What It Means for Whitby & Durham Region Business Owners

If you have noticed changes in your website traffic or Google rankings this month, you are not alone. Google rolled out its December 2025 Core Update on December 11, and it is normal for businesses across Whitby and the Durham Region to see movement during this time.

The most important thing to know right away is this: a core update does not mean your website has been penalized. These updates are part of Google’s ongoing effort to show users the most helpful and relevant information.

Below is a clear explanation of what is happening and what local business owners should focus on next.

What Is a Google Core Update in Simple Terms?

A Google core update is when Google improves how it decides which websites best answer a searcher’s question.

Think of it as Google reorganizing search results so that clearer, more useful pages appear first. Some websites may move up, others may move down, and many will stay the same. This does not mean anything is wrong with your business or website.

Core updates affect all industries and all locations, including local businesses in Whitby, Oshawa, Ajax, Pickering, and surrounding areas.

What You May Notice Right Now

During the rollout period, it is completely normal to see:

• Changes in keyword rankings

• Fluctuations in website traffic

• Increases or decreases in inquiries for a short time

Google has said this update may take up to three weeks to settle fully. Until that process is complete, numbers can move around from day to day. This volatility is expected and temporary.

Why Google Makes These Updates

Google’s goal is always to improve the experience for people searching online. This update focuses on better identifying content that is clear, trustworthy, and genuinely helpful.

For local businesses, this reinforces the importance of:

• Clearly explaining your services

• Showing local relevance

• Providing up-to-date, accurate information

• Making it easy for visitors to understand what to do next

What You Should and Should Not Do Right Now

If your website has dipped slightly, the best approach is patience.

You should avoid making major changes while the update is still rolling out. Drastic edits or rushed SEO fixes can do more harm than good. Instead, this is the right time to review your content calmly and make note of areas that could be improved once rankings stabilize.

The strongest long-term protection against algorithm changes is content that answers real customer questions and guides visitors clearly toward contacting you.

What Bloomtools Durham Is Doing

For our SEO clients, we are closely monitoring performance throughout the rollout period. Once results stabilize, we will identify any opportunities to strengthen local visibility and improve clarity where needed.

If you are not currently working with us and have questions about what you are seeing, we are always happy to help you understand your data and determine whether action is needed.

Local SEO Checklist After the December 2025 Core Update

Before making any changes, use this checklist to ensure your foundation is strong:

• Confirm your Google Business Profile details are accurate and up to date

• Continue posting updates and photos to your Google Business Profile weekly

• Make sure your service pages clearly explain what you do and where you serve

• Keep publishing helpful, locally focused blog content

• Respond to Google reviews consistently

• Ensure your website works well on mobile devices

These steady actions help Google and potential customers understand your business clearly.

Short FAQ

Has my website been penalized?
No. Core updates are not penalties.

Should I change my SEO strategy immediately?
No. It is best to wait until rankings settle.

Do local businesses need to worry about core updates?
Not if they focus on clear content and consistent local signals.

Will rankings recover?
In many cases, rankings stabilize naturally once the rollout completes.

Google Business Profile Summary 

Google has rolled out its December 2025 Core Update. If you’ve noticed changes in your website traffic or rankings, this is normal. Learn what it means for Whitby and Durham Region businesses and what steps to take next in our latest blog.