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The Google December 2025 Core Update has triggered significant turbulence across search results, with news publishers experiencing some of the steepest visibility declines seen in recent months. As the update finished rolling out, early SEO data and expert analysis revealed sharp traffic drops, ranking volatility, and unpredictable performance across Google Search, Discover, and News surfaces.

Widespread Impact on News Publishers

Following the completion of the Google December 2025 Core Update, many publishers began reporting sudden declines in organic traffic. According to Will Flannigan, Senior SEO Editor at The Wall Street Journal, visibility metrics from Sistrix indicate that India-based news publishers targeting U.S. audiences were among the hardest hit. Several of these publishers lost a substantial portion of their search visibility almost overnight.

Flannigan shared his findings via LinkedIn, noting that the update appeared to disproportionately affect international publishers competing in U.S. search results. While the data highlighted Indian outlets, the disruption was not isolated to any single region.

Global Volatility Confirmed by SEO Experts

SEO analyst Glenn Gabe confirmed that the effects of the December core update were global in scale. According to Gabe, news publishers across the United States, Europe, and Asia experienced extreme ranking fluctuations, with some sites seeing traffic collapse while others benefited from sudden gains.

Gabe emphasized that the volatility extended beyond standard blue-link rankings. Many publishers reported dramatic changes across:

• Google Discover
• Google News
• Top Stories carousel
• The News tab

This suggests that the update impacted multiple ranking systems simultaneously, making it particularly disruptive for publishers that rely heavily on news visibility rather than evergreen search traffic.

Discover and Google News Hit Hard

One of the most concerning aspects of the Google December 2025 Core Update is its effect on Google Discover, which is a major traffic source for many news organizations. Several publishers reported Discover traffic drops exceeding 50%, while others lost Discover visibility entirely.

On December 19, Glenn Gabe shared that numerous publishers had contacted him directly, alarmed by erratic traffic patterns and unexplained declines. His analysis included charts showing sharp drops followed by brief recoveries or continued downward trends, highlighting how unstable performance became after the update.

Winners and Losers Emerge

As with most core updates, the December 2025 rollout created clear winners and losers. While many publishers suffered declines, some news sites experienced unexpected surges in visibility, particularly those with strong brand authority, original reporting, and well-established editorial trust.

This reinforces Google’s ongoing emphasis on:

• E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
• Strong editorial signals
• Clear authorship and transparency
• Original reporting over aggregated or rewritten content

Publishers lacking these signals may have been algorithmically devalued, especially in competitive U.S. news queries.

What This Update Signals for the News Industry

The Google December 2025 Core Update once again demonstrates how broad algorithm changes can dramatically reshape the digital news ecosystem. Unlike smaller updates, core updates reassess how Google evaluates content quality overall, meaning recoveries may take months rather than weeks.

For news publishers, this update serves as a reminder that:

• Short-term SEO tactics are increasingly risky
• Sustainable growth depends on editorial authority
• Diversifying traffic sources beyond Google is essential

Best Practices Moving Forward

While Google does not provide recovery shortcuts, publishers affected by the December 2025 update should focus on long-term improvements, including:

• Strengthening original reporting and exclusive stories
• Improving author bios and newsroom transparency
• Reducing reliance on AI-generated or low-value content
• Monitoring Discover and News performance separately from Search

Google’s guidance consistently emphasizes that core updates are about rewarding better content—not penalizing specific tactics.

Final Thoughts

The Google December 2025 Core Update has proven to be one of the most disruptive algorithm changes for news publishers in recent memory. With visibility shifts across Search, Discover, and Google News, the update highlights the evolving challenges of digital journalism in a search-driven world. As Google continues refining its ranking systems, publishers that prioritize trust, originality, and editorial excellence will be best positioned to recover and grow.