"I confirm, big drop Today. Yesterday I still had an increase in impressions after EXACTLY ON MY BIRTHDAY, December 13th, Google reduced me to only 30% of traffic on several sites. Yeah, traffic is completely done today, literally down 90% from normal. So tiring, Up one day, down the next, up again, way down the next. Big drop today. Spam update?"
"I saw a traffic loss yesterday of another 7% and 16% AdSense earnings down. It always goes down never up now. I am seeing a big drop in impressions and no changes in rankings today. Could be just a delay in reporting? Who knows, who cares. I just saw our numbers for December. That is supposed to be our 2nd best month. That's 10x less than our worst month maybe 3 years ago. It's done."
A December 2025 Google core update ran from December 11 to December 29 with volatility spikes on December 13 and December 20. Volatility eased near December 29 but resumed with fluctuations in early January, including January 3, then intensified around January 6–7. Multiple SEOs and site owners reported organic search ranking declines and sharp AdSense revenue drops, with individual reports citing traffic declines up to 90% and AdSense losses up to 87%. The impact appears uneven and not as widespread as some prior updates, but affected sites reported severe short-term traffic and earnings disruptions.
Read at Search Engine Roundtable
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