The Google December 2025 broad core update is in full swing and I’ve been covering my “Core Update Notes” daily on social media based on heavily analyzing the rollout. In this video, I’ll cover findings based on my analysis of sites across verticals, including the impact they are seeing based on the broad core update.
Topics I’ll cover include when the update actually landed, heavy YMYL impact (like finance and health and medical), impact to news and media publishers, how sites impacted by previous spam updates are being impacted, a big tremor we saw on December 20th, impact to career/jobs sites, and then some interesting cases like Wirecutter and X dropping with the update. I also cover how the various search visibility tracking tools like Sistrix, ahrefs, and Semrush handle AIOs (how they affect visibility trending). I end the video witha wild situation where I messaged a publisher with a warning just one day before the update rolled out about a super-aggressive ad situation. You can learn what happened at the end of the video.
The December broad core update should take two to three weeks to complete and I will post more information as the update rolls out (based on my analysis).

“Core Update Notes” thread on X: https://x.com/glenngabe/status/1999478656352076012
Chapters:

00:00 The December 2025 Broad Core Update Rolls Out

01:00 Glenn’s “Core Update Notes”

02:13 Smaller core updates during the fall of 2025

04:24 The update lands!

05:59 YMYL Impact including heavy Finance movement.

07:09 Top Stories impact for news and media publishers.

8:08 Reversals from the June 2025 core update.

09:06 Sites impacted by previous Spam Updates.

10:23 How the visibility tools handle AIOs for searchvisibility trending.

11:31 Massive health and medical volatility.

12:52 Major news publishers impacted.

13:57 The first tremor of the December 2025 broad coreupdate.

16:49 Wirecutter heavily impacted (again).

18:50 Career and Jobs sites impacted.

20:07 X drops with the update.

21:38 Wild situation – Messaging a publisher with a broadcore update warning.

24:02 Summary of “Core Update Notes”

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For companies translating content into other languages, andpossibly using hreflang tags, it’s important to understand how that content is being surfaced across AI Search platforms like ChatGPT, Perplexity, Gemini, Copilot, and Claude. The AI Search platforms are in their infancy and will continue to evolve, but it’s important to understand the current state ofaffairs with multilingual content.

In this video, I provide several examples of translated content and how the various AI Search tools surface that content (or not). I also cover Google’s 10-blue links, AI Overviews, and AI Mode. And Bing results are covered as well.

Blogpost: https://www.gsqi.com/marketing-blog/ai-search-hreflang-multilingual-queries/Chapters:

00:00 AI Search and multilingual content.

00:32 International SEO, hreflang, and AI Search

01:30 Example 1 – Google’s Search Documentation for Sitemaps

05:50 Example 2 – Google’s Search Documentation for HTTPResponses

07:37 Example 3 – Cloudflare blog post

10:25 Quick recap of other tests.

11:18 Key points and recommendations for site owners.

12:34 Summary – Why AI Search needs to improve (and willneed to).

Follow me on X: https://x.com/glenngabeConnect with me on LinkedIn: https://www.linkedin.com/in/glenngabe/I’m on Bluesky: https://bsky.app/profile/glenngabe.bsky.social

The AI Search platforms like ChatGPT, Perplexity, Claude,and others are in their infancy and some are taking advantage of that by implementing tactics that spam those platforms. But that will not always be the case. I cover how the AI Search platforms are building their own search indexes, will need to developer their own core visibility systems, while also building strong anti-spam systems. And when they do, sites gaming the system can potentially tank as those updates roll out. In addition, the AI Search platforms could even have their own version of Google’s webspam team that can place manual actions (penalties) on websites spamming to rank across AI chatbots.
And beyond that, I cover the importance of understanding site-level quality and authority to ensure high-quality and trusted content can surface across ChatGPT, Perplexity, Claude, and others. The AI Search platforms have work to do on that front. I cover all of this, and more, in my video.

Blog post:

https://www.gsqi.com/marketing-blog/ai-search-core-systems-anti-spam/

Chapters:

00:00 The spamming and gaming of AI Search platforms.

02:36 With spamming Search or AI Search, it works until itdoesn’t…

04:13 AI Search platforms are building their own indexes.
05:40 The need for anti-spam systems in AI Search.

07:20 How are companies spamming AI Search now?

09:56 Site-level quality and trust in AI Search.

11:47 AI Search and “Authority”

14:42 Combining site-level quality and anti-spam systems.

15:58 The AI Search core systems and anti-spam systems arecoming.

Follow me on x: https://x.com/glenngabe

Connect with me on LinkedIn: https://www.linkedin.com/in/glenngabe/

I’m on Bluesky: https://bsky.app/profile/glenngabe.bsky.social