On February 5, Google rolled out its second major algorithm update of the year. This time, the focus is entirely on Google Discover - a traffic source that for many publishers accounts for 20–60% of total traffic.
As with previous core updates, the effects are already visible. Some websites are seeing significant gains, while others are experiencing sharp drops in Discover traffic, directly impacting both reach and revenue.
The question is not whether you are affected, but how.
What has changed in Google Discover?
This update specifically targets how content is selected and prioritized within the Discover feed. Unlike traditional search SEO, this is about how Google evaluates relevance, quality, and trust in a personalized content stream.
The most significant changes can be summarized in three clear shifts:
1. Locally relevant content is prioritized
Google now places much greater emphasis on geographic proximity. Content from publishers in the same country as the user has a stronger chance of appearing -particularly in news, societal topics, and consumer-focused content.
For Nordic publishers, this represents both an opportunity (reduced competition from global giants) and a requirement for clearer local context.
2. Lower tolerance for clickbait
Headlines that overpromise or rely on sensationalism rather than substance are losing ground in Discover. Google is increasingly measuring long-term engagement rather than just clicks.
In short: clicks that are not followed by actual reading time and interaction are no longer as valuable.
3. Depth, expertise, and originality are rewarded
Shallow rewrites and generic content are struggling. Articles with a clear author, demonstrated subject expertise, and unique perspectives are more likely to gain broad visibility in Discover.
This applies regardless of whether the content is created by humans, AI, or a combination of both.
Why this Discover update is especially important for publishers
For many media companies, Google Discover represents a significant share of total traffic.
When Discover changes, the impact can include:
● Rapid and substantial traffic fluctuations
● Increased day-to-day volatility
● A growing gap between “winners” and “losers”
Unlike traditional SEO, there is no guaranteed recovery if your content does not align with Google’s quality evaluation.
Will you be rewarded – or impacted?
That depends on how well your publishing strategy aligns with the new signals.
You are more likely to benefit if you:
● Maintain strong local relevance
● Produce content with genuine reader value
● Work systematically with E-E-A-T (experience, expertise, authority, trust)
● Use AI as a tool – not a shortcut
● Have full control over your site’s technical performance
● Understand how the Discover feed actually works
Publishers who successfully combine journalism, SEO, and digital optimization with solid web development are well-positioned for the future.
Those who have not yet adapted to today’s SEO- and AI-driven requirements – and who lack a mobile-first approach or writers with SEO expertise – face a significantly tougher landscape where visibility and traffic are likely to decline.
Our perspective on the update
At Concept X, we work daily with digital optimization for publishers across SEO and AI. Our clear view is that Google is moving toward fewer shortcuts and greater demands for strategy, structure, and quality.
Discover is no longer a “bonus channel” – it is a core distribution channel that requires:
● Data-driven analysis
● Editorial-integrated SEO
● Smart and responsible AI implementation
Work with professionals
Would you like to understand how your site has been affected by the Discover update – or how to optimize your operations for future rollouts?
At Concept X, we help publishers maximize traffic – not gamble with it. Get in touch and we’ll be happy to conduct an analysis.
