Google's Core Updates, Explained

"Google changes its algorithm frequently. Some are more widespread than others. Unlike Spam Updates, Core Updates generally do not penalize but, instead, alter how the algorithm treats certain queries and their intent. For example, a Core Update may result in more "best of" listings (rather than product categories) in search results. Ecommerce sites may lose traffic, but not because of anything they've done, so no fix is required."

"Google's infamous Helpful Content algorithm is now part of its Core Updates and can, in theory, target an "unhelpful" site. Google provides guidelines to human evaluators for what makes content helpful. It's the best indicator for search optimizers as to Google's definition of that term. To paraphrase from the guidelines: Websites should place the most useful portions at the top of a page. The amount of effort, originality, and skill determines the quality of the content."

Google's 2025 holiday Core Update changed how many queries are treated, shifting results toward different content types without directly penalizing sites. Core Updates modify ranking signals and intent interpretation, which can increase "best of" listings or elevate niche sites while reducing visibility for large publishers. Ecommerce sites can lose traffic without having performed any wrongdoing, and no immediate fix may be required. The Helpful Content criteria are now integrated into Core Updates, emphasizing prominent useful content, originality and skill, avoidance of filler, and informative titles and headings. Diagnosing losses begins by identifying affected queries and reviewing on-page helpfulness and engagement metrics.

Read at Practical Ecommerce