<\/p>\n
Google released another Core Update to its search algorithm over the holidays. It was the most comprehensive update of 2025.<\/p>\n
Google changes its algorithm frequently. Some are more widespread than others. Unlike Spam Updates<\/a>, Core Updates generally do not penalize but, instead, alter how the algorithm treats certain queries and their intent.<\/p>\n For example, a Core Update may result in more \u201cbest of\u201d listings (rather than product categories) in search results. Ecommerce sites may lose traffic, but not because of anything they\u2019ve done, so no fix is required.<\/p>\n Yet a Core Update may result in higher rankings for certain types of content, which could prompt merchants to add those pages.<\/p>\n Core Updates can elevate a wide range of queries. The recent holiday update lowered<\/a> the listings of large publishers and elevated<\/a> niche sites. Search Engine Journal reported<\/a> that Macy\u2019s rankings decreased, while those of Columbia, The North Face, and Fragrance Market increased.<\/p>\n Google\u2019s infamous Helpful Content<\/a> algorithm is now part of its Core Updates and can, in theory, target an \u201cunhelpful\u201d site.<\/p>\n Google provides guidelines<\/a> to human evaluators for what makes content helpful. It\u2019s the best indicator for search optimizers as to Google\u2019s definition of that term. To paraphrase from the guidelines:<\/p>\n If a Core Update resulted in lost traffic, scrutinize your content helpfulness and on-page engagement.<\/p>\n It\u2019s often difficult to know why a Core Update lowered a site\u2019s rankings. To diagnose, I typically start with the helpfulness of its pages and its overall engagement.<\/p>\nContent helpfulness<\/h3>\n
\n
How to recover<\/h3>\n