"As a reminder, Google officially announced this core update on December 11th at around 12:25 pm ET. Google said this update "is a regular update designed to better surface relevant, satisfying content for searchers from all types of sites." Generally, but not always, we start to see ranking movement from these updates a day or two after it is announced and this update seems to show that."
"So for today: travel site zero affiliate sales, niche-niche-niche site: one good lead/ sale. Traffic on the travel site: worse than ever, and as said, none are converting. Rien ne va plus, guys :D. I think my frustration now will reach a turning point, becoming funny cynicism. My keyword rankings are fluctuating a lot right now. A site that was on the first page dropped to the fifth page, but when I search again it shows up on the first page."
Google released the December 2025 core update on December 11, with rollout expected to take up to three weeks. Initial ranking volatility began within a day or two and was especially noticeable on December 12–13, producing significant search result shifts. The update aims to better surface relevant, satisfying content for searchers across site types. Site owners report wide fluctuations: traffic drops, lost affiliate sales, page ranking swings, and differences between mobile and desktop results. Further shifts are likely a week or two into the rollout, with possible subsequent smaller adjustments. Search Console reporting delays complicate impact tracking.
Read at Search Engine Roundtable
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