Google's March Updates: Winners & Losers

Google’s latest (March 2025) updates are creating significant changes for many websites. The goal for Google was to (1) make improvements to use of Google’s suite on Android and (2) make a core algorithm change, which is already reshaping search engine results. Here are the winners and losers as a result of this update.

Android Enhancements and Security

Google’s updates aimed to improve the Android user experiences and the app’s security on Google Play Services and the Google Play Store. The new version of Google Play Services allows users to delete all data stored in the Google Password Manager, which gives users control over what they might feel is sensitive information or history.

The enhanced connectivity features are for better integration of IoT devices into smart home setups, and an enhancement to Google Wallet expands digital payment accessibility while maintaining good security. According to Google, these updates show their ongoing efforts to improve user privacy and data control, and providing Android users a more secure and seamless experience across their devices.

SEO Volatility: The March Core Update

Looking at the SEO side of things, the update has caused significant fluctuations in search engine results pages (SERPs). Many websites are experiencing sharp dips in visibility and traffic. So while this update is part of Google’s aim to improve “search quality” with relevant and authoritative content, it has a downside for some website owners and marketers. Some industries have been hit harder than others, and the winners and losers are as follows.

Winners

1. Content-Driven Platforms: Sites like ThisOldHouse.com have seen substantial increases in visibility. These platforms are known for their high-quality, user-generated content, which aligns with Google’s public emphasis on relevance and authority.
2. Retail Sector: Certain retailers have benefited from the update. For example, notonthehighstreet.com experienced a 56% increase in U.K. search visibility, and uniqlo.com saw a 76% gain. Why? It might be that these retailers have content strategies that focus on user satisfaction and relevance.
3. B2B SaaS Companies: Some B2B SaaS companies have reported significant gains, such as a 25% uplift in organic traffic. This might be attributed to their focus on expert-led content and thought leadership.

Losers

1. Forums and Community Sites: Platforms like DIYChatroom.com and GarageJournal.com have experienced significant declines in visibility. This suggests a devaluation of certain types of forum content, possibly due to Google elevating more authoritative sources like Reddit.
2. AI-Generated Content Sites: Websites heavily reliant on AI-generated content, without substantial human input, have seen drops in visibility. This includes sites that churn out low-value, generic articles, because Google is downgrading what it considers low-quality content.
3. Retailers with Thin Content: Retailers like zara.com and amazon.com have faced declines in visibility, with zara.com dropping by 24% and amazon.com by 14%. It’s not clear why, though some sources indicate their content doesn’t “align” with Google’s evolving criteria for quality and relevance.
4. Government Sites: Some government sites, such as hmrc.gov.uk, have experienced significant visibility losses, highlighting the update’s broad impact across various sectors.

While some of these shifts underscore Google’s ongoing efforts to prioritize high-quality, user-centric content and reduce the visibility of low-value or AI-generated content, there will always be “winners and losers” who will need to adjust their website strategies. The volatility of site traffic results highlights the difficulty of predicting and staying the course with popular or trendy SEO strategies.

Navigating the Challenges

If your website is affected by these changes, here are some key considerations:

1. Content Quality: Google emphasizes the importance of creating content that is genuinely helpful and relevant to users. Focus on providing value to your audience.
2. E-E-A-T Criteria: Ensure your content demonstrates expertise, experience, authority, and trustworthiness (E-E-A-T). This is crucial for maintaining or improving your search rankings in the face of algorithmic changes.
3. Monitoring and Adaptation: Keep a close eye on your site’s performance and be prepared to adjust your SEO strategies as needed. This might involve conducting a content audit or refining your keyword targeting.

Google’s updates will continue, so it’s critical to understand where they are going and what they emphasize in the algorithm.

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