In a nutshell:
- Google is rolling out a core update in March.
- During these phases, we see two common mistakes.
- First mistake: Panic. Everything gets changed. Often, it makes things worse. Second mistake: Ignoring it. Two weeks later, the leads are gone. Here, we’ll show you our clean approach that strikes a balance. What is this update, anyway?
Google has been rolling out a core update since March 27. During these phases, I see two typical mistakes.
First mistake: Panic. Everything gets changed. Often, it makes things worse.
Second mistake: Ignoring it. Two weeks later, the leads are gone.
Here, we’ll show you our clear-cut approach to navigating this. Short. Practical. No hysteria.
What is this update anyway?
Google makes major changes to its search system several times a year. Google calls this a “Core Update.” It doesn’t target individual pages. It shifts the weighting of many signals.
The March 2026 Core Update began on March 27, 2026, at 2:00 a.m. (US/Pacific). Google says: The rollout can take up to two weeks. The ranking system is affected. (Google Search Status Dashboard)
Important: Fluctuations are normal while an update is in progress. That’s why we evaluate trends. We don’t re-evaluate every day.
Why this update is still relevant for SMEs
Many SMEs rely on a few stable search terms. Not thousands.
A core update can then be enough to:
- Cut search volume in half.
- Lose local visibility.
- Increase Google Ads costs because organic traffic drops.
If you only do “a little” SEO, you’re not automatically safe. Often, the opposite is true.
What you should NOT do in the first 48 hours
In practice, we see the same knee-jerk reactions time and again.
1) Don’t make mass changes to text
If you rewrite text everywhere right now, you’ll destroy comparability.
You want to know: What has changed? For that, you need consistent content.
2) Don’t touch the URL structure
No relaunch. No new menu. No random redirects.
These are major changes. Afterward, you won’t be able to tell whether Google or you were to blame.
3) Don’t buy “SEO tools” just because things are shaky
Tools are no substitute for a diagnosis.
If you want a tool, choose one that you’ll use even when things are calm.
What we do instead: Our Core Update Checklist
We follow a specific order. It’s boring. It works.
Step 1: Is the rollout really over yet?
Google itself says when the rollout starts. And whether it’s still ongoing. That’s listed in the Search Status Dashboard.
If the update is still active, we hold off on making definitive judgments. We just note down what stands out. (Google Search Status Dashboard)
Step 2: Which pages are actually losing ground?
We look at Google Search Console.
- Timeframe A: 7 days before launch
- Period B: last 7 days (or as close as possible)
We check first:
- Clicks
- Impressions
- Average position
- CTR
Then I sort by pages that had a lot of traffic. Not by pages that I “like.”
Step 3: Are they queries or pages?
If only individual search terms are dropping off, it’s often intent.
If entire page types are dropping, it’s often a matter of quality or structure.
Real-world examples:
- How-to articles are losing ground.
- Service pages remain stable.
- Categories or filter pages are being removed from the index.
Step 4: Quick Technical Check (30 minutes)
We check:
- robots.txt has not been modified
- noindex has not been set by mistake
- Canonical tags are not suddenly pointing to the wrong pages
- Redirects are working (one hop)
- The server is stable (no 5xx spikes)
If there’s a critical issue here, I’ll resolve it first.
Step 5: Quick content check (no fluff)
We review the 5 most important pages that have lost traffic.
For each page, we ask ourselves:
- Does it answer the question directly?
- Is it clear who is behind it?
- Does it include personal experience or just a summary?
- Are there examples included?
- Are there outdated statements that are no longer accurate?
If a page just repeats generic knowledge, it’s interchangeable.
One point many overlook: AI Overviews and Measurement
Google is increasingly displaying answers directly on the search results page. This applies to AI Overviews and AI Mode.
Important for you: Google includes traffic from these AI features in Search Console. You can see it in the Performance Report under “Web.” (Google Search Central Documentation)
That sounds trivial. It isn’t.
Why?
Because in Search Console, you can’t clearly distinguish whether a click came from a traditional search result or from an AI answer.
That’s why I also look at quality:
- Leads
- Calls
- Contact form
- Appointment bookings
If clicks drop but inquiries remain stable, it’s not a problem.
What SISTRIX says about the update situation
SISTRIX writes about the March 2026 Core Update: It was announced on March 27 and is expected to run for about two weeks. In the first few days, no major movements were visible in the UK SERPs. Background noise can mask effects. (SISTRIX)
This aligns with what many SMEs are seeing.
A Core Update feels like an earthquake locally. On average across all pages, it’s often “just” a shift.
What this means for SMEs in concrete terms
We’ll summarize it in three sentences.
1) If you’ve lost ground, you need to measure first. Then decide.
2) If you’ve gained ground, don’t make changes out of fear.
3) If you haven’t maintained anything for years, it’s becoming apparent now.
How I handle this at Waterproof Web Wizard
We work in waves.
Wave 1: Diagnosis. Data. No snap decisions.
Wave 2: Priorities. Only pages with real business value.
Wave 3: Improvements. Clear, traceable, documented.
If you’d like, I can work with you on your website.
- We’ll take a look at your Search Console.
- We’ll show you which pages are making money.
- We’ll tell you what to avoid.
Frequently Asked Questions
When can I make changes after a Core Update?
As soon as you’ve done a thorough comparison. We usually wait until the rollout is complete. Then we look at a stable 7-day period.
How can I tell if it’s a Core Update or a technical error?
A technical error often appears suddenly on many pages at the same time. This includes noindex, incorrect canonicals, or server errors. A Core Update tends to act more like a re-ranking by topic.
Why do I see fluctuations even though I haven’t changed anything?
Because Google changes the weighting. Also, competitors are constantly updating their content. In some industries, small shifts can have a big impact.
Conclusion
If you’re currently losing rankings, that’s no reason to panic.
It’s a reason for a clear analysis.
If you’d like, I can run a quick core update diagnosis for you. Afterward, you’ll know whether you need to take action—and where.
Contact: /contact/
Dennis Hüttner Waterproof Web Wizard GmbH