Last month, Google released yet another core update and it has had quite the impact on traffic across the web. We’ll run through the information we have about this December 2024 core update and how it may be impacting search results.

What Are Core Updates?

Core updates are when Google algorithm changes occur. The search engine is constantly updating its programs and capabilities to be better in line with user search demands and experiences.

They usually happen a few times a year, including a March 2024 core update, and an August 2024 core update, as well as another in November. What’s been interesting about this December Google algorithm update is that it comes just days after the November update rollout, which has caught some people off-guard.

Related: Latest Google Algorithm Core Updates

What’s Included in the December 2024 Core Update?

As with many of the Google algorithm updates, the search engine hasn’t been explicit regarding what changes have been made to its service.

However, one thing we do know is that its SpamBrain AI, which monitors for spam content, has been given an upgrade. Therefore, if any of your pages end up being flagged as spam, this change is the reason why.

Large Traffic Changes in Search

We do know that these Google algorithm changes have had an impact though, and quite quickly. Many prominent sites across the web have seen dramatic changes in their traffic, both the good and the bad.

Here’s a quick summary of some of the winners and losers:

  • UK-based healthcare provider nhs.co.uk saw an increase in traffic across both UK and US audiences of around 40%
  • Similarly, e-commerce sites marksandspencer.com and dunelm.com saw a similar increase in traffic
  • Conversely, the e-commerce site sainsburys.co.uk and healthcare site verywellhealth.com saw a decrease in their numbers
  • One of the biggest losers is finance and banking company zopa.com, with a 41% decrease in site visits
  • Other notable drops are for celebritynetworth.com and deichmann.com

Information from SISTRIX

These very large changes show the Google algorithm volatility at its finest. However, as even Google notes, it can take some time for numbers to settle, so it will be interesting to see how these sites perform over the coming weeks, and whether any of them make any particular changes.

What Can We Learn?

As with all Google core updates, the focus is on creating a search experience that is centered around a positive, human-first experience. Webpages that are designed to cater to algorithms and bots are more likely to be penalized over sites that provide genuine authoritative information and advice to real users.

A key example of this from the big winners and losers is nhs.co.uk. Its pages are easy to view, with simple, easily understandable, and accessible language used. Users can find the answer to their queries quickly and easily with clear information given quickly, fulfilling their search needs effectively.

If you’re not already creating a user-friendly experience on your site, or have seen a decline in traffic too, now might be the time to shape things up. Take a look at our helpful guide to improving your Google search presence, no matter what Google algorithm updates throw at you.

When Will We See Changes?

If action needs to be taken as a result of the December 2024 core update, don’t expect results to manifest straight away. As advised by Google, some changes might take just a matter of days to bear fruit to your traffic levels and search ranking, while in some cases it could be a few weeks as the algorithm adjusts and your content is reassessed.