As 2025 comes to a close, SEO professionals are reflecting on the final core update of the year and what it signals for the future. Google rolled out the December 2025 Core Update on December 11, marking the third broad core update of the year, following those in March and June. In this blog post, we’ll break down what we know about this recent algorithm update, how it fits into 2025’s SEO trends, and what we might expect as we move into 2026.
What Changed in the December 2025 Core Update?
The December 2025 Core Update focused on rewarding high-quality, original content while reducing visibility for thin, outdated, or overly optimized pages. Early data from the SEO community points to volatility across health, finance, and affiliate niches, suggesting Google is continuing to fine-tune how it evaluates experience, expertise, authority, and trust (E-E-A-T).
Notably, the update also reinforced the shift toward user engagement metrics as ranking signals. Pages with low time-on-site and high bounce rates have seen noticeable declines, reinforcing the importance of engagement-focused content.
Highlights from Google Updates in 2025
In addition to December’s changes, 2025 brought several significant updates:
- March 2025 Core Update: Placed stronger emphasis on source credibility and author transparency.
- June 2025 Spam Update: Targeted link spam and doorway pages.
- August 2025 Spam Update: Continued crackdowns on AI-generated, low-value content.
Collectively, these updates have made it clear that content quality, user trust, and genuine value are central to Google’s evolving algorithm.
What This Means for SEO Strategy
1. Thin Content is Out
If your pages are bloated with keywords but light on value, now is the time to revise. Use content audits to prune low-performing pages and expand or consolidate content where necessary.
2. Optimize for Engagement
Google increasingly uses engagement metrics like dwell time and scroll depth as proxies for content satisfaction. To improve these:
- Break up long blocks of text
- Use clear headings and bullet points
- Embed multimedia (images, video, charts)
Short content can still rank—as long as it delivers value and keeps users interested.
3. Reinforce Trust with E-E-A-T
Make sure your site includes:
- Author bios and bylines
- Up-to-date citations and external references
- Clear contact and privacy information
If your niche requires expertise (YMYL pages), demonstrate it clearly.
4. Be Cautious with AI-Generated Content
While AI tools can assist with drafting, overreliance on low-effort AI content has been penalized in recent spam updates. Always review and refine automated content to ensure it reads naturally, offers unique insights, and satisfies user intent.
5. Prepare for Search Generative Experience (SGE)
Google’s continued experimentation with AI-powered answer engines could further shift how users interact with the SERPs. To adapt:
- Add clear, concise summaries early in articles
- Use FAQ schema and direct answer formats
- Monitor click-through and visibility changes
Looking Ahead: What to Expect in 2026
Here are a few predictions based on 2025’s trends:
- Increased penalties for low-value AI content: Expect even tighter crackdowns on content that exists only to game search rankings.
- More weight on first-hand experience: Review-based content and experiential insights may gain an edge.
- SERP evolution: With more zero-click results expected from AI Overviews, success will require optimized snippets and brand visibility across platforms.
- Technical SEO still matters: Core Web Vitals, crawlability, and indexation remain foundational.
Key Takeaways
- The December 2025 Core Update continues Google’s move toward high-quality, experience-driven content.
- Engagement metrics and content satisfaction are stronger ranking signals than ever.
- Avoid relying on purely AI-generated content—add human insight and structure.
- In 2026, trust, authenticity, and SERP adaptability will define SEO success.
Now is the time to audit your content, reinforce trust signals, and plan your strategy for a rapidly evolving search landscape.
