If you’re a local trades business in Staffordshire or Tamworth, you’ve probably noticed that Google changes a lot. Most of the time those changes are about normal search results (the listings you see when you type something in).

But this update is about Google Discover  the feed of articles people see on their phone without searching (usually in the Google app or on Android devices). If your business posts helpful content (tips, guides, project write-ups, before/after, seasonal advice), Discover can be a solid way to get extra visibility.

Google has announced improvements to how Discover chooses what to show. Heres whats changing, and what Id do if you want to stay on the right side of it.

What is Google Discover (and should trades care?)

Google Discover is a personalised content feed. It shows people articles and videos based on what Google thinks theyre interested in even if they havent searched.
For trades, that can mean:

• Homeowners seeing advice like How to spot a roof leak or Boiler pressure dropping? Try this first
• Seasonal content getting a spike (winter heating, spring garden projects, summer air con, storm damage, etc.)
• Local interest pieces performing well (especially when theyre genuinely useful)

It’s not a replacement for ranking as a plumber in Tamworth, but it can be a valuable additional channel.

What Google changed in Feb 2026 (in plain English)

Google’s update to Discover focuses on three big areas:

• More local relevance: Discover is getting better at showing content that matches the users country (and, in practice, this often rewards content that feels locally relevant).
• Less clickbait: Sensational headlines that dont match the content are less likely to get visibility.
• More in-depth, original, timely content: Discover is leaning harder into content that shows real expertise and covers topics properly.

The key takeaway: Discover is becoming more selective. It’s not just post something and hope it proves you’re genuinely helpful on this topic.

The biggest SEO lesson: Google is judging expertise by topic (not just your whole website)

This is the bit most people miss. Google is increasingly looking at section-level authority meaning you can be seen as strong in one area (say, emergency plumbing advice) even if your website covers lots of services.

For trades businesses, thats good news. You don’t need a massive blog. You need a small set of genuinely useful pages that demonstrate your expertise.

What we would recommend if you’re a trades business in Staffordshire/Tamworth

Build a simple hub for your main service

Pick your core service and create a handful of supporting pages around it.
Example for a plumber:

• Boiler losing pressure: causes and fixes
• How to stop a dripping tap (and when to call a plumber)
• What to do if you have no hot water
• How to prevent frozen pipes

Then link them together clearly (and link back to your main service page).

Keep headlines honest (and specific)

Discover is cracking down on clickbait. For trades, that’s easy to get right.

Good:
Boiler pressure keeps dropping? 7 common causes
Damp patch on the ceiling: what it usually means

Avoid:
You won’t believe what this plumber found
This one trick will save you thousands

Add real-world proof (photos, projects, local context)

Discover tends to reward content that feels original.

Simple ways to do that:

• Add your own photos from jobs (even a couple)
• Include a short what we found / what we did section
• Mention local context naturally (Tamworth, Lichfield, Sutton Coldfield, Staffordshire villages) without forcing it

Make it obvious who wrote it (and why theyre qualified)

You don’t need a fancy author bio, but you do want basic trust signals:

• A named author (even if it’s the business owner)
• A short line on experience (e.g., 10+ years fitting boilers in Staffordshire)
• Clear contact details and service area

Publish little and often (but keep it useful)

One strong post per month beats ten thin posts.

A simple plan for trades:

• 1 seasonal guide per month
• 1 common problem post per month
• 1 short case study/project write-up per month
• Thats enough to build topical strength over time.

How to tell if Discover is helping you

If you have Google Search Console set up, you can check whether Discover traffic is showing.

What I’d watch:

• Sudden spikes (Discover often comes in waves)
• Which topics get picked up
• Whether traffic is local and relevant

If you’re targeting Staffordshire and Tamworth, we’d also monitor whether your content is attracting the right people, not just random clicks.

Want a quick, honest check of your site?

If you’re a trades business in Staffordshire or Tamworth and want to know whether your website is set up to benefit from updates like this, I can provide a free manual SEO audit.

No fluff, no jargon, just a clear list of what’s holding you back and what to do next.
Enter your website URL (and your main trade/service), and we’ll tell you:

• What content should you create first
• What to fix on your key pages
• How to build topical authority without wasting time