February 2026’s Digital Marketing Roundup

2026 is well and truly underway. The weather is beginning to change, with lighter afternoons and even a little blue sky and sunshine. It’s not just the weather that’s been shifting, however. We’ve got this month’s top changes and updates to the digital marketing industry. Take a look!

Google Discover Core Update

On 5th February 2026, Google released its core Discover update. If you’re unfamiliar with Discover, it is a predictive and personalised feature, giving content to users based on learned interests and activity, without the need for a search.

This was the first core update done specifically for Discover, and there are a couple of key takeaways here:

The update will aim to reduce clickbait content shown through Discover.
Users will be shown local and relevant content based on their location.
Ranking on Discover has changed. Previously, engagement metrics were used to rank content such as CTR and bounce rate. Following the update, the content is evaluated using E-E-A-T signals and topical authority.
Topical authority is evaluated separately to search. As quoted in the Google Search Central blog on the update:

‘Whether a site has expertise in multiple areas or has a deep focus on a single topic, there’s equal opportunity to show up in Discover. For example, a local news site with a dedicated gardening section could have established expertise in gardening, even though it covers other topics. In contrast, a movie review site that wrote a single article about gardening would likely not.’

Bing Webmaster Tools – AI Performance Feature

A new AI-performance dashboard was announced by Microsoft this month. This feature will allow sites to see how their content will appear in answers generated by LLMs.

Specifically, it will show:

The total number of citations shown as sources in AI answers.
The average number of unique cited pages per day, over your selected date range.
Key phrases used by the LLM when retrieving the content, which Microsoft refer to as ‘grounding queries’. At this stage, the data will be sampled from the overall activity.
Visibility trends across the data gathered on the tool.
Citation activity on a page-by-page level.

For more information on the update, take a look at Microsoft’s blog Introducing AI Performance in Bing Webmaster Tools Public Preview.

Chat GPT Ads Roll-Out

Last month, we reported that OpenAI were planning to introduce ads on ChatGPT. As of 9th February 2026, these ads were rolled out. So far, this has only been in the U.S. and specifically to adults logged in on the ‘Free’ and ‘Go’ subscription tiers.

According to OpenAI in their Testing ads in ChatGPT article:

‘Ads do not influence the answers ChatGPT gives you, and we keep your conversations with ChatGPT private from advertisers. Our goal is for ads to support broader access to more powerful ChatGPT features while maintaining the trust people place in ChatGPT for important and personal tasks. We’re starting with a test to learn, listen, and make sure we get the experience right.’

During this testing, ads appear to be informed by previous searches and past chats. There is currently no word on a further roll-out of these adverts, and when they might reach the UK and other parts of the world.

Key Dates For Your Marketing Diary

As we move into March, which is also Women’s History Month, there are a couple of key events you should have marked in your calendar:

1st March 2026 – St David’s Day
5th March 2026 – World Book Day
8th March 2026 – International Women’s Day
17th March 2026 – St Patrick’s Day
21st March 2026 – World Poetry Day
29th March 2026 – Beginning of British Summer Time

Stay Up To Date With Wildcat Digital

If you found this blog helpful, find out more about how Wildcat Digital can support your organisation with SEO and PPC. Arrange a no-obligation free consultation today, and start punching above your weight online.

For more news roundups, guides, explainers and tips on digital marketing, check out more of our Wildcat blogs:

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Eviee Taylor

Will Hitchmough

Founder

Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Rich Ayre

Head of Growth

Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.

Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.

Sarah Tyree

Head of Digital

Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.

Passionate about all things search, Sarah thrives on helping brands grow their online presence.

Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.

Amelia Ashman

Office Manager

Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.

Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.

Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Molly Sturgeon

Team Lead & Senior SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

PPC Team Leader

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jamie Stowe

Senior SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Jasmine Savery

SEO Account Manager

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Jon Herdman

Senior SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.

Andy Blanchard

Senior SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

Kezia Humphries

Senior SEO Executive

Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.

In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.

Alex Hickling

Senior PPC Executive

Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.

Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.

Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.

Amy Varley

SEO Executive

Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.

In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!

Reiss Mason

SEO Executive

Reiss joined the Wildcat Digital team in July 2025, with a background in journalism and digital content, Reiss brings both creativity and technical know-how to the team.

After graduating with a Journalism Studies BA from the University of Sheffield, where he also served as Games Editor and Deputy Editor for the student-run newspaper – Reiss jumped straight into the world of climate tech communications.

Outside of work, Reiss loves crochet, swimming, playing guitar, and diving into both video and board games. He’s always up for picking up new skills and trying new things – which makes him a perfect fit for our team!

Lucy Young

Senior SEO Executive

Lucy joined the WildcatDigital Team in August 2025, with solid SEO experience and a creative edge from her work in wedding videography, a combination that brings both strategic insight and storytelling flair to the team.
When she’s not deep in keyword research or editing stunning wedding footage, you’ll probably find Lucy exploring new places on long walks or unwinding with a few books.

Bekky Croson

Office Assistant

Bekky joined the WildcatDigital Team in October 2025, with over a decade of customer-facing experience – including running her own vegan café.

Bekky brings a wealth of energy and expertise to the team. When she’s not keeping things running smoothly in the office, you’ll find her cooking up a storm for friends or playing hockey with the Sheffield Women’s squad.

Bianca Croitoru

PPC Account Manager

Bianca joined the WildcatDigital Team in October 2025, having worked with charities from £100k to £7M, blue-collar lead gen businesses, and clothing e-commerce brands – building multi-channel marketing strategies that flow seamlessly, Bianca will be a real asset to the team.

When she’s away from the office, Bianca loves diving into holistic health experiments… and indulging her inner conspiracy theorist (or truth seeker, depending on who you ask).

Fiorela Imerai

SEO Account Director

Fiorela joined the WildcatDigital Team in October 2025, she joins us with a strong background in SEO and Digital PR, helping UK and global brands grow their online presence and strengthen their reputation.

Outside of work, you’ll usually find her cooking, exploring new places, or “just browsing” flights… that she’ll probably end up booking!