Google's December 2025 core algorithm update began rolling out on December 11. This is the third such update in 2025. The rollout is scheduled to last up to three weeks, causing significant disruptions in search rankings and traffic.
Website operators report severe ranking volatility and collapses in Discover traffic. Publishers cite traffic declines reaching 70-85%, with some noting catastrophic drops in Google Discover impressions.
The instability coincides with the holiday season, a typically lucrative period for advertising, creating significant uncertainty for businesses and SEO professionals. Google states the update aims to better surface relevant and satisfying content for users.