February 12, 2026
On February 5, 2026, Google began rolling out the February 2026 Discover Core Update. The rollout is expected to continue over the following two weeks, with completion around February 19. Initially, this update is targeting English-language users in the US, but Google plans to expand it gradually to other countries and languages in the coming weeks. For the first time, Google has launched a Core Update specifically for Google Discover. This change targets the personalised feed on your phone, swapping exciting clickbait for local expertise and high-quality storytelling. While some are getting less traffic, others are finally reaching the right people. In this blog, we’re breaking down exactly what changed, who is being hit the hardest, and how you can adapt your content strategy to stay relevant in 2026.
Google updates in 2026
What’s really changing
According to Google, this update will improve the experience in a few key ways:
More local content
Google is now prioritising content from websites based in the same country as the user. Because this update will show users more locally relevant content from websites based in their country, it may impact the traffic of non-US websites that publish news for a US audience. As a result, international websites (e.g., a UK or Indian website) writing for a US audience will likely see their traffic drop in the US, but they might "win" later when the update hits their own home country.
Less clickbait
One of the core goals is reducing sensational or clickbait-style content. The update encourages more in-depth, timely, and genuinely informative articles while reducing visibility to misleading headlines. Those "You won't believe what happened next!" articles are getting filtered out. They are looking for headlines that "capture the essence" of the story rather than "withholding important information" to trick people into clicking.
Topical authority
Google is now better at identifying which websites are true "authorities" in specific niches. As Google wrote on Thursday, February 5, 2026, "A local news website with a good gardening section can show up in gardening content, even though they cover other topics too." "But a movie review site that wrote just one gardening article? Won't show up.”
In short, a publisher with strong, consistent coverage on a subject area is more likely to be featured in Discover than a site with only one related article.
Current situation
We are currently in the middle of the "storm". Since the update began on February 5, the SEO community and digital publishers have been observing the data and sharing it with others. Here is the latest on what is happening:
The split between Search and Discover
Google is starting to treat Search and Discover differently. We are seeing that traditional search rankings are remaining steady, traffic from Discover is bouncing around a lot. This shows that Discover now has its own “rules of the game”, separate from regular search.
Local websites are getting priority
The biggest "punch" is being taken by non-US publishers. SEO agency Digital Warble reported that the results for American-aimed news publishers outside the U.S. have been immediate and brutal, with traffic drops of 90-95% within the first 24 hours of the update. Google promises better visibility once the update reaches local audiences, improving regional content distribution.
A new discipline, "DEO"
Industry experts are already developing a new term: DEO (Discover Engine Optimisation). The conversation has shifted from "How do I rank for keywords?" to "How do I become a trusted source that Google proactively recommends?"
The "AI summary" problem
Some publishers are noticing that while their articles appear in Discover, the new AI-generated summaries in the feed are giving the answer away. This means "Impressions" are high, but actual "Clicks" are starting to dip because users don't need to leave the feed to get the info.
What to do during the rollout
Like we already mentioned, the February 2026 Discover Core Update will take about a week to fully roll out in the US and up to a few months to fully make its way across the globe, and it is a relatively short but intense update. During this time, the "discovery" feed on people's phones might act a bit strange. You might see your traffic spike one day and disappear the next. Our best advice is to stay cool, calm, and collected.
What to do when you get hit
If you see your traffic drop, don't hit the panic button. Wait until the rollout is 100% finished before you make any big changes to your website. With an update this specific, we often see cases when a website that drops 50% today might bounce back next week.
However, if by the end of February your numbers are still low, it’s time to look at your strategy. Google has changed the "rules of the game" for Discover. Here is what you should focus on to get back on top:
- Write for your audience: Google is looking for "local relevance". Make your content local and relevant to the people you’re writing for. For example, if you’re writing for a US audience, make sure your content feels local and timely for them.
- Skip the clickbait: your headlines should be honest and summarise exactly what the reader is about to see.
- Focus on your expertise: Google wants to show people content from creators who have extensive knowledge in specific areas. Stick to what you know best and create content about it.
- Quality over everything: this means your website needs to load fast, have high-quality images (at least 1200px wide), and shouldn't be cluttered with distracting ads.
- Keep it real: Google values authority. Make sure your articles are written by real people with detailed bios. They want to see that a human expert is behind the information.
Conclusion
The key takeaways from this core update as of now:
- The February 2026 Discover core update will take about a week to roll out, finishing up around February 19.
- Non-US publishers targeting the US seem to be struggling from this update due to the new "local first" focus.
- Headlines are being held to a higher standard; if your titles are clickbait-heavy, expect a drop in visibility.
- Keep calm, and don't start making massive changes to your content or site structure while the rollout is still happening.
- Focus on your bios; Google is explicitly rewarding "topical authority", so showing that a real human expert wrote your article is more important than ever.
Intern Content Marketing
Marija is a 21-year-old content marketing intern in Zwolle, originally from Lithuania. She’s in her final year of a Creative Business bachelor’s at NHL Stenden University. She loves writing and creating content for social media, but she’s also curious about the bigger world of digital marketing and enjoys picking up new skills along the way. Maria’s international background makes her adaptable and open-minded, always ready to bring fresh ideas to every project. Outside of work, Maria loves animals. She’s more of a cat person, but she also likes dogs, so she feels right at home in our dog-friendly office :)
