Contact Free SEO Analysis

The Google Core Update December 2020

The Google core update December 2020 was announced via Twitter on December 3rd 2020 with just a few hours to go before roll-out, causing quite the stir in the SEO community. Following two other updates in January and May, this update’s timing was unusual, right before the holidays and after the mayhem of Black Friday and Cyber Monday.

The Google Core Update December 2020

Analysing the Final Google Core Update of 2020

Key Findings from the December Google Core Update:

  • Google is focused on user intent and matching content.
  • A rise in non-purchase product queries leading to editorial content rising in rank, for example in the medical sector.
  • A blending of transactional and informational head terms in search as the start of the buying journey shifts online.
  • Across both desktop and mobile, we saw the most movement on medical, financial and music-related websites.
  • Brand rankings have fallen on review sites like Trustpilot.
  • Branded search terms generally falling in rank, and the importance of brand engagement on social media channels is evident.
  • Increased rankings for job sites like LinkedIn and
Analysis of the Keyword Winners Following the December Core Update 2020
Figure 1: Analysis of Winners by Searchmetrics
Analysis of the Keyword Losers Following the December Core Update 2020
Figure 2: Analysis of Losers by Searchmetrics

Key Takeaways:

  • Create high-quality, value-adding content that fulfils Google’s E-A-T principles.
  • Fix technical SEO issues to improve user experience on your site.
  • Evaluate where you’ve lost rankings as a result of the core update, consider re-targeting terms and update your content to show Google quality signals that your content is still relevant.
Have you been affected by the Google Core Update of December 2020?