Breaking News: What You Need to Know Right Now

Google has officially rolled out the February 2026 Discover Core Update on February 5, 2026. This is the first Discover-specific core update of 2026 and represents a significant shift in how content appears in Google’s personalized feed. The update is currently live for English-language users in the United States, with global expansion planned for the coming months.

Update Overview: Key Statistics at a Glance

Rollout Duration: 14 Days (Estimated) Initial Coverage: United States (English Users Only) Global Rollout: Coming in the Following Months Update Type: Core Update (Discover-Specific)

What is the February 2026 Discover Core Update?

The February 2026 Discover Core Update is Google’s first algorithm change specifically targeting the Discover feed. Unlike traditional core updates that affect both Search and Discover, this update exclusively impacts how content is surfaced in Google’s interest-based content recommendation system.

According to Google’s official announcement, the update aims to make the Discover experience more useful and worthwhile by implementing three major improvements in content selection and ranking.

The Three Pillars of the Update

Google has identified three core focus areas for this update:

1. Local Relevance (33% of Update Focus)

Google will now prioritize content from websites based in the user’s country. For example, US users will see more content from US-based publishers in their Discover feed.

Impact: Non-US sites may see reduced US traffic, while local publishers gain a competitive advantage.

2. Clickbait Reduction (33% of Update Focus)

The update decreases visibility for sensational and misleading content that uses exaggerated headlines or withholds crucial information.

Impact: Sites using clickbait tactics will see significant traffic declines.

3. Expertise & Depth (34% of Update Focus)

Google is favoring original, in-depth, timely content from authoritative sources that demonstrate real expertise on specific topics.

Impact: Topic-specific expertise is rewarded; shallow, generic content is penalized.

Expected Traffic Impact Analysis

Based on early data and industry analysis, here’s what different types of sites can expect:

Traffic Change Projections by Site Type:

Rollout Timeline & Geographic Scope

Phase-by-Phase Implementation:

Phase 1: United States (English)

• Start Date: February 5, 2026
• End Date: February 19, 2026 (estimated)
• Status: ✅ Currently Active

Phase 2: Other English-Speaking Countries

• Timeline: March-April 2026 (estimated)
• Regions: UK, Canada, Australia, New Zealand, etc.
• Status: ⏳ Planned

Phase 3: Global Rollout

• Timeline: Q2-Q3 2026 (estimated)
• Coverage: All countries and languages
• Status: ⏳ Planned

Content Quality Standards: What Google Wants

Google has updated its official Discover documentation with specific recommendations. Here’s a comprehensive breakdown:

Updated Quality Guidelines:

Content Quality Priority Factors (Scale: 1-10)

Based on Google’s updated guidelines, here’s how different quality factors are prioritized:

• Expertise: 10/10 (Highest Priority)
• Originality: 9/10
• Depth: 9/10
• Clarity: 9/10
• Timeliness: 8/10
• Mobile Experience: 8/10

Winners & Losers: Who’s Affected Most?

Likely Winners 📈

Geographic Focus:

• Local publishers serving their home country
• US-based sites (for US Discover traffic)
• Regional news outlets with strong local presence

Content Style:

• In-depth analysis and investigative journalism
• Original reporting with unique insights
• Expert commentary from recognized authorities
• Niche-focused publications

Content Quality:

• High-quality journalism with proper sourcing
• Demonstrated topic expertise
• Timely, newsworthy content with added value
• Consistent publishing standards

Publishing Strategy:

• Topic-focused brands with clear expertise areas
• Sites with demonstrated authority over time
• Publishers prioritizing quality over quantity

Likely Losers 📉

Geographic Focus:

• International sites heavily relying on US traffic
• Publishers without local relevance to their audience

Content Style:

• Clickbait headlines and sensational content
• Shallow content aggregation
• Articles that withhold key information

Content Quality:

• AI-generated spam content
• Low-effort posts with minimal value
• Recycled or duplicate content
• Thin content without original insights

Publishing Strategy:

• One-off opportunistic articles
• Sites chasing trends without expertise
• Publishers sacrificing quality for volume

Traffic Trends: Before & After Update (6-Week Projection)

High-Quality Publishers:

• Week 1: 100 (baseline)
• Week 2: 105 (+5%)
• Week 3: 110 (+10%)
• Week 4: 118 (+18%)
• Week 5: 122 (+22%)
• Week 6: 125 (+25%)

