At Bigger Picture, we’ve been monitoring changes closely since the rollout and have the answers you’re looking for.
Google’s long-standing focus has been on promoting high-quality, useful content. To us, and others deeply involved in SEO, there are no surprises with this latest rollout. The March 2025 update heavily supports this direction, reducing the visibility of low-value, unhelpful, or AI-generated pages that lack depth and originality.
Whether you’ve seen a drop in your website’s SEO performance, or are looking to take proactive measures moving forward, here’s all you need to know (and do!).
What did Google's March 2025 Core update include?
Google’s March 2025 core update was rolled out starting on March 13 and completed on March 27. As with previous core updates, this was a global change affecting all regions and languages, designed to make search results more relevant and helpful for users.
What does this mean exactly?
Tactics that might have ranked well a few years back are simply no longer good enough. Having a handful of pages that are optimised and helpful for users doesn’t cut it anymore. It’s now about how your entire domain is perceived. Is your site trustworthy? Is your content helpful? Does your brand consistently deliver value across all touchpoints?
What did the March update target?
The March update has made it clear that Google’s top priority is to surface the most relevant and satisfying content for its users. This update was not aimed at penalising specific sites but rather promoting pages that demonstrate E-E-A-T (experience, expertise, authority and trust) – signals that Google use to evaluate the quality of search results.
To summarise, sites that are not hitting the mark are being overtaken in search results for three main reasons:
- Google prioritising high-quality, original content - Google continues to reward sites that demonstrate experience, expertise, authority, and trustworthiness. Pages with depth, originality, and clear value for users are more likely to rise in rankings.
- AI content provides risk of declines - Sites relying on thin, outdated, or mass-produced content are most at risk. Especially those generated by AI (ChatGPT) with minimal oversight.
- Google’s algorithm stronger than ever - Google’s updated algorithms are now even better at distinguishing between genuinely helpful content and pages created primarily to manipulate rankings. Write content to deliver true value and you’ll succeed.
What should your brand do now?
For those that have a noticed a drop in rankings since March (and even for those that haven’t) it’s a critical time to review your SEO strategy and content approach. Here’s what you should focus on:
- Audit your content: Identify and improve or remove low-value or pages that contain AI generated content (remember to set up 301 redirects for any pages you decide to remove). Ensure every page serves a clear purpose and offers unique value to users.
- Prioritise expertise and originality: Invest in content that showcases your brand’s expertise and provides insights users can’t easily find elsewhere.
- Review AI-generated content: If you rely on AI tools to generate content ideas, ensure all content is written by a human. Originality is key.
- Monitor performance: Use analytics and rank-tracking tools to identify which pages or topics have been affected. Use this data to adjust your strategy going forward.
- Stay agile: Google’s updates are happening more frequently, so ongoing monitoring and continuous improvement are essential to SEO success.
To summarise: Quality content is king
Stay clear of generic and AI written blogs. If you’re already publishing content that is unique, thoughtful and written with purpose, you’re on the right track. Your site will only benefit with consistent and genuine value delivered to your audience.
The brands that thrive will be those that embrace change, prioritise quality at every level, and never lose sight of what their audience is truly looking for. If you need help navigating these changes or want to future-proof your SEO strategy, speak with our expert team at Bigger Picture today.