Noticed your search result rankings shift in mid-March? You’re not imagining things. Google quietly rolled out the core update of the year, its first major shakeup for 2025, on March 13.
If things look familiar, that’s because they are. Like the March 2024 core update and other previous core updates, this one landed with minimal warning and a promise to improve search. But early movement suggests it’s more disruptive than most.
Google says the rollout could take up to two weeks, and while the details are scarce, the signals are clear: something big just shifted in how content is being evaluated.
So what changed this time? And what does it mean for your next strategy move? Let’s break down what’s unfolding in the March 2025 core update.
What Is the March 2025 Core Update?
Google’s March 2025 core update is the first core update of 2025, officially rolling out the week of March 13. It was announced as a standard broad core update, but it’s shaping up to be much more than that.
The update rollout comes on the heels of the December 2024 core update, the 2023 helpful content update, and a recent spam update. In short, Google’s updates are stacking, and this one’s already showing signs of heavy impact.
What’s happening?
- Spikes in volatility across health, finance, and news
- Sudden drops in Google visibility
- Unexplained swings in search rankings
- Recovery issues from previous updates
- Confusion over helpful content vs. content at risk
- Google hasn’t provided specifics on the algorithm changes, and
Google didn’t mention anything new for Google Discover or Google News, yet.
But it’s clear: this core update to Google Search is another push to raise the bar on search quality. If your site relies on outdated SEO tactics, this may be the update that exposes it.
The only guidance so far? Use Google Search Console, focus on quality, and revisit Google’s search quality guidelines. Because this March 2025 update is not business as usual.
When Did the Rollout Happen?
Google released the March 2025 core update on March 13, with the full rollout period expected to finish by March 27, according to Google’s official guidance. Like other Google core updates, it’s a regular update designed to better surface high-quality, relevant content across search.
Core updates typically take weeks to complete, and this 2025 core update to Google is no exception. Google said previously that core updates don’t target specific pages, but you may see shifts in Google rankings, traffic, and search visibility.
Compared to the Google helpful content update or earlier Google updates, the timing of this March core feels consistent. As noted by Search Engine Land, Google’s core updates happen multiple times per year, and this new core update is part of a broader pattern of continuous ranking system improvements.
Ranking Volatility and Early Winners/Losers
As soon as the March 2025 core update rollout began, volatility followed. SERP tracking tools lit up. Some industries saw gains; others took noticeable hits. The impact wasn’t subtle.
Sites in health, finance, and product reviews were among the most affected, many experiencing double-digit swings in search visibility. Some publishers reported traffic drops within 48 hours, while others saw a boost without having changed anything.
According to data shared in early coverage from Search Engine Land, keyword fluctuations peaked between March 17 and March 22, aligning with the middle of the rollout period. Rankings were especially unstable across high-competition terms.
So far, the common threads? Thin content, heavy reliance on programmatic SEO, and outdated content structures didn’t hold up well. Meanwhile, domains with well-structured, in-depth content—often supported by strong internal linking, showed the most consistent gains.
SpamBrain’s Role in the Algorithm Shift
While not officially labeled a spam update, the March 2025 core update appears to reflect SpamBrain’s growing influence. Sites with thin, templated, or AI-generated content saw noticeable drops, despite no direct spam penalties.
SpamBrain, Google’s AI system for detecting spam at scale, likely played a role in flagging low-trust signals. It’s increasingly integrated into Google’s core algorithm updates, even when not explicitly mentioned.
If rankings declined without clear technical issues, content quality and intent may be the problem. This update reinforces Google’s direction: reward depth and usefulness, filter out manipulation.
Helpful Content: Still Front and Centre
Content quality remains a top priority in the March update, and the 2025 core update is another reminder of where Google wants search to go.
According to Google, this update is designed to elevate genuinely helpful, people-first content, not just content that matches queries.
What we’re seeing:
- Pages with clear expertise and depth are gaining Google traffic
- Heavily templated or low-value content is declining
- Sites relying on unedited AI output are struggling
- Recovery between core updates remains possible, but only with meaningful improvements
Google also emphasised that quality signals matter over time, not just prior to the rollout.
Google has provided advice for content creators, but whether Google explicitly ties this to helpful content or not, the nature of the update speaks for itself.
Ready to rank smarter, not harder?
Monitoring SEO Performance with Search Console
After any core update, the best first step is to check Google Search Console. Shifts in traffic, click-through rates, and impressions often appear before rankings fully stabilise.
Start by comparing performance before and after the rollout. Look closely at drops tied to specific queries or pages, and assess whether patterns are emerging. If certain pages have lost visibility, those may need improvements in relevance, clarity, or structure.
Short-term volatility is common. The key is not to overreact, but to use the data to guide meaningful updates that align with Google’s long-term quality signals.
Context: Past Updates and Industry Reactions
The 2025 core update follows a string of impactful changes, including the December 2024 and March 2024 updates. Like those, it emphasises helpful content, reduced reliance on SEO shortcuts, and trust-building signals.
Here’s how they stack up:
| Core Update | Focus Area | Impact Level | Notes |
|---|---|---|---|
| March 2024 | Helpful content + EEAT | Moderate to high | Favored firsthand experience + depth |
| December 2024 | Spam + AI-generated content | High | Penalized templated and low-trust content |
| March 2025 (current) | Broad signals + content alignment | Widespread | Affects visibility even without content changes |
Adapting Strategy for Recovery and What’s Ahead
If your site took a hit, recovery is possible, but it’s rarely instant. Google has provided advice for aligning with quality standards, and historically, recovery between core updates can take months.
Start by identifying what changed:
- Run targeted audits on affected content
- Improve originality, structure, and user-first value
- Track performance shifts using Google Search Console
Looking ahead, expect growing focus on content authenticity, AI moderation, and real-world relevance. This update is part of a larger shift in how Google evaluates quality, and another core update may arrive as early as Q4 2025.
Building Beyond the March 2025 Core Update
The March 2025 core update didn’t just shift rankings, it reinforced a direction. Google is doubling down on content quality, trust, and long-term user value. That means tactics that once worked temporarily may no longer hold up.
For some, this update brought gains. For others, a wake-up call. But either way, the signal is clear: the more your content aligns with what Google wants to surface, original, helpful, experience-driven, the better your chances of sustaining search visibility.
Now isn’t the time to react. It’s the time to rebuild, refine, and move forward with intent.
With another core update likely before year’s end, the best strategy is one that holds up, even when the algorithm changes again.
Struggling After the March 2025 Core Update?
If your site took a hit after the Google March 2025 Core Update, you’re not the only one, and you’re definitely not out of options.
With search algorithms evolving faster than ever, and updates rolling out with little warning, even well-optimised sites saw sudden drops in search visibility this time around.
At SEOBoost, we work with founders, marketers, and content teams to recover lost rankings, adapt to Google’s core updates, and build resilient strategies that keep visibility strong, no matter what the algorithm does next.
Seeing unusual dips in traffic or rankings since March?
Let’s talk and build a recovery plan that gets your visibility (and momentum) back on track.