Average Content Sites:

• Week 1: 100 (baseline)
• Week 2: 98 (-2%)
• Week 3: 97 (-3%)
• Week 4: 99 (-1%)
• Week 5: 100 (0%)
• Week 6: 101 (+1%)

Clickbait/Low-Quality Sites:

• Week 1: 100 (baseline)
• Week 2: 85 (-15%)
• Week 3: 65 (-35%)
• Week 4: 48 (-52%)
• Week 5: 42 (-58%)
• Week 6: 38 (-62%)

Action Plan: How to Optimize for the Update

IMMEDIATE ACTIONS (Week 1-2)

1. Monitor Your Traffic Check Google Search Console specifically for Discover performance data. Separate Discover metrics from organic search to identify update-specific impacts.

Steps:

• Go to Search Console > Performance > Search Results
• Filter by “Discover” to see dedicated metrics
• Compare traffic from Feb 1-4 vs. Feb 5 onwards
• Note any significant changes (20%+ shifts)

2. Audit Your Headlines Review your recent articles for clickbait, sensationalism, or misleading titles. Update where necessary.

Red Flags to Look For:

• “You Won’t Believe…”
• “Doctors Hate This…”
• Exaggerated claims or numbers
• Withholding key information to force clicks
• Misleading emotional triggers

3. Check Image Quality Ensure all images are at least 1200 pixels wide and enable max-image-preview:large in your meta tags.

Technical Implementation:

<meta name="robots" content="max-image-preview:large">

4. Review Content Depth Identify shallow or low-value content that may be affected by the expertise signals.

Questions to Ask:

• Does this article provide unique insights?
• Have we added original reporting or analysis?
• Would an expert in this field find this valuable?
• Is the content substantially different from competitors?

MEDIUM-TERM STRATEGY (Month 1-3)

1. Develop Topic Authority Focus on building demonstrable expertise in specific subject areas rather than covering everything superficially.

How to Build Authority:

• Choose 3-5 core topic areas for your publication
• Consistently publish high-quality content in these areas
• Showcase author credentials and expertise
• Build a portfolio of comprehensive coverage
• Engage with your topic community

2. Enhance Original Reporting Invest in unique angles, original data, expert interviews, and proprietary insights.

Original Content Ideas:

• Conduct surveys and publish exclusive data
• Interview industry experts and thought leaders
• Perform original research or experiments
• Share proprietary analysis and insights
• Break news stories in your niche

3. Improve Mobile Experience Optimize page speed, Core Web Vitals, and mobile usability since Discover is primarily mobile.

Mobile Optimization Checklist:

• Page load time under 2.5 seconds
• First Contentful Paint under 1.8 seconds
• Largest Contentful Paint under 2.5 seconds
• Cumulative Layout Shift under 0.1
• Mobile-friendly design and navigation
• Readable font sizes (16px minimum)
• Touch-friendly buttons and links

4. Create Timely Content Balance evergreen content with timely, newsworthy articles that add value to current conversations.

Timeliness Strategy:

• Monitor trending topics in your niche
• Add expert commentary to breaking news
• Update evergreen content regularly
• Create content calendars around predictable events
• React quickly to industry developments

LONG-TERM POSITIONING (3-6 Months)

1. Build Consistent Quality Signals Maintain high standards across all content to establish domain-wide credibility.

Quality Framework:

• Editorial guidelines and standards
• Fact-checking processes
• Expert review for specialized content
• Regular content audits
• Quality metrics and KPIs

2. Diversify Traffic Sources Don’t rely solely on Discover; strengthen your SEO, social, and direct traffic channels.

Traffic Diversification Plan:

• Traditional SEO optimization
• Email newsletter building
• Social media presence
• Community engagement
• Brand building for direct traffic
• Referral partnerships

3. Establish E-E-A-T Demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness through author bios, citations, and credentials.

