algorithm update

Google’s December 2025 Core Update is rolling out now — and it’s bringing meaningful shifts to how search works.

Google officially announced this December 2025 core update, which began rolling out on December 11 and may take up to three weeks to complete. Core updates are broad changes to the way Google evaluates and ranks content across search.

Here’s what’s different this time:
🔎 Better match to search intent & quality content
Google is refining how it evaluates relevance — prioritising content that genuinely answers search queries and demonstrates real value rather than just ticking SEO checkboxes. Sites with thin or low‑value content may see visibility shifts.

📈 Stronger focus on E‑E‑A‑T
Experience, Expertise, Authority and Trust continue to be key ranking factors. Content that clearly reflects deep knowledge and trustworthiness is more likely to be rewarded.

📊 User experience matters more
How easy your site is to use — from loading speed to mobile friendliness — plays a larger role. Google wants searchers to find answers quickly and satisfied.

🤖 AI content evaluation is evolving
While AI‑generated content isn’t penalised just for being AI‑assisted, repetitive or low‑value AI content that doesn’t add unique insights can lose ground.

📍 Rankings may fluctuate
During a core update, it’s common to see ranking movements — both up and down — as Google reassesses content relative to competitors.

What this means for brands and small businesses
1. Focus on writing for people first — not for algorithms.
2. Demonstrate true expertise and helpful, clear answers.
3. Improve user experience — fast, friendly, and accessible.
4. Monitor search performance over the coming weeks — don’t panic at early volatility.

💡 In short: this update reaffirms that authentic, valuable content and strong user experience continue to be at the heart of great SEO. Rankings can change, but quality always matters.