Look, I've been through enough Google updates to know the drill. Everyone panics, traffic fluctuates, SEOs tweet dramatic charts, and within a week we're all pretending we predicted it. But December's core update? This one actually moved the needle on E-E-A-T signals in ways that caught most of us off guard.
Not because Google suddenly decided expertise doesn't matter. That would be too simple. Instead, they've gotten uncomfortably good at distinguishing between performing expertise and demonstrating it. And if you've been relying on the old playbook—author bios with fancy credentials, about pages that read like resumes, and strategic keyword placement—you're probably wondering why your rankings took a hit.
Here's what actually changed.
The Author Bio Isn't Saving You Anymore
Remember when adding an author bio with credentials was the magic fix for E-E-A-T? "John Smith has 15 years of experience in digital marketing and holds certifications from..." Yeah, Google's moved past that.
The December update appears to prioritize demonstrated expertise within the content itself over stated credentials. I've been tracking about 40 sites in the health, finance, and tech spaces since the rollout. Sites with impressive author credentials but surface-level content? Down 15-30% in visibility. Sites with less credentialed authors but deep, specific expertise woven throughout? Up or stable.
One finance blog I monitor lost significant rankings despite having CFAs writing every article. The problem? Their content read like textbook definitions. Meanwhile, a smaller personal finance site with a former banker who writes about specific scenarios—"Here's exactly what happens when you miss a credit card payment by three days, not 30"—gained ground.
Google's gotten better at reading between the lines. They're looking for the kind of specific, nuanced insights that only come from actual experience. The stuff you can't just research and rewrite.
First-Hand Experience Now Carries Measurable Weight
That first "E" in E-E-A-T (Experience) was always a bit fuzzy. How does an algorithm measure whether you've actually done something? Turns out, they've figured out some tells.
Content that includes:
- Specific process descriptions with actual numbers
- Acknowledged limitations or failures
- Unexpected details that don't appear in standard how-to guides
- Time-stamped references to personal testing or implementation
- Screenshots, data, or evidence of hands-on work
This content is performing noticeably better post-update. And it makes sense. If you're writing about project management software, saying "Asana works great for teams" is generic. Saying "Asana's timeline view breaks down when you exceed 200 tasks per project—we hit that limit in week three and had to restructure our entire workflow" is specific enough that it's probably true.
I tested this on a client site in the SaaS space. We rewrote 12 product comparison articles to include specific use cases from actual customers (with permission), including what didn't work. Rankings improved for 10 of them within three weeks. The two that didn't improve? They were topics where we couldn't get genuine first-hand insights, so the rewrites were still somewhat generic.
The pattern is clear: Google's rewarding content that could only have been written by someone who's actually done the thing.
Entity Association Matters More Than Ever
Here's something that's flying under the radar: Google's gotten much better at understanding entity relationships and using them as trust signals.
If you're writing about email marketing and you've never been mentioned alongside Mailchimp, HubSpot, or Klaviyo anywhere on the web—no conference appearances, no guest posts on industry sites, no quoted expertise in trade publications—Google seems to be questioning your authority on the topic.
This is particularly brutal for newer sites or writers. You might genuinely be an expert, but if the broader web doesn't reflect that through entity associations, you're starting from a significant disadvantage.
What's working:
- Getting quoted in industry publications (even small ones)
- Speaking at events that get covered online
- Contributing to established platforms in your niche
- Being mentioned in context with recognized experts or brands
- Building genuine professional associations that show up in search
Yes, this creates a bit of a chicken-and-egg problem. How do you build authority signals when you need authority signals to rank? Welcome to SEO in 2025, where the barrier to entry keeps rising.
The "About" Page Got a Serious Upgrade in Importance
For years, the About page was where you stuck some corporate boilerplate and called it a day. The December update suggests Google's now using it as a significant trust signal—but only if it contains specific, verifiable information.
About pages that seem to be performing well:
- Include specific founding dates and milestones
- List actual team members with real professional histories
- Mention specific clients, projects, or achievements
- Link to external verification (LinkedIn profiles, company registries, press mentions)
- Acknowledge the site's scope and limitations
About pages that aren't helping:
- Generic mission statements
- Stock photos of "diverse teams" pointing at laptops (you know the ones)
- Vague claims about "industry-leading expertise"
- No named individuals or verifiable details
One e-commerce site I work with saw a 12% traffic increase after completely overhauling their About page. They added photos and LinkedIn links for their actual team, specific details about their warehouse location and operations, and even mentioned their founding story with verifiable dates. Nothing revolutionary—just actual information instead of marketing speak.
Content Depth vs. Content Length: Google's Finally Figured It Out
Good news: you can stop writing 3,000-word articles that could've been emails.
