Google has rolled out its March 2025 Core Update, a major algorithm change designed to improve search quality and user experience. This update, which started on March 13 and will take about two weeks to roll out fully, affects websites globally, including multi-location businesses managing Google Business Profiles.
Key Changes & What to Focus On
Quality Content Matters More Than Ever
Google continues to prioritise original, insightful, and human-written content over AI-generated or low-value material. This means multi-location businesses should ensure their GBP listings and websites provide useful, engaging content rather than overly promotional or generic text.
User Experience (UX) is Critical
User experience is also a bigger ranking factor. Websites with fast load times, mobile-friendly design, and seamless navigation are more likely to perform well. If your location pages or GBP landing pages aren’t optimised for mobile or have slow performance, they could see a drop in visibility.
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is Key
Credibility remains crucial, especially for businesses in industries such as healthcare, finance, and legal services. Google values expertise, authoritativeness, and trustworthiness, so it’s essential to highlight customer reviews, showcase industry expertise, and provide clear, detailed business information.
Who’s Most Affected?
Websites relying on thin, AI-generated, or overly commercial content without real value may experience ranking declines. Businesses with inconsistent location information across GBP listings and other platforms may also struggle, as Google rewards accuracy and consistency. If your name, address, phone number (NAP), or business details are inconsistent, now’s the time to clean them up. Additionally, local pages with low engagement, such as those lacking reviews, customer interactions, or relevant local content, could struggle post-update.
How Local Businesses Can Stay Ahead
🚀 Audit & Optimise Your Content – Ensure your GBP descriptions, posts, and local landing pages provide real value, not just promotional text.
🚀 Keep Business Information Consistent – Keeping business information consistent across all locations is essential, and using a platform like GMBapi can help manage this efficiently.
🚀 Leverage Customer Reviews – Google values real-world trust signals, so respond to reviews (our AI-powered review replies can help!) and encourage customer feedback.
🚀 Enhance Your Local SEO Strategy – High-quality GBP posts, localised keywords, and relevant updates will help your locations rank higher in search.
What This Means for You
You may notice fluctuations in search rankings as this update rolls out. Keep an eye on performance using Google Search Console, GBP Insights, and analytics tools. The businesses that thrive will be those that focus on accuracy, high-quality content, and a seamless customer experience. The update reinforces the ongoing trend of rewarding high-quality, expert-driven content while adapting to AI’s growing influence in search rankings.
If you need help optimising your GBP listings across multiple locations, GMBapi has the tools to keep you ahead!
Want to learn more? Get in touch with us today!
