What Happened: Google's First Discover-Only Core Update
On February 5, 2026, Google released the February 2026 Discover core update, marking the first time Google has announced a core update targeting exclusively Google Discover. This is a significant shift in how Google approaches content surfacing across its platforms.
Unlike typical core updates that affect both Google Search and Discover simultaneously, this update only impacts how content appears in the Discover feed. According to Barry Schwartz at Search Engine Roundtable, he could not recall Google ever announcing a Discover-specific update of this nature before.
The update is rolling out to English-language users in the United States first, with global expansion to all countries and languages planned for the coming months. Google estimates the US rollout will take approximately two weeks to complete, finishing around February 19, 2026.
By treating Discover as a separate product with its own update cycle, Google is signaling that Discover has matured into a standalone content discovery system with distinct quality criteria, independent from traditional search rankings.
The Three Key Changes in Discover's Algorithm
Google's official announcement outlined three specific improvements the update aims to deliver. Each targets a different aspect of content quality and relevance in the Discover feed.
1. Local Content Priority
The update prioritizes "showing users more locally relevant content from websites based in their country." This represents a fundamental shift from Discover's previous global content model.
Google now favors content from publishers physically based in the user's country. For example, US users will see more content from US-based publishers, UK users from UK publishers, and so on. This change aims to provide more culturally and geographically relevant experiences, but it significantly impacts international publishers who previously relied on global Discover traffic.
2. Reduced Clickbait and Sensationalism
The second focus is "reducing sensational content and clickbait." Google specifically targets content that uses "misleading or exaggerated details in preview content (title, snippets, or images) to increase appeal."
Headlines that "cater to morbid curiosity, titillation, or outrage" are explicitly deprioritized. Instead, Google recommends using "page titles and headlines that capture the essence of the content" without sensationalism tactics. This aligns with broader efforts to improve information quality across Google's platforms.
3. Topic-Specific Expertise
The third change prioritizes "in-depth, original, and timely content from websites with expertise in a given area." Critically, Google now evaluates expertise per topic, not just per website.
Google provided a helpful example: "A local news site with a dedicated gardening section could have established expertise in gardening, even though it covers other topics. In contrast, a movie review site that wrote a single article about gardening would likely not."
This topic-specific approach rewards sites that build content clusters and demonstrate consistent coverage in specific areas, rather than sporadically covering every trending topic.
Why This Matters for Publishers and SEOs
This update creates a new reality: Discover is no longer just an extension of Search. It's an independent ranking ecosystem with its own quality signals, update cycle, and optimization requirements.
Who's Most Affected
- International publishers: Sites that previously received significant Discover traffic from countries where they aren't based may see dramatic drops as Google prioritizes local publishers
- Clickbait-dependent sites: Publishers relying on sensational headlines and emotional manipulation will lose visibility as Google filters out this content type
- Generalist publications: Sites covering many topics without deep expertise in specific areas may struggle compared to specialized publishers with clear topical authority
- Local news sites: These are positioned to gain significantly if they have expertise in specific topics and serve audiences in their geographic region
The traffic impact has been substantial. According to community reports on Search Engine Roundtable, Barry Schwartz noted the amount of comments about visibility changes in Google Discover has been "insane," with some publishers reporting 90-95% traffic drops while others are seeing their content reappear after long absences from the feed.
Perhaps most importantly, this update decouples Discover performance from Search performance. You could see Discover traffic move without any matching change in your search rankings, and vice versa. This means you now need separate optimization strategies for each platform. This is distinct from the February 2026 core update focused on AI content quality, which only affected traditional search rankings.
What Experts Are Saying
Industry experts have been quick to analyze the implications of this historic update, with perspectives ranging from cautious optimism to concerns about fairness for international publishers.
"I'm not sure if Google ever announced a Discover-specific update before. This specific announcement is just about a core update impacting only Google Discover."
Schwartz's observation highlights the unprecedented nature of this update. By separating Discover updates from Search updates, Google is effectively admitting that the two systems now operate on fundamentally different principles.
Multiple SEO experts have noted that the topic-specific expertise requirement represents a significant shift in how Google evaluates content authority. Rather than looking at site-wide authority signals (like overall domain authority), Google now assesses whether a site demonstrates consistent, in-depth coverage of specific topics.
The consensus among experts is clear: wait at least 14 days after the rollout completes before making major SEO decisions. Sites that make aggressive changes during a rollout often struggle to recover, as they're optimizing against a moving target while the algorithm is still adjusting.
How to Adapt Your Content Strategy
If you've seen Discover traffic changes—whether positive or negative—here's a step-by-step action plan based on the update's specific focus areas.
Step 1: Check Your Discover Performance Data
Start by examining your Google Search Console's Discover performance report. Compare impressions and clicks from before February 5 to current levels. Look for patterns: are specific topics or content types affected more than others?
