Spynn CEO Offers Expert Guidance to Businesses Affected by Google's March 2025 Core Update

Google's March 2025 core update landed like a meteor in the digital wilderness, where algorithms reign supreme. Some businesses scrambled through the debris, while others emerged unscathed. Many website owners now find themselves in a Darwinian struggle as the dust settles after this seismic shift's completion on 27 March: adapt or disappear into the vast abyss of search engine obscurity.

The Algorithm Apocalypse

'The digital landscape has fundamentally shifted, and businesses that don't pivot quickly will find themselves as relevant as a floppy disk at a tech conference,' observes Matteo Ferretti, CEO of PR agency Spynn.

Ferretti, whose agency specialises in helping businesses increase credibility and visibility, has been monitoring the fallout since Google began rolling out the update on March 13th. The two-week implementation period has brought significant changes across the search landscape, with particular disruption in several industries where AI Overviews have expanded dramatically.

Google has recalibrated the universe of search results like a digital Thanos snapping its fingers. BrightEdge data shows AI Overviews increasing by 528% for entertainment, 387% for restaurants, and 381% for travel queries. This massive shift could significantly alter traffic patterns and click-through rates even for websites that maintained first-page rankings.

The New Digital Currency

Google reputation management has become more crucial than ever for businesses caught in the crossfire. Unlike previous updates where technical fixes might suffice, this one demands a more holistic approach focused on E-E-A-T principles.

'The businesses that will recover fastest are those who understand that Google reputation management is more than SEO tactics. It's about fundamentally rethinking how you demonstrate expertise and authority online,' says Ferretti.

The update has also significantly cracked down on 'parasite SEO,' where authoritative websites host low-quality, third-party content that doesn't align with their core niche. This practice, which has long been a shortcut for gaining visibility, is now firmly in Google's crosshairs.

The E-E-A-T Renaissance

Google's E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness) have been supercharged in this update, evolving from guidelines to what appear to be hard-ranking factors.

'We're witnessing an E-E-A-T renaissance,' Ferretti notes. 'Businesses that invested in building genuine authority and expertise are now seeing those investments pay dividends, while those who took shortcuts are paying the price.'

This shift represents a return to Google's core mission of organising the world's information and making it universally accessible and helpful. The update is a much-needed filter, separating signal from noise in a digital ecosystem increasingly polluted by AI-generated content.

Recovery Roadmap: Ferretti's Five-Point Plan

For businesses reeling from the update, Ferretti offers a five-point recovery plan that aligns with expert recommendations:

1. Audit Your Authority Signals

'Start by honestly assessing how well your website demonstrates genuine expertise,' advises Ferretti. 'Are your authors' credentials displayed? Is your content created or reviewed by genuine experts? Do you cite authoritative sources?'

This audit should extend beyond your website to your broader digital footprint, including social media profiles, third-party mentions, and industry recognition.

2. Revamp Content Strategy

The days of churning out thin content optimised for keywords are over. Businesses need to pivot to a quality-over-quantity approach focused on comprehensive coverage of topics relevant to their audience.

'Each piece of content should answer the question: 'Why should someone trust this information from us specifically?'' says Ferretti. 'If you can't answer that convincingly, neither can Google.'

3. Optimise for Entity-Driven Searches

Following BrightEdge founder Jim Yu's recommendations, Ferretti suggests focusing on entity-driven searches, especially in entertainment or around prominent people in your organisation. Creating content that supports decision-making and tracking seasonal interest shifts are also critical strategies.

4. Improve User Experience

The update continues Google's emphasis on user experience signals, including faster page load speeds, mobile-friendly design, intuitive site navigation, and engagement metrics.

'Technical SEO fundamentals still matter enormously,' Ferretti explains. 'Core Web Vitals optimisation isn't just about pleasing the search engine so Google results about you stay on top—it's about creating a seamless experience that keeps users engaged with your content.'

5. Clean Up Your Link Profile

The update shows less tolerance for black-hat SEO practices, including manipulative link-building schemes and spammy guest posting. Ferretti recommends thoroughly auditing your backlink profile to identify and remove potentially harmful links.

'The businesses that recover most successfully are those who commit to a long-term strategy of building genuine authority rather than chasing algorithm loopholes,' he notes.

The Silver Lining

Although the update has caused many businesses short-term pain, Ferretti sees a silver lining for the digital ecosystem as a whole.

'This update is ultimately good news for businesses committed to providing genuine value,' he argues. 'By raising the bar for what ranks well, Google creates an environment where expertise and authority are properly rewarded.'

For consumers, this means more reliable information from genuine experts. For businesses, it means a more level playing field where investments in quality and expertise yield tangible returns.

As the digital dust settles on Google's March 2025 core update, one thing becomes clear: you can't fake it until you make it in the new search landscape. You have to actually make it.

'In the end, Google isn't changing the game's rules. It's just getting better at enforcing them. The thriving businesses will be those who play by the spirit of those rules, not just the letter,' Ferretti concludes with a knowing smile.

Perhaps the most revolutionary strategy is also the most traditional: be the genuine authority you claim to be. As for those still trying to game the system, in the immortal words of Google's search results page, 'Your content may be on page two.'