Google’s December 2025 Broad Core Update – "Core Update Notes", Heavy Impact, Tremors, and More

The Google December 2025 broad core update is in full swing and I’ve been covering my “Core Update Notes” daily on social media based on heavily analyzing the rollout.  In this video, I’ll cover findings based on my analysis of sites across verticals, including the impact they are seeing based on the broad core update. Topics I’ll cover include when the update actually landed, heavy YMYL impact (like finance and health and medical), impact to news and media publishers, how sites impacted by previous spam updates are being impacted, a big tremor we saw on December 20th, impact to career/jobs sites, and then some interesting cases like Wirecutter and X dropping with the update. I also cover how the various search visibility tracking tools like Sistrix, ahrefs, and Semrush handle AIOs (how they affect visibility trending). I end the video witha wild situation where I messaged a publisher with a warning just one day before the update rolled out about a super-aggressive ad situation. You can learn what happened at the end of the video.The December broad core update should take two to three weeks to complete and I will post more information as the update rolls out (based on my analysis).“Core Update Notes” thread on X: https://x.com/glenngabe/status/1999478656352076012Chapters:00:00 The December 2025 Broad Core Update Rolls Out01:00 Glenn’s “Core Update Notes”02:13 Smaller core updates during the fall of 202504:24 The update lands!05:59 YMYL Impact including heavy Finance movement.07:09 Top Stories impact for news and media publishers.8:08 Reversals from the June 2025 core update.09:06 Sites impacted by previous Spam Updates.10:23 How the visibility tools handle AIOs for searchvisibility trending.11:31 Massive health and medical volatility. 12:52 Major news publishers impacted.13:57 The first tremor of the December 2025 broad coreupdate.16:49 Wirecutter heavily impacted (again).18:50 Career and Jobs sites impacted.20:07 X drops with the update.21:38 Wild situation – Messaging a publisher with a broadcore update warning.24:02 Summary of “Core Update Notes”Follow me on X: https://x.com/glenngabeConnect with me on LinkedIn: https://www.linkedin.com/in/glenngabe/I’m on Bluesky: https://bsky.app/profile/glenngabe.bsky.social

For companies translating content into other languages, andpossibly using hreflang tags, it’s important to understand how that content is being surfaced across AI Search platforms like ChatGPT, Perplexity, Gemini, Copilot, and Claude. The AI Search platforms are in their infancy and will continue to evolve, but it’s important to understand the current state ofaffairs with multilingual content.In this video, I provide several examples of translated content and how the various AI Search tools surface that content (or not). I also cover Google’s 10-blue links, AI Overviews, and AI Mode. And Bing results are covered as well.Blogpost: https://www.gsqi.com/marketing-blog/ai-search-hreflang-multilingual-queries/Chapters:00:00 AI Search and multilingual content.00:32 International SEO, hreflang, and AI Search01:30 Example 1 – Google’s Search Documentation for Sitemaps05:50 Example 2 – Google’s Search Documentation for HTTPResponses07:37 Example 3 – Cloudflare blog post10:25 Quick recap of other tests.11:18 Key points and recommendations for site owners.12:34 Summary – Why AI Search needs to improve (and willneed to).Follow me on X: https://x.com/glenngabeConnect with me on LinkedIn: https://www.linkedin.com/in/glenngabe/I’m on Bluesky: https://bsky.app/profile/glenngabe.bsky.social

