Quality of content under scrutiny in Google's March 2025 core update

In the ever-evolving world of search engine optimisation, Google has made it clear that quality and credibility are paramount. The tech giant's latest update, rolled out in March 2025, has shifted the focus from SEO-driven content to content that is helpful to real people.

Anonymous content is less likely to rank, as Google prioritises content with clear authorship and credibility. This means that providing information about the author, their qualifications, and the content's up-to-dateness enhances trust.

Depth over breadth in content is also preferred. Publishing one comprehensive article is more valuable than several shallow ones. Google's goal is to reward helpfulness and remove content that is thin, unoriginal, or created to game the algorithm.

The E-A-T framework has become a litmus test for site quality. Sites that reflect real expertise, have clear authorship and trust signals, solve actual problems for the audience, and show that they were written by someone who's been there are likely to perform well.

Stop publishing generic content and start prioritising quality over quantity in content creation. Specificity and originality are crucial, with content offering unique insights and being written in a distinctive voice.

Google's systems now better understand the value of specific, detailed content that aligns with the E-A-T framework, particularly the 'Experience' and 'Trust' elements. Websites that leverage structured, static content have shown positive visibility impacts, such as Zalando’s filtered product pages.

On the other hand, sites with large volumes of low-quality or auto-generated content have experienced sharp drops in traffic. These include programmatic pages created at scale, AI-written articles with minimal human input, generic how-to posts, and old content archives left to stagnate.

The impact of the update has been uneven, with some sites experiencing sharp drops in traffic while others saw an increase. Sites taking a nosedive include those heavily relying on SEO-driven content, making it harder to rank with content that isn't helpful to real people.

However, sites rich in first-hand experience, detail, and authenticity, such as Reddit and Yelp, have seen an increase in visibility post-update.

In light of these changes, it's important to consider a brand pulse audit tool to evaluate your brand's performance and identify areas for improvement. Assess the usefulness and credibility of your site's content, not just its traffic. The overall quality and purpose of an entire site is now under the microscope, not just individual pages.

Lastly, work towards long-term credibility by aligning content with high-value, high-trust, human-led content to prepare for future search trends. This approach will help ensure your content remains valuable and relevant in the ever-changing digital landscape.