What exactly went down, how were businesses affected (we’re looking at you, HubSpot), and what does this mean for websites moving forward? We’ve got the lowdown on Google’s algorithm update below.
The Google algorithm avalanche
December 12, 2024, marked the start of a major Google core update, which rolled out in just six days, targeting low-quality content and shady SEO tactics. It was a one-two punch that left many businesses reeling.
Initially, rankings fluctuated wildly, with some industries faring better than others. Finance remained fairly steady, while health and wellness saw dramatic shifts. Content-heavy sites that had once ruled the rankings suddenly found themselves slipping. While others, seemingly out of nowhere, climbed the ladder.
The message remained clear: websites lacking relevant, expert-led content were being pushed down the rankings for good reason.
Businesses in the firing line
If you saw your rankings and traffic take a nose dive in December, you weren’t alone. The latest Google algorithm updates were ruthless on thin content, aggressive link-building strategies, and anything that looked remotely like manipulation. Websites that had been coasting on keyword-stuffed, attention-seeking, or outdated content suddenly found themselves pushed to the bottom of search results.
The update was intentional: Google is now prioritising content created by real experts. Sites that focused on relevant content saw a boost. Google doubled down on rewarding experience, expertise, authoritativeness, and trustworthiness (E-E-A-T).
HubSpot’s SEO nightmare
One of the biggest casualties? HubSpot. Once a powerhouse in inbound marketing, HubSpot saw its organic traffic plummet from a staggering 24.4 million monthly visitors in early 2023 to just 6.1 million by January 2025.
So, what went wrong?
- Off-topic content: HubSpot’s strategy of ranking for high-volume keywords like “famous quotes” and “resignation letter templates” might have helped with traffic, but it didn’t align with their core expertise. Google saw through it.
- AI-generated competition: With Google’s AI-powered search providing quick answers, fewer users needed to click on long-form content.
- Thin content: Some of their older, less-detailed content didn’t match the depth and expertise that Google is now prioritising.
It was a wake-up call. If HubSpot wasn’t safe, no one was.
January 2025: the rebound begins
After the chaos of Google’s algorithm update in December, January brought a much-needed reset. Many businesses that had been hit hard took a step back and reassessed their content strategies. Those that focused on producing in-depth, expert-led content started to see improvements.
The key takeaway? Quick fixes and content that isn’t relevant to the site hosting it won’t cut it any more. Google is prioritising relevant content, real expertise, well-structured articles, and user experience above all else.
The future of SEO: expertise is king
So, does Google favour websites with expert content? Absolutely. If the December update proved anything, it’s that Google is putting a premium on quality and trustworthiness. The days of churning out generic, mass-produced content for easy rankings are well and truly over.
What should businesses focus on moving forward?
- Stick to your expertise: If your content strays too far from what you actually do, Google will see it as irrelevant.
- Audit your content: If it’s outdated, shallow, or irrelevant, either improve it or ditch it.
- Show off your expertise: Google wants to see credentials, sources, and real experience behind the content.
- Improve user experience: A slow, clunky website isn’t just frustrating – it’s a ranking killer.
The message is clear
The Google algorithm update of December 2024 was a major shake-up, but it wasn’t the end of the world. Businesses that embraced the change and focused on quality content are already seeing recovery. The message from Google is clear: relevant content that’s expert-led and well-researched will always come out on top.
Have you seen a drop in website visits? Now’s the time to rethink your strategy. Get back to basics, focus on what you do best, and show your expertise with content that’s created to genuinely help your audience.
