Google’s February Discover Update: What Just Happened

On February 5, 2026, Google rolled out a Discover-focused core update, and it’s a pretty big deal because it’s one of the first times Google has pushed a “core update” that’s specifically about Discover, not Search.

And that important for us doing:

• affiliate content
• product reviews
• niche publishing
• content-led growth
• SEO + social hybrid strategies

This is the first core update that focuses exclusively on the Discover feed, the personalized content stream shown in the Google app and on mobile devices, whether or not users type a search query.

First: Discover ≠ Search

Discover traffic is not “earned” the same way Search traffic is.

Search is keyword-driven.
Discover is interest-driven.

Discover is basically Google saying: “Hey, you might like this.”

And this update is Google tweaking what it decides is “worth recommending.” You can have a post ranking #1 in Search and still see it completely disappear from Discover.

Google’s goal with this update is to make Discover less noisy and more genuinely useful.

Here’s what has shifted:

1. More Local Content Gets Priority

Google is now favoring content that’s relevant to a user’s country or region, meaning local publishers and creators may start outperforming some global sites in the Discover feed.

So if you’re writing content that’s too broad and “global generic,” you might get outranked by a creator who writes:

• “Best budget laptops in the UK (2026)”
• “Top credit cards in Canada”
• “Best carry-on bags for EU flights”

That type of specificity is becoming a Discover advantage.

2. Less Clickbait, Less Sensationalism, More Clarity

Google specifically mentioned (yes, in writing) that it’s turning down the volume on sensational headlines and low-value hooks, things like “You won’t believe what happened next…” in favor of clarity and substance.

Discover is turning down the reach on:

• sensational headlines
• vague curiosity hooks
• “You won’t believe…” type framing
• overhyped affiliate-style titles

Instead, it’s leaning into:
- clear headlines
- straightforward value
- “this is what you’ll get” content

Basically, the content has to feel like a good recommendation, not a trick.

3. In-Depth, Original, Timely Content Wins

Discover will prioritize depth, timeliness, and topic expertise, meaning that broad, surface-level content or one-off shallow posts may no longer perform as well.

Google is not trying to kill affiliate content, but it is trying to reduce the visibility of: “I rewrote the Amazon description and called it a review.”

Discover is leaning harder into:

• firsthand experience
• unique insights
• topic authority, not just keyword matching
• content that looks like it was written by someone who actually knows the niche

What We Should Adjust

1) Write headlines like a human, not a robot

2) Shift from “review content” -> “experience content”

3) Build topic authority, not just posts

Diversify Traffic Sources

Even if Discover recovers or grows in importance, relying solely on Discover traffic is not wise. This update is a reminder that Google’s ecosystem evolves fast.

Smart diversification includes:

• Email newsletters
• TikTok/Instagram content extensions
• Pinterest and social search
• Direct community engagement
• Paid ads for evergreen content

What I’d personally do

• Look at Discover in Search Console, separately from Search (Search Console -> Performance -> Discover)
• Identify the posts that dropped
• Ask: were these shallow / templated / clickbait-ish?
• Update the top 10 posts with:
• • clearer titles
  • better structure
  • more firsthand detail
  • better images
  • more “creator voice”

Not rewrite everything, just improve the ones that used to drive Discover.

Discover will NOT appear if:

• Your site has never received Discover traffic
• You’ve received too little Discover traffic to report
• Your property (website) is very new

Think Long-Term

This update isn’t about “punishing marketers”, it’s about shifting Discover toward content that genuinely engages and informs users.

What’s one content type you’re planning to double down on after this update?

Maria

This post is researched by me with the help of AI tools.