Google’s February 2026 Discover Core Update: A Shift Toward Quality and Expertise

For website owners and content creators, keeping up with Google’s algorithm changes can feel like a full-time job, as each update reshapes the traffic landscape. The latest shift came on February 5, 2026, with the release of the February 2026 Discover Core Update. This broad update focuses on how content appears in Google Discover rather than traditional search rankings. In this blog, we explain what changed, why it matters for Discover traffic, and how to adapt your content strategy moving forward.   

Key Takeaways

• The February 2026 Discover Core Update strengthens Google’s focus on quality, originality, and user value within the Discover feed.
• Locally relevant content is now prioritized, giving regional and country-based publishers a stronger opportunity to gain visibility.
• Sensational headlines and clickbait tactics are being actively reduced in favor of content that delivers on its promise.
• Google is rewarding topic-by-topic expertise, allowing niche and specialized publishers to compete more effectively.
• Traffic fluctuations after the update are expected and should be viewed as signals to refine content strategy, not penalties.

What is the February 2026 Discover Core Update?

Google Discover has evolved significantly over the years. Originally a simple feed of news and interests, it has become a major driver of traffic for publishers. However, with that growth came challenges, particularly regarding the quality of content being recommended. Users often complained about seeing too much clickbait or content that wasn’t relevant to their specific location.

The February 2026 update directly addresses these user experience issues. According to Google’s announcement, this update is designed to make the Discover experience more useful and worthwhile. It is currently rolling out to English language users in the US, with plans to expand globally in the coming months.  

This update represents a fundamental shift in how Google’s systems evaluate content for the feed. It moves away from purely engagement-based metrics toward a model that values depth, originality, and local relevance.

Key Improvements in the New Update

Google has highlighted three specific areas where this update aims to improve the user experience. Understanding these three pillars is essential for any publisher looking to maintain or grow their presence in Discover.

1. Prioritizing Locally Relevant Content

One of the biggest complaints about digital news feeds is the lack of local context. Users might see a generic article about a weather event or a local festival, but it’s written by a content farm halfway across the world rather than a local source.

With this update, Google is explicitly prioritizing content from websites based in the user’s country. This means if a user is in the United States, the system will favor US-based publishers over international ones for topics that are relevant to that region. This is a massive win for local news outlets and regional publishers who have struggled to compete with global giants. It ensures that when users see news about their community or country, it comes from a source that likely understands the nuances of the local context.

2. A Crackdown on Sensationalism and Clickbait

We have all seen them: headlines that promise the world but deliver very little substance. “You Won’t Believe What Happened Next” or “This One Trick Will Save You Millions”. While these tactics have historically driven clicks, they often lead to a poor user experience known as “pogo-sticking”, where a user clicks a link, realizes it’s low quality, and immediately bounces back to the feed. 

The February 2026 update includes new signals to reduce sensational content. Google wants to clean up the feed. The algorithm is getting smarter at identifying headlines that exaggerate or mislead. If your strategy relies on shock value rather than substance, you are likely to see a significant drop in Discover impressions. The goal is to surface content that respects the reader’s time and intelligence.

3. Rewarding Deep Expertise and Originality

Perhaps the most significant change for niche publishers is the focus on “topic-by-topic” expertise. Google’s systems are now better at understanding which sites have true authority in specific areas. In the past, a large general-interest site might have dominated Discover simply because of its high domain authority. Now, the playing field is leveling. Google explicitly stated that a site with a deep focus on a single topic has an equal opportunity to show up.

For example, imagine a dedicated local news site that has a robust gardening section. Under the new system, this local site could be recognized as an expert in gardening content. If they publish an in-depth, original article about planting spring bulbs, it has a good chance of surfacing in Discover for interested users. Conversely, a general movie review site that decides to write a random, thin article about gardening likely won’t make the cut. The system looks for a pattern of expertise, not just a one-off hit.

How This Impacts Your Traffic

Whenever a “core update” is released, volatility is expected. Google has been transparent about the possibility of fluctuations in Discover traffic. Some sites will see increases. These are likely the publishers who have been adhering to E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines, focusing on original reporting and avoiding clickbait tactics.  

The shifts introduced in February 2026, Discover Core Update, are not happening in isolation. Google has been steadily refining its ranking systems through a series of broad changes, including lessons seen during the Google March 2024 core update. That update emphasized overall site quality, consistency, and trust signals across content ecosystems.

Other sites may see decreases. If a site has relied on scraping content, rewriting stories from other sources without adding value, or using manipulative headlines, this update will likely result in a dip in visibility. It is important to remember that a drop in traffic doesn’t always mean your site is “broken” or penalized in a traditional sense. It often just means that Google’s systems have found other content that they believe provides a better experience for the user at that moment.

Strategies for Adapting to the New Landscape

As Discover places greater emphasis on originality and usefulness, maintaining outdated or thin content can quietly weaken overall performance. A thoughtful content refreshing strategy plays a key role here. Updating older posts with current insights, improved structure, and clearer expertise signals helps reinforce topical authority. So, how do you align your content strategy with these new signals? Here are a few actionable steps based on the update’s criteria.

Deepen Your Niche Focus

Don’t try to be everything to everyone. If you run a tech blog, focus on deep, original analysis of technology. Don’t suddenly pivot to writing about celebrity gossip just because it’s trending. Google is looking for topical authority. Build clusters of content around your core subjects to demonstrate to the algorithm that you are a subject matter expert.

Audit Your Headlines

Review your recent articles. Do your headlines accurately reflect the content of the article? Are you over-promising? Move toward headlines that are intriguing but honest. You can still write catchy titles, but they must deliver on the promise they make.

Highlight Your Location (If Applicable)

If you are a local business or publisher, make sure your site signals its location clearly. This includes your “About Us” page, your contact information, and the content itself. Writing about local events, issues, and news with a distinct local voice can help you capture that “locally relevant” boost.

Focus on Originality

Regurgitating news is no longer a viable strategy for Discover. You need to add value. This could be through original data, unique commentary, expert interviews, or a fresh perspective that isn’t found elsewhere. Ask yourself: “Does this article provide something new, or is it just a summary of what everyone else is saying?”

Publishing Consistency Matters

Beyond what you publish, how often you publish plays a role in how Google understands your site. A balanced content velocity helps signal consistency and subject focus. Publishing high-quality content at a sustainable pace strengthens topical recognition and supports Discover visibility far more effectively than sporadic bursts of unrelated articles.

Final Thoughts

The February 2026 Discover Core Update highlights Google’s continued focus on quality, relevance, and trust. It prioritizes locally relevant content, limits clickbait, and rewards publishers that demonstrate real expertise. For website owners, this update signals a shift away from engagement-driven tactics and toward sustainable visibility built on authoritative and helpful content.

For brands adapting to these changes, The Ocean Marketing helps turn algorithm updates into opportunities. Traffic fluctuations offer valuable insights into what content is performing and why. By refining editorial strategies and focusing on long-term value, publishers can stay aligned with Google’s evolving standards and maintain Discover visibility. If your analytics show changes or you want to future-proof your content strategy, contact us to learn how we can help us improve content performance and navigate ongoing Google updates with confidence.