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What’s Really Going On with Google’s December Core Update?

For God sake’s, seriously man, Google has rolled out yet another core algorithm update this December, right after the big one in November. I mean, when is enough enough?

If you’re in the SEO game like I am for the last twenty-plus years , you will know there is more to this bullshit than just the Google user experience.

Having provided small business SEO services for over two decades, we have seen a lot.

You’re probably wondering—what’s really going on here? Is it really all about making things better for users, or is there something else driving this constant change? You bet there is something else driving this change. You gotta be blind as a bat not to see it.

I’ve been doing SEO for 23 years, now and let me tell you—I can smell Google’s real intentions and the bullshit their algorithms come with miles away. Let’s break it down in plain English and figure out what’s behind these updates.

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Is Google Really Putting Users First?

If you believe that then you must believe the Covid vaccine was there really for your own good.HAHAHA.

Google wants us to believe these updates are all about improving the user experience. And sure, that MAY be partly true. Better results keep people using Google, and more users mean more money for them. But let’s not kid ourselves—Google is a business, and its real goal is profit. Not users

Here’s where the cracks in their “user-first” story show:

Organic Search vs. Ads
- If you’re trying to rank organically, you’ve got to jump through hoops: perfect content, technical SEO, backlinks, site speed—the list goes on.
- But if you’re paying for ads? The rules are way more relaxed. As long as you’ve got the budget, your ad can show up—even if your website isn’t great. You may cop some visibility penalties like higher click cost cause your ad quality just plain sucks, but you won’t be sent to Google Hell like in the organics.
Do They Care About Trust?
- If Google really cared about trust, wouldn’t they hold ads to the same standards as organic results?
- They don’t. Why? Because ads make them money, and organic clicks don’t. Bloody simple. They are not going to apply the same shitty rules in their Ads because if customers have to go through the same requirements, they will go elsewhere and without today’s alternatives, they won’t take that chance. Having worked as an SEO Sydney expert for years, I have seen it all with these crappy updates. Read on, theres more

Why Is Ranking Organically So Hard?

Tell me now that the Yellow pages wasn’t the better alternative, AAAAND CHEAPER. and for everyone as well. Everybody got exposure. Lucky for me, I am pretty much one the best SEO specialists in Australia and know my shit, and can charge premium SEO services with price tags above ten grand a month and can survive online.

As for the little business trying to show up on Google….” GOOOOOD LUCK ” if you don’t in most cases have over 2500 month, YOU ARE SCREWED. Trying to rank on Google feels like running on a hamster wheel. It’s exhausting, and it never stops. And let’s be real—this isn’t a coincidence. Here’s why Google makes organic search so tough:

Pushing Businesses Toward Ads
- The harder it is to rank organically, the more likely businesses are to give up and start paying for ads. Why spend months on SEO when you can pay Google and get to the top instantly? Not rocket science.
Less Room for Organic Results
- Look at a Google search page these days. Ads are everywhere. Then you’ve got local packs, snippets, and “People Also Ask” boxes. Even if you rank #1 organically, you’re buried under all this other rubbish.
DEEEEFINITELY Favours Big Businesses
- Big companies with deep pockets can afford to invest in high-end SEO with high DA links and ads. Small businesses?
- They’re left fighting over scraps. It’s an uphill battle, and Google’s updates make it even steeper..
- Can’t be much fun on page 2 every day praying to God that you don’t lose your current customers because Yellow pages is gone and your minimum expense on SEO if you had it, would be around 25-35K a year.

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So What About Small Business?

Let’s talk about the little guys—Chances are that is you, the local businesses trying to compete. Google’s constant updates are making things even harder for you. Here’s how:

SEO Costs Are Skyrocketing: To rank, you need great content, fast websites, backlinks, and more. Small businesses just don’t have the budget for all this. Well, the majority don’t, anyway. With the average SEO plan between 25-4500 a month, not many small businesses can afford this. Even if this can have a great ROI, it is still not affordable by most.
Big Brands Dominate: Big companies can afford to be everywhere—organic, ads, you name it. Small businesses can’t keep up. It has become a big players club within Google. If you are not part of it, you can stay somewhere on page 2 and below and just ponder on what could have been if everybody hadn’t signed up for Google 20 years ago and just stayed with the Yellow pages.
No Fair Shot For Small Business: Google’s rules might sound fair on paper, but in practice, they’re stacked against anyone without a big budget. If you don’t have on average above $2500 every month to even target SEO in Sydney alone, you haven’t got a hope.
In the old Yellow Pages days, $5000 a year got you exposure, and people went way past just page 1. You could have been on page 6 and be found. Compare that to $2500 a month and you better be on page 1
Put plainly, Google sucks

What’s Google’s Real Goal?

This is more than just about the user experience. At the end of the day, Google’s bullshit relentless updates aren’t just about improving search results. They’re about making money and staying on top. Here’s what the real picture looks like:

Control and Profits
- Google doesn’t make money from organic clicks. By making SEO harder, they push more businesses toward paid ads. It’s that simple.
Staying Number One
- These constant updates keep competitors like Bing or DuckDuckGo from gaining ground. It’s all about maintaining their monopoly.
Looking Good to Regulators
- Google loves to say they’re focused on quality and trust. It’s a great way to fend off criticism and keep regulators off their back. There’s nothing quite like being a monopoly. I’ll be honest, even though I know my shite with Google SEO, I actually pray Google goes broke everyday just to teach these bastards a lesson.
- They have not made life easier for anyone in small business.
- When first introduced, Adwords was shit cheap. The local homeless guy could advertise on Google. 23 years on, not a chance for small business to see affordable advertising.

What Can You Do About It?

If you’re feeling frustrated by Google’s updates, you’re not alone. But there are ways to work around it:

Diversify Your Traffic
- Don’t rely only on Google. Build up your social media, email lists, and other traffic sources. The less you depend on Google, the better. As much as it hurts me to say that, for the benefit of your own business, DO NOT rely solely on Google, Never put all of your eggs in one basket.
Play the Long Game
- SEO isn’t dead, but it’s harder than ever. Invest in quality content and a solid website. It’ll pay off in the long run. The best thing about SEO today is that because it is becoming rocket science, all the weeds will die off and only leave the Professional SEO companies out there….like me
Educate Yourself and Your Clients
- If you’re in SEO, help your clients understand the game Google’s playing. Set realistic expectations and show them the value of a diversified strategy. Most of all, the benefits and consistent traffic that can be gained trough SEO that is effective.

The Bottom Line

So, does Google really care about users? Honestly, not as much as they’d like us to think. Paying advertisers are their priority. Organic search? It’s just a tool to keep users coming back so they can sell more ads. That is all. The only catch is, that organic is the only trusted section, so Google can not do away with this. If Google’s entire search engine was to become paid ads, especially with how shit they are, everybody would look to other search engines because of trust issues, and what has Google been doing all these years?….trying to build trust. How do they do this? via the organics.

These updates aren’t about making life easier for us or for users. They’re about controlling the marketplace and making sure Google stays on top. The game isn’t fair, but if you understand the rules, you can still find ways to win.

If you are a small business and need help with SEO Contact us for an SEO plan. From website SEO audit services to full blown SEO, we cover it all