A major Google algorithm update is underway. Here is what SEO Experts knows so far, and why the new “Preferred Sources” feature requires a reassessment of your brand strategy.
In early February 2026, as anticipated by many in the industry, Google launched the February 2026 Core Update. The rollout began approximately 72 hours ago, and significant volatility is already evident across the SERPs (Search Engine Results Pages).
At SEO Experts, we monitor these changes daily on behalf of our clients. While ranking fluctuations are typical during any Core Update, which may take up to two weeks to stabilize, this update is notably different.
Google is not simply adjusting rankings based on keywords; it is fundamentally changing user interaction with search results through a new feature called “Preferred Sources.”
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To succeed following this update and throughout 2026, it is essential to recognize that SEO has shifted from focusing on rankings to building trust.
Below is our initial analysis of the February 2026 Core Update and recommended actions.
The Focus of the February Core Update: Topical Authority
Before addressing the new feature, we will examine the algorithmic changes.
Early data from our client portfolio and industry discussions indicate that this Core Update places greater emphasis on Topical Authority and deep engagement signals.
In an era floWith the rise of AI-generated generalist content, Google is prioritizing genuine expertise. The algorithm now penalizes broad websites with superficial coverage and rewards niche sites that demonstrate significant depth and experience within a specific field. We are seeing a heavier emphasis on engagement metrics that indicate genuine human interest—such as time spent navigating multiple pages on a site—over simple clicks.
However, the most significant change is not the algorithm itself, but the user interface.
The Game Changer: What Are “Preferred Sources”?
With this Core Update, Google is expanding a feature that enables users to manually prioritize brands they trust.
Depending on region and device, users are now seeing options next to search results to “follow,” “heart,” or mark a publisher as a “Preferred Source.”
Why is this important?
Once a user marks your brand as a Preferred Source, Google has stated that your content may be boosted significantly in their future personalized search results, even for broad queries where you might not normally rank #1 globally.
Conversely, if users consistently prefer your competitors and overlook your brand, achieving visibility will be challenging, regardless of your technical SEO expertise.
This approach is Google’s response to the proliferation of AI-generated content. The company is now crowd-sourcing trust, acknowledging that algorithms alone cannot fully determine trustworthiness, but returning users can.
The Paradigm Shift: From Ranking to Branding
For years, many businesses have approached SEO as a mechanical process: optimizing title tags, building links, and targeting keywords.
The February 2026 update and Preferred Sources demonstrate that technical SEO is now only a baseline requirement. The primary focus is Brand Authority. You are no longer competing solely against other search results. You are now competing to become one of the select brands that users trust enough to “subscribe” to within Google search.h.
If your content is technically sound but lacks a unique voice, genuine expertise, or a recognizable brand identity, users are unlikely to prefer your brand over AI-generated summaries or established competitors.
Action Plan: How to Become a “Preferred Source”
So, how do you ensure your business ends up on the right side of this shift? You cannot “hack” the Preferred Source feature. You have to earn it.
SEO Experts currently recommends the following strategy:
1. Audit Your “About” and “Author” Pages Immediately
E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is more important than ever. When users visit your site, they should immediately understand who you are and why they should trust you.
- Ensure your author bios clearly state their credentials and relevant experience.
- Your “About Us” page should communicate your business’s history and legitimacy in a compelling way.
- Make your physical address and contact information easy to find.
Anonymity will significantly hinder your rankings in 2026.
2. Shift to “People-First,” Opinionated Content
AI excels at summarizing facts, while humans provide opinions, share unique data, and tell stories based on experience.
If your blog posts resemble generic encyclopedia entries, your site may be at risk. To become a “Preferred Source,” provide value that cannot be replicated by a generic language model. Take a clear stance, use original research, and highlight your brand’s unique voice.
3. Specialize, Don’t Generalize (Topical Authority)
Stop trying to be everything to everyone. The February Update is rewarding depth. If you are an HVAC company, become the definitive source on HVAC repair in your specific climate zone. Don’t start blogging about general home decor just to catch traffic. Narrow your focus and deepen your content library on your core competency.
The Takeaway
The February 2026 Core Update remains volatile, and rankings may fluctuate over the next one to two weeks. Avoid reacting to daily changes.
Instead, focus on long-term strategy. Google has indicated that the future of search will favor brands that users genuinely trust and prefer.
If you are concerned about your site’s performance during this update or need a strategy to build Brand Authority and achieve “Preferred Source” status, contact the team at SEO Experts today. We will help you navigate this transition.