On 5 February 2026, Google confirmed that it had rolled out a Core Update that only affects Discover. This is the first time Discover has received its own major algorithm update, separate from traditional search results.
When I read the announcement, I realised that this is not a technical detail. It is a strategic decision. Google is signalling that Discover is no longer a side feature. It is a separate channel with its own ranking factors and content requirements.
For those of us who work with SEO and content, this means that we need to think more broadly than just classic keywords and positions.
What is Google Discover and why is it important?
Google Discover is the personalised feed that appears in the Google app and in certain mobile views. It presents articles, guides and news based on the user’s interests, previous behaviour and context.
Unlike traditional SEO, no active search query is required. The user does not need to type anything. The content appears because Google considers it relevant.
That is a fundamental difference.
In traditional search engine optimisation, I work to answer a specific question. In Discover, it’s about creating content that is relevant and engaging enough to be discovered before the question is even formulated.
The fact that Google is now doing its own Core Update for Discover shows how central this area has become.
Four clear signals in Discover Core Update 2026
When I analyse the change, I see four clear patterns.
Local relevance becomes more important
Substance causes a sensation
Clickbait and exaggerated headlines have had their day. Google prioritises content that actually delivers value. This is a continuation of the same trend we have seen in several previous Core Updates.
It is not enough to attract clicks. The content must be compelling once the reader is there.
Depth and originality are rewarded
Google promotes content that goes in depth and adds something unique. Simply summarising what others have already written does not have the same effect.
This means that I need to contribute analysis, experience and real knowledge within the subject I am writing about.
Expertise is assessed by subject area
It is not only the authority of the entire domain that matters. The assessment is made to a greater extent per subject area.
This opens up opportunities for niche players who really know their field, even if they are not the largest in the industry.
The difference between Discover and traditional SEO
Traditional SEO is based on search intent and keywords. I know that someone is looking for an answer and I try to be the best option.
Discover works differently. Here, it is Google that initiates the exposure. It is about relevance, context and interest rather than explicit demand.
This means that the content must be engaging enough to capture attention in a flow where the competition is not only other websites, but the user’s entire digital everyday life.
How I adapt my strategy
When I think about how I should work going forward, I arrive at three basic principles.
Firstly, I need to create content that is contextually relevant. It should speak to a clear target audience and reflect their reality.
Secondly, I need to go deeper into my topics. Half-baked is no longer good enough. If I write about something, I should do so with substance.
Thirdly, I need to be consistent in quality over time. Discover seems to reward credibility built up through recurring, well-crafted content.
These are not really new insights. But Discover reinforces their importance.
My conclusion about Discover Core Update 2026
I don’t see Discover Core Update 2026 as a dramatic change of course. I see it as a clarifying signal.
Google wants to highlight content that is relevant in the user’s context, not just content that answers a question.
Visibility is less and less about just ranking in a list. It’s more about being discovered in the right context.
For me, that means continuing to work with a long-term perspective. I focus on quality, structure and genuine expertise. I build content that stands the test of time, regardless of whether the focus is on traditional search optimisation or Discover.
As I’ve written before, I don’t believe in chasing every update in a panic. I believe in understanding the fundamentals and building sustainably.
Discover is now a game of its own. But the principle is the same. Those who create relevant, well-thought-out and credible content will stand strong here too.
