Your content quality’s under the microscope with Google’s March 2025 core update.

What we’ve seen since Google’s March 2025 update — and what you should do about it.

We’re writing this because the questions are coming in thick and fast. Clients, collaborators, marketers, founders — all asking some version of:
“What does the March update mean for us? Are we in trouble? And how do we make sure we’re not next?”

It’s a fair concern. Google’s March 2025 core update has been quite aggressive for some — especially if your site relies heavily on SEO-driven content. But this isn’t a sudden change. It’s the latest step in a long and very clear direction.

Google has been pushing for better, more useful content for years. This update just makes it harder to hide behind volume, AI tools, or outdated strategies. If your content isn’t helping real people solve real problems, it’s going to be at risk.

This is just more of what we’ve seen before

This March update has made it very clear that Google is done being lenient.

Everything we’ve seen — from the increased deindexing of low-value content to the stronger impact of site-wide quality signals — points to one big takeaway:
“Good enough” no longer cuts it.

What might have ranked two years ago could now actively dragging your site down. And Google’s new systems are much better at spotting content that’s thin, unoriginal, or clearly created to game the algorithm.

It’s no longer about whether some pages are helpful. It’s about whether your entire domain feels trustworthy, useful and written with people — not bots — in mind.

The fallout has been uneven — and that tells us a lot

One of the most telling aspects of the March 2025 update has been the variation in impact. Some sites saw sharp drops in traffic. Others saw a lift. And many more? Barely a flicker.

This wasn’t a blanket penalty. It was a refined filter, applied domain by domain, page by page, with precision. Google’s goal wasn’t to punish, but to reward helpfulness — and quietly remove content that’s just taking up space.

Who’s come out on top?

Winners include sites like Reddit and Yelp, both of which have seen increased visibility post-update (source: Marketing Aid). Why? They’re built on user-generated content that’s rich in first-hand experience, detail, and authenticity.

Google’s systems now better understand the value of that kind of specificity. Reviews, discussions, and direct experience all align with the E-E-A-T framework — particularly the ‘Experience’ and ‘Trust’ elements. These sites aren’t just surfacing content — they’re surfacing lived knowledge.

Who’s lost ground?

Sites taking a bit of a nosedive include those with large volumes of low-quality or auto-generated content. These are often:

• Programmatic pages created at scale

• AI-written articles with minimal human input

• Generic how-to posts that add nothing new to the topic

• Old content archives left to stagnate

Many of these sites have been hit hard, with notable visibility drops reported across smaller forums and niche affiliate networks (source: finessse.digital).

It’s not that this content was inherently bad. But it lacked depth, originality, or real-world value — and Google has simply decided that’s no longer worth indexing.

Why this matters

It tells us a lot about Google’s direction. It’s no longer enough to have a few strong-performing pages. The overall quality and purpose of your entire site is now under the microscope.

If the bulk of your content is unhelpful — even if it ranked well in the past — it’s at risk. If it’s vague, generic, or obviously created to tick SEO boxes rather than help real people, Google’s systems are more likely to ignore it. Or worse, remove it from results entirely.

This is where E-E-A-T becomes more than a framework — it’s a litmus test.

If your site:

• Reflects real expertise

• Has clear authorship and trust signals

• Solves actual problems for your audience

• Shows that it was written by someone who’s been there

…you’re likely on solid ground. But if not, this update is your sign to reassess.

What kinds of content are getting caught out?

If you’re trying to assess risk, here’s what’s currently under the microscope:

1. AI-generated or overly templated content

Not all AI is bad — but publishing unedited, shallow content at scale is. Especially if it offers nothing new and reads like a rewrite of everything else online.

2. Keyword-first, value-second pages

Pages built around search terms instead of search intent — like “top tips for X” lists that don’t say anything meaningful — are being filtered out. Especially if they exist just to rank and not to help.

3. Outdated content libraries

Hundreds of older blog posts, never updated, no longer relevant to your brand or audience? That archive might be quietly eroding your domain quality — and holding newer content back.

4. Content without credibility

If Google (or a user) can’t tell who wrote it, why they’re qualified, or where your data came from, it’s less likely to rank. Anonymous, generic content just doesn’t cut it anymore.

So what kind of content is still performing?

Here’s what we’re seeing do well across the board — and what we’re advising our clients to aim for:

• Depth over breadth: It’s better to publish one useful, well-structured article than five shallow ones. Content that answers questions thoroughly and anticipates follow-ups is rewarded.

• First-hand experience: Google is prioritising content created by people with actual knowledge of the subject — not just people who know how to rank.

• Clear authorship and transparency: Who wrote it? Why are they credible? Is it up to date? This all contributes to trust — and trust is ranking currency now.

• Specificity and originality: Say something useful. Say it in your own voice. Add insight from your work, your data, your clients, your perspective. That’s the difference between content that performs and content that just… exists.

What should you be doing right now?

As Google said previously: “There’s nothing new or special that creators need to do for this update as long as they’ve been making satisfying content meant for people. For those that might not be ranking as well, we strongly encourage reading our creating helpful, reliable, people-first content help page.” 

Still, whether you’ve seen an impact or not, now is the perfect time to reassess your content strategy — not reactively, but proactively.

1. Audit your site’s content quality

Don’t just look at traffic — look at usefulness. Would someone genuinely benefit from this page? Or is it just taking up space?

2. Get ruthless with outdated or generic content

You don’t need to nuke your blog, but you do need to be honest about what’s actually helping your users — and what’s just lingering. What posts can you improve on? What can be consolidated? What can be removed?

3. Show your expertise

Use real bylines. Include bios. Quote subject matter experts. Add links to original data. If you’re an expert in your field, your content should reflect that.

4. Stop publishing for the sake of publishing

If your content calendar is driving quantity without quality, pause. Invest in fewer, stronger pieces instead. One valuable post a month beats four that say nothing new.

5. Work towards long-term credibility

This isn’t about reacting to a single update. It’s about aligning with where search is headed: high-value, high-trust, human-led content. The sooner your site reflects that, the safer you’ll be.

The main takeaway? Don’t be lazy with your content.

If you’re putting out content that’s thoughtful, experience-led, and written to help your audience — you’re already ahead. But if your site is bloated, generic, or built for bots, it’s time to rethink.

We’re helping our clients make sense of this update and tighten up their content strategies to align with these shifts — not just to recover, but to grow. If you want a second pair of eyes on your content or a steer on what to prioritise, drop us a line.