The AI Search platforms like ChatGPT, Perplexity, Claude,and others are in their infancy and some are taking advantage of that by implementing tactics that spam those platforms. But that will not always be the case. I cover how the AI Search platforms are building their own search indexes, will need to developer their own core visibility systems, while also building strong anti-spam systems. And when they do, sites gaming the system can potentially tank as those updates roll out. In addition, the AI Search platforms could even have their own version of Google’s webspam team that can place manual actions (penalties) on websites spamming to rank across AI chatbots. And beyond that, I cover the importance of understanding site-level quality and authority to ensure high-quality and trusted content can surface across ChatGPT, Perplexity, Claude, and others. The AI Search platforms have work to do on that front. I cover all of this, and more, in my video. Blog post: https://www.gsqi.com/marketing-blog/ai-search-core-systems-anti-spam/ Chapters:00:00 The spamming and gaming of AI Search platforms.02:36 With spamming Search or AI Search, it works until itdoesn’t…04:13 AI Search platforms are building their own indexes.05:40 The need for anti-spam systems in AI Search.07:20 How are companies spamming AI Search now?09:56 Site-level quality and trust in AI Search.11:47 AI Search and “Authority”14:42 Combining site-level quality and anti-spam systems.15:58 The AI Search core systems and anti-spam systems arecoming. Follow me on x: https://x.com/glenngabeConnect with me on LinkedIn: https://www.linkedin.com/in/glenngabe/I’m on Bluesky: https://bsky.app/profile/glenngabe.bsky.social

For news or media publishers syndicating content, or thinking about syndicating content, it's important to understand the visibility impact across Google surfaces and AI Search (like ChatGPT, Perplexity, Gemini, and Claude). For example, does the original content rank or does the syndication partner rank instead? In 2023 I wrote a case study analyzing the ranking impact of syndicating content to third-party sites across Google surfaces. Now that AI Search is here, and growing, I decided to run a new study but for AI Search tools like ChatGPT, Perplexity, Claude, and Gemini. The results were super interesting... In this video, I cover four different cases of publishers syndicating content and how that impacted visibility across both Google and AI Search tools.Like traditional search, rankings and visibility were all over the place. So once again, it's important to control what you can control. Noindexing the syndicated content is still the path forward in my opinion. That's easier said than done, but the results were clear -- you can't guarantee that your content will be more visible in AI Search than your syndication partners. There was one unicorn, though, and you can read more about that in my post. Blog post covering my case study:https://www.gsqi.com/marketing-blog/ai-search-and-syndicated-content/Chapters:00:00 AI Search and Syndicating Content 01:15 An introduction to the case study.02:14 The influence of traditional search rankings on AI search visibility.03:00 Case 1: Mixed results.05:05 Case 2: A ranking mess.07:21 Case 3: Even more confusion across surfaces and AI tools.09:58 Case 4: A unicorn for AI Search and syndicated content.11:24 Recommendations for news and media publishers syndicating content.13:14 Summary: Control what you can control when syndicating content.Follow me on X: https://x.com/glenngabeConnect with me on LinkedIn: https://www.linkedin.com/in/glenngabe/I'm on Bluesky: https://bsky.app/profile/glenngabe.bsky.social

Wirecutter dropped heavily in search visibility during the spring and summer of 2025. That was surprising given the high-quality, insightful, and thorough reviews content they publish (and have published over the years). In addition, it's a site within a site, and resides on the New York Times domain (which is a powerful news publisher). In this video, I cover the situation, my analysis of the rankings drop, and explore several theories about what happened. For example, were Google reviews updates to blame, was it Google's 'Starkly different' algorithm or system at play, or was vertical expertise rewarded? I definitely noticed many smaller, niche publishers with reviews content surging as Wirecutter dropped. One thing is for sure, Wirecutter tanked in Google losing 69% of its search visibility over several months according to Sistrix data. So join me as I explore a massive drop in rankings for one of the most authoritative sites on the web.Blog post:https://www.gsqi.com/marketing-blog/wirecutter-drops-google-reviews-system/Chapters:00:00 Wirecutter drops in rankings heavily.00:47 Finding the drop. And it was a big one.01:14 Visibility trending tanks across all three tools.02:26 3.6M queries dropped in the US alone.03:29 AI Overviews and AI Mode drop.04:44 Theories about what happened starting with Reviews updates.05:44 Google's 'Starkly Different' algorithm/system.07:13 Wirecutter wasn't alone. Many reviews sites have dropped.08:18 Vertical expertise rewarded?09:45 Closing thoughts.Follow me on Twitter: https://x.com/glenngabeConnect with me on LinkedIn: https://www.linkedin.com/in/glenngabe/I'm on Bluesky: https://bsky.app/profile/glenngabe.bsky.social

