Understanding the February 2026 Google Discover Core Update and What It Means for Your Content Strategy

You may have heard that Google has rolled out a notable new update: the February 2026 Google Discover Core Update. But what does this mean for your content strategy? If your strategy depends heavily on visibility outside of traditional search, then this is something you’re going to want to understand.

What makes this update particularly interesting is that it doesn’t directly affect regular search results. Instead, it focuses on Google Discover, where a personalised content feed shows articles, videos, and insights to users without them having to type a thing. The update is starting in early February and rolling out progressively across regions and languages, and many sites are already seeing shifts in their content performance.

In this post, we’ll explain what’s changed, why it matters, and how you can adapt your content strategy for success in 2026 and beyond, all in plain, practical terms.

What is the Google Discover Core Update?

Core updates are Google’s way of improving the systems that select and rank content across different platforms. While most updates you may have known about in the past focused on search results, this update instead applies to the Discover feed. What is this, you may ask?

Google Discover shows users content based on their interests and online behaviour, and often before they even realise they’re looking for something. It’s a powerful source of organic visibility for publishers, brands, and creators. With this latest core update, Google has refined how it evaluates and shows Discover content, which helps to enhance relevance and quality for users.

What Changed in the February 2026 Update

There are three main features to this update, and each has implications for how your content might perform in Discover. There are:

1. Greater Local Relevance

Google is now putting more emphasis on content that’s locally relevant to users. So, what does that mean in practical terms? If your content is targeted to a specific region, such as the UK, it is more likely to reach users in that region through Discover. This change is especially important for international publishers because it prioritises content that aligns with regional interests and context.

2. Less Clickbait, More Clarity

Clickbait headlines and sensationalism are being further discouraged. The algorithm update increasingly rewards content that delivers on the promise of its headline. In other words, honest, clear titles that reflect real substance rather than exaggeration for engagement. It’s no longer enough to rely solely on hooks; Google wants content that genuinely satisfies what users are looking for.

3. Topic‑Level Expertise Gets a Boost

One of the most interesting changes is how expertise is recognised. Rather than assigning authority to a site overall, the update looks at whether a publisher demonstrates deep subject-matter expertise in specific topics. Sites that consistently produce insightful and detailed content on particular themes are more likely to be favoured in Discover.

How This Might Affect Your Traffic

This update is specific to Google Discover, and because of this, your performance in regular search results might stay stable, even if you notice changes in Discover traffic. This is because the underlying algorithms and ranking signals for search results and Discover feeds are distinct.

Some publishers are already noticing fluctuations, with broader or more promotional content seeing a drop in impressions, while well-focused, high-quality content holds up better.

What This Means for Your Content Strategy

So, how should you respond? Here are actionable ways to adapt your approach and future-proof your content:

Focus on Quality and Depth

By prioritising content that offers real insight, original perspectives, and thoughtful analysis, you are more likely to stand out in Discover’s personalised feed than broad, generic content.

Keep It Clear, Especially in Headlines

Avoid gimmicks and clickbait. Headlines should be engaging, absolutely true to the content, and constructed with users in mind, not just search engines.

Cultivate Topic Authority

Rather than jumping from one trending topic to the next, build deep content that showcases your expertise on specific subject areas. This approach signals topical authority, which is something increasingly rewarded by Google’s Discover systems.

Think Regionally Where Appropriate

If your audience is concentrated in particular regions, tailor your content with local context and perspective. Not only does this resonate with readers, but it also now aligns with Google’s local relevance preferences.

Monitor Discover Metrics Separately

Don’t treat Discover traffic exactly the same as search traffic. Track impressions, clicks, and engagement from Discover independently so that you can identify meaningful trends and changes resulting from this update.

Looking Ahead

The February 2026 Discover Core Update offers a clear signal about where Google is heading next. For brands, publishers, and marketers, it’s less about reacting to one update and more about preparing for a future where quality, relevance, and expertise are non-negotiable. If there’s one certainty with Google, it’s that updates will continue. Rather than seeing each update as a disruption, it’s helpful to view them as a way for better content quality and user experience.

The best way to prepare is to avoid reactive and short-term fixes. Instead of constantly adjusting your strategy based on every fluctuation, focus on building strong foundations. Core updates tend to reward sites that consistently prioritise their audience over algorithm shortcuts. It’s equally important to maintain clarity and authenticity in your messaging. Honest, accurate headlines and well-structured content not only build trust with readers but also align with Google’s direction of rewarding helpful, reliable information.

Conclusion

The February 2026 Google Discover Core Update reinforces a clear message: quality, relevance, and genuine expertise matter more than ever. With more emphasis on local relevance, topic authority, and authentic engagement, brands should focus on creating meaningful content that truly serves their audience. Monitoring Discover performance and adapting strategically will be essential as Google continues to refine its systems. Rather than reacting to short-term fluctuations, businesses should prioritise long-term content value and consistency. At Click Intelligence, we help brands navigate algorithm changes with confidence, providing expert insight and tailored strategies to strengthen visibility, maximise Discover potential and support sustainable digital growth.