For many publishers, Google Discover is the holy grail of traffic. It is not search; it is an interest feed that pushes content to users before they even know they want it. When a story hits the Discover feed, the traffic influx can be explosive, often dwarfing organic search results. However, unlike traditional SEO where you target keywords and intent, Discover has always felt a bit like a slot machine. You pull the lever, publish the post, and hope the algorithm picks you.
That volatility has just become much more structured. As of February 2026, Google is rolling out a massive “Discover Core Update.” This isn’t just a minor tweak; it is a fundamental shift in how the platform decides what users see. The days of relying on vague clickbait or targeting audiences across the globe with generic content are fading.
If you are seeing wild fluctuations in your analytics or simply want to understand how to build a sustainable strategy for this traffic source, you need to understand the new rules of engagement. Capturing Discover traffic now requires a blend of technical excellence, genuine expertise, and a new focus on local relevance.
The February 2026 Shift: Local First
The most significant change in the current landscape is Google’s pivot toward localization. The February 2026 Discover Core Update explicitly changes the algorithm to show users more content from websites based in their own country.
Previously, a US-based user might see a tech review from an Australian site or a recipe from a UK blog if the engagement signals were high enough. Now, Google is tightening the borders. The goal is to surface “locally relevant content.”
This has immediate implications for international publishers. If you are a non-US publisher who relies heavily on US traffic, you may see a dip in your metrics. Conversely, this is a massive opportunity for local news outlets and niche blogs to dominate their domestic markets without competing against global giants.
The Death of Clickbait and “Morbid Curiosity”
For years, the quickest way to get into Discover was to write a headline that withheld information. “You won’t believe what this celebrity did” or “The one ingredient you need to stop eating.”
Google has updated its documentation to explicitly warn against these tactics. The new guidelines state that publishers must avoid:
- Withholding crucial information: The reader should know what the story is about from the headline.
- Sensationalism: Tactics that cater to “morbid curiosity, titillation, or outrage” are now negative ranking signals.
- Misleading previews: Using images or snippets that exaggerate the content of the article.
The algorithm is getting better at understanding the “essence” of content. If your headline promises a revelation that the article doesn’t deliver, your Discover visibility will likely vanish.
Niche Authority: Stick to What You Know
One of the most clarifying insights regarding the 2026 update comes from Google’s John Mueller. He explained that the system is designed to identify expertise on a “topic-by-topic basis.”
This is crucial for lifestyle and general-interest blogs. If you run a movie review site and suddenly write a viral-style post about gardening, it is unlikely to be picked up. However, a local news site with a dedicated, long-standing gardening section has established expertise in that area.
To capture traffic, you must stay in your lane. Build “topical authority” by covering a subject deeply rather than chasing trending topics that are outside your site’s core focus.
Visuals Are Not Optional
While the algorithms change, one technical requirement remains constant: the power of the image. Discover is a visual-first medium. It is not a list of blue links; it is a feed of cards.
To even be considered for a feature, you must include compelling, high-quality images. Google specifically recommends large images that are at least 1200 pixels wide. Furthermore, you must ensure your site has the max-image-preview:large setting enabled in your meta tags.
This tells Google to display your image in the large format on the card, rather than a small thumbnail. Large images have significantly higher click-through rates (CTR), which is a primary signal the algorithm uses to determine if a story should be shown to more people.
User Experience (UX) is a Ranking Factor
It is not just about the content; it is about how the content is delivered. Observations from the SEO community regarding the recent update suggest that Discover is becoming intolerant of friction.
If a user clicks a Discover card and is immediately bombarded with pop-ups, auto-playing videos, or a layout that shifts as ads load, they bounce. Google measures this. “Page experience” is now a documented factor for Discover eligibility.
Your site needs to load instantly on mobile. The content must be the first thing the user sees, not a wall of ads. If you are prioritizing ad revenue over user experience to the point where the content is unreadable, you will lose the traffic source entirely.
Future-proofing your feed strategy
Capturing Discover traffic in 2026 requires a shift in mindset. You cannot “game” the system with clickbait headlines or generic content meant to appeal to everyone, everywhere.
Success now looks like this: You are a domestic authority on a specific topic. You write clear, descriptive headlines that generate interest without lying. Your site is technically flawless on mobile, and your images are high-resolution and engaging.
Audit your content strategy today. Are you chasing global trends, or are you building local relevance? Are your headlines helpful, or are they teasers? aligning with these new core principles is the only way to turn the Discover slot machine into a predictable engine for growth.
Frequently Asked Questions
Is the February 2026 update affecting all countries?
Currently, the update is rolling out to English-language users in the United States. However, Google has stated they plan to expand these changes to all countries and languages in the coming months.
Why did my Discover traffic drop overnight?
If you saw a sudden drop in February 2026, it is likely due to one of three things: you are a non-US site that lost US visibility, your headlines were flagged as clickbait/sensational, or your page experience (ads/pop-ups) is creating friction for mobile users.
Can I still get Discover traffic if I am a small blog?
Yes, absolutely. In fact, the “local relevance” update may help smaller, niche sites rank better in their home countries. The key is to demonstrate deep expertise in your specific topic area rather than trying to cover everything.
What is the best image size for Google Discover?
Your images should be at least 1200 pixels wide. You must also ensure you aren’t using your logo as the featured image; use photography that represents the story.
Must Read: What is Google Discover & How It Works
