The Edward Show December 2025 Google Core Update: YouTube Wins, AI Sites Shake, and SERPs Get Restructured
Dec 13, 2025
A major Google update is shaking up SERPs, with significant changes in how traffic is distributed. YouTube is emerging as a clear winner, while AI-generated sites face increased scrutiny. Click-through rates are plummeting, and the disappearance of video thumbnails is raising eyebrows. Early community reactions suggest a shift in content priorities towards authenticity and immediate value. Edward shares insights on the future of Reddit and the importance of high-quality, engaging content in navigating these turbulent waters.
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Google Rolls Out Wide Core Update
- Google released the December 2025 core update to surface more relevant and satisfying content from all site types.
- Edward Sturm notes this is the third core update of 2025 and will roll out over three weeks.
AI Invest's Traffic Rollercoaster
- Edward recounts AI Invest's rollercoaster: boosted massively in June then slowly declined after the August spam update.
- The site fell from 9.5 million clicks a month back toward pre-boost levels over months.
Reddit Spotted Volatility Early
- Reddit users reported massive volatility and traffic drops before Google announced the update.
- Examples include beach webcam networks seeing 40–50% losses while rankings stayed the same.