Introduction to Google Discover
Google recently confirmed that Discover is coming to desktop search, but new findings show it has been in testing for over 16 months. If you know where to look, this data is already available in Search Console. In this article, we will explore the hidden desktop Discover data in Search Console, how to access it, and the key findings from the early data.
What is Google Discover?
Google Discover is a feature that shows users relevant content based on their search history and interests. It was first introduced on mobile devices, but it is now being rolled out to desktop devices. The rollout of Discover to desktop devices brings both opportunities and challenges for publishers and SEO professionals.
Hidden Desktop Discover Data in Search Console
Google announced Discover for desktop at the Search Central Live event in Madrid. However, John Shehata, CEO of NewzDash, has found that desktop data has been tracked in Search Console since early 2024. Shehata shared on LinkedIn that by adding a simple URL tweak, we now have access to 16 months of Discover desktop data – right inside GSC.
How to Access Desktop Discover Data
To see your desktop Discover stats, you can add special text to your Search Console URL. Shehata explained that by adding &metrics=CLICKS&compare_device=MOBILE&device=DESKTOP to the Discover URL in GSC, you can compare desktop vs. mobile Discover performance. However, please note that the method previously described for accessing Google Discover desktop data in Search Console has been disabled.
Key Findings From Early Desktop Discover Data
Looking at 9.6 billion impressions, Shehata found some interesting insights:
- Google has been testing desktop Discover for at least 16 months
- Big jumps in traffic happened around July 30, 2024, and October 2024
- Mobile click rates are nearly twice as high as desktop in most countries
- New Zealand appears to be a test market with desktop traffic at 18% of mobile levels
- Desktop data isn’t shown for many countries in Search Console
Optimizing Content for Desktop Discover
While the basic rules are similar to mobile Discover, there are some desktop-specific tips to keep in mind:
- Track both devices: Set up GA4 filters to separate desktop and mobile Discover traffic using “pubsub2” referrer filters with device settings
- Use good images: Desktop screens show images differently, but Google still wants high-quality photos (at least 1200px wide)
- Craft smart headlines: Discover seems to favor headlines with a “curiosity gap,” providing enough information to interest readers while withholding key details.
What This Means for SEO Pros
The desktop rollout brings both chances and challenges. Desktop users browse differently from mobile users, which affects how content performs. Shehata noted that this data opens up a new layer of Discover strategy. Desktop Discover is still in its early stages, but now’s the time to start analyzing.
Conclusion
In conclusion, the rollout of Google Discover to desktop devices is a significant development for publishers and SEO professionals. By understanding how to access and analyze desktop Discover data, you can gain a head start in optimizing your content for this new traffic source. While the insights in this article are based on preliminary data, they provide a useful starting point for developing your Discover strategy. As Google continues to roll out Discover to desktop devices, it will be important to stay up-to-date with the latest developments and best practices for optimizing your content.