The December update seems to reward genuine depth over arbitrary word count. I've seen 800-word articles outrank 2,500-word articles on the same topic when the shorter piece provided more specific, actionable information.
What Google appears to be measuring:
- Unique information not found in competing content
- Specific examples and data points
- Nuanced takes that acknowledge complexity
- Practical details that demonstrate real understanding
What they're not rewarding anymore:
- Fluff and filler to hit word counts
- Repetitive explanations of the same concept
- Generic advice that appears in every competing article
- Surface-level coverage of multiple subtopics
I tested this directly. We took a 2,200-word guide on content strategy and cut it to 1,400 words by removing generic advice and repetitive sections. Added three specific case studies with actual numbers. Rankings improved within two weeks.
The takeaway? Write until you're done making your point, then stop. Revolutionary, I know.
Technical Signals Are Being Weighted Differently
This is where it gets interesting. Several technical SEO factors that were previously considered "table stakes" now seem to carry more weight in the E-E-A-T evaluation.
HTTPS and security certificates: Sites without HTTPS saw steeper declines than in previous updates, particularly in YMYL (Your Money Your Life) categories. If you're still running HTTP in 2025, that's not just a security issue—it's an authority issue.
Contact information and transparency: Sites with clear, verifiable contact information (real address, phone, email) performed better than those with just contact forms. This was especially pronounced for e-commerce and service-based sites.
External linking patterns: Sites that link to authoritative sources naturally within content saw better performance than those that either don't link out or only link to their own content. Google seems to view appropriate external linking as a trust signal—you're confident enough to send people elsewhere when relevant.
Update frequency transparency: Sites that clearly date their content and show update history performed better than those with ambiguous or hidden dates. If you updated an article, showing "Last updated: November 2025" appears to be a positive signal.
None of these are new recommendations. But the December update seems to have increased their weight in the overall authority calculation.
The AI Content Detection Question Everyone's Asking
Let's address the elephant in the room. Did this update target AI-generated content?
Sort of. But not how you might think.
Google's not penalizing content because it was written by AI. They're penalizing content that lacks the specific, experiential details that AI typically struggles to generate. And since a lot of AI content falls into that category, yes, AI-heavy sites took hits.
But here's what I've observed: sites using AI as a starting point, then heavily editing to add specific expertise, first-hand details, and genuine insights? They're mostly fine. Sites publishing AI content with minimal human input or expertise? They got hammered.
The distinction matters. This isn't about the tool you use to write. It's about whether the final content demonstrates genuine expertise and experience. AI can help you write faster, but it can't (yet) replace the specific knowledge that comes from actually doing something.
If you've been using AI to scale content without adding real expertise, this update probably hurt. If you've been using AI as a productivity tool while maintaining high editorial standards and adding genuine insights, you're likely okay.
What to Actually Do About All This
Enough analysis. Here's what's working right now:
Audit your existing content for specificity. Go through your top 20 pages and honestly ask: could someone without direct experience have written this? If yes, add specific details, examples, data, and nuance that only an expert would know.
Update your About page with verifiable information. Real names, real credentials, real professional histories. Link to LinkedIn profiles. Include specific details about your company or background. Make it easy for both humans and algorithms to verify your legitimacy.
Add first-hand experience markers to your content. Include phrases like "when I tested this," "in our implementation," "after running 50+ campaigns." But only if they're true. Back them up with specific details.
Build entity associations systematically. Start contributing to established publications in your niche. Speak at events. Get quoted. Build professional relationships that show up in search results. This is a long game, but it matters.
Review your technical trust signals. HTTPS, clear contact info, appropriate external links, transparent dating and update history. These aren't optional anymore.
If you're using AI, add the human layer. Use AI for structure and initial drafts, but add specific expertise, real examples, and genuine insights before publishing. The content should reflect knowledge that only comes from experience.
The Bigger Picture
Here's what this update really signals: Google's getting better at evaluating content the way humans do. They're looking for signs of genuine expertise, not just optimization.
That's simultaneously frustrating and refreshing. Frustrating because you can't just follow a checklist anymore. Refreshing because it rewards actual knowledge and experience over SEO gamesmanship.
The sites that will thrive aren't necessarily those with the biggest budgets or the most content. They're the ones with genuine expertise and the ability to communicate it specifically and authentically.
Which, honestly, is how it should have been all along.
If you're struggling to adapt, it might be worth revisiting broader content strategy principles—we covered this extensively in our AI in Content Marketing: 2025 Strategy Guide, particularly around balancing efficiency with authenticity.
The December 2025 update isn't the end of anything. It's just Google getting better at what they've always claimed to want: rewarding helpful content from genuine experts. If that describes your site, you'll be fine. If it doesn't, well, you've got some work to do.
And probably some content to rewrite.
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