Google: Helpful Content Update Extended Rollout December 2022 Update Longer Than Usual

author image Written by: Julia Cashion           Categories - In The News, SEO

We all love a good Google algorithm update. But it always sucks when things take longer than expected. That’s exactly what’s going on with the December 2022 Helpful Content Update.

Read More: Helpful Content Update Might Get Stronger?

With the first update rolling out this past summer, the projected time was about a week or two. However, this update appears to be extended.

December 2022 Helpful Content Update Progress

It started rolling out on December 5th and was projected to wrap up around the 19th of December. Search Engine Roundtable says that “Google’s Search Liason, Danny Sullivan, mentioned the Google December 2022 helpful content update would take longer to roll out than originally expected.”

Many have been wondering what the hold up is and why there hasn’t been much word from Google about its progress. However, just yesterday Google Search Liason did respond to a tweet questioning the progress of the system. Basically, Google says that they expected the update to be finished by now but for the time being they aren’t done. Take a look at the tweet below.

Read More: Google: Helpful Content Update All Around The World

Maybe the extended update has something to do with the specs of this update. For instance, this helpful content update rolled out globally in all languages. It could be that Google is taking longer to pick out low-quality content in different languages. But that’s just speculation of course.

So When Will The Update Be Complete?

As for when this update will be completed, we don’t have a definite date. At the same time that this system is rolling out, Google also has the December 2022 Link Spam Update going. This could be another reason that the update is taking longer.

Read More: Google’s Helpful Content Update Is Now Complete

Either way, this update is intended to help weed out content written for search engines first. Mainly it’s picking out the user written content, which actually helps people. So far, there hasn’t been any drastic impacts noted. But, we think the full system will need to complete before the full impacts can be determined.

Julia Cashion

Google: Helpful Content Update All Around The World


Have you noticed changes in performance for some articles on your site? Maybe a little rise here, but more importantly some dips there? Well, you might not be the only one and it’s for a reason.

Can you guess what it might be? If you thought Google’s most recent Helpful Content Update, the you’re spot on! In late August, the initial system was launched and rolled out over about a week or so.

Read More: Google’s December Helpful Content Update Confirmed

But the just last week, on December 6th, Google announced the second system update of 2022.

Update Roll Out So Far

To date, the rollout of Google’s second helpful content system hasn’t caused too many impacts to content visibility. But since the rollout lasts a couple weeks, there is still time for the system to detect content written for search engine first.

The algorithm update also focuses on prioritizing content that is useful for readers. That being said, there hasn’t been any huge impacts notice so far. Barry Schwartz from Search Engine Roundtable says “the impact, thus far, in the past 24-48 hours, was not yet massive.”

There’s been some buzz about this on Twitter as well, here’s what SEO expert Glenn Gabe had to say:

But since this system is rolling out on a global level, a look into different countries may reveal more of an impact.

Read More: Google To Target Sites Creating SEO Content?

Helpful Content System Worldwide

The first help content systems weren’t working globally, but things have changed. Search Engine Land conducted some KPI research to findout how this update is affecting news across the world. Search Engine Land conducted their research based on the following countries:

  • Mexico
  • Switzerland
  • Colombia
  • Peru
  • France
  • Australia
  • United Kingdom
  • Canada
  • Austria
  • United States
  • Brazil
  • Germany

Here’s what Search Engine Journal noticed about the algorithm’s impact on different countries content:

“For top publishers in most countries, the first Helpful Content Update in August seems to have had a more significant impact on their visibility than the second one in September. It cannot be clearly said that publishers’ visibility was only negatively impacted by the updates, since some clearly benefitted from them.”

For now, there seems to be some impact from this system but as time goes on, over the next couple of week, we should know more.

read more

Google Update Rolls Out Over Canadian Thanksgiving Weekend


Here we go….again! Lately, it seems like we can’t have a weekend go by without another Google update.

To refresh your memory, we’ve reported on at least four updates in the last couple of weeks alone.

READ MORE: Google Caps off Volatile Week With Another Algorithm Update
READ MORE: Google Rolls Out Another Massive Google Search Ranking Algorithm Update On October 2nd & 3rd
READ MORE: Google Unleashes Huge Algorithm Update September 24th-25th
READ MORE: Google Unleashes Possible Small Algorithm Update on Yom Kippur

The latest update, which rolled out over the Canadian Thanksgiving long weekend, appears pretty similar to the last few in terms of forum chatter and volatility picked up by tracking tools.

Here’s what industry folk had to say on WebmasterWorld:

“Traffic remains very poor, although USA traffic was normal today while UK, Canada, Australia, France, Germany, Brazil and others way down at -28% to -66%. Home page and landing pages still much lower, even though my ranking has been higher for most of this week.”

“My backlinks dropped at the same time the rankings dropped. I only lost rankings for converting keywords, pushed down to position 80. What mattes is the number of impressions and not rankings itself. My impressions are down 40% today, huge. I hope in the next few days it will recover.”

“Traffic yesterday was insane…starting off extremely low, then suddenly surging for the rest of the day.”

“I think the update on October 6th and 7th was a very big update. Our lowest traffic level ever was on October 9th. I can only hope that it doesn’t stay that way. For some keyword areas, the top 10 have been completely exchanged. We had seen it before in July, when it was taken back after a short time.”

Tracking tools have also picked up some volatility. Here are some screenshots originally posted by Search Engine Round Table:


SEM Rush Oct 8 chart


Cognitive SEO:

read more