Google’s latest December core update is showing early signs of favoring websites with strong niche expertise. According to initial analysis shared in Search Engine Journal’s weekly SEO Pulse, sites that focus deeply on specific topics are seeing better visibility, while broad generalist websites are facing more ranking pressure.
Early data suggests that category focused content is performing well across publishing, ecommerce and SaaS related searches. In contrast, wide ranging “best of” articles and mid funnel pages are losing ground. Many SEO professionals see this as a move by Google toward rewarding specialized authority rather than content that tries to cover too much.
At the same time, concerns have been raised about the accuracy of AI Overviews for health related searches. A recent investigation by The Guardian questioned whether some AI generated summaries may include incorrect information. Critics argue that such errors could be risky when people rely on AI for medical guidance.
Google responded to these claims by saying that some examples shared were based on incomplete screenshots. The company stated that most health related searches still guide users toward reliable and verifiable sources.
McCaughey Cherri Tate, a representative of a healthcare advocacy association, said the situation highlights ongoing concerns about AI quality in sensitive areas like healthcare. She noted that incorrect information from AI summaries could be harmful, especially because many people trust these tools for important decisions.
Industry leaders have also weighed in on the debate. Microsoft CEO Satya Nadella and a Google principal engineer suggested that current criticism of AI systems is not only about quality. They emphasized challenges related to adoption and how users learn to interact with AI tools effectively.
Overall, this week’s developments show growing tension between how search engines judge content quality and how AI systems summarize information. These issues are likely to continue influencing SEO strategies as the industry moves closer to 2026.