E-E-A-T Implementation:

• Detailed author bios with credentials
• Links to author social profiles
• Clear editorial policies
• Transparent sourcing and citations
• About page with company information
• Contact information readily available

4. Monitor Competitor Performance Track how similar publishers are performing to identify successful strategies.

Competitive Analysis:

• Identify top performers in your niche
• Analyze their content strategies
• Study their headline approaches
• Review their publishing frequency
• Note their topic coverage
• Learn from their engagement tactics

Technical Optimization Checklist

Complete technical requirements for Discover optimization:

Industry Response & Early Data

Early reports from SEO monitoring communities indicate significant volatility in Discover traffic across different sectors:

Industry Impact Distribution (Early Data – First 48 Hours):

News & Media:

• Winners: 45% of sites showing improvement
• Losers: 35% of sites showing decline
• Neutral: 20% unchanged

Health & Wellness:

• Winners: 38% of sites showing improvement
• Losers: 42% of sites showing decline
• Neutral: 20% unchanged

Technology:

• Winners: 52% of sites showing improvement
• Losers: 28% of sites showing decline
• Neutral: 20% unchanged

Lifestyle:

• Winners: 35% of sites showing improvement
• Losers: 45% of sites showing decline
• Neutral: 20% unchanged

Entertainment:

• Winners: 28% of sites showing improvement
• Losers: 52% of sites showing decline
• Neutral: 20% unchanged

Finance:

• Winners: 48% of sites showing improvement
• Losers: 32% of sites showing decline
• Neutral: 20% unchanged

Observed Traffic Changes by Publisher Type:

News Publishers: Mixed results

• Top-tier publishers: +20% to +40% increase
• Mid-tier publishers: -10% to +15% mixed
• Low-quality news aggregators: -40% to -70% decline

Content Aggregators: Generally declining

• Major aggregators with curation: -15% to -30%
• Low-effort aggregators: -40% to -70%

Niche Authority Sites: Mostly positive

• Established niche experts: +10% to +25%
• Newer niche sites: -5% to +10%

International Publishers: Significant US traffic impact

• Non-US sites targeting US audience: -50% to -80%
• International sites with global focus: -20% to -40%

Expert Insights

Industry experts and SEO professionals have weighed in on the update:

On Content Quality: “Discover rewards credibility over cleverness. Publishers who invest in clarity, consistency, and real subject knowledge tend to hold ground. This update reinforces a long-standing reality in content marketing—quality and expertise matter more than optimization tricks.”

On Local Relevance: “The geographic preference is significant. We’re seeing US-based publishers regain traffic they’d lost to international competitors. This levels the playing field for local publishers who’ve been creating quality content for their home audiences.”

On Recovery: “Sites that have been hit can recover, but it requires genuine improvements, not cosmetic changes. Focus on demonstrating real expertise, adding unique value, and building topical authority over time.”

On Clickbait: “The clickbait reduction is long overdue. Sensational headlines might get clicks, but they create a poor user experience. This update rewards publishers who’ve been honest about their content all along.”

Frequently Asked Questions

1. Does this update affect regular Google Search rankings?

Answer: No, this is a Discover-specific update. You may see Discover traffic changes without corresponding changes in organic search performance. However, both systems share some quality signals, so improvements you make for Discover may also benefit your search rankings over time.

2. How long will the rollout take?

Answer: The initial US rollout is expected to take up to two weeks, through approximately February 19, 2026. After that, the update will gradually expand to other English-speaking countries (March-April 2026) and then globally throughout Q2-Q3 2026.

3. Should I make immediate changes to my content?

Answer: Monitor your performance first. If you notice significant traffic drops (20%+ decline), audit your content for clickbait, sensationalism, or lack of depth. Make strategic improvements rather than panic-driven changes. Focus on the content published in the last 3-6 months, as this is most likely to appear in Discover.

4. Can I recover from traffic losses?

Answer: Yes, recovery is possible, but it requires genuine quality improvements, not quick fixes. Focus on:

• Building topic authority through consistent, expert content
• Improving content depth and originality
• Demonstrating real expertise through credentials and sourcing
• Enhancing user experience and mobile performance

Recovery typically takes 4-12 weeks after implementing meaningful improvements.

5. How is expertise evaluated?

Answer: Google assesses expertise on a topic-by-topic basis, not domain-wide. You don’t need to focus on just one subject, but you need to demonstrate deep knowledge in each area you cover. Indicators include:

• Consistent coverage of specific topics
• Author credentials and background
• Quality of analysis and insights
• Original research and reporting
• Citations and sourcing
• Community recognition and engagement

6. Will old content be affected?

Answer: Yes, all content eligible for Discover can be affected, regardless of publish date. However, Discover typically favors more recent content (published within the last few months). Update your evergreen content to ensure it meets the new quality standards.

