Google’s March 2025 Core Update: Here’s What We Know So Far

Google’s March 2025 Core Update is rolling out, and while it is described as a “regular” update, history tells us that core updates are anything but minor. Each one reshapes search rankings, sometimes in ways that are immediately noticeable and other times in subtle shifts that unfold over weeks or even months.

Google’s official communication on this update has been limited in detail, stating:

“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.”

What does this actually mean for SEO professionals, content creators, and business owners? While Google hasn’t provided a technical breakdown, there are several key implications we can infer from both this statement and past core updates.

In this guide, we’ll cover:

1. What has been officially confirmed about the update
2. How this update is likely affecting search rankings
3. How to adapt to the March 2025 Core Update

1. What Has Google Officially Confirmed?

While Google has not provided an in-depth technical analysis, here’s what is officially confirmed:

Launch date & rollout duration

• The update began rolling out on March 13, 2025, at 12:30 PM ET.
• The full rollout is expected to take up to two weeks.
• Historically, some ranking fluctuations may continue even after the initial rollout period as the algorithm settles.

Scope of the update

Google describes this as a regular update focused on surfacing more relevant and satisfying content for searchers. While no ranking signals have been explicitly confirmed, past core updates suggest that Google continues refining content quality evaluation, search intent alignment, and user engagement signals.

Historically, broad core updates have refined how Google evaluates content quality, intent alignment, and user engagement. If this update follows a similar trajectory, we may see:

1. Stronger differentiation between authoritative content and aggregated information – Google continues to push for content that demonstrates firsthand experience, in-depth expertise, and original analysis. Sites relying on summarized, repurposed, or AI-generated content without clear human oversight may experience ranking fluctuations.
2. Further refinement of search intent matching – Past updates have shown that pages ranking for high-traffic keywords but failing to meet actual user needs often lose visibility. This could mean Google is getting even better at recognizing intent misalignment and rewarding pages that fully satisfy the query with actionable, relevant information.
3. Potential adjustments in how engagement and content depth are valued – While Google has never explicitly stated that dwell time or bounce rate are direct ranking factors, past updates have correlated with ranking shifts for pages that fail to keep users engaged. Sites offering thin, low-engagement content—even if technically accurate—may see changes in visibility.

Although the full impact of this update will become clearer over the next few weeks, the core takeaway is this: Google is consistently evolving toward prioritizing content that is genuinely useful, well-researched, and experience-driven. Websites that have built their content strategy around originality, depth, and satisfying user intent are more likely to benefit, while those dependent on short-form, AI-rewritten, or surface-level content may need to reassess their approach.

Global Impact

While Google has not explicitly stated that the March 2025 Core Update applies globally, past core updates of this nature have historically impacted search rankings across multiple industries, content types, and languages. Given this pattern, it is likely that websites in different regions may experience changes in visibility.

For website owners and SEO professionals, this means:

• Monitoring ranking changes across multiple regions and languages to identify specific shifts.
• Using Google Search Console and analytics tools to track performance across different markets.

No manual penalty

Unlike manual penalties, core updates do not “punish” sites for specific violations. Instead, they reassess ranking factors, leading some sites to gain visibility while others may drop.

Google often emphasizes that if a site loses rankings, it’s not because it was penalized but because other sites were deemed to provide better, more relevant, or more authoritative content in comparison.

2. How this update is likely affecting search rankings

Since Google has not disclosed specific ranking factor adjustments, SEO professionals rely on observing ranking fluctuations, tracking industry trends, and analyzing past updates to infer key changes. Here’s what early signs suggest:

A possible strengthening of Google’s content quality evaluation

Google’s core updates frequently refine how the algorithm assesses content quality, relevance, and credibility. Based on past updates and Google’s stated goal of surfacing more “satisfying content,” we can infer that:

• Thin, generic, or rehashed content is at greater risk of ranking drops.
  • If your content doesn’t offer unique value—such as original research, case studies, or expert analysis—it may struggle to rank well post-update.
  • Content that simply summarizes existing information without adding unique insights may not perform as well.
• Expertise and First-Hand Experience May Matter More
  • If Google is indeed working to surface more content from creators, it could mean a stronger emphasis on first-hand experience.
  • Sites that provide detailed personal insights, real-world examples, and expertise-driven content may perform better.

For more strategies on improving content visibility, we’ve compiled expert insights on advanced SEO tactics here.

A potential shift in how Google ranks AI-generated content

Google has not specifically stated that the March 2025 Core Update introduces new AI content detection mechanisms. However, the company continues to refine how it surfaces relevant and useful content, which may have implications for AI-generated material.

In previous updates, Google has reinforced its emphasis on content quality, originality, and user satisfaction. While AI-assisted content remains viable, past trends suggest that automated content lacking depth, originality, or clear expertise may struggle to rank well.

