On February 5th, Google rolled out its first core update of 2026. This February 2026 Discover core update marks a shift in how content surfaces in the Discover feed. Unlike general search core updates, this change focuses entirely on Discover, Google’s interest-based content feed. It specifically targets English-language users in the U.S., with plans for a global rollout in the coming months.
Key Changes in Google’s Discover Core Update
The latest update brings several key changes to how information is prioritized in the feed. Here’s a breakdown of what’s new:
- More Localized Results: Users will now encounter more material from websites based in their country, improving relevance and user experience.
- Less Sensational Content: The update seeks to reduce sensationalism and clickbait, prioritizing content that provides value and aligns with users’ interests.
- Focus on Expertise and Timeliness: In-depth, original, and timely materials will be given more visibility. Websites with proven expertise in a subject are more likely to be featured.
- Personalization Based on Creator Preferences: The update will also enhance content personalization, factoring in both user preferences and creator choices.
Why This Shift Matters
This update specifically targets how content is shown to users based on local relevance, content quality, and the expertise of the website. Unlike standard search algorithm changes, fluctuations in Discover traffic may occur without affecting regular search rankings. With this update:
- Websites with expertise in a specific topic (whether broad or niche) have a better chance of appearing in feed.
- Publishers should monitor Discover traffic separately from search traffic, as shifts in one may not reflect changes in the other.
What Site Owners Need to Know Going Forward
Google emphasizes that its core updates focus on improving content quality, not just technical fixes. With the latest change, site owners should:
- Monitor changes in Discover traffic separately from organic search traffic.
- Check if these fluctuations are confined to Discover or also visible in regular search rankings.
- Stay updated on future changes via the Search Status Dashboard.
This update aims to provide users with more relevant, high-quality content based on local preferences and expertise. As the update expands to additional languages and countries, it’s crucial for businesses and content creators to focus on maintaining high content quality, especially in localized and niche areas. By partnering with professional SEO services, brands can stay aligned with Google’s core update guidelines and optimize their digital marketing strategies for greater visibility and user engagement.