If your site is using JavaScript to render content via client-side rendering then it's important to understand that most AI search platforms cannot currently see your content. That includes ChatGPT, Perplexity, Claude, and others. In this video, I cover a case study of a site that wasn't ranking well across AI Search, how they were leveraging client-side rendering, how that was causing problems, and what the AI platforms could actually see. It's great example of how JavaScript-based content can cause problems beyond Google and Bing in AI search platforms that are rapidly growing. I also end with a list of action items for site owners that might be affected by this issue. Blog post covering my case study:https://www.gsqi.com/marketing-blog/ai-search-javascript-rendering/Chapters:00:00 AI Search and JavaScript Rendering00:50 An introduction to the case study.01:25 Vercel's research about AI platforms and JavaScript rendering02:52 First signs of trouble - Favicons and Citation Problems04:30 Testing ChatGPT for JavaScript rendered content05:40 Testing Perplexity for JavaScript rendered content06:24 Testing Claude for JavaScript rendered content07:52 What site owners can do now.09:15 Don't use client-side rendering for ALL of your page content.09:45 Yes, Google (Gemini) and Bing (Copilot) can render JavaScript just fine.Follow me on X: https://x.com/glenngabeConnect with me on LinkedIn: https://www.linkedin.com/in/glenngabe/I'm on Bluesky: https://bsky.app/profile/glenngabe.bsky.social

Has AI Search taken over in July 2025? Is Google still important or should you just focus on ChatGPT, Perplexity, and other AI search platforms? In this video, I explain how to set up AI Search tracking in Google Analytics 4 to view the difference between AI Search traffic compared to Google Search and organic search overall. After setting this up across many accounts, AI search accounts for under 1% of traffic, and under .5% for most sites I checked.I’ll also explain how ignoring Google Search could lead to a drop in quality, which could cause problems with Google’s broad core updates (as core updates can impact all areas of Google including AI Overviews and AI Mode).Blog post covering the topic: https://www.gsqi.com/marketing-blog/ai-search-traffic-compared-to-google/Chapters:00:00 AI Search versus Google Search in 202500:46 A conversation with an IT executive about AI Search and the demise of Google.02:20 How to set up AI search tracking in Google Analytics 4 (GA4).03:45 What I found when analyzing AI Search traffic compared to Google.05:15 AI Search example: B2C06:16 AI Search example: Niche news publisher06:42 AI Search example: Health and medical07:18 AI Search example: Smaller publisher07:41 Google organic drives the most traffic (by a mile).08:33 AEO, GEO versus SEO - Be careful.09:40 Google broad core updates and the danger of ignoring Google search.10:12 A strong SEO strategy covers most of what you need for AI Search.11:10 All Google surfaces that can be impacted by broad core udpates.12:18 AIOs and AI Mode can be impacted by Google's broad core updates.12:50 Wrapping up - AI Search is important, but don't ignore Google.Follow me on X: https://x.com/glenngabeConnect with me on LinkedIn: https://www.linkedin.com/in/glenngabe/I'm on Bluesky: https://bsky.app/profile/glenngabe.bsky.social

