Google has recently completed one of its most significant seasonal shifts: the December 2025 Core Update.
At Splice, we know that “algorithm updates” can sound like technical jargon, but they have a real-world impact on how your practice or healthcare service is found by patients online.
Here is a simple breakdown of what happened, why it matters, and how we are managing it for you.
1. What is a Google Algorithm Update and why does it happen?
Think of Google as a massive, digital library. To ensure that readers (your potential patients) find the most accurate, helpful, and high-quality books (your website), the librarian needs to periodically reorganise the shelves.
A Core Update is a major change to Google’s ranking system. These updates aren’t designed to “punish” websites; rather, they aim to improve the searcher’s experience by surfacing the most relevant content. In the healthcare sector, this is especially vital because Google prioritises “Your Money or Your Life” (YMYL) content – meaning it holds medical information to a much higher standard of accuracy and trustworthiness than a lifestyle blog.
2. When did the latest update roll out?
The December 2025 Core Update began on 11 December and was officially confirmed as complete by 29 December.
Google rarely announces these updates in advance. Instead, our team monitors technical signals. One of the biggest indicators we saw before the rollout was a massive influx of “crawler” activity – this is when Google’s bots visit your website more frequently to “read” and prepare your data for the new algorithm.
3. What do we know about this latest rollout?
Google remains tight-lipped about the exact “ingredients” of their updates. However, based on the significant industry data leak from earlier last year and recent tracking, we know Google is doubling down on:
- Expertise (E-E-A-T): Ensuring medical content is written or reviewed by qualified professionals. Google now more easily identifies content that lacks genuine human expertise.
- User Engagement: The algorithm is looking at how users interact with your site. If patients find your site helpful and stay to read, Google notices.
- AI Content Scrutiny: This update specifically targets “low-effort” AI content. While AI is a helpful tool, Google is now better at filtering out generic, mass-produced articles that don’t offer real value to a patient.
4. What we expect to happen
Because this was a “Core” update, it’s normal to see some volatility. This means your website’s position in search results might shift.
For our healthcare clients, we expect Google to continue favouring websites that provide clear, empathetic, and factually correct answers to patient questions. If a site sees a slight dip, it usually isn’t because of a technical “error,” but because the new algorithm is re-evaluating which pages are the most helpful for specific medical queries.
5. When will we see the impact?
The impact is usually reflected 2-3 weeks after the rollout period. We are currently in the post-rollout analysis phase, where we are accurately seeing the new “baseline” for search rankings.
6. Enter Splice: What we are doing for you
At Splice, here’s how we’re proactively managing the update:
- Constant Monitoring: We track Google’s official search status dashboards daily to stay ahead of any fluctuations.
- Individual Assessments: We are reviewing traffic patterns for each of our clients to identify any shifts in how patients are finding you.
- Data-Driven Response: If we notice a change in your rankings, we use Google’s advanced debugging tools to determine if we need to adjust our content strategy or technical setup.
- Expert Insight: We stay across the “underground” of SEO – including analysing the 2024 algorithm leaks – to ensure the strategies we use for your practice are based on how Google actually works, not just guesswork.
If you are an existing Splice client, no action is required. Our team is actively monitoring performance and will contact you directly if we identify any meaningful changes or opportunities following the December 2025 Core Update.
If you would like greater clarity on how this update is impacting your website, or want to ensure your content continues to meet Google’s healthcare quality standards, we recommend a proactive review.
Book your free consultation today to understand your post-update performance, identify opportunities to strengthen expertise and trust, and ensure your digital presence remains visible, credible, and compliant in 2026.
