This Week’s Biggest Search Stories
Google’s final core update of the year has begun rolling out
Google has confirmed the rollout of its December 2025 core update, the third major core update of the year, beginning on December 11 and expected to take up to three weeks to complete.
This broad algorithm change could lead to notable ranking fluctuations as Google reassesses content relevance and quality across the web.
Core updates don’t target specific issues but adjust how search systems evaluate content overall, so sites may see shifts even without on-site changes. (Source)
Study shows AI Mode and AI Overviews produce similar answers but cite different sources
Ahrefs’ analysis of 730,000 paired responses finds that Google’s AI Mode and AI Overviews often reach the same conclusions (about 86% semantic similarity) while citing different URLs with only ~14% overlap in sources.
AI Mode responses tend to be longer and include more entities, whereas AI Overviews lean more on video and concise citations, meaning being visible in one doesn’t guarantee visibility in the other.
This distinction suggests SEOs should track and optimise for both channels separately to maximise AI search presence. (Source)
Google fixes month-long delay with Page Indexing report
Google has resolved the month-long delay in the Search Console Page Indexing report, restoring near-real-time visibility into which pages are indexed and highlighting indexing issues.
Site owners were previously seeing stale data stuck around late November, making it difficult to verify fixes or track newly indexed pages.
With the fix now applied, updated indexing status and issue notifications are once again appearing in Search Console, helping SEOs catch up on reporting and validation before the holiday period. (Source)
Apple Safari update enables tracking of two Core Web Vitals metrics
Apple has introduced an update to Safari that enables tracking for two Core Web Vitals metrics, Largest Contentful Paint (LCP) and First Input Delay (FID), within the browser.
This change means that sites accessed through Safari can now generate and report more comprehensive performance data, allowing SEOs and developers to better assess real-world user experience on Apple devices.
Improved visibility into these metrics can help teams optimise loading speed and interactivity for a significant portion of mobile and desktop traffic. (Source)
Google rolls out Gemini 3 and Flash AI Mode globally in Search
Google has officially launched Gemini 3 and Flash AI Mode in Search worldwide, bringing faster and more conversational AI responses directly into search results.
Flash AI Mode focuses on speed and concise answers, while full Gemini 3 offers deeper generative capabilities.
The global rollout means users everywhere can now access enhanced AI-powered features, and SEOs should monitor how these modes affect visibility, click-through behavior, and query patterns as AI search continues to evolve.(Source)
🗞️ More Updates from Search Engines
Google says don’t use a noindex tag in the original page code
Google updated its JavaScript SEO documentation to clarify that using a noindex tag in the original page code can cause Google to skip rendering and JavaScript execution, making client-side removal of noindex unreliable.
The updated guidance states: “When Google encounters the noindex tag, it may skip rendering and JavaScript execution…” so if you want a page indexed, avoid placing a noindex tag in the initial HTML and handle indexing control at the server level instead. (Source)
Google introduces natural-language analysis to reduce manual filtering
Google has introduced an experimental AI-powered configuration in Search Console that lets users describe performance analysis in natural language, automatically applying filters, comparisons, and metrics.
The feature aims to reduce manual setup time and streamline SEO analysis, though it’s currently limited to Search results and rolling out gradually. (Source)
How fast do AI search platforms cite new content?
Semrush’s research explores how quickly AI search platforms cite newly published content, finding that AI Overviews and generative search results often surface fresh content faster than traditional organic listings.
The analysis shows variation across platforms and query types, suggesting that the timeliness of content can directly impact visibility in AI-driven search experiences.
As AI search continues to expand, understanding these citation patterns helps SEOs prioritise content timing and relevance not just rankings for better exposure. (Source)
⭐️ Expert Perspectives
AI Search Benchmark Every SEO Leader Needs
Search Engine Journal highlights the 2026 AI search benchmark, emphasising the importance of measuring where your brand stands in the evolving AI search landscape.
The report focuses on AI Overviews, Answer Engine Optimisation (AEO), AI referral traffic, and AI visibility across industries, offering data-backed insights to help SEO leaders compare performance against competitors.
It underscores that AI search and AEO are rapidly shaping visibility and referral metrics, and that understanding these benchmarks is key to outperforming others in the AI-driven search era. (Source)
Eight overlooked reasons why sites lose rankings in core updates
Search Engine Journal outlines eight common but often ignored causes of ranking drops during core updates beyond the usual “content quality” explanations.
These include issues like poor internal linking, thin site architecture, weak topical authority, duplicate metadata, slow loading speeds, irrelevant backlinks, incomplete E-E-A-T signals, and technical crawl barriers.
The article emphasises that ranking volatility isn’t always about new content; sometimes it’s about long-standing structural and authority weaknesses that core updates expose more clearly. (Source)
SEO experts share top advice for 2026 success
Search Engine Journal asked top SEO professionals to weigh in on strategies that will matter most in 2026.
Key themes include optimising for AI search features (like AI Overviews and conversational responses), measuring broader visibility beyond classic rankings, focusing on brand and topical authority, embracing privacy-first analytics, and aligning content with user intent across search experiences.
Contributors also emphasised the importance of agile experimentation, strong technical foundations, and integrating SEO with broader marketing initiatives to stay competitive in an AI-driven landscape. (Source)
How to segment organic traffic data for better insights
Search Engine Journal breaks down best practices for segmenting organic traffic data to uncover actionable insights.
The article explains how to use filters and dimensions in analytics tools to isolate meaningful subsets like specific landing pages, device types, countries, or user segments so you can more accurately diagnose performance trends and opportunities.
By moving beyond aggregate traffic figures and exploring segments tied to intent, content quality, and user behavior, SEOs can make smarter optimisation decisions and measure the real impact of changes over time.(Source)
