New 12/9: Key Insights on Google’s Core Update, AI Overviews, and Future of Search

The much-anticipated November Core Update officially concluded its rollout on Thursday afternoon. Contrary to predictions, it took longer than expected, sparking continued volatility across search rankings even after its completion. Over the weekend and into Monday, site owners and SEOs noticed fluctuations, with tracking tools still reporting significant spikes.

This post-update turbulence is not unusual, as it often takes time for rankings to stabilize. If your site has been impacted, you're not alone, and it’s worth monitoring changes closely.

Site Reputation FAQs: Quiet but Important Updates

Google made subtle but significant updates to its site reputation abuse FAQs, offering clarity on policies around third-party content. Key takeaways include:

• Third-Party Content Defined: Affiliates are not considered third-party content, which could influence how violations are determined.
• First vs. Third-Party Content: Google’s policies remain more lenient on first-party content, even if it’s of questionable quality. This could lead to abuse by publishers creating low-value content under their own names.

The updates were quietly added to an existing blog post, with Google’s Danny Sullivan confirming the changes on BlueSky. While the revisions clarify some aspects, questions remain about how Google differentiates between first-party and third-party content, making this a must-read for affected publishers.

AI Overviews: A Surprising Decline in December

Data suggests a decline in the number of AI overviews appearing in search results beginning in December, particularly in sensitive areas like finance and health. Reports indicate a drop in AI-generated summaries in financial topics from 25% to 19% and health topics from 60% to 50%.

While this could reflect a deliberate reduction in response to concerns over accuracy, there’s also speculation about potential glitches in tools reporting this data. Long-term trends are unlikely to show fewer AI overviews, as these summaries are considered a cornerstone of Google’s AI-driven future.

Sundar Pichai on AI and Search: Vision vs. Reality

In a recent interview with The New York Times, Google CEO Sundar Pichai discussed the company’s approach to AI and the challenges it faces in balancing innovation with ethical concerns. Key points from the interview include:

• AI Integration in Search: Pichai emphasized how AI tools like BERT and MUM have enhanced Google’s search capabilities. However, critics argue these technologies haven’t fully addressed the declining quality of search results.
• Creator Ecosystem and Content Incentives: Pressed on how Google plans to reward content creators, Pichai struggled to offer concrete solutions. For example, while Google compensates platforms like Reddit for data, Reddit contributors receive no direct benefit.
• Fair Use in the AI Era: Pichai deferred questions about the ethics of AI-driven content usage to policymakers, stating that Congress would need to address these issues. This lack of a strong ethical stance sparked criticism, particularly given Google’s dominant role in shaping the digital landscape.

Other Updates from Google Search Console

1. Links Report Changes: Some site owners noticed significant fluctuations in reported backlinks, either seeing substantial increases or decreases. These changes are part of Google’s ongoing updates to its reporting tools.
2. Legacy Tools Removed: Google has officially retired its legacy tools and reports from the Search Console sidebar, although they remain accessible through direct links.

The latest updates reveal a rapidly evolving search ecosystem, with AI playing an increasingly central role. However, concerns about ethical considerations, transparency, and content creator incentives remain unresolved. Whether you're an SEO expert or a casual observer, staying informed is crucial as Google continues to reshape the future of search.