Google’s December 2025 Core Update Overview
The December 2025 core update, which commenced on December 11 at 9:25 AM Pacific Time and concluded on December 29, delivered severe ramifications for India-based news publishers. Google marketed this update as a means to improve the visibility of relevant content. However, the reality shows a different picture, with significant declines in visibility for many Indian sites in U.S. search results. The SISTRIX visibility index indicated drastic drops, particularly for hindustantimes.com, which fell from over 6 points to below 2 during this period.
Impact on Indian Publishers
Major publications like indiatimes.com and indianexpress.com experienced comparable visibility losses. This erosion began following Google’s announcement of the core update, reflecting a broader trend of declining visibility for Indian news sites that commenced in June 2025. The geographic specificity of these declines is troubling, as it indicates targeted repercussions based on the source of content rather than just content quality.
Collapse of Google Discover Traffic
Publishers reported alarming drops in Discover traffic, with many seeing reductions of 70-85% in daily visitors shortly after the update’s rollout. Discover had previously become a vital traffic source, accounting for two-thirds of referrals by August 2025. The timing of this collapse, right before the peak advertising season in December, complicates recovery efforts for publishers reliant on seasonal revenue.
Context of the Update
This update marked Google’s third core adjustment of 2025, following changes in March and June. It broke from Google’s usual quarterly update cycle, suggesting either a significant shift in strategy or an urgent response to ongoing concerns about content quality across platforms. The update’s focus on “satisfying content” appeared to discriminate against sites perceived as prioritizing SEO manipulation over genuine user engagement.
Reactions and Future Considerations
Industry analysts, including Glenn Gabe, noted that the volatility affected news publishers well beyond India, impacting Discover, Google News, and other surfaces. Despite Google’s claims of minimal overlap between Search and Discover, this update demonstrated a clear correlation between the two, as evidenced by the simultaneous traffic drops.
For now, publishers should reassess their content strategies. Emphasizing original reporting, author credentials, and rigorous editorial standards may help mitigate future risks. Google’s vague recommendations to focus on helpful content offer little in the way of concrete recovery strategies.
In the next 6–12 months, expect continued volatility as Google refines its algorithms to prioritize content that meets its newly defined standards. Publishers will need to adapt swiftly or risk losing further ground in both search and Discover traffic.
