Google’s December 2025 core update landed just before the end of the year and for many brands, it raised familiar questions around volatility, visibility and what to do next.

Jack, Loom’s Tech SEO expert, talks us through what actually changed, why trust and experience matter more than ever and how brands should respond without overreacting.

What was the December 2025 Google core update? When it rolled out and why it matters?

The December 2025 core update was a broad algorithm update that began rolling out on 11th December and completed on 29th December. Google described it as a “regular update designed to better surface relevant, satisfying content for searchers from all types of sites.”

As with all core updates, it matters because it changes how Google evaluates content quality and relevance which can impact rankings, visibility and traffic. It’s not about penalising specific sites, but about reassessing what Google believes best serves users.

This update followed a series of smaller tremors earlier in the year. How does that wider context help explain what we’re seeing now?

Google is constantly testing and refining its algorithm. Those smaller, often unannounced updates throughout the year can be used to fine-tune systems or correct unintended effects from previous changes.

Core updates happen less frequently, but they introduce broader shifts. That’s why Loom always advises against panicking when rankings move – you can recover from the impact of an algorithm update. Smaller updates often rebalance the bigger changes introduced during a core rollout – sometimes weeks or months later.

What actually changed?

There’s been a lot of discussion around trust and authority. What does Google appear to be re-evaluating most closely?

EEAT (Experience, Expertise, Authority and Trustworthiness) has become increasingly important, especially as AI-generated content becomes more widespread.

The addition of Experience is particularly telling. First-hand insight, real examples and original perspectives are now critical ways for content to stand out and add value to users. This is especially true in YMYL sectors like finance, health and news, where trust really matters.

AI can generate content at scale, but if everyone has access to the same tools using the same learning data, differentiation and value comes from genuine expertise and lived experience, not volume.

Some sites are seeing reversals from the June 2025 update. What does that tell us about how Google assesses quality over time?

Google doesn’t always get it right the first time. SEO has always been a moving target and attempts to exploit loopholes or cut corners rarely stand the test of time.

If rankings drop, the first question should be whether that drop reflects a genuine gap in value. How does the page compare to competitors today? If the content is strong, relevant and well-optimised, sometimes the best response is patience and perspective.

Zooming out often shows that a short-term dip sits within a much stronger long-term trajectory.

Visibility and measurement

How are AI Overviews changing the way SEO performance shows up in tools like Ahrefs, Sistrix or Semrush?

Keyword rankings are no longer as clear-cut as they once were. A page ranking first organically might now appear within an AI Overview. This location/position could be bypassed entirely if the overview satisfies the user’s intent without a single click.

Since AI Overviews launched, click-through rates have dropped for many informational queries. That can feel concerning, but there’s another side to it: users who do click through are often further along in their decision-making.

At Loom, visibility now means more than link clicks. That’s why performance is tracked across search results and large language models, to understand where and how brands are being surfaced.

For clients reviewing rankings and traffic week-to-week, what’s the most sensible way to interpret data during a rollout?

If in doubt, zoom out.

Looking at a single month in isolation can lead to tunnel vision. Loom always recommends waiting until a rollout is fully complete before drawing conclusions or making changes. Reacting too quickly can undo good work or introduce new problems.

User experience

We’ve seen sites with aggressive ad experiences hit particularly hard. What does this update reinforce about UX?

Users should always come first.

There’s a balance between SEO and monetisation, but over-optimisation, whether for ads, search engines or AI systems, often reduces real value for users. Google continues to reward clarity, accessibility and genuinely helpful experiences and this should always be the focus.

How does this connect to Loom’s belief that sustainable performance and good UX go hand in hand?

Search systems will keep evolving. A consistently positive user experience, however, is always a strong foundation.

Content that’s easy to navigate, credible and genuinely useful tends to perform well regardless of algorithm changes, because it aligns with what search engines are ultimately trying to deliver.

What not to do during a core update

What are the most common mistakes brands make during a rollout?

The biggest mistake is making sweeping changes the moment rankings fluctuate. That often leads to chasing symptoms rather than addressing real issues.

Content should evolve, but changes need intention and context grounded in user needs, not short-term panic.

Why is it important to wait until the rollout is fully complete?

During a rollout, rankings can move daily. Acting before the dust settles rarely gives a clear picture of what’s actually changed.

Loom always recommends waiting until Google confirms completion, then reviewing performance calmly and systematically before deciding next steps.

Practical guidance for brands

If visibility has dropped, what questions would Loom ask first?

The starting point is always diagnostics. Have there been recent site changes? Navigation updates? Speed or security issues? Any manual actions flagged in Search Console?

Often, performance shifts aren’t caused by the algorithm alone but by technical or structural changes that coincide with it.

For YMYL brands, where should focus be in early 2026?

Author credibility is key. Clear author bios, relevant experience and structured author schema all help reinforce trust.

Externally, citing credible sources, contributing to industry publications and building a visible expert profile all support long-term resilience.

And for sites that haven’t been impacted?

Avoid complacency. SEO is never static. Reviewing new entrants in your space and understanding why they’re gaining visibility can offer valuable insight and opportunities to strengthen your own content.

The long-term view

If you had to summarise the biggest takeaway for senior stakeholders, what would it be?

EEAT matters more than ever.

As AI-generated content becomes more common, genuine expertise and experience are the clearest ways to stand out.

How does this update reinforce Loom’s approach to SEO?

Loom has always focused on building strategies around real user needs, clear expertise and long-term value. Algorithm updates change. That principle doesn’t.

Want support navigating SEO evolutions?

At Loom Digital, we help brands interpret search algorithm updates calmly, focusing on what genuinely matters and building search strategies that last. Our expert SEO and Content teams are on hand to help optimise your pages and create compelling content. 

If you’d like to talk through what this update means for your site or how to strengthen trust and resilience in 2026, get in touch with the Loom team.

About Loom Digital

Loom is a people-led performance agency; transforming businesses and making a positive difference since 2009. We’re all about making digital marketing channels work for your business, for the long term.