By Joseph Mas
Google latest algo update in December 2025
Google is simply reinforcing its long standing fundamental philosophy.
The Google Update can be found here posted by Search Engine Journal: Google December 2025 Core Updat3e Roll Out
EEAT Signal Strengthening
This latest update was on the following, not one thing there is new. But one thing stands out like a sore thumb, that is: EEAT signal ramp up.
Google is getting better at distinguishing between stated credentials and demonstrated expertise within the content itself (think author bio’s). This is direct correlation to entity verification in my previous writings. Authors must be credible and external links pointing to author pages are critical for this, it’s 3rd party verification of an entity node in LLM speak. You can find the previous work on Linked In about entity verification and trust nodes:
A practical Framework for LLM Consumption
Content Depth Over Length
Content depth over length, just reinforcement again. You content needs to be topic driven and actually be useful. I think most agree, content length should be dictated by the message and audience. Which alludes to content that thoroughly covers a topic and fully satisfies user intent. You content needs to be topic driven and signal EEAT.
I have a feeling many sites will get hit pretty hard if they have been pumping out AI generated content. Content people/teams using AI to generate content on a topics not shown to be an expert on better take this to heart or it will catch you in the long run, not just with Google but in LLM search which is growing daily.
Just another personal thought on this: before adding content clean up your existing pages. ID content that has not had traffic over the previous year and merge and redirect, or dump it completely.
Seriously, don’t wait to clean up the old content, this is important. Imagine swimming across a 30 foot pool. Now imagine doing it with 40lbs around your neck – same difference, cut the dead weight…
Technical SEO, the Lynchpin Remains
And of course, technical SEO is still the lynchpin and fundamental requirement before you even begin to think about optimizing for anything else. Get this straight or your work won’t have the depth or breathe of reach it could have.
I wont go into trust signals, we all know what those are like citations and external links.
External Links = Entity Verification
One thing I will note is, for years I have taken crap from SEO people and even a few clients, about citing resources you have used to create a page. This is a fundamental element and has never gone away, its just getting more important. So ensure you cite sources for creatives. Verifiable expertise of part of entity verification and it more important for LLMs than it is for Google, which adds significant weight now if you are optimizing for the entire eco system, not just a single search provider.
In Summary
Nothing really changes too much on typical Google Algo updates, the key thing that typically happens is they just reinforce or decay data signals.. The fundamentals DO NOT CHANGE.
Tangential but from my real experience over the decades:
In my experience, I recall while at the previous company and dealing with many clients and other SEO companies and friends in the industry is that, we always looked forward to Algo updates. The reason is clear, we built on solid fundamentals, you know, the ones that don’t change often but just get built upon. The primary philosophy behind the algorithms rarely change, just the strength of the signals.
At Razor Rank, we used to thrive on Algo updates: when others are scrambling around wonder why they dropped and trying to fix things. All the while me and the team kick back unshakable and watch the chaos while relaxing and watching competitors drop off like flies and our own signals get stronger. This is a key take away that I hope some of the newer people will absorb.