Published: April 07, 2025 Last Updated: April 07, 2025

Google Search Core Update March 2025

Google did their first core update to the search algorithm for 2025. This follows on from the 2 core updates they did at the end of last year, in November and December. It started on the 13th March and was completed on the 27th March. Before we look at what the possible impacts are, you might want to refresh your memory on what the Google Algorithm is and what the updates do.

When Google announced this update, they stated the following on their LinkedIn Page:

This is a regular update designed to better surface relevant, satisfying content for searchers from all types of sites. We also continue our work to surface more content from creators through a series of improvements throughout this year. Some have already happened; additional ones will come later.

So what do I believe Google is hoping to fix?

Whilst Google releases core updates to the search algorithm a few times a year, it is unusual for them to release 3 core updates so close together. I believe this shows Google is concerned about the rise in the use of AI, and they are trying to stay in front of the impacts. The biggest impact from AI is the growth in website content written by AI instead of humans. This can not only affect the quality of the content being published, but also means a lot more content can be generated and published.

Google has clearly stated for many years, that they want well written, helpful content that has been written for the end user in mind, and not just to get ranked. I firmly believe, pumping out lots of pages with AI isn't about creating helpful content for the end user, but definitely aimed at ranking. For this reason, Google is working out how to prioritise content written by people.

What are the general observations?

The general observations across the industry appear to support my view. We have seen a drop in websites that have created 100s of programmatic pages (think AI). There has also been a drop in websites with broad topics without a clear authority on any one topic.

So what should you do if impacted?

Unfortunately, there is no quick fix. If your website has suffered a big drop from the March core update, you need to start working at fixing the general quality of your content and the structure of your website.

Let's leave the final word to Google and their self assessment questions on creating a website with helpful, reliable, people-first content:

• Does the content provide original information, reporting, research, or analysis?
• Does the content provide a substantial, complete, or comprehensive description of the topic?
• Does the content provide insightful analysis or interesting information that is beyond the obvious?
• If the content draws on other sources, does it avoid simply copying or rewriting those sources, and instead provide substantial additional value and originality?
• Does the main heading or page title provide a descriptive, helpful summary of the content?
• Does the main heading or page title avoid exaggerating or being shocking in nature?
• Is this the sort of page you'd want to bookmark, share with a friend, or recommend?
• Would you expect to see this content in or referenced by a printed magazine, encyclopedia, or book?
• Does the content provide substantial value when compared to other pages in search results?
• Does the content have any spelling or stylistic issues?
• Is the content produced well, or does it appear sloppy or hastily produced?
• Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don't get as much attention or care?