Last Updated on October 8, 2025 by Jane Nriapia
Google has confirmed that it is testing Google Discover on desktop devices. This update could bring new opportunities for aesthetics clinics to appear in front of potential patients, before they even search.
What Is Google Discover?
Google Discover is a personalised content feed powered by the Google app. It shows users articles, videos and other web content based on their interests, search history and activity across Google services.
Discover was launched in 2018 and has been available on mobile only, appearing on the Google app or the mobile Google homepage. It is not like a search engine results page (SERP) because on Google Discover, content is recommended, not searched for.
If rolled out on desktop, it will appear as a scrollable feed on the Google homepage, likely when users are signed into their Google accounts.
Why Getting Featured in Google Discover Matters
Getting your content into Google Discover means it could be shown before a user even types a search. This can increase visibility and drive high volumes of traffic to your website.
Good thing my team and I have been preparing since 2018 💪🏽 https://t.co/0s7O3jlfHW
— Lily Ray 😏 (@lilyraynyc) May 20, 2025
SEO key opinion Leader Lily Ray replied to my tweet to say she has been preparing for this change since 2018!
Content is shown directly to your target audience
Google Discover is interest-based. It shows content to users who are likely to be interested, even if they have not searched for those topics recently. This means your content could reach potential patients who are already browsing health, skincare, and beauty-related content.
For clinics, this creates a top-of-funnel awareness opportunity.
You can reach people earlier in their journey, and get even more ‘rank boosting’ visibility for your brand.
Why This Matters Now
Google has recently been introducing AI Overviews (AIOs) in search results. These summaries appear at the top of Google and often reduce the number of people clicking on traditional organic results.
As AIOs increase, click-through rates (CTR) from organic search listings may decline.
Google Discover could help regain lost visibility.
It provides a separate stream of organic traffic, based on interest signals, not keyword rankings. If more people browse Discover on desktop, the total audience increases and with it, the opportunity for your clinic to be seen.
What Kind of Content Appears in Google Discover?
Content that performs well in Discover tends to be:
- Visually rich (with high-quality feature images)
- Topical (linked to current trends or seasonal themes)
- Engaging (clear, well-structured, mobile-friendly content)
- Authoritative (demonstrating expertise and trustworthiness)
For aesthetics clinics, this could include:
- “Top 5 Skin Treatments for Summer”
- “How to Prepare for Your First Anti-Wrinkle Appointment”
- “Is Profhilo Right for You?”
This content should be devised from your clinic’s SEO strategy, include expert insights, be medically accurate, and be easy to read on mobile and desktop.
How BoutiqueSEO Monitors Trends to Maximise Discover Visibility
At BoutiqueSEO, we offer medical marketing which combines our experience of the aesthetics sector with tracking search trends, industry updates, and SEO emerging topics . This helps us create blog content that aligns with what users are currently reading and searching for and that is discoverable on Google.
We also structure every article with clear headings, SEO metadata, and schema to support performance in both search results and Google Discover.
We follow Google’s content guidelines, including YMYL & E-E-A-T (Experience, Expertise, Authoritativeness, Trust), to improve trust and discoverability.
If you would like to create content that ranks in Discover and search and reaches more patients, please contact BoutiqueSEO for expert support.
