March is bringing big changes to search. From Google’s first core update of the year to the rise of AI Mode and new search behaviours, here’s everything you need to know to stay ahead.
Google Search
Google March 2025 core update is rolling out
With March comes the first Google core algorithm update of the year.
Officially announced on March 13th, Google’s latest core update is forecasted to roll out over two weeks.
Google says that it is a ‘regular update’ that looks at all types of websites — but did mention that it has a particular focus on pushing content from content creators higher up the SERPs:
‘We also continue our work to surface more content from creators through a series of improvements throughout this year. Some have already happened; additional ones will come later.’
Once the update is finished rolling out, we’ll cover it in more detail.
For publishers…
Ranking volatility has been picking up here and there, but things remain comparatively quite calm for the time being.
Even so, it’s important to monitor your website’s performance closely as the update rolls out — and a few weeks after the fact.
Give the SERPs time to settle before you react with any big changes. You’ll want to know the full extent of the update’s impact before responding.
Google officially announces AI Mode
Google has finally announced their AI Mode “experiment”, leading to widespread concern from publishers about the lack of incentive for users to click through to websites from generated results.
For those who didn’t catch our ‘everything we know so far’ guide to AI Mode, in a nutshell, it’s Gemini Search, accessible via the usual filters on the Google Search UI, such as Images, shopping, News, etc.
When active, Google’s traditional SERPs are removed from the picture, replaced by entirely AI-generated results that continuously adapt based on user follow-ups.
In a later announcement, Google confirmed that they will be testing ads in AI Mode shortly, ‘leveraging learnings’ from their ad tests in AI Overviews.
For publishers…
AI Mode is still only available to Google One Premium subscribers, but it’s not too early to start questioning how it will fit into your digital strategy.
Consult our guide to AI Mode for Google Search to get the cogs turning in preparation for a full release.
10% of searches from young Google users starts with "Circle to Search"
According to a global data point highlighted by Managing Director of Google India, Roma Datta Chobey, 10% of all Google searches from a young audience start with Google’s Circle to Search feature.
Launched on select Android phones on January 31st, 2024, Circle to Search is exactly what it sounds like, allowing users to search for information on any onscreen element by circling it. You can also highlight or tap an element if more appropriate.
Circle to Search works across all apps on the device. You can be watching a video, scrolling on social media or even texting — and when you circle something, the phone will present relevant search results from Google.
For brands…
Chobey stated that this increase in Circle to Search use is ‘opening brands to broader queries, richer intent signals, and new ways to engage customers’.
In practice, SEO for Circle to Search centres on multimedia inclusion and optimisations. Where appropriate, we’d recommend adding high quality images and videos to your webpages, following best multimedia SEO practices, such as adding schema markup.
Read our guide to video SEO optimisation as a starting point.
Use SEO tools to find out what sort of keywords are driving traffic to your multimedia content and incorporate them naturally into your optimisations.
Circle to Search results also feature dedicated ad slots, so investing in Visual Search Ads is a must for capitalising on this feature’s growing popularity.
Roughly one third of active web users barely perform Google searches
In collaboration with Datos’ panel measure web browser, Rand Fishkin compiled a report that revealed, for 2024, roughly one third of active web users are only performing between 1 and 20 Google searches per month.
Let’s break this down with some quick maths…
There are an estimated 5.35 billion active monthly internet users globally. 1/3rd of 5.35 billion is 1.783.155 billion. So, in essence, almost 2 billion monthly Google users are barely using Google!
Rand’s report also offers a breakdown of which Google verticals users were most engaging with. Interestingly, Google Images, which saw much higher usage in the past, still accounts for 10.62% of total Google utilisation.
For publishers…
If 1/3rd of internet users only use Google Search a handful of times each month, reaching them via Google’s SERPs is a tall order. But remember — just because they aren’t using Google too much doesn’t mean they aren’t active on the internet as a whole!
Consider diversifying your online presence across socials and other popular platforms such as YouTube too — where these passive searchers may still find your brand.
The enduring popularity of Google Images also reinforces the importance of multimedia content for modern content marketing.
Google responds to over 5 trillion searches annually
In early March, Google revealed they respond to upwards of 5 trillion searches per year.
This is the first time they’ve released annual response rates since 2016, when the number sat at 2 trillion searches per year. Before that, it was 1.2 trillion back in 2012.
For publishers…
This data shows that, although diversifying your digital presence is important, there is still huge potential in optimising for Google Search traffic. Yes, about one-third of users aren’t that interested in Google, but that still leaves 2/3rds who are!
Given the rapid growth from 2 trillion in 2016 to 5 trillion today, publishers should focus on creating high-quality, search-optimised content that aligns with trending queries and satisfies search intent.
TDMP are tried and tested Google experts with a proven track record of delivering exceptional SEO strategies that improve search rankings and maximise organic traffic. Let’s talk.
AI search engines are wrong more frequently than you might think
We recently carried out a study to find out the extent AI answer engines plagiarise content in their responses. Now, with the publication of a new study from Columbia Journalism Review, rather than simply originality — it’s the veracity of AI search engine responses being called into question.
The study showed that, collectively, AI search engines respond with incorrect answers to more than 60% of the time.
Individually, each search engine showcased a different level of inaccuracy, with Groks 2 & 3 and Google Gemini performing worst of all.
Source: cjr.org
By contrast, ChatGPT Search and Perplexity were right the most — but were still producing misinformation at an alarming rate.
For publishers…
All the more reason to be selective with your use of AI search tools for research and content creation.
If you are going to use one, use one that scored “well” in this study.
AI has come on leaps and bounds in recent years, but this is an important wake-up call that it’s light-years from where it needs to be before we can consider these truly reliable resources.
That’s not to say they can’t be useful in their current state — for certain tasks, they’re fantastic. But when factuality is essential, never accept generated answers as the whole (or even a fraction) of the truth.
Google SEO
Google introduces GBP QR codes to simplify native review process
You can now create QR codes and forward them to customers so they can easily leave you a Google review — either on Search or Maps.
Access this new feature via the ‘Ask for reviews’ or ‘Get more reviews’ option in your Google Business Profile.
Source: SERoundtable
For businesses…
Although Google does pull through some reviews from trusted third-party review sites to your GBP, they give native reviews extra SEO weight. Therefore, anything that makes it easier for you and your customers to leave native reviews is a good thing — so we recommend trying this new feature out!
Paid media
Performance Max campaigns to get channel reporting... maybe
During a Google Think event in Amsterdam, one presentation slide suggested that channel reporting is coming to PMax paid media campaigns — although many marketers are sceptical.
Besides the slide image posted to social media by an attendee of the event, no news of this update is circulating. Google is yet to officially announce it — and have not responded when asked directly if this feature is coming.
For advertisers…
We’d welcome channel reporting for PMax campaigns with open arms. PMax campaigns can be incredibly effective, but they would certainly benefit from greater transparency.
Scraping some of the paint from the exterior of the black box elements of this campaign type wouldn’t only improve reporting capabilities; it would help advertisers make informed optimisations for better campaign outcomes.
Stay current with TDMP
With Google’s latest updates, AI advancements, and shifting search trends, staying informed is more important than ever. Keep ahead of the curve with comprehensive digital marketing support from TDMP. Contact us today.