Key metrics to monitor:
- Impressions (how often your content appeared)
- Click-through rate (whether users engaged when they saw it)
- Position (where your content ranked in feeds)
- Traffic trends for individual pages
Pro Tip
Compare Discover metrics specifically, not overall organic traffic. This update doesn't affect traditional search rankings, so mixing the two will give you inaccurate insights.
Step 2: Audit Your Geographic Relevance
Identify where your traffic comes from and where your business is based. If you're a US site getting most Discover traffic from the UK, expect that to shift as Google prioritizes UK publishers for UK users.
For international publishers, consider:
- Creating region-specific content that appeals to users in your home country
- Building partnerships with local publishers in target regions
- Focusing on topics with universal appeal rather than region-specific news
Step 3: Review Your Headlines and Content Presentation
Examine your recent articles' headlines. Are they accurate descriptions of the content, or do they rely on curiosity gaps, emotional manipulation, or exaggeration? Google's update specifically targets misleading preview content.
Bad headline examples (avoid these):
- "You Won't Believe What Google Just Did"
- "This SEO Trick Will DESTROY Your Competition"
- "What Happened Next Will SHOCK You"
Good headline examples (use these approaches):
- "Google Discover Update Prioritizes Local Content: What Changed"
- "5 SEO Strategies for E-commerce Sites in 2026"
- "February Core Update Analysis: Winners and Losers"
You can quickly audit your content quality using our free Helpful Content Checker—it'll help you identify potential quality issues before they impact your rankings.
Step 4: Build Topic-Specific Content Clusters
Google now evaluates expertise per topic. Instead of covering everything trending, focus on building comprehensive coverage in specific areas where you can demonstrate genuine expertise.
Effective topic clustering strategy:
- Choose 2-4 core topics aligned with your site's mission
- Create pillar content (comprehensive guides) for each topic
- Develop supporting articles that dive deep into specific aspects
- Link related articles together to show topical relationships
- Update existing content regularly to maintain freshness and depth
Step 5: Optimize Technical Performance
While not explicitly mentioned in the update announcement, technical SEO fundamentals matter for Discover. Google has consistently stated that page experience affects content surfacing across all their platforms.
Run a comprehensive audit to check for technical issues that might be amplified by this update. Our free Technical SEO Audit can identify common problems in under a minute, including:
- Core Web Vitals issues (LCP, INP, CLS)
- Mobile-friendliness problems
- Image optimization opportunities
- Structured data implementation
Remember: 100% of Discover users are on mobile devices, so ensure your Largest Contentful Paint (LCP) is under 2.5 seconds and your site works flawlessly on smartphones.
Don't Make Aggressive Changes During Rollout
The update is still rolling out through February 19 for US sites. Some fluctuations are temporary as Google's systems adjust. Making major changes now can backfire—wait until the rollout completes to see your actual position before optimizing.
Tools to Help You Optimize for Discover
Recovery comes from improving content quality, establishing topical expertise, and ensuring technical excellence. Here are free tools to help you assess and improve each area.
Technical SEO Audit
Check for technical issues that could hurt your Discover performance, including Core Web Vitals and mobile-friendliness
Complete SEO Report
Get a comprehensive analysis of your site's SEO health, including content quality and technical factors
Helpful Content Checker
Analyze your content against Google's helpful content guidelines to identify potential quality issues
Google Search Console
Monitor your Discover performance report to track impressions, clicks, and CTR over time
What to Expect Next
The US rollout should complete around February 19, 2026. After that, Google will expand the update to all countries and languages, though they haven't provided a specific timeline beyond "in the months ahead."
Based on previous core update patterns, expect the global rollout to happen in phases, likely prioritizing major English-speaking markets first (UK, Canada, Australia) before expanding to other languages and regions.
More significantly, this update signals a broader shift in how Google approaches content ranking across its ecosystem. Discover now joins Search, AI Overviews, and Google News as distinct platforms with independent ranking systems. This fragmentation means publishers need separate optimization strategies for each surface where their content appears.
Watch for these developments:
- Additional Discover-specific updates becoming more common
- Google providing more granular Discover reporting in Search Console
- Further divergence between Search and Discover ranking factors
- Potential introduction of Discover-specific optimization documentation
Frequently Asked Questions
Key Takeaways
Google's February 2026 Discover core update marks a turning point: Discover is now a fully independent content discovery platform with its own ranking criteria, update cycle, and optimization requirements.
Your Action Plan:
- Monitor your Discover performance in Google Search Console, comparing pre-February 5 data to current metrics
- Wait until February 19 (or later for global rollouts) before making major strategic changes
- Audit headlines for clickbait and sensationalism, replacing with accurate, descriptive titles
- Build content clusters around 2-4 core topics where you can demonstrate genuine expertise
- Prioritize local relevance if you serve specific geographic markets
The publishers who thrive in this new Discover ecosystem will be those who commit to quality over quantity, expertise over breadth, and authenticity over sensationalism. If you focus on building genuine topical authority and serving your core audience well, Discover traffic will follow.