For ten years, I have led the strategy process for every incoming client at KWSM Digital. In that time, I have seen search engines evolve from simple keyword matchers to sophisticated systems that attempt to understand human intent. Google’s February 2026 Core Update aims at reducing gimmicks and Domain Authority abuse, and it will benefit B2B and B2C organizations and service providers committed to their clients and customers.
Google is making this move, as the internet is being besieged with AI-generated noise. This has created a fundamental problem for business owners: how do you stand out when everyone has access to the same tools for mass-producing content? Google has responded to what many call, “AI slop” by recalibrating its algorithms to prioritize what we at KWSM have championed for years: deep, original content rooted in human experience. Or, as we’ve called it for a decade, Brand Journalism. And it can be the heart of your Lead Generation strategy.
The Core Update: Rewarding Depth Over Scale
The February 2026 Core Update is specifically designed to make deeper, more authoritative content more discoverable. While the update initially rolls out through Google Discover for English-language users in the U.S., its implications are system-wide. I am seeing Google move away from rewarding pages that simply answer a query and instead elevating sites that demonstrate true topical authority and deep expertise.
Look at some of the “news” feeds. Do you need People Magazine talking about the best pest control sprays? Do you want to read a review of Taylor Swift’s latest music in Fortune Magazine? Probably most aggravating is seeing the Hindustan Times outrank local newspapers for all kinds of stories straight out of suburban America.
On top of all that abuse of power that Google aims to eradicate is the AI articles with virtually no substance. How many articles are written on the internet titled “Why do you need an estate planning attorney?” with no quotes or case studies or personal perspectives? Thousands? Perhaps.
Google’s February 2026 Core Update targets three specific areas that should be of interest to any C-Suite executive:
- Reduction of Clickbait and Sensationalism: Google is actively deprioritizing content designed solely to inflate engagement through misleading titles.
- Emphasis on Originality: The system is now better at identifying and rewarding content that provides unique insights rather than just repeating existing web knowledge.
- Locally Relevant Expertise: There is a new focus on surfacing content from websites that have a demonstrated, long-standing expertise in their specific niche or region.
For the business owner, the external problem is clear: abusing or automating SEO tactics with mass-produced, cheap content will start to lose its lustre as the AI and algorithm shifts. The internal problem is the growing anxiety that your brand’s voice is being drowned out by a sea of generic, machine-written articles. Philosophically, I believe it is wrong to treat your company’s unique story as a mere data point for an LLM to summarize.
Brand Journalism: The Strategic Antidote to AI Noise
At KWSM, we have long advocated for a solution that many are not chasing today: Brand Journalism. It helps that many of our staff are former journalists, and we value depth of information and thought leadership. If you’re a CEO or business owner, you have insights that are important to your audiences.
Brand Journalism is the practice of interviewing our clients, their customers, and their strategic partners to create rich, inbound content. While AI can summarize what is already on the internet, it cannot conduct an interview with your lead engineer about a breakthrough in manufacturing. It cannot capture the nuance of a testimonial from a satisfied long-term partner.
Brand Journalism creates the exact type of content Google’s new update is designed to reward. By focusing on storytelling and first-hand accounts, we move beyond keyword clusters and into authority clusters.
The business case for this approach is built on three pillars:
- Establishing E-E-A-T: Google’s evaluation of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) has intensified. Content built on real interviews provides the experience signal that AI lacks.
- Nearbound Content and Trust: By involving your partners and customers in your content creation, you are engaging in the beginnings of nearbound marketing. This reinforces trust with your audience because the story isn’t just coming from you; it’s coming from the people who work with you.
- Bypassing the Zero-Click Barrier: As search engines provide more immediate answers, users only click through when they crave depth and authoritative insights. Deep-dive brand journalism provides a reason for a high-intent prospect to leave the search results and enter your digital office.
Turning Stories into Revenue
I have always maintained that the goal of marketing data and content is not just to generate hits, but to drive revenue. When we use Brand Journalism to create high-value content, we aren’t just pleasing an algorithm; we are arming your sales team with intelligence.
For example, when we interview a client’s customer for a case study, we often uncover specific pain points—like supply chain anxieties or brand messaging inconsistencies—that would never show up in a standard keyword report. As part of our Account Based Marketing (ABM) strategy, we then use tools like IP Detection and Heatmapping to see which prospective companies are reading those specific stories and diving deeper into your website experience. Brand Journalism ushers your prospects through your sales funnel.
If I see a procurement manager from a target firm reading a story about how your company solved a logistics crisis, that is no longer a cold lead. It is a warm introduction backed by a validated story of success. This alignment between marketing depth and sales outreach is how modern B2B organizations win in 2026.
If your marketing is relying on someone to fill out a form, you’re leaving leads on the table. Marketing isn’t passive; Effective Lead Generation Marketing is actively understanding your prospects’ behaviors on your site. What pages did they visit? How long did they spend there? Did they hover over something that you can note and use in your introductory email to that prospect? Your tactics can only get you so far – you must be participating in active lead generation and reengagement, by meeting your prospects with what they want to know and not what you want to tell them.
The Future of Search is Human
Google’s latest update is a celebration of the human element in digital marketing. It is a reminder that while AI can assist in the process, storytelling remains an art form that requires human intuition, empathy, and experience.
I believe that businesses that continue to rely on thin, unoriginal content will see their visibility continue to plateau or decline. Conversely, those who invest in Brand Journalism—telling the stories of their people and their partners—will find themselves rewarded by both the algorithms and the high-intent buyers who use them.
If you are concerned that your current content strategy is too reliant on generic output and want to explore how Brand Journalism can establish your authority in this new era of search, we should talk.
You can reach me directly at Jeff@KWSMDigital.com or visit our contact page to start the conversation.
