- Dec 28, 2025
- 137
- 80
Seeing a lot of noise about this update, so here’s what I’m actually seeing across sites.
1. “Information Gain” is real now
Rewriting the top 10 = dead.
Pages winning are the ones that:
- add data
- add experience
- say something new
If your content can be replaced by ChatGPT it won’t rank.
2. E-E-A-T got stricter (especially YMYL)
Generic authors are getting wiped.
Winning sites:
- real authors
- real experience
- focused niche
Multi-niche sites are getting hit harder than before.
3. Speed matters more than people think
Sites under ~2s load are consistently doing better.
CWV isn’t optional anymore.
4. AI spam is getting crushed
Not “AI content” —
AI content at scale without value
Big difference.
Pattern I’m seeing:
Sites with:
- clear structure
- topical depth
- connected content
→
outperforming bigger sites with more articles but no structure.
This is the biggest shift I’m seeing — sites that actually map the topic first (not just keywords) are winning. Most people are still publishing blind.
Sites that actually map the topic before publishing are the ones winning.
I ended up building a simple workflow to map entire topic structures before writing anything — doing this manually was a nightmare, but it completely changed how fast pages start ranking.
TL;DR:
- add something new or don’t bother
- stop publishing random content
- structure > volume
- AI is fine, but not copy-paste scale
Curious what others are seeing — any niches that got destroyed?
1. “Information Gain” is real now
Rewriting the top 10 = dead.
Pages winning are the ones that:
- add data
- add experience
- say something new
If your content can be replaced by ChatGPT it won’t rank.
2. E-E-A-T got stricter (especially YMYL)
Generic authors are getting wiped.
Winning sites:
- real authors
- real experience
- focused niche
Multi-niche sites are getting hit harder than before.
3. Speed matters more than people think
Sites under ~2s load are consistently doing better.
CWV isn’t optional anymore.
4. AI spam is getting crushed
Not “AI content” —
AI content at scale without value
Big difference.
Pattern I’m seeing:
Sites with:
- clear structure
- topical depth
- connected content
→
outperforming bigger sites with more articles but no structure.
This is the biggest shift I’m seeing — sites that actually map the topic first (not just keywords) are winning. Most people are still publishing blind.
Sites that actually map the topic before publishing are the ones winning.
I ended up building a simple workflow to map entire topic structures before writing anything — doing this manually was a nightmare, but it completely changed how fast pages start ranking.
TL;DR:
- add something new or don’t bother
- stop publishing random content
- structure > volume
- AI is fine, but not copy-paste scale
Curious what others are seeing — any niches that got destroyed?
I've asked AI to research the latest SEO news and compile me a list, then I've expanded into this google new changes then I've made AI write me a draft post went over it ... modified it where it needed to be modified and posted it 