Key considerations for content creators:

• Quality and Relevance – AI-generated content that is templated, repetitive, or lacks unique insights may see reduced visibility. Content that aligns with E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness) continues to be a priority.
• Human Oversight – AI-assisted writing should be carefully reviewed and enhanced with expert insights, original data, or firsthand experience to remain competitive.
• User Engagement – While Google has not confirmed changes to engagement-based ranking factors, content that does not effectively satisfy search intent or keep users engaged may see ranking shifts.

Possible adjustments to link signals

Backlinks have long been a key ranking factor, serving as a measure of trust, authority, and relevance in Google’s search algorithm. However, the way Google evaluates links has evolved significantly over the years, shifting away from pure quantity and domain authority toward a more nuanced approach that prioritises context, editorial value, and topical relevance.

Historically, several major updates have reshaped how Google perceives and values backlinks:

• Penguin Updates (2012-2016) – Introduced real-time link evaluation, penalising spammy, manipulative, or irrelevant backlinks. This forced a shift toward earned, natural links from reputable sources.
• March 2024 Core Update – Although not explicitly stated, data from ranking fluctuations suggested that contextually relevant backlinks gained more weight, while links from general high-authority sites with no topical connection became less impactful.
• Ongoing Refinements to Link Spam Detection: Google has consistently improved its ability to detect and discount links that appear unnatural, low-quality, or unrelated to the content they link to.

Given this historical pattern, our assessment as digital marketers is that Google may be moving further away from traditional authority-based link valuation and instead placing a stronger emphasis on contextual relevance and editorial integrity.

Over the years, we have seen a consistent shift where links earned naturally from topic-aligned, high-quality sources tend to hold more weight than those acquired from general high-authority domains. If this update follows previous trends, backlinks may be evaluated more in terms of their contribution to content credibility and user value rather than just their source’s domain authority.

This means that:

• Niche relevance could now outweigh raw authority. A link from a well-respected site in the same industry may have more impact than one from a high-DA but unrelated website.
• The placement of the link matters more than ever – Editorially placed, in-content links (especially in long-form, well-researched articles) may hold more influence than those placed in footers, sidebars, or comment sections.
• Backlink diversity remains crucial – Sites that rely on a small number of authoritative backlinks from a single source may find that approach less effective, as Google has historically worked to reward naturally diverse link profiles.

While the full extent of this update’s impact will unfold over the coming weeks, we believe earning links through genuine, high-quality content will continue to be the most sustainable SEO strategy. Websites that build industry connections, provide unique insights, and naturally attract links from relevant sources will likely see long-term benefits.

A Look Back at the 2024 Core Updates

Before the March 2025 Core Update, Google rolled out three major core updates in 2024, each contributing to ongoing refinements in search rankings.

• August 2024 Core Update – This update introduced ranking adjustments across multiple industries, refining how Google evaluates content quality and intent matching.
• November 2024 Core Update – A gradual rollout that led to notable ranking shifts, impacting sites based on content relevance, authority, and quality signals.
• December 2024 Core Update  – A short but impactful update, further refining ranking adjustments introduced in November.

This new rollout is expected to bring another round of refinements, likely reinforcing Google’s focus on content depth, originality, and user engagement.

3. How to adapt to the March 2025 Core Update?

Given these potential changes, here’s what SEO professionals and website owners should be doing right now:

Conduct a content quality audit

• Assess pages that have lost rankings—are they still valuable and aligned with search intent?
• Ensure originality—content should go beyond summarizing existing information and provide unique insights, expert analysis, or firsthand experience.
• Update outdated content with the latest data, case studies, and industry developments.
• Identify and expand thin content—pages that lack depth or context may need to be enhanced or consolidated.

Strengthen E-E-A-T signals

• If applicable, clearly identify the author of each piece of content and highlight their expertise and credentials.
• Ensure content links to authoritative sources where relevant.
• Avoid publishing generic or anonymous content without clear credibility indicators.

Monitor ranking fluctuations closely.

• Use Google Search Console and analytics tools to track changes in rankings and traffic over the next few weeks.
• Avoid making rash changes—sometimes rankings fluctuate before stabilizing post-update.

Focus on engagement and UX improvements.

• Ensure readability, clear formatting, and multimedia enhancements to keep users engaged.
• Encourage interactivity—user comments, discussions, and engagement signals can help establish content credibility.

As the March 2025 Core Update continues to develop, we are tracking its impact on search rankings, content strategies, and overall SEO performance. We will continue providing expert analysis, actionable recommendations, and key insights to help businesses adapt and stay ahead. Stay tuned for updates as more data becomes available.