Google’s Discover Core Update Is Now Complete

Google has officially concluded the rollout of its February 2026 Discover core update, a significant shift in how content is selected for its personalized feed. The update, which began on February 5, took approximately 22 days to fully implement, exceeding Google’s initial estimate of up to two weeks. This marks the first instance where Google has publicly designated a core update specifically for the Discover platform, highlighting its growing importance as a major traffic source for publishers.

The company outlined three primary objectives for this algorithm change. The update aims to prioritize locally relevant content from websites based in a user’s country, reduce the prevalence of sensational clickbait, and promote more original, timely, and in-depth articles from sources demonstrating clear topic expertise. Initially launched for English-language users in the United States, Google plans to expand the update’s reach to all countries and languages in the coming months, though a precise timeline has not been provided.

Early analysis from third-party data offers initial insights into the update’s impact. Research firm NewzDash compared data from before and after the update’s start, revealing several notable trends. The data indicates a measurable increase in regional personalization. For example, domains local to New York appeared about five times more often in New York feeds compared to California feeds, with a similar pattern holding true for California-local domains. While the core national content remains largely shared, a distinct local layer has been added to the user experience.

The data also suggests a concentration of visibility among fewer publishers. The number of unique domains appearing in the top placements declined in the US and California, though it remained steady in New York. Concurrently, the variety of content topics covered by Discover increased across all geographic views. This combination implies the feed is now showcasing a broader range of subjects but funneling top visibility to a more select group of authoritative publishers.

An additional trend noted was the increased presence of posts from institutional X.com accounts, primarily from established media brands, within top Discover placements. This continues a growth pattern for the platform within Discover that appears to have been accelerated by this core update.

The significance of this update is underscored by Discover’s expanding role in driving web traffic. Recent analyses indicate that for many news publishers, Discover now accounts for a substantial majority of their Google-sourced visits, while traditional web search traffic has seen a corresponding decline. This shift means any algorithmic change to Discover’s content selection can have direct and meaningful consequences for publisher revenue and audience reach.

With the rollout complete, webmasters in the US can now examine a full cycle of pre- and post-update performance data within Google Search Console. Experts recommend allowing at least one week after an update concludes before drawing firm conclusions and comparing data against a stable period prior to the update’s start. The early data hints that publishers with strong regional relevance and definitive topic authority may have seen benefits, while those lacking a clear topical focus might have experienced a reduction in visibility.

The extended 22-day rollout period means some early third-party data was captured while the update was still in progress, so patterns may shift as analysts review data from a fully post-update window. It remains to be seen whether Discover-specific core updates will become a regular occurrence, as this was the first of its kind. It is crucial for site owners to remember that a change in Discover traffic is separate from organic search rankings; a drop in one does not necessarily indicate a problem with the other.

(Source: Search Engine Journal)