Google Tests Discover Feed on Desktop Homepage

Google is currently in the experimental phase, considering bringing its Discover feed to desktop users. This could potentially lead to a significant transformation of its traditionally straightforward homepage.

The Discover feed is primarily designed to keep users engaged by offering personalized content, including news, weather updates, sports scores, and stock prices, right on the Google homepage, alongside the familiar search bar.

Google has confirmed this experiment, albeit limited to India at the moment. The initiative was initially noticed by MSPowerUser.

The desktop version of the Discover feed mirrors its mobile counterpart, featuring algorithmically curated content covering news, entertainment, sports, finance, and more. Users can horizontally scroll through posts in a carousel-like fashion.

This move to introduce Discover on desktop signifies a substantial change since the iconic, minimalistic Google homepage has essentially remained untouched for over two decades.

So, why is Google considering this addition to the desktop?

The aim could be to keep users engaged on google.com for more extended periods. Given that many users tend to go directly to search from their browser bar, Discover might lure them back to the homepage to explore recommended stories.

For content publishers, Discover offers a fresh method of having their content promoted without relying on ads. However, this also means increased competition for limited slots on Google's high-traffic homepage.

As for the potential wider rollout, if the Discover feature performs well in its current tests, Google might expand it globally on desktop, just as it has done on mobile. This could significantly boost referral traffic to news and content websites worldwide.

It's uncertain whether this test will expand beyond India. Google has previously experimented with adding personalized content modules to desktop searches, such as news, weather, and stock tickers, last year.

At present, the classic Google homepage remains the norm for most users. However, the integration of the Discover feed shows that Google is keen on keeping its homepage relevant in an era where search bars are nearly omnipresent.

More Insights into Google Discover

Google introduced Discover on mobile devices in the United States in 2018, subsequently extending its availability worldwide. The feed now appears on the Google homepage for mobile users in over 100 countries. Bringing it to the desktop would expose it to even more traffic.

On mobile, Discover occupies the entire Google homepage. In the testing phase for desktop, it appears in a condensed form below the central Google search bar. This enables Google to maintain its iconic, minimalist homepage design while incorporating personalized content.

When users click on a story in Discover, they are directed straight to the publisher's website, rather than a Google-hosted content page. This approach makes it more favorable for publishers compared to something like Google's Search Generative Experience (SGE).

In Conclusion

Google is currently experimenting with introducing its Discover feed to desktop homepages, initially focusing on India.

This potential change could have a significant impact on Google's long-standing, straightforward homepage design.

Should the experiment yield positive results, Google might expand the Discover feature to desktop users globally, akin to its mobile availability.