Google’s December 2020 Core Update Was Even Bigger Than May 2020, Say Data Providers
On December 3, Google initiated the rollout of the December 2020 core update. Early data suggests that the impact was most significant the following day. However, as Google has indicated, the complete rollout may take up to two weeks. Observations so far suggest this is a substantial update, potentially more impactful than the May 2020 core update, which itself was significant.
We consulted several data companies monitoring Google’s search results, and the consensus is that this was a considerable update, affecting almost all verticals substantially.
The Facts: As previously reported, the December 2020 core update started rolling out around 1:00 PM ET on December 3. As with all core updates, this was a global rollout, affecting all regions, languages, and categories of websites. It is a standard "broad core update" that Google releases periodically—this time, after the longest interval between confirmed broad core updates (nearly seven months instead of the usual three).
Previous Updates: The most recent broad core update was the May 2020 update, which also had a significant impact and took a couple of weeks to roll out fully. Prior to that, the January 2020 core update also had notable effects. The September 2019 core update was considered weaker, with less impact than previous updates. Additionally, Google released a local rankings-specific update in November 2020.
This December 2020 Update: Data from various search data companies indicate that this update was extensive and significant, with major changes noted on December 4.
Timing the Update: Concerns were raised about the timing, a few weeks before the holiday season. Google released it post-Thanksgiving, after Black Friday and Cyber Monday but before the year-end holidays. This timing could negatively impact businesses reliant on holiday sales.
Data Providers on the December 2020 Core Update:
RankRanger: RankRanger termed the December update as "major," noting more changes than the May 2020 update, particularly in the top three results. Fluctuations more than doubled in the top twenty positions compared to the May update. The travel niche experienced slightly lower fluctuation levels.
SEMRush: SEMRush reported that the impact was most significant on December 4, particularly affecting desktop search in health, real estate, travel, finance, law and government, and mobile search in health, law and government, jobs and education, pets and animals, real estate. Their tracking tool scored this update at 9.4, on par with the May 2020 update but higher than the January 2020 update.
Searchmetrics: Searchmetrics observed considerable shifts in rankings in areas related to expertise, authoritativeness, and trustworthiness (E-A-T), particularly in music, health, finance, news, and e-commerce. Early winners included domains focused on health, quotes, and education, while early losers included music and lyrics websites.
Sistrix: Sistrix observed significant ranking shifts starting on December 5. They noted large losses for dictionaries and encyclopedias, likely due to recent quality rater guideline updates. Winners included educational and health sites, while losers were varied across different verticals.
The Data Match: While there is overlap among data providers, differences arise from varying metrics, sites, and keyword sets each provider uses.
The SEO Community: Discussions within the SEO community reveal mixed impacts; some sites experienced significant traffic losses, while others reported considerable gains.
What to Do If You Are Hit: Google’s advice for sites negatively affected by core updates includes considering a broad evaluation of your site’s overall quality and content. It may take another core update to see significant recovery.
Why We Care: Understanding the broad nature of these core updates and their impact on overall site quality is crucial. If your site is affected, consider a comprehensive review and improvement of your website.
