Google has rolled out its February Discover Core Update, with changes focused specifically on improving the Discover feed experience. The update aims to show more locally relevant content, reduce sensationalism and clickbait, and prioritise original, in-depth, and timely reporting from credible sources. Personalisation is also increasing, with content shaped around user preferences and followed creators.

Google also revised its “Get on Discover” guidelines. The direction is clear: avoid exaggerated headlines, reduce outrage-driven framing, match titles closely to content, include strong visuals, and deliver a strong overall page experience. As with any core update, short-term traffic swings are expected.

Why it matters for UAE marketers: In a competitive, mobile-first region like the UAE – where Discover can drive significant top-of-funnel traffic – low-effort tactics are increasingly fragile. Visibility now depends on credibility, clarity, and consistency. Brands that invest in substance over sensation are more likely to win durable placement as Discover continues to expand globally.