Google's December 2025 core update, announced on December 11, 2025, aims to enhance relevant content in search results, rolling out through January 1, 2026. This update has devastated many publishers, with one experiencing a 98% drop in Google Discover impressions, which account for two-thirds of Google’s news traffic. SEO analyst Glenn Gabe noted ongoing fluctuations in rankings during the three-week rollout, creating challenges for ad revenue during peak holiday spending.