Introduction to Google’s December Core Update
Google’s December core update, which ran from December 11 to December 29, has brought significant changes to the way search results are ranked. Early analysis suggests that sites with narrower, category-specific strength are gaining ground against broader, generalist pages in several verticals. This update appears to reward pages that match the query with direct category expertise, particularly on "best of" and mid-funnel product terms.
What Changed
The update has affected various categories, including publications, ecommerce, and SaaS. In each of these areas, specialized sites are outranking more general ones. For instance, in the publications category, brands and commercial sites with direct product authority are now ranking better for "best of" and broader queries that Google had previously treated as informational.
Publications
Publication sites have lost rankings for "best of" and broader queries, while brands and commercial sites with direct product authority have gained. For example, Games Radar guides have dropped for queries like "Best Steam Deck Games," "Best Coop Games," and "Upcoming Video Games," while Nintendo and Epic Games catalog pages have increased for the same queries.
Ecommerce
In ecommerce, broader retailers have lost ground on mid-funnel product queries to specialized retailers and brands showing specific authority in product categories. For example, Macy’s has decreased for "winter boots women," "winter coats," and "men’s cologne," while Columbia, The North Face, and Fragrance Market have increased for those same terms.
SaaS
Non-specialized SaaS platforms and publications have dropped for software-related queries, while more specialized software sites have gained with targeted landing pages and resource content. For instance, Zapier, Adobe, and CNBC have decreased for queries like "Accounting Software for Small business" and "sole trader accounting software," while Freshbooks and Xero have increased with dedicated landing pages.
News Publishers Hit Hard
News publishers have seen heavy volatility during the update, with many experiencing significant losses in visibility. This volatility has been particularly pronounced in Discover, with some publishers reporting steep declines in traffic. The update suggests that Google may be reclassifying "best of" queries as having commercial rather than informational intent, which could have significant implications for news publishers.
Why This Matters
This update adds to a trend that generalist sites have felt for years: holding broad, non-specialized rankings is getting harder when brands and specialist sites publish pages that map cleanly to the product category. For news publishers, the volatility in Discover creates a planning problem, as traffic loss can be swift when updates hit this channel. The pattern suggests that Google may be favoring specialized content over more general content, which could have significant implications for the way publishers approach content creation.
Looking Ahead
The December core update completed on December 29 after an 18-day rollout. Sites affected by the update can review Google’s guidance on core updates. For sites hit by the specialization tilt, the path forward likely involves showing deeper expertise in narrower topic areas rather than competing on breadth.
Conclusion
In conclusion, Google’s December core update has significant implications for the way search results are ranked. The update favors specialized sites over more general ones, particularly in the areas of publications, ecommerce, and SaaS. News publishers have been hit hard by the update, with many experiencing significant losses in visibility. As the search landscape continues to evolve, it’s essential for sites to adapt to these changes and focus on creating specialized content that demonstrates expertise in narrower topic areas. By doing so, sites can improve their chances of ranking well in search results and reaching their target audience.