Google released the March 2025 Core Update on March 13, 2025, and the rollout was completed 14 days later on March 27. This is very on-brand for Google, so we do typically expect a core update around this time of year.
However, this was the first core algorithm update of 2025. And it was described by Google as just a ‘regular update designed to surface better relevant, satisfying content for searchers from all types of sites’. What that means is that the update didn’t target a specific niche or spam tactic but made broad improvements to Google’s core ranking systems to reward higher quality content across the board essentially.
But who’s been impacted the most? And what changed, exactly? I’ll be taking you through who the winners and losers were and what the SEO community is saying about it all. If your site’s rankings took a tumble or you’re keen to stay ahead of the next update, read on.
What Was the March 2025 Core Update?
Google confirmed on 13 March 2025 that a broad core update had begun rolling out, and it concluded two weeks later on 27 March. As with previous core updates, the changes were described as routine algorithmic improvements designed to better surface relevant, helpful content for users.
No new ranking factors were officially introduced, but Google has continued to stress its emphasis on people-first content. The kind of content written with users in mind, not just for Google.
Here are some of the key highlights from the March 2025 Core Update:
- This was a global update affecting all types of content.
- Major visibility shifts occurred across various industries.
- Thin, low-value, or automated content saw steep drops.
- Many previously boosted forums were pushed down.
- E-E-A-T matters more than ever.
- Discover, snippets, and indexing saw wobbles, too.
- No quick fixes. Google reiterated its guidance to focus on user-centric improvements.
Who Came Out On Top?
Forums Lost Prominence (Except Reddit. Obviously.)
Back in 2023, Google rolled out its hidden gems update, which boosted user-generated content from forums. This time around, it sort of swung back. Many forums, especially smaller or niche ones, lost significant ground.
Why did this happen? Well, no one knows the exact reasoning or why Google does what it does. But it’s likely that Google re-evaluated how helpful these threads actually are. In many cases, forum content can be repetitive, shallow, or outdated.
The exception to this rule was Reddit. Many SEOs have critisied where this website shows up for a serious amount of searches, but it’s probably thanks to its depth, community, and constant updates.
Crackdown on “Bad” Content
Sites that started relying on AI content generation with minimal human value were penalised.
The update targeted low-value, SEO-driven pages, especially those churned out at scale to catch every keyword permutation. This aligns with Google’s ongoing mission to combat spammy content and prioritise usefulness.
E-E-A-T Remains Essential
Google did give us the grace of officially announcing the March 2025 Core Update, but as with all broad core updates, the communication was very light on the actual specifics.
So, although there were no new E-E-A-T signals introduced, the weight given to quality, trustworthy content appears to have increased, especially in niches, such as finance and health sectors.
Sites that had clear authorship and credentials, super transparent sourcing, trust signals (e.g reviews, citations), and an all-around user-friendly experience saw more favourable outcomes.
Here’s an example of one of our healthcare sector SEO clients. Yes, we had a tiny dip several months ago, but just look at that growth.
SERP Feature Shifts & Discover Traffic Volatility
Google Discover and featured snippets weren’t spared either, and Google AI overviews soared. Some publishers noted:
- Declines in Discover traffic, even when their main rankings held? Yep.
- Snippet reassignments, where different sites were chosen to be highlighted.
This suggests the update also influenced how content is selected for Google’s alternative search features, not just the standard blue links.
AI Content & Creator Visibility
Google hinted that this update is part of broader improvements to surface more content from creators. Possibly to favour original content in anticipation of further AI-driven features. So although it’s not explicitly been said, an “AI update,” the recalibration against thin and forum content, could be part of an effort to clear a bit of space for higher-value material.
How Were Different Industries Affected?
Like every core update, some sites rose, and others sank fast. I’ve had a look, and here are a few notable trends I’ve seen.
- Forums & Q&A: Major visibility declines for many (except Reddit, as stated). So, SEO favouritism towards UGC has somewhat eased.
- Affiliate / Programmatic Sites: Suffered due to templated, keyword-stuffed content.
- Ecommerce: Very mixed results. The big ones like Amazon lost some share, but mid-tier, content-rich stores gained.
- Finance: High volatility. Quality, trust, and transparency are now more important than ever.
- Health & Medical: Strong E-E-A-T performers saw boosts. Lower-authority or spammy health sites took hits.
- News / Media: Discover and snippet reshuffling impacted visibility. Original reporting and clear authorship helped, though.
- Government / Education: Even official sites saw big impacts. HMRC’s website dropped by 52%. So, authority alone isn’t enough. A moment of silence for HMRC.
What Are Other SEO Voices Saying About This?
As you can imagine, and as with any core update, numerous other SEOs have spoken about it, which you’ll be able to find over on X.
Lily Ray was among the first to highlight forum content losses. She observed that Reddit was the standout winner, while others like Quora fell significantly.
Must be nice to be Reddit. https://t.co/F75RpsYsl0
— Lily Ray 😏 (@lilyraynyc) March 27, 2025
Known from SEO Roundtable, Barry Schwartz noted that although many sites were hit hard, the outcry wasn’t as loud as in previous years. Still, volatility spiked on key dates (16th and 26th March), and recoveries will take time.
What Should You Do If You Were Hit?
If your site took a hefty visibility hit after this update, avoid panic just yet. There are steps you can take that should mean you’re able to regain some lost visibility.
Step 1: Conduct an Extensive Content Audit
Look at your pages that lost rankings. Ask yourself:
- Is the content I’m sharing unique?
- Does it add any real value compared to what my competitors are offering?
- Is it written or reviewed by a qualified person?
- Is it up-to-date?
If the answer is “no” to any of these, it’s time to revise or replace.
Step 2: Improve Your E-E-A-T Signals
Make sure your site clearly communicates who you are and why users should trust you. Consider what you can do to improve yours. For example:
- Add author bios to blog posts.
- Include reviews, testimonials, or trust badges.
- Cite sources and link out to relevant authorities.
- Have a clear About and Contact page.
Step 3: Cut Our or Fix Your Thin Pages
Do you have lots of near-identical product, location, or service pages? Consider combining them into stronger, more comprehensive pages.
Step 4: Diversify Your Traffic
Google’s algorithm is always changing. Reduce your risk by building out:
- Email lists
- Social media channels
- Referral and direct traffic sources
This way, you’re not relying solely on organic search for visibility.
Google March 2025 Core Update: The Key Takeaways
The March 2025 Core Update reinforced what SEO should be about, and that is that Google wants to reward content that helps real people.
There isn’t a secret to recovery, no clever trick to beat the algorithm. Your best bet is to create honest, authoritative, high-quality content.
SEO isn’t dying. It’s evolving. As updates become more frequent and the bar for ranking rises, the most sustainable strategy is one that’s rooted in authenticity, expertise, and user satisfaction.
How Maxweb Can Help
If your business has seen a drop in search performance, we’re here to help.
We can help you with carrying out a full SEO audit, identify which content or pages were affected and why, develop a comprehensive strategy to recover lost rankings, create high-quality, E-E-A-T-friendly content, and ensure your site is fully optimised for technical SEO.
Whether you’re local, a national e-commerce store, or a content-based website, we can help you navigate algorithm changes and stay competitive.
Call us on 0151 652 4777 to make our enquiry today.
Posted on Friday, April 4th, 2025 in SEO.
