Google’s December 2020 Core Update

Have you noticed any changes in your Google rankings in the last few days? This may be why.

Google has recently announced the December 2020 Core Update on Twitter. This is the Company’s third major algorithm update of the year (following January and May). It’s started rolling out but is expected to continue rolling out over the next two weeks.

Like all core updates, this was a global update and was not specific to any region, language or verticals. It is a classic “broad core update” that Google releases every few months or so.

Google Twitter December 2020 Core Update

What’s happened so far?

Like most of Google’s updates, its focus is to take a more content and value-led approach towards rankings on search engine results pages (SERPs). The main change seen so far, across all verticals, is a change in ranking. Google has not provided any specific actions to recover rankings, if you’ve noticed that they have changed.

Great, so what are you supposed to do?

If you have been diligently working towards improving your rankings you will likely always be in a better position when Google rolls out an update. With Google making changes daily (mostly unnoticed), we highly recommend keeping on top of your website’s performance so that you can always notice when updates impact your online presence and therefore require you to take action.

What to do if you have been affected?

Although Google has not specifically advised what to do as a result any rank changes from the December Core Update, they have previously given advice on what to consider if you’ve been impacted in the past. Although not all relevant to dating, here is Google’s proposed questions to consider when evaluating your content:

  • Does the content provide original information, reporting, research or analysis?
  • Does the content provide a substantial, complete or comprehensive description of the topic?
  • Does the content provide insightful analysis or interesting information that is beyond obvious?
  • If the content draws on other sources, does it avoid simply copying or rewriting those sources and instead provide substantial additional value and originality?
  • Does the headline and/or page title provide a descriptive, helpful summary of the content?
  • Does the headline and/or page title avoid being exaggerated or shocking in nature?
  • Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
  • Would you expect to see this content in or referenced by a printed magazine or book?

What’s next? 

If your site has been hit by a core update, it is recommended to step back from it all, take a wider view of your overall website and see what you can do to improve the site overall, rather than trying to pinpoint one small thing that may be wrong. The questions above should help. 

As a full update can often take a couple of weeks it is likely you may still experience some changes in rank so be sure to keep an eye on this. Ranking fluctuations and volatility, teamed with the fact there is another update coming in early 2021, means it’s vital that you stay on top of the quality of your website content. The next few months could be turbulent if not. 

Keep providing valuable content and you’ll keep Google happy, people searching for online connections happy and more importantly, your pockets happy as you continue to rise through the SERPs as others may fall. 


If you have concerns about your website content being impacted by Google’s recent update or any previous updates, contact our team via [email protected].

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