Google’s March 2025 core update concluded its global rollout on 27th March, capping off two weeks of flux across the search landscape. Initiated on 13th March, this broad update has proven to be one of the most impactful in recent memory, affecting websites across ecommerce, news, forums, public services, and more. Rather than being a simple ranking tweak, the update reflects Google’s continued focus on content that is relevant, trustworthy, and helpful to users.
This article brings together tracking data, expert commentary, and reactions from the SEO community to explain what changed, who was affected, and what actions website owners should take.
What Is a Google Core Update?
Core updates are major recalibrations to Google’s ranking systems. Unlike manual penalties that target specific techniques or websites, core updates are broad and aim to improve the overall quality of results by reassessing how content is evaluated and ranked.
A visibility drop during a core update doesn’t necessarily indicate wrongdoing. It often means that Google has determined other content better meets searchers’ needs. The focus is on refining results based on usefulness, clarity, and accuracy.
The March 2025 update is the first confirmed core update of the year and has already made a substantial impact.
Timeline and Rollout Details
- Start Date: 13th March 2025, around 12:30pm ET
- End Date: 27th March 2025, around 8:34am ET
- Global Coverage: Yes – across all countries and languages
- Type: Broad core algorithm update
- Objective: Prioritising useful, relevant, and original content
Although Google described the update as routine, many marketers and webmasters experienced far-reaching consequences across sectors.
Which Sectors Were Most Affected?
No single industry was isolated, but ecommerce, travel, government, forums, and news sites experienced widespread changes. Tracking data from tools such as SISTRIX, Semrush Sensor, and MozCast confirmed marked fluctuations.
UK Visibility: Notable Changes
Declines:
- hmrc.gov.uk: ↓ 52.6% visibility
- cyclinguk.org: ↓ 46.68%
- reed.co.uk, expedia.co.uk, last.fm: reported substantial drops
Increases:
- uniqlo.com: ↑ 76.12%
- notonthehighstreet.com: ↑ 56.28%
- matalan.co.uk: ↑ 25.34%
- asos.com: ↑ 16.56%
These outcomes suggest the update wasn’t aimed at sectors but rather individual site performance, rewarding content that better meets search intent.
What Has Changed in Search?
1. Forum Visibility Reduced
Traditional forums saw noticeable drops in visibility. One exception was Reddit, which gained considerable traction during the same period. Ahrefs data shows Reddit’s indexed pages rose by approximately 26%.
Glenn Gabe, SEO consultant, dubbed this the “Hiding Gems” update, noting the irony of reducing visibility for smaller forums while Reddit gained visibility.
“If you thought Google’s Reddit problem was bad before, the March 2025 core update is making it much worse.” – Comment from SEO discussion on X
2. Content Over-Optimised for Algorithms Penalised
Sites that produced content with search engines in mind—rather than users—were negatively affected. These include keyword-stuffed guides, outdated articles, and SEO-driven content that lacks practical depth.
Marketers reported older, well-performing content was being outranked by newer or more readable material, regardless of length.
3. AI and Template-Based Content Reassessed
Although Google hasn’t confirmed specific targeting of AI-generated material, patterns suggest lower rankings for templated or thin pages, especially in ecommerce and affiliate niches.
The key issue appears to be originality. Pages offering generic information or little differentiation from competitors fared poorly.
Community Reactions
Feedback from SEO forums and professional groups highlighted sharp and sometimes confusing shifts:
“Traffic dropped 50 percent. What’s going on?”
“I lost 30% of my Google traffic in March 2024. I’ve now lost another 40%. It’s almost nothing.”
“Shop traffic is increasing, but sales have dropped. Bots only. Profit down 75% vs. last year.”
Others reported reduced indexing activity mid-rollout, followed by small rebounds in impressions. This suggests a more selective indexing approach.
Tracking Tools: Data Highlights
Semrush Sensor
Recorded heightened volatility across travel, retail, and health between 16th and 25th March.
MozCast
Peaks in turbulence noted during 18th–25th March.
SISTRIX
Reported largest declines in public sector and hobbyist sites.
Accuranker and Advanced Web Rankings
Confirmed the timing and scale of volatility, noting significant shifts on medium and high-authority sites.
Barry Schwartz, writing for Search Engine Roundtable, noted:
“Some sites got absolutely hammered, while others saw major lifts. But this core update didn’t appear as broad-based in terms of complaints compared to earlier ones.”
What Website Owners Should Do Now
1. Audit Before Acting
Avoid rushing changes. First, assess what happened. Use Google Search Console to:
- Identify pages with visibility loss
- Review impression and click data
- Note any changes in index coverage
2. Review and Improve High-Value Pages
Focus on:
- Blog articles and service pages
- Product listings and category hubs
- Top-trafficked landing pages
Ask whether each page is:
- Meeting a clear user need
- Structured for readability
- Updated with the latest information
3. Remove or Consolidate Low-Quality Pages
If your site contains hundreds of low-value or near-duplicate pages, consider pruning or consolidating them. This can help signal content quality to search engines.
4. Focus on E-E-A-T
Google continues to emphasise:
- Experience
- Expertise
- Authoritativeness
- Trust
Content should reflect these qualities through sourcing, structure, and intent.
5. Don’t Overuse AI Tools
AI tools can help with ideation or structure, but outputs should be edited for tone, accuracy, and originality. Repetitive or generic AI content has been shown to underperform.
Misconceptions Clarified
- “We were penalised.”
Core updates do not penalise—they reward better content. - “AI content is banned.”
AI-generated content is not disallowed. However, quality, uniqueness, and human oversight are necessary. - “Only smaller sites are affected.”
Large sites, including government portals, saw declines.
Industry Expert Insights
Lily Ray, Amsive Digital: “Google is reinforcing its commitment to high-quality, helpful content. Brands need to move beyond templates and really understand their audience.”
Glenn Gabe, SEO Consultant: “This update shows Google experimenting with content types and site structures. Forums, ecommerce, and niche publishers should expect continued volatility.”
Barry Schwartz, Search Engine Roundtable: “Google wants you to write for people first, not for bots. That message has been clear for several years—and it’s only getting louder.”
SEO Direction in 2025
The March update affirms Google’s ongoing shift towards user-first content. Successful content now needs to:
- Match intent more clearly
- Demonstrate depth and accuracy
- Prioritise structure, readability, and load speed
Pages that exist only to target search terms or rely heavily on automated templates are losing visibility. Google’s quality bar is higher than ever.
What’s Next?
Google has indicated further core updates will be introduced throughout 2025. These may not always be confirmed in real time. Businesses should:
- Monitor organic performance closely
- Address underperforming content in stages
- Focus on clarity, structure, and originality
Expected developments:
- Increased scrutiny on affiliate and product review content
- More refined indexing standards
- Greater influence of user engagement metrics
Conclusion
The March 2025 core update has reshaped search visibility across industries. While some websites gained traffic and rankings, others saw substantial losses. The update reinforces the need for content that is accurate, useful, and aligned with search intent.
Rather than chasing quick fixes, website owners should invest in user-focused improvements. A clear, thoughtful approach to content is more sustainable than reactive changes.
About Search Engine Ascend
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