TL;DR
- Google released the February 2026 Discover Core Update on February 5. It changes how content is surfaced in Google Discover (the mobile content feed), not traditional search rankings.
- The update aims to surface more locally relevant content, reduce clickbait, and show more in-depth, original, timely content from sites with demonstrated expertise.
- It started rolling out to English-language users in the United States and will expand globally in the coming months.
- Most home services businesses will not see a big direct impact unless they already get meaningful Discover traffic.
- The best response is not a gimmick. Focus on helpful local content, a strong Google Business Profile, and a steady review strategy.
On February 5, 2026, Google released the February 2026 Discover Core Update. This is a broad change to how articles are surfaced in Google Discover, the personalized content feed that appears on mobile devices and the Chrome browser.
If you get traffic from Discover, you may see volatility. If you do not, you may see little change. Either way, the update reinforces what Google says it wants to show in Discover: local relevance, less clickbait, and more depth and originality.
How to Tell if Google Discover Matters for Your Business
Before you spend time reacting, check whether Discover is a real channel for you.
- Open Google Search Console for your site.
- Click Discover in the left navigation (if it appears).
- Review the last few months and the last 16 months if available.
Simple rule of thumb: If Discover clicks are consistently close to zero, treat this update as directional guidance, not an emergency. If Discover is a noticeable share of traffic in some months, watch performance during and after the rollout.
What Is Google Discover?
Google Discover is the feed of articles, videos, and other content that shows up on the Google app and Chrome’s mobile homepage. It works differently than traditional search. Users do not type a query. Instead, Google surfaces content it thinks is relevant based on a person’s interests, location, and browsing behavior.
Discover can be a meaningful traffic source for businesses that publish content, especially content that is timely, locally relevant, and genuinely helpful.
Start Doing
- Confirm that Search Console is set up correctly for your site and that the correct property is verified.
- Track Discover separately from organic search so you do not confuse a Discover dip with a search ranking drop.
Keep Doing
- Publishing content when you have something useful to say. Discover favors strong topics and strong execution, not filler.
What Changed in the February 2026 Update
According to Google’s official announcement, the update improves the Discover experience in three ways:
1. More locally relevant content. Google is prioritizing content from websites based in the user’s country.
2. Less clickbait and sensationalism. Content that relies on exaggerated headlines or misleading previews is being deprioritized in Discover.
3. More in-depth, original, and timely content from sites with demonstrated expertise. Google evaluates expertise on a topic-by-topic basis. A site does not need to be a major publication to appear in Discover. It needs to show real depth in its subject area. Google gave this example: “A local news site with a dedicated gardening section could have established expertise in gardening, even though it covers other topics.”
The update is rolling out to English-language users in the United States first and will expand to all countries and languages in the coming months. Google noted the rollout may take up to two weeks.
Start Doing
- Write content that goes deeper than the obvious. A detailed guide that answers the real question beats a short post written to hit a keyword.
- Add local context where it is natural and honest (service area, climate, common regional problems, seasonal timing).
Stop or Minimize
- Headlines that are designed to bait clicks instead of describing what the content covers.
- Thin posts published only to look active. If it is not useful, do not publish it.
Keep Doing
- Publishing experience-based advice. Home services businesses have a built-in advantage here because you see these problems every day.
What This Update Does Not Do
This is a Discover-specific update, not a broad Google Search core update. It does not directly change how websites rank in traditional Google Search results, the Local Pack, or Google Maps.
The most recent broad core update that affected traditional search rankings was the December 2025 core update, which finished rolling out in late December 2025.
If your leads primarily come from Maps and the Local Pack, your core focus should stay on your Google Business Profile, reviews, and strong service pages. This Discover update does not change that.
What This Means for Home Services Businesses
Most home services companies rely primarily on Google Search, the Local Pack, and Google Maps for lead generation. Discover is not typically a major channel for plumbers, HVAC contractors, electricians, roofers, landscapers, and similar trades. That is why most businesses will not see a major direct impact from this specific update.
Still, there are two practical takeaways.
1. If You Publish Content, This Update Rewards the Right Approach
If you maintain a blog or resource section, Discover’s stated priorities line up well with what high-performing home services content already looks like: local, useful, original, and timely.
Content topics that tend to perform well for home services:
- HVAC: Why your furnace smells like burning dust during the first cold week, and when to worry
- HVAC: Heat pump vs. furnace in your climate, what homeowners should consider
- Plumbing: What to do tonight if pipes might freeze, and how to prevent damage
- Plumbing: Water heater lifespan, warning signs, and when replacement is the smarter call
- Roofing: How to spot hail damage after a storm, and what to document for insurance
- Electrical: Why breakers trip repeatedly, common causes and safe next steps
- Drain and sewer: Tree roots in sewer lines, symptoms, inspection options, and repairs
- General: A real project recap with photos, what failed, what you replaced, and what the homeowner can do to prevent it
Start Doing
- Create a simple content calendar based on your top 20 customer questions. One strong article per month is enough to build momentum.
- Use real jobsite photos when you can (with permission). Real images often build more trust and uniqueness than stock photography.
- If you use AI tools, use them for drafting and outlining, then add your real expertise, local specifics, and your own editing. The goal is in-depth and original content, not bulk output.
Stop or Minimize
- Large sets of near-duplicate location pages that offer little unique value. Consolidate into fewer, better pages with real local detail and proof of service coverage.
- Over-promising content that under-delivers. If the headline implies a complete answer, the content should deliver the complete answer.
Keep Doing
- Answer customer questions thoroughly and plainly. That habit aligns with what Google says it wants to surface in Discover.
2. The Direction Matters More Than Any One Update
Even though this update targets Discover, the underlying message is consistent with Google’s broader quality direction. Content that is local, specific, and written from real experience is more likely to win over generic content.
Start Doing
- Add author credibility where it makes sense (who wrote it, what trade experience they have, what certifications they hold).
- Update older posts that still get traffic. Add new photos, correct outdated advice, and improve clarity.
Stop or Minimize
- Publishing “me too” content that does not add anything new. If your page says the same thing as the top ten results, it is hard to justify why it should be surfaced.
Keep Doing
- Investing in the fundamentals: accurate business info, strong service pages, and consistent review generation.
Practical Steps for Home Services Companies
Whether or not Discover is meaningful for you today, these steps support long-term visibility and trust.
Start Doing
- Audit your Google Business Profile quarterly. Confirm hours, services, service areas, and categories. Add new photos regularly.
- Respond to every review. Thank happy customers and address complaints professionally and specifically.
- Run a NAP consistency check. Your business name, address, and phone number should match across your website, Google Business Profile, and major directories.
- Add proof. Job photos, licenses, insurance language, warranties, and clear service area coverage help users trust you faster.
Stop or Minimize
- Reacting to short-term fluctuations. During rollouts, avoid making major changes based on a few days of data.
- Neglecting your service pages. Many sites publish blogs but leave service pages thin. Service pages are still where leads convert.
Keep Doing
- Ask for reviews after every completed job. Keep it simple and consistent.
- Publish helpful local content. Tie advice to real local conditions and real customer questions.
- Build your website as an asset. Helpful pages, real photos, and strong credibility signals compound over time.
The February 2026 Discover Core Update changes how content is surfaced in Google Discover. It is not a broad update to traditional search rankings. If you do not rely on Discover traffic, you may not notice much change.
For home services businesses, the takeaway is straightforward: keep your local presence strong, publish content that reflects real experience, and avoid shortcuts that produce thin or misleading pages. That is the kind of work Google says it wants to surface in Discover, and it also matches what converts well with homeowners.