Google’s Core Updates, Explained

Google released another Core Update to its search algorithm over the holidays. It was the most comprehensive update of 2025.

Google changes its algorithm frequently. Some are more widespread than others. Unlike Spam Updates, Core Updates generally do not penalize but, instead, alter how the algorithm treats certain queries and their intent.

For example, a Core Update may result in more “best of” listings (rather than product categories) in search results. Ecommerce sites may lose traffic, but not because of anything they’ve done, so no fix is required.

Yet a Core Update may result in higher rankings for certain types of content, which could prompt merchants to add those pages.

Core Updates can elevate a wide range of queries. The recent holiday update lowered the listings of large publishers and elevated niche sites. Search Engine Journal reported that Macy’s rankings decreased, while those of Columbia, The North Face, and Fragrance Market increased.

Content helpfulness

Google’s infamous Helpful Content algorithm is now part of its Core Updates and can, in theory, target an “unhelpful” site.

Google provides guidelines to human evaluators for what makes content helpful. It’s the best indicator for search optimizers as to Google’s definition of that term. To paraphrase from the guidelines:

• Websites should place the most useful portions at the top of a page.
• The amount of effort, originality, and skill determines the quality of the content.
• Avoid unnecessary fluff or “filler” content that obscures what visitors are looking for.
• Use clear titles and headings that inform, not oversell.

If a Core Update resulted in lost traffic, scrutinize your content helpfulness and on-page engagement.

How to recover

It’s often difficult to know why a Core Update lowered a site’s rankings. To diagnose, I typically start with the helpfulness of its pages and its overall engagement.

The first step is always to identify what was lost. Search Console will reveal the impacted queries:

• Go to the full “Performance” report.

• Choose “Compare” in the “More” filter.

• Choose “Custom” and set start and end dates to expose the week before the change (early December for the most recent update) and the week after (beginning of January). Click “Apply.”

• Sort the ensuing “Queries” column and the “Clicks Difference” column to see queries that now generate fewer clicks.

Next, manually search Google for each affected query to determine if results shifted broadly or only for your page. The appearance of many new listings that answer a query in a new way may indicate a broad shift.

Semrush provides monthly snapshots of ranking URLs for each query. Refer to its archive to see how your overall SERPs have changed. If you see a widespread shift (i.e., 80% of listings are new for a given query), there is likely no fix needed. It’s Google changing its algorithm.

If only your site is downranked, most definitely look at the impacted pages and how to make them more helpful and engaging, such as:

• Move the main portion, such as a quick answer to a search query, to the top.
• Improve page structure and subheadings.
• Remove ads, such as intrusive pop-ups, that block users from interacting with a page.
• Add jump-to links that help visitors navigate the page.
• Include social proof on the page.
• Show the author’s name and bio.
• Link to trusted sources.
• Add helpful images and videos.
• Update the page with recent data, trends, and stats (with sources).
• Add explanatory sections, such as FAQs and definitions, tailored to the page’s purpose.

Helpfulness is subjective and vague. Nonetheless, consider your target audience and tailor your content accordingly.

Google announces only substantial Core Updates, those that affect many users. Lesser, unannounced updates occur more often and can result in recoveries.