Surviving the Feb 2026 Google Discover Update: A Complete Guide

If you have been in the digital marketing space for any length of time, you know that Google Discover is the wild card of traffic sources. It is the feed that can take a website from "rags to riches," driving anywhere from 10,000 to a staggering 1 million visitors. However, it is also notoriously unpredictable—so much so that even Google seems to treat it with a degree of volatility that keeps SEOs up at night.

On February 5, 2026, Google launched a significant Core Update specifically targeting the Discover feed. At Sprite Genix, we have been monitoring the rollout closely. While Google often uses cryptic language regarding their algorithms, this update brings specific changes that content creators must adapt to immediately. This blog post breaks down exactly what is changing, which "black hat" tactics are being penalized, and how you can optimize your content strategy to thrive in this new landscape.

For years, users and honest publishers have been frustrated by spammy tactics infiltrating the Discover feed. This update aims to clean house by targeting three specific types of fraudulent behaviors that have been stealing traffic from legitimate creators.

1. The "Back Button" Redirect Scam One of the most frustrating user experiences involves clicking an article in the feed, only to be redirected elsewhere when trying to leave. You click a headline, read the content (or realize it’s irrelevant), and attempt to click the "Back" button to return to Discover. Instead of returning to the feed, the site redirects you to its homepage or a completely different page. Google is now utilizing Analytics data to detect this behavior and will be penalizing sites that trap users in this loop.

2. Expired Domain Abuse and AI Spam A common tactic among spam publishers has been purchasing expired domains of reputable institutions—such as schools or colleges—and repurposing them to host random, low-quality content. These publishers often use AI-generated fake images to create sensationalized news about car models that don't exist or celebrity incidents (like deaths or divorces) that never happened. These fabricated stories steal traffic through clickbait, and Google is finally taking steps to remove this sensationalist clutter from the feed.

3. The Content Swap Perhaps the most deceptive tactic addressed in this update is the "bait and switch." In this scenario, a user clicks a legitimate-looking headline in Discover. However, the website automatically loads a completely different article. If the user goes back and tries to click the link again, the site might load yet another different article. This inflates page views artificially. Google has signaled that this update will detect and punish this specific method of traffic manipulation.

A major shift in this update concerns the geographical relevance of content. For a long time, American and European SEOs have complained that international websites (particularly from India) were dominating their local Discover feeds.

Google is now adjusting the algorithm to prioritize local websites for local users. This is excellent news for regional publishers. If you are a publisher in India, your content will see higher prominence for Indian users compared to international competitors. Similarly, vernacular (regional language) websites are expected to see a boost in visibility. This move ensures that the content served is culturally and geographically relevant to the person scrolling the feed.

Google is doubling down on Topical Authority. In the past, general news websites could rank for almost any topic simply because of their domain power. That is changing.

Google wants to show content from websites that demonstrate genuine expertise in a specific area. The update introduces a logic where a general news site covering politics, fashion, Bollywood, and sports will struggle to rank for niche topics like "Food" if they don't cover it extensively.

For example, if a news site publishes hundreds of political articles but only occasional recipes, Google will prioritize a dedicated food blogger for recipe queries over the news site. This means if you want to rank for a specific vertical—be it medical, tech, or automotive—you must focus your content strategy. You cannot simply sprinkle in a few articles about a trending topic and expect to beat niche experts.

Beyond content quality, the February 2026 update reinforces strict technical and visual standards. To be eligible for Discover traffic, your site must meet the following criteria:

• Site Speed: Your website must load within 2 to 3 seconds. If your standard mobile site cannot meet this benchmark, Google strongly recommends using AMP (Accelerated Mobile Pages) to ensure lightning-fast delivery.

• High-Quality Imagery: The feature image is the most critical element of a Discover card. It must be at least 1200 pixels wide. Blurry, low-resolution, or misleading thumbnails will hurt your click-through rate and likely result in your content being suppressed.

Perhaps the most daunting takeaway for smaller creators is the requirement for Content Velocity. Consistency is no longer enough; frequency is key.

According to insights on the update, publishing four times a month will not cut it. To truly capture Discover traffic, publishers need to output a high volume of quality content—potentially up to 10 articles a day within their specific niche. This high frequency signals to Google that your site is a fresh, active source of information, which is a core requirement for the "timeliness" factor of the feed.

As with any Core Update, the rollout is not instantaneous. It typically takes about two weeks to fully settle. During this period, you may see fluctuations in your traffic. If you have been engaging in the fraudulent behaviors mentioned above, expect a drop. However, if you are a niche expert with a fast site and high-quality images, this update could be the breakthrough you have been waiting for.

At Sprite Genix, we recommend auditing your site immediately. Check your load speeds, review your image dimensions, and ensure you are sticking to your topical lane.

The update focuses on removing fraudulent behaviors (like redirect scams and fake AI content), promoting local and vernacular websites, and prioritizing niche expertise over generalist sites.

You might lose traffic in categories where you lack depth. Google will prioritize dedicated niche blogs (e.g., specific food blogs) over general news sites for specific topics unless you publish heavily in that category.

Ensure your website loads in under 2–3 seconds (or use AMP) and ensure your featured images are high-quality, clear, and at least 1200 pixels wide.

Content velocity is crucial. Posting a few times a month is insufficient; you should aim for high-frequency publishing, potentially up to 10 quality articles daily within your niche.

This is a fraudulent tactic where a user clicks an article, but when they try to click "Back" to return to the feed, the site redirects them to a homepage or different page instead. Google is now actively penalizing this.