Streets Ahead: Google Core Update, IG Search, Review Delays
In this week’s Streets Ahead update, SOCi discusses the Google December 20025 Core Update, Instagram search traffic and Google Review appeals delay.
Google Rolls Out December 2025 Core Update
The News Google has launched its December 2025 Core Update, marking the third broad algorithm change this year following major releases in March and June. The rollout began on December 11 and is expected to take approximately three weeks to finish.
Unlike targeted updates, this core update reflects a wide-ranging recalibration of Google’s ranking systems, reshaping how content quality, relevance, and authority are evaluated across the web. Google also reiterated that ranking adjustments occur on an ongoing basis, even outside announced core updates
Why This Matters Because core updates reshape Google’s ranking signals, many sites can expect visibility and traffic shifts through December and into early January. These changes aren’t a sign of penalties or technical issues, but rather Google’s evolving assessment of which content delivers the most value and relevance to users.
Brands and marketers should anticipate short-term volatility as the update completes. Track performance closely through analytics and Search Console to understand movement, and maintain focus on high-quality, authoritative, user-first content. Google’s ongoing adjustments continue to reward sites that demonstrate credibility, clarity, and strong user experience.
Instagram Reveals Search as Rising Traffic Source
The News Instagram has introduced new transparency metrics that show the percentage of video views driven by specific traffic sources, including Instagram Search. The update was first noted by Jasmine Allen, Social Media Executive at Rise at Seven, who shared screenshots displaying Instagram search-specific view data.
The change highlights a broader shift in user behavior: audiences are increasingly seeking out content through direct search rather than relying solely on feed, Explore, or algorithmic recommendations. By isolating search-driven views, Instagram is acknowledging the rise of intentional content discovery and giving marketers clearer visibility into how audiences locate their videos.
Why This Matters This shift reinforces the reality that social platforms are evolving into full-scale discovery engines. As more users turn to Instagram and other networks to search for products, services, and answers, brands will need a holistic social search strategy, one that incorporates relevant keywords, aligns content to search intent, and ensures profiles are complete and easily discoverable. Those that proactively optimize for social search will be best positioned to capture visibility where today’s consumers are increasingly looking first.
Google Review Appeals Delay Impacts Brands
The News Google has confirmed significant delays in processing Google Business Profile review appeals, citing an unusually high volume of submissions. Businesses are being advised to expect longer turnaround times, and Google is asking users not to file duplicate appeals, noting that doing so could slow progress further. The company has not provided a timeline for resolution, meaning cases that previously took days may now extend into weeks. The backlog applies to all appeal types, including requests to remove fraudulent, irrelevant, or policy-violating reviews.
Why This Matters These delays add new pressure to brands working to manage and protect online reputation. With negative or misleading reviews staying live longer than expected, businesses may face extended exposure to content awaiting removal. Importantly, brands should avoid responding to reviews flagged for deletion, as doing so may interfere with the appeal process.
With no reliable path to expedite decisions, marketers will need to stay patient and shift focus to proactive reputation strategies: generating a steady flow of new positive reviews, offering thoughtful public responses that provide context for potential customers, and increasing monitoring to identify emerging issues early. In the current environment, a strong review acquisition program and clear communication with teams or clients about slower turnaround times will be critical.