7. Do I need to be in a specific geographic location to rank in Discover?

Answer: The update prioritizes local relevance, so publishers based in the user’s country will have an advantage. However, this doesn’t mean international publishers are completely excluded—they just need to provide exceptional value and expertise to compete.

8. How do I track Discover performance?

Answer: Use Google Search Console:

• Go to Performance > Search Results
• Click on the “Search type” filter
• Select “Discover”
• Review impressions, clicks, and CTR specifically for Discover

Compare data from before and after February 5, 2026, to see the update’s impact.

9. Are there any penalties with this update?

Answer: This isn’t a penalty-based update. It’s a re-evaluation of quality signals. Sites that lose traffic aren’t penalized—they’re simply not meeting the updated quality thresholds. There’s no manual action or penalty that needs to be lifted.

10. Should I stop using Discover-focused strategies?

Answer: No, but refocus your strategies on quality rather than optimization tricks. Instead of optimizing for Discover specifically, create content that genuinely serves your audience with expertise, depth, and value. The best Discover strategy is to be the best publisher in your niche.

Comparison: Old vs. New Discover Content Standards

Before February 2026 Update:

What Worked:

• Catchy, attention-grabbing headlines
• High-quality images (important but less strictly enforced)
• Timely, trending topics
• Broad topic coverage
• International content could compete equally
• Engagement-focused tactics

Content Characteristics:

• Mix of quality levels in feed
• Some clickbait content present
• International and local content mixed
• Variable content depth

After February 2026 Update:

What Works Now:

• Clear, accurate, non-sensational headlines
• High-quality images (1200px+ width, strictly required)
• Timely topics with expert analysis and original insights
• Focused topic expertise and consistent quality
• Local content strongly preferred
• Genuine value delivery

Content Characteristics:

• Higher overall quality threshold
• Clickbait significantly reduced
• Geographic relevance prioritized
• Depth and expertise emphasized

Recovery Roadmap: If You’ve Been Hit

If you’ve experienced significant traffic decline (20%+ drop), follow this structured recovery plan:

Week 1: Assessment & Immediate Fixes

Days 1-3: Data Analysis

• Export Discover traffic data from Search Console
• Identify which articles lost the most traffic
• Analyze common characteristics of affected content
• Review competitor performance in your niche

Days 4-7: Quick Wins

• Fix obvious clickbait headlines on top-performing content
• Ensure all images meet 1200px width requirement
• Add/update author bios with credentials
• Implement max-image-preview:large meta tag

Week 2-4: Content Quality Improvements

Focus Areas:

• Rewrite clickbait headlines with clear, accurate alternatives
• Add depth to shallow articles (500+ additional words of value)
• Include expert quotes, data, or original research
• Improve sourcing and add citations
• Update outdated information
• Enhance mobile user experience

Month 2-3: Authority Building

Strategic Initiatives:

• Identify your core expertise areas (3-5 topics)
• Create comprehensive, authoritative content in these areas
• Develop author profiles and expertise pages
• Build topical clusters of related content
• Engage with your topic community
• Pursue quality backlinks and mentions

Month 4-6: Sustained Excellence

Long-Term Focus:

• Maintain consistent publishing standards
• Regular content audits and updates
• Monitor industry trends and adapt
• Continue building topical authority
• Diversify traffic sources
• Invest in original research and reporting

Expected Recovery Timeline:

• Immediate fixes: 1-2 weeks to implement
• Visible improvement: 3-6 weeks after fixes
• Full recovery: 8-16 weeks (varies by severity)
• Exceeding previous performance: 4-6 months of consistent quality

Future-Proofing Your Discover Strategy

To stay ahead of future algorithm updates and maintain strong Discover performance:

1. Commit to Editorial Excellence

Establish and maintain high editorial standards that prioritize reader value over metrics. Create content you’d be proud to put your name on.

2. Build Real Expertise

Become genuinely knowledgeable in your topic areas. Hire experts, develop relationships with authorities, and invest in deep understanding of your subjects.

3. Focus on Unique Value

Every piece of content should answer: “What makes this different from everything else out there?” If you can’t answer that convincingly, don’t publish it.

