December 2025 core update

I think it's interesting this was launched on the run up to Christmas.

E-commerce platforms relying on organic traffic now have to switch to major Ad spend to maintain sales during their busiest period.

DanDanger said:

I think it's interesting this was launched on the run up to Christmas.

E-commerce platforms relying on organic traffic now have to switch to major Ad spend to maintain sales during their busiest period.

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doesn't this happen every year ? casually placing a random core update near Christmas holidays to fuc... I mean to make holidays more lively for the random webmasters around.

Seeing the same yo-yo action here on a couple local service sites I've been optimizing—luxury transport niche in Ontario. Top 3 one day for "airport chauffeur Toronto", gone the next, back again. GSC lagging bad too, but GA4 shows traffic dips since late Nov matching what DanDanger said. Monitoring close, no panic moves yet. Anyone else hit hard in geo-targeted local keywords?

Yes, the yoyo continues. We flip a coin to see whether we are in top 10 or < 100 by the end of this update.