Have you read AI Overview studies and wondered how *your own site* is being impacted? I got you covered. This video covers my blog post that walks you step-by-step through combining third-party AIO data with Google Search Console performance data (via the Search Console API) and using vlookup magic to see the change in clicks and CTR when AIOs are ranking for your queries. Note, this definitely works best for sites with a lot of search visibility and traffic from Google. So if your site doesn't have a ton of visibility, this process might not yield great results. BTW, having to write a 14-step process using multiple third-party tools, the GSC API, etc., to TRY to analyze AIO impact is RIDICULOUS, but that's exactly what Google wants unfortunately. And no, I don't think we will get AIO or AI Mode data broken out, so this may be the best approach for site owners trying to gauge the impact of AIOs on clicks and CTR.Note, AIOs officially rolled out in May of 2024, so you can definitely compare to pre-AIO SERPs if you want (or any timeframe you want to compare to). I've been running this for several clients and it works pretty well (especially for larger-scale sites with a lot of search visibility and traffic from Google). So watch this video and read my blog post, walk through the steps, run the numbers, and analyze the impact of AIOs for your own site. You might be surprised with what you find -- or not. :) Have fun. Blog post:https://www.gsqi.com/marketing-blog/how-to-measure-the-impact-of-google-ai-overviews/Chapters:00:00 Tracking the impact of AI Overviews on CTR and clicks.01:01 Combining third-party AIO data and GSC performance data.03:00 Exporting all AIO data via third-party visibility tools.04:08 Export GSC data via the Search Console API (for two timeframes).05:40 Apply vlookup magic in Excel.07:31 An example of CTR and clicks impact based on AIOs ranking.08:41 Recommendations and tips for site owners.11:08 My thoughts about why Google isn't breaking out AIO data in GSC.13:07 Summary: Tell me how this goes for you!X: https://x.com/glenngabeLinkedIn: https://www.linkedin.com/in/glenngabe/Bluesky: https://bsky.app/profile/glenngabe.bsky.social

If you earn a powerful link, you should receive that link. Unfortunately, many news and media publishers are nofollowing those links, which tells Google to not pass signals, including PageRank, downstream to the pages that earned those links. I cover the situation, including examples of that happening, why it’s happening, how Google’s view of nofollow has changed over the years, and even include an example of it happening to me! In addition, I cover important FAQs for news and media publishers that might be nofollowing links now (in order to clear up any confusion about when to link normally versus using nofollow). A link is a terrible thing to waste, so please link out normally. Site owners will appreciate it, Google will appreciate, and the entire web ecosystem will appreciate it. Blog post covering the topic:https://www.gsqi.com/marketing-blog/news-media-publishers-link-out-ditch-nofollow/Chapters:00:00 When links go wrong. Why some news and media publishers are nofollowing links.02:08 Examples of news and media publishers nofollowing earned links.03:30 Link Madness Inception: When it happened to me recently!04:47 But wait, nofollow is just a hint to Google now.06:00 Help me, help you. FAQs for news and media publishers.08:57 Just link out normally. It’s the way the web works.Follow me on X: https://x.com/glenngabe Connect with me on LinkedIn: https://www.linkedin.com/in/glenngabe/ Find me on Bluesky: https://bsky.app/profile/glenngabe.bsky.social

Google recently rolled out two additional waves of manual actions for site reputation abuse targeting the EU (including Germany in the second wave). As I’ve been analyzing those drops, I noticed that sites are handling content violating the spam policy in several ways (and some are not the correct ways). For example, disallowing via robots.txt and canonicalizing are NOT valid approaches. Instead, noindexing or removing the content completely are the correct methods for dealing with a manual action for site reputation abuse.In this video, I cover four methods that are being employed now by site owners and why only two are valid. I provide specific examples of sites using each approach and how that worked, or didn’t work, for the site at hand.Companion blog post covering the topic: https://www.gsqi.com/marketing-blog/how-to-block-content-site-reputation-abuse/Chapters:00:00 New manual actions for site reputation abuse and how sites are trying to block content 00:49 Disallowing via robots.txt (NOT VALID)03:39 Canonicalizing site reputation abuse content (NOT VALID)04:35 Noindexing content (VALID)05:44 User-agent blocking06:15 Removing content completely (VALID)06:50 Summary: Two valid choices for blocking content for site reputation abuseFollow me on X: https://x.com/glenngabeConnect with me on LinkedIn: https://www.linkedin.com/in/glenngabe/ I’m on Bluesky: https://bsky.app/profile/glenngabe.bsky.social