Google has launched a new algorithm update that focuses specifically on Google Discover, the personalised content feed many users see on mobile and in the Google app. This update began rolling out on February 5, 2026 and is expected to take up to two weeks to fully deploy for English-language users in the United States, with a wider global rollout to follow.
What This Update Targets
This update is different from standard Search core updates because it affects only the Discover feed. That means a site could see changes in Discover performance even if its regular search rankings stay the same.
According to Google, the update concentrates on three main aspects:
1. Local Relevance
The algorithm now gives more weight to content that is relevant to a user’s country. Users are more likely to see articles from publishers based in their own region. This change may affect international publishers targeting audiences outside their home country.
2. Less Clickbait and Sensational Content
Google is reducing the visibility of content that relies on exaggerated or misleading headlines and other attention-seeking tactics. Content that tries to lure clicks without delivering real value is less likely to appear prominently in Discover.
3. In-Depth and Timely Content
Content that shows original reporting, depth, and expertise on specific topics is now more likely to be surfaced. Google’s systems aim to recognise sites that consistently demonstrate knowledge on a subject and highlight their content in Discover.
How This Might Affect Traffic
Because the update prioritises locally relevant and high-quality content, some publishers may see changes in Discover traffic. A site that previously performed well in the feed might see fluctuations, while others with strong, focused content may see gains.
Google warned that traffic can go up or down as the update rolls out, and some sites may not notice much change at all. This behaviour is common with core updates affecting content distribution systems.
Why This Matters
Google Discover is an important referral channel for many websites because it sends traffic based on user interest patterns rather than keyword queries. Changes to how content is selected in Discover can shift audience behaviour, especially for publishers that depend on mobile traffic.
Google said in its official release,
“Since many sites demonstrate deep knowledge across a wide range of subjects, our systems are designed to identify expertise on a topic-by-topic basis. So whether a site has expertise in multiple areas or has a deep focus on a single topic, there's equal opportunity to show up in Discover. For 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.”
“We'll continue to show content that's personalised based on people's creator and source preferences.”
“As with all core updates, this change may lead to fluctuations in Discover traffic. Some sites might see increases or decreases; many sites may see no change at all. We're releasing this update to English language users in the US, and will expand it to all countries and languages in the months ahead.”
What Publishers Should Do
If your site gets traffic from Discover, here are some practical steps to consider:
- Focus on content quality: Make sure your articles deliver real value, depth, and clarity rather than relying on sensational headlines.
- Think locally: If you target a specific region, align your content and metadata to match that audience.
- Build expertise: Consistently cover topics in depth to help Google’s systems recognise your authority in specific areas.
- Monitor Discover separately: Use Google Search Console to track Discover performance independently of Search traffic.
Changes driven by core updates take time to settle, so patience and quality-focused adjustments are key.
Final Thoughts
The February 2026 Discover Core Update highlights Google’s ongoing effort to improve content discovery by rewarding relevance and reliability over quick engagement tactics. For publishers, this means prioritising genuine value and audience-focused content if Discover visibility matters to your site.