4. Prioritize User Experience

Make your content easy to consume, especially on mobile. Fast loading, clear formatting, readable fonts, and intuitive navigation matter.

5. Stay Authentic

Don’t try to game the system. Focus on serving your audience genuinely, and algorithm changes become opportunities rather than threats.

6. Diversify Your Strategy

Don’t put all your eggs in the Discover basket. Build a sustainable traffic strategy across multiple channels: SEO, social, email, direct, referral.

7. Monitor and Adapt

Stay informed about algorithm updates, but don’t react frantically to every change. Make thoughtful, strategic adjustments based on your performance data.

Key Takeaways

The Big Picture:

1. The February 2026 Discover Core Update is the first Discover-specific algorithm change, affecting only the Discover feed, not regular search results.
2. Three main focus areas drive the update: local relevance, clickbait reduction, and expertise/depth of content.
3. Currently rolling out to US English users with global expansion planned for coming months.
4. Traffic fluctuations are expected and normal during the rollout period.
5. Expertise is evaluated per topic, not per domain, allowing sites to cover multiple subjects successfully.
6. Recovery from traffic losses requires genuine quality enhancement, not quick technical fixes.
7. Monitor Discover traffic separately from organic search in Google Search Console to accurately assess impact.

Action Items:

• Audit your content for clickbait and sensationalism
• Ensure images meet the 1200px width requirement
• Focus on building topical expertise in specific areas
• Prioritize depth, originality, and expert analysis
• Improve mobile user experience and page speed
• Monitor performance data in Search Console
• Make strategic improvements based on data, not panic

The Bottom Line: This update rewards publishers who genuinely serve their audiences with valuable, trustworthy, and expertly crafted content. Rather than optimizing specifically for Discover, focus on creating the best possible content for your audience. When you consistently deliver value, expertise, and originality, algorithm updates become opportunities for growth rather than threats to your traffic.

Looking Ahead: The Future of Discover

This update signals Google’s commitment to improving content quality in personalized feeds. As the update rolls out globally, we can expect:

Short-Term (3-6 Months):

• Continued refinement of quality signals
• Possible minor adjustments based on user feedback
• Expansion to all languages and regions
• Industry adaptation and new best practices emerging

Medium-Term (6-12 Months):

• Integration of more sophisticated expertise signals
• Potential incorporation of E-E-A-T signals from Search
• Enhanced personalization based on user preferences
• Possible penalties for repeat offenders of quality guidelines

Long-Term (12+ Months):

• AI-powered content quality assessment
• Even stronger emphasis on original reporting
• Integration with other Google products and services
• Continued evolution of what constitutes “quality”

What This Means for Publishers: The sites that will thrive in the post-update landscape are those that genuinely serve their audiences with valuable, trustworthy, and expertly crafted content. The future of Discover favors:

• Niche expertise over broad generalization
• Depth over volume
• Originality over aggregation
• Local relevance over global reach
• User value over engagement tricks

Final Recommendations

For New Publishers: Start with a strong foundation of quality, expertise, and user value. Don’t try to game Discover—build a publication you’d want to read yourself.

For Established Publishers: Use this update as an opportunity to audit and improve your content standards. Double down on what’s working and fix what isn’t.

For Publishers Who’ve Been Hit: Don’t panic. Assess the situation objectively, make genuine quality improvements, and give it time. Recovery is possible with the right approach.

For All Publishers: The best strategy for Discover—and for sustainable publishing success—is to create content that genuinely serves your audience. When you consistently deliver value, expertise, and originality, algorithm updates become opportunities for growth rather than threats to your traffic.

Last Updated: February 6, 2026 Next Update Scheduled: February 13, 2026 (or when significant new information becomes available)

Sources:

• Google Search Central Blog
• Google Discover Documentation
• Industry reports from SEO monitoring tools
• Early performance data from publisher communities
• Expert analysis from SEO professionals

This article is regularly updated with the latest information and industry insights. Bookmark this page for ongoing coverage of the February 2026 Discover Core Update.

About the Author: This comprehensive guide was created to help publishers navigate Google’s algorithm updates with actionable insights and data-driven recommendations.

Share Your Experience

Have you noticed traffic changes from this update? Share your observations in the comments or reach out to discuss your specific situation. The more data we collect from the publisher community, the better we can understand and adapt to this update.

Stay informed. Stay adaptable. Stay focused on quality.