An Unusual Rollout with Selective Impact

Google launched its March 2025 core update on Thursday, March 13. We see something different from typical core updates after monitoring websites across various industries over the weekend. Rather than immediate, widespread ranking changes, this update is rolling out in waves, affecting specific industries and keyword categories.

The SEO industry shows mixed results. While some websites see 20%+ ranking shifts, others remain relatively stable. This pattern differs from previous updates, where changes hit across most sectors simultaneously.

What Businesses Are Experiencing

Four days into the rollout, here’s what we’re observing across industries:

• Retail and e-commerce: Generally stable with minimal traffic changes, particularly for established Boston retailers with firm review profiles
• Professional services: Boston law firms and healthcare providers are seeing moderate shifts, mainly affecting service-specific keywords rather than location terms
• News and media: Local publishers report fluctuating Discover traffic and changing visibility for breaking news topics
• Real estate: Various Boston real estate websites show ranking improvements for neighborhood-specific terms while broader city terms remain stable

Industry data suggests many sites experienced early fluctuations in late February, indicating Google may have been testing these changes before the official announcement.

Changing Search Intent Patterns in the March Update

As this March 2025 update continues to roll out, we see significant shifts in how Google interprets search intent. Search queries that previously triggered mainly informational results show more commercial options in specific industries. For example, searches like “best foundation repair,” previously dominated by review sites, show more service providers directly. This represents a subtle but essential adjustment in how Google matches content to user needs. The update is refining Google’s understanding of when users want direct service options versus when they’re still in research mode. For businesses, content that clearly signals its purpose and directly addresses specific user needs performs better than broad, catch-all pages trying to serve multiple intents simultaneously.

Local Search Factors Gaining Prominence

The March update emphasizes proximity and local relevance factors more than previous core updates. Boston businesses with complete Google Business Profiles that include recent photos, thorough service descriptions, and consistent posting activity are maintaining better visibility in local pack results. Review recency and specific mention of services within reviews seem particularly influential in this update. Businesses with reviews from the past 30 days mentioning specific services show improved local visibility compared to competitors with older or more generic reviews. This continues Google’s multi-year trend toward prioritizing freshness and specificity in local results, making ongoing review management and local profile optimization increasingly crucial for maintaining visibility.

Content Depth vs. Content Breadth Trade-offs

One notable pattern emerging from this update involves how Google evaluates content comprehensiveness. Sites with fewer pages that cover topics exhaustively are generally faring better than sites with many thin pages targeting slight keyword variations. This represents a continued refinement of how Google evaluates expertise. Rather than rewarding sites for having the most pages on a topic, the algorithm is better at recognizing when a single thorough resource provides better user value than multiple shallow pages. For Boston businesses, consolidating content around core topics might be more effective than creating numerous pages targeting minor keyword variations. This doesn’t mean removing specialized content for legitimate service variations but ensuring each page offers substantial value beyond targeting a specific keyword.

What Our SEO Team Is Doing

We’re taking several immediate actions to help Boston businesses navigate this update:

• Running daily ranking reports segmented by keyword type and intent
• Analyzing traffic patterns by landing page and user location
• Comparing local vs. organic visibility changes
• Monitoring industry-specific trends to provide informed guidance

We recommend scheduling strategy sessions for businesses experiencing significant changes to review specific keyword shifts and identify appropriate content adjustments.

What Your Boston Business Should Do Now

Based on two decades of guiding local businesses through algorithm changes, here’s our practical advice:

1. Don’t panic or make rushed changes. The update is still rolling out (likely through March 27), so wait for patterns to stabilize before making significant website changes.
2. Check your specific keyword segments. Rather than looking at overall traffic, examine which types of searches are gaining or losing visibility.
3. Review your Google Business Profile. Ensure your business information, categories, and review responses are current, as local factors appear influential in this update.
4. Analyze competitor movement. Some businesses see new competitors appearing for their core terms, suggesting changing competitive landscapes.
5. Focus on user experience signals. Sites with intense engagement metrics weather this update better than those with high bounce rates.

If you’re concerned about specific ranking changes you’re seeing, our SEO team is available for a complimentary 30-minute assessment. Contact Boston Web Marketing today to schedule a time with one of our senior strategists.

We’ll continue monitoring this update’s impact on Boston businesses and provide another detailed analysis once the rollout is complete.

Let Boston Web Marketing Help

Since 2009, Boston Web Marketing has helped hundreds of Boston-area businesses improve online visibility through data-driven SEO, content marketing, and local search strategies. Our team of certified search specialists focuses exclusively on helping New England businesses compete effectively online. Contact us to learn how we can help your business succeed through every Google update.