Recent shifts in Google Search have caught the attention of SEO professionals, especially after the December 2025 Core Update. Brands in SaaS and B2B sectors have seen sharp drops in brand visibility, often tied to content strategies that lean heavily on self-promotional listicles. SEO expert Lily Ray has highlighted how these tactics, once a quick win for search engine ranking, now risk penalties. Drawing from analyses in Search Engine Roundtable and Search Engine Land, this article explores the changes, why they matter, and how to adapt your content strategy for lasting success in Google Search.
December 2025 Core Update and Search Engine Volatility
The December 2025 Core Update marked a turning point, with search engine volatility persisting into January 2026. Barry Schwartz reported on Search Engine Roundtable about heated fluctuations in rankings, affecting many sites without any official Google announcement. This unconfirmed Google Algorithm Update targeted patterns in content that prioritized self-promotion over value.
SaaS and B2B companies experienced the brunt, with visibility losses of 30% to 50% in weeks. These drops centered on blog sections filled with "best of" lists where publishers ranked their own offerings first. As Lily Ray noted in her Substack analysis, this volatility signals Google's push toward E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) in Google Quality Rater Guidelines. For SEO best practices, monitor tools like Sistrix Visibility Index to spot similar issues early and adjust your topical authority before penalties hit.
The Risks of Self-Promotional Listicles in Content Marketing
Self-promotional listicles have been a staple in content marketing, aiming to boost lead generation through search engine ranking for queries like "best SEO tools." However, Lily Ray's breakdown in Search Engine Land reveals a pattern: sites relying on these for affiliate marketing or commercial content saw steep declines. These pieces often lack genuine user-generated content or independent reviews, clashing with Google's emphasis on informational content that serves users first.
In one case from her analysis, a B2B brand's blog, which drove 77% of its traffic, plummeted 49% after heavy use of such listicles. This isn't isolated; Glenn Gabe echoed on X that these tactics flood indexes with low-trust material, potentially triggering reviews system updates. For your strategy, conduct competitive analysis to avoid duplicate content traps. Focus on on-page SEO that highlights real expertise rather than fabricated rankings, ensuring your content aligns with SERP features like featured snippets.
BTW, some interesting things I'm seeing when reviewing sites that recently dropped (beyond the self-serving listicles and lower-quality reviews content), and this shouldn't shock anyone. I'm seeing 100% AI-generated content, some of that stuffed at the bottom of pages (like… pic.twitter.com/Fj3gbnhoka
— Glenn Gabe (@glenngabe) February 9, 2026
Lily Ray and Barry Schwartz on Google Algorithm Update
Lily Ray, a leading voice in SEO, published her findings just last week, identifying self-promotion as a common thread among hit sites. In "Is Google Finally Cracking Down on Self-Promotional Listicles?", she detailed how SaaS blogs with hundreds of these articles lost ground post-update. Barry Schwartz's coverage in Search Engine Roundtable ties this to broader search engine volatility, noting drops in AI Overviews too.
Both experts stress that while these tactics worked for brand visibility in AI-driven searches, they now invite scrutiny. Ray points to AI-generated text scoring 100% on detection tools, combined with artificial refreshes like adding "2026" without updates. Schwartz adds that this could extend to platforms like ChatGPT, which pull from Google Search. To safeguard your site, prioritize technical SEO audits to fix schema misuse and build link building through authentic partnerships, not reciprocal schemes.
Adopting White Hat SEO and Penalty Proof Strategies
White hat SEO remains the gold standard for penalty-proof strategies. Here at RicheyWeb demonstrated in an article on Joomla Extensions Directory, ranking Captcha - HashCash as top required transparent filtering: only free, supported extensions for current Joomla versions. This proprietary software approach proves claims with evidence, avoiding the pitfalls of unbacked self-promotion.
Shift from risky listicles to content auditing that emphasizes helpful, original insights. Incorporate keyword research to target user intent without exaggeration. For B2B and SaaS, blend informational content with commercial elements transparently, fostering topical authority. Off-page SEO through genuine backlinks from Search Engine Reports or industry sites can enhance trust, aligning with Google's guidelines for high-quality reviews.
Building a Sustainable Content Strategy for Long-Term Success
A robust content strategy post-2025 update focuses on quality over quantity. Analyze affected sites from Search Engine Land reports: many scaled AI content without human oversight, leading to programmatic templates and salesy drifts. Instead, invest in E-E-A-T by showcasing real experiences, like case studies or tested comparisons.
Diversify with SERP features in mind, optimizing for voice search and zero-click results. Use competitive analysis to identify gaps in user-generated content, then fill them ethically. Track progress with tools monitoring search engine ranking and adjust based on ongoing volatility. By prioritizing value, your efforts in content marketing will yield stable brand visibility and organic growth.
In summary, the evolving Google Search landscape demands a pivot from self-promotional shortcuts to authentic, user-focused practices. Insights from Lily Ray and Barry Schwartz underscore that while the December 2025 Core Update shook things up, it's an opportunity to refine your approach. Embrace white hat SEO, audit your content rigorously, and build strategies rooted in trust. This not only dodges penalties but positions your site for enduring success in SEO best practices.
The December 2025 Core Update is a significant Google algorithm update that led to ongoing search engine volatility into January 2026, targeting content patterns that prioritize self-promotion over user value, resulting in visibility drops for affected sites. Self-promotional listicles, where companies rank their own products first in 'best of' lists, lack genuine evidence and introduce bias, conflicting with Google's E-E-A-T guidelines and leading to ranking penalties as seen in recent updates. SaaS and B2B sites relying on self-promotional listicles saw visibility drops of 30-50%, particularly in blog sections, with losses concentrated after the December 2025 Core Update and January volatility. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is emphasized in Google Quality Rater Guidelines; content demonstrating these qualities, like original research and transparent reviews, avoids penalties from self-promotional tactics. Focus on white hat SEO by creating original, helpful content with real evidence, conducting content audits, using transparent keyword research, and building authentic backlinks to foster topical authority and align with Google's guidelines.Frequently Asked Questions:
What is the December 2025 Core Update?
Why are self-promotional listicles risky for SEO?
How have SaaS and B2B sites been affected by recent Google updates?
What role does E-E-A-T play in avoiding penalties?
How can I build a penalty-proof content strategy?
