Google has officially started rolling out the December 2025 Core Update (December 11, 9:25 AM PT). It’s the third core update of 2025, after March and June, and the rollout can take up to three weeks. Google labels it as an “incident affecting ranking”, so volatility is expected. Reminder: core updates are broad reassessments of content quality across the web, drops don’t automatically mean something is “wrong.” Notably, just days before this update, Google clarified that rankings can improve outside major updates thanks to continuous smaller core changes. 👉 Expect fluctuations, track changes vs. the rollout timeline, and avoid knee-jerk fixes until the update fully completes.

Google just confirmed what many SEOs suspected: besides the big Core Updates, smaller core updates are happening all the time. 💡 What does this mean for us? You no longer have to wait for the next “March” or “June” update to recover. Improve your content → rankings can move at any moment. So keep optimizing, keep publishing, and watch Search Console closely. Recovery doesn’t only happen during named updates, it happens continuously.

Google’s year-end recap is loaded with major updates. The big picture: more AI automation, more controls for advertisers, and a huge push toward performance clarity. Highlights at a glance:AI Overviews now show ads globally, AI Mode unlocks mid-funnel queries, AI Max launches in 2026, PMax finally gets real reporting (search terms, channels, negatives), Demand Gen adds feeds + CPC bidding, YouTube rolls out Shoppable CTV, Merchant Center gets AI visuals + brand profiles, and Google Ads gains Asset Studio + smarter data tools. Overall trend? Automation + transparency = the new 2026 performance stack.

Every time someone hears “Google rolled out a core update,” the timeline goes full meltdown mode… 😱 “My rankings dropped!” 😵 “Is SEO dead again?” 🤡 “Should I rewrite my whole site?” Here’s the reality: A core update is not a penalty. It’s Google recalibrating how it judges all content on the internet. Some sites go up, some go down, not because something broke, but because Google changed the rules of the game slightly. 🎥 I made a short video that explains exactly what a core update is (without boring you to death) Watch it here 👇

We've been hit with a dip in impressions as you might have seen in your Google Search Console. Now don't worry since this is because of a simple parameters update from Google themselves. Tools went from being able to scrape n=100 results at once to n=10. You might even see a little increase in rankings/clicks due to this update.