Hello there it's Ed here with a quick emergency podcast, because Google have announced the December 2024 core update is in progress today and rolling out, which is so soon after the November core update. The November core update literally only finished seven days ago, which, when they first launched that one, they said it was going to take two weeks. It actually took something like I'm just going to get the details up now it actually took 23 days, 13 hours, to run, so it took 10 days longer than they thought it would do. For the November core update. I'd not even actually done a podcast about the November core update yet, which, from the chatter that I heard, wasn't particularly massive for people. So the fact they've launched another one after just seven days and they launched it today at 0746 pst, which was how long ago is that, which was, yeah, literally about half an hour ago from when I'm recording this and they announced it on linkedin I've not seen anything on their actual search central blog yet. They've got a post on it, but that's not completely unusual. Um, but it is unusual to have two so close together. I mean, I was just looking back through the history and they've done some, maybe four to six, maybe eight weeks apart, but generally they're not just literally seven days, which, yeah, I am.

I am baffled by why they're doing so. I'm just wondering if there's something that they were hoping to achieve in the november core update that didn't quite work out for them, so they've made some changes and they're now doing another one. They're saying this update is going to take two weeks to roll out. It is unusual for an update in holiday season like this to happen, but not completely unheard of. They did do a core update in December of 2020, and they have done other types of updates big named updates in december, like the helpful content update of 2022, and they didn't do anything last year in december. So, yeah, it's, it's unusual. So this makes me wonder what this is all about and what's going to happen.

So obviously, we don't know anything at this point. We don't know why they've done it. They just pointed to an old blog post from last year, um, which says wire updates coming this month and do don't we not do them in in holiday season? And they say, yes, we do occasionally do them in holiday season if there's a good enough reason for us to do it. So yeah, just that I would let you know. There is another core update going on. So, as always, if you are hit by it, follow the advice of don't panic, don't make any big changes, don't try and guess what's going on until the analysis is finished and you can go and look at your analytics and see what actually has changed. So just keep an eye, but don't panic, don't do anything drastic and, yeah, just keep fingers crossed for you. I hope it works out well for you, good luck.