Discover traffic should consider these approaches:
- Monitor performance: Use Search Console’s Discover report to track how your content is doing.
- Track across devices: Set up proper GA4 filters to separate desktop and mobile Discover traffic.
- Diversify content: Don’t ignore traditional search traffic while optimizing for Discover.
- Focus on keeping readers: Consider using newsletters to turn Discover visitors into regular readers.
- Use effective headlines: Publishers note that Discover often picks headlines with a “curiosity gap” – titles that tell enough of the story but hold back key details to encourage clicks.
What’s Next?
As Google expands Discover to desktop, publishers should prepare for traffic changes. This move shows Google’s shift from just answering searches to actively suggesting content.
While we don’t know the exact launch date, publishers who understand and optimize for Discover will have an advantage.
Featured Image: DJSully/Shutterstock
