December 2025 Core Update - tracking the impact

Yesterday (December 11) Google officially launched the December 2025 core update. This is a classic broad core update, and the rollout may take up to three weeks, so it’s too early to draw any firm conclusions. As with all core updates, Google does not disclose specific factors, but based on early signals and the overall logic of the changes, the direction of the re-evaluation is already becoming clear.

From what we’re seeing, the algorithm is more aggressively reassessing content usefulness and how well it matches user intent. Pages that look generic, rewritten, or created "just to exist" are losing competitiveness.

It’s also noticeable that sites with a blurred topical focus and template-driven pages lacking real added value are feeling the update more painfully than narrowly focused resources with clear expertise. Trust is another area being re-evaluated - some signals, including links, are clearly being reassessed.

In practice, it makes more sense not to rush into changes right now, but to wait until the rollout is complete and, in parallel, carefully analyze which page types are losing visibility and traffic.

Have you already noticed traffic changes on your sites? If so, what kind?