Google officially launched its December 2025 core update on Thursday, December 11, 2025, at approximately 12:25 PM ET. This major algorithm change is now rolling out globally and is expected to take up to three weeks to fully complete, potentially causing significant fluctuations in website search rankings and organic traffic worldwide. This marks Google's third core update of the year.^[1][2][3][4] ### Google Targets Relevant Content Google describes this latest update as a "regular update designed to better surface relevant, satisfying content for searchers from all types of sites."^[1][2][4] Core updates are broad adjustments to Google's overall ranking systems. They aim to improve the quality and relevance of search results for users.^[3][5] Unlike specific updates that target spam or particular ranking factors, core updates can broadly change how Google evaluates content across the internet.^[3] This update is the third core update Google has released in 2025, following previous core updates in March and June.^[1][3][6] It is also the fourth confirmed Google update of the year, including an August 2025 spam update.^[1][2] These updates happen multiple times each year as Google continuously works to refine its search algorithms.^[1][7] ### Impact on Websites and E-commerce Website owners and SEO professionals should prepare for potential volatility in their search performance over the next several weeks.^[1][3][6] Historical data shows that core updates can lead to noticeable shifts in rankings, both positive and negative.^[1][3] This December update impacts all languages and regions globally.^[2][6][5] Some early analysis suggests this update may particularly affect e-commerce and transactional websites.^[8] Content lacking genuine expertise, specific buying guidance, or authentic reviews could see significant drops.^[8] Google's systems are becoming more sophisticated at differentiating between content that merely *seems* knowledgeable and content that *truly demonstrates* expertise.^[6] ### Focus on E-E-A-T and User Experience The December 2025 core update reinforces Google's long-standing emphasis on E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.^[4][9] Google's algorithms are increasingly prioritizing trustworthy content, especially for topics that could impact a user's health, financial stability, or safety.^[4] Sites with thin author credentials, unclear content origins, or questionable expertise may experience the most substantial ranking declines.^[4] This update also appears to include stricter filters for AI-generated content.^[9] While AI content is allowed, unedited AI content that offers no unique value may be de-indexed or suppressed.^[9] Google's goal is to reward content that genuinely serves human needs rather than content simply optimized for search engines.^[4] ### What Site Owners Should Do Google has not provided new specific advice for this December 2025 update. Instead, the company directs site owners to its long-standing guidance on creating helpful, reliable, and people-first content.^[1] If a website experiences a negative impact, it does not necessarily mean something is inherently wrong with its pages.^[1][3] Google's systems are simply reassessing content relative to everything else available on the web.^[3] Experts advise against making immediate, reactive changes during the rollout period.^[6] Instead, website owners should focus on sustainable improvements. This includes analyzing which pages and queries were affected and continuing to produce content that showcases genuine expertise through specific, experiential details.^[6] Technical site health, including Core Web Vitals, also remains an important factor.^[9] Google recommends waiting at least one week after the update fully completes before analyzing performance data in Search Console.^[6] Significant recovery between core updates is possible, but the largest changes often occur after another core update.^[1] The December 2025 update highlights Google's ongoing commitment to delivering the most relevant and satisfying search results to users.

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