Google’s March 2023 Core Update, which was rolled out over several days, has left a significant impact on search rankings across various industries. As always, Google’s core updates tend to influence the algorithms that determine how websites rank in its search engine results pages (SERPs). These updates often shift rankings in unexpected ways, and understanding the winners, losers, and overall impact of this update is key for SEO professionals and businesses looking to maintain or improve their visibility on Google.
In this article, we’ll break down the winners and losers from the March 2023 Core Update, provide a deeper analysis of the potential factors behind these shifts, and offer insights into how businesses can adjust their SEO strategies for future updates.
Winners of the March 2023 Core Update
Content Quality and Expertise A key theme that emerged in March 2023 was the renewed importance of content quality and expertise. Websites with authoritative, well-researched, and user-focused content saw noticeable improvements in their rankings. This aligns with Google’s ongoing emphasis on “E-A-T” (Expertise, Authoritativeness, and Trustworthiness), which has been a significant ranking factor in recent years. Websites providing high-quality content that addresses users’ needs, especially in fields like health, finance, and technology, benefited from this update.
For example, health-related websites with comprehensive and accurate medical information, written by qualified professionals, saw substantial increases in visibility. On the other hand, sites with vague, generic, or poorly written content that lacked expertise in their respective fields faced significant drops.
User Experience (UX) and Core Web Vitals Sites that prioritised a seamless, fast, and user-friendly experience also saw positive movement in their rankings. Google’s Core Web Vitals, which measures page loading speed, interactivity, and visual stability, continue to be crucial factors for ranking success. Websites that focused on improving their page experience—optimising mobile responsiveness, reducing load times, and enhancing overall usability—experienced significant boosts in organic traffic.
E-commerce websites, in particular, that streamlined their shopping experience, improved site navigation, and made their pages more mobile-friendly gained favour in the eyes of the Google algorithm.
Local SEO and Google Business Profiles Local businesses with optimised Google Business Profiles (formerly Google My Business) saw considerable improvements, as local searches were a key focus in the March update. Websites that had accurate, well-maintained business information, user reviews, and local citations were more likely to see higher rankings for location-based queries. Businesses with detailed and well-optimised Google Business Profiles, including regularly updated hours, photos, and active engagement with customers through reviews, were also rewarded with better visibility in local searches.
Content-Rich Sites in Competitive Niches Websites operating in competitive sectors such as finance, travel, and education experienced positive changes if they focused on creating in-depth, authoritative content. Google’s core update has continued to favour those who can demonstrate their expertise through well-researched, detailed articles and content pieces that go beyond surface-level information.
For example, finance websites that offered comprehensive financial advice, calculators, or expert analyses performed better than those with thinner, less valuable content. Similarly, travel websites with rich content, in-depth destination guides, and high-quality images or videos also saw an uptick in traffic.
Losers of the March 2023 Core Update
Thin Content and Low-Quality Pages Websites that featured thin or shallow content, especially in competitive niches, were the primary losers of the March 2023 Core Update. Google has consistently prioritised high-quality, authoritative content, and this update was no different. Pages with minimal content that didn’t provide users with substantial value or lacked depth saw significant ranking drops.
This includes websites that relied on content aggregation or scraped content from other sources, which often results in thin or duplicate content. These websites struggled to maintain their rankings as Google’s algorithms continue to refine their ability to detect low-quality pages.
Over-Optimisation and Keyword Stuffing Another significant casualty of the March 2023 update was websites that relied too heavily on keyword stuffing or over-optimisation tactics. These sites often engaged in practices like unnaturally repeating keywords in an attempt to manipulate rankings. Google’s algorithms have become increasingly sophisticated in detecting and penalising this type of spammy behaviour.
Websites that used excessive internal linking, poorly executed keyword usage, or clickbait-style tactics suffered drops in their rankings. Google’s increasing focus on providing high-quality, relevant content meant that sites relying on outdated SEO techniques were punished.
Lack of Authoritative Sources and Expertise Websites that lacked authority or credible sources saw their rankings decrease, particularly those in the YMYL (Your Money or Your Life) sectors like health, finance, and law. Google’s focus on expertise and trustworthiness has only grown stronger, and content that isn’t backed by credible, authoritative sources is increasingly penalised. Sites without expert authors, research-backed data, or credible references often saw significant drops, particularly in competitive verticals.
Duplicate Content and Unnatural Link Building Duplicate content and unnatural link-building tactics were also significant losers in this update. Websites that featured duplicated content across multiple pages or used low-quality backlinks as part of their SEO strategy saw their rankings fall. Google continues to refine its algorithms to better detect and demote websites that engage in these spammy SEO practices.
Similarly, websites that were found to be using manipulative link-building tactics, such as purchasing links or participating in link farms, were penalised in this update. Google’s emphasis on natural link profiles has led to a more difficult environment for websites relying on artificial link-building strategies.
Analysis and Key Takeaways
Focus on E-A-T The March 2023 Core Update reinforces the ongoing importance of Expertise, Authoritativeness, and Trustworthiness. Websites that build and demonstrate their authority in their niche—whether through well-researched content, credible sources, or expert contributions—are likely to see positive results in the long term. This is especially true for websites in competitive or sensitive industries like health and finance.
Core Web Vitals are Still Crucial Google’s emphasis on user experience continues to grow. Websites that provide a fast, mobile-friendly, and visually stable experience will see continued success. Improving Core Web Vitals remains a key strategy for maintaining rankings and ensuring a strong presence on Google.
Content Depth and Originality Content remains king. Websites that create original, in-depth, and value-driven content are likely to benefit from future updates. Thin, generic, or duplicate content will continue to struggle as Google gets better at distinguishing quality from low-value content.
Avoid Black-Hat SEO Practices Websites that rely on black-hat SEO techniques such as keyword stuffing, link manipulation, or scraping content should reconsider their strategies. As Google continues to improve its algorithms, sites that engage in these practices will only face steeper penalties. Quality, long-term SEO strategies focused on providing real value will ultimately prevail.
“Just remember that you can test different video lengths until you find what works best –– the sweet spot. Pay attention to your video performance and adjust until you see success.”
Conclusion
The March 2023 Core Update from Google highlights the growing importance of content quality, user experience, and authority in SEO. Websites that prioritise providing value through well-researched, original content, along with a focus on user-friendly design, will see long-term success. Meanwhile, those relying on outdated SEO tactics or low-quality content will face continued challenges in maintaining or improving their rankings.
As always, businesses and SEO professionals must adapt to these changes, keeping an eye on updates and continuously refining their strategies to stay ahead in a constantly evolving search landscape.