Every time Google rolls out a major core update, the same pattern emerges online. Dashboards are working overtime. LinkedIn is flooded with “what you need to do right now.” Everyone is writing about last month’s update as if it were breaking news.
We don't do that.
Not because those updates aren’t important—they are. But because the only meaningful question isn’t “What should I do after this update?” but rather: “What structural changes will there be in how Google evaluates my website?”
And that answer is more interesting than a list of quick fixes.
In a previous blog post, we wrote about E-E-A-T and AI results, as well as the shift from keywords to prompts. This blog post builds on those insights—but this time, we’re asking: What does this series of updates mean, structurally, for the way you manage your website?
Who is this blog for?
For entrepreneurs and marketing and communications professionals who understand that SEO is constantly evolving—and want to know where it’s headed, not just what the forecast is for today.
The update is over. Reality remains.
The March 2026 Google Core Update is complete. The dust has settled. The winners have won. The losers are wondering why.
But here’s what most “what to do after a core update” articles miss: the update itself isn’t the problem. The pattern is the problem.
In the first five months of 2026, Google has already rolled out several significant updates. Not a single major annual shake-up, but a continuous stream of changes: spam updates, Discover updates, core updates, and countless unconfirmed tweaks in between. Anyone who builds their SEO strategy around reacting to individual updates is playing a game they, by definition, cannot win.
So the question isn't: "What should I do after the March update?"
The question is: “What does a website look like that becomes more stable—rather than more vulnerable—with every upcoming update?”
What Google weighs differently in its algorithm
The essence of the recent updates is no mystery. Google has been consistently communicating its direction. Three key indicators stand out.
1. Demonstrated expertise trumps well-articulated knowledge
Google calls this E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness. The extra E—Experience—is the newest and most significant element. Google tries to determine whether someone actually has experience with a subject, or whether they have simply summarized it well.
That distinction may sound subtle. In practice, it’s drastic.
A blog post on “how to choose an accountant” written by someone who has never hired or supervised an accountant consistently performs worse than the same post written by someone who has spent ten years helping companies make that choice. Even though, objectively speaking, the text is “just as good.”
For website owners, this means: Who writes for your site? What is their background? Is that information provided? Can that person be found, verified, and consistently present? These are no longer minor details. They are ranking signals.
2. Content that adds value beats content that merely repeats
Google doesn't officially refer to this as "information gain"—but the principle has been demonstrably present in its algorithms for years and has become even more dominant following recent updates.
Simply put: pages that add something new to the web rank higher than pages that just repeat what a hundred other pages already say.
What “adding something new” means in practice:
- Your own data, experiences, or examples that aren't found elsewhere
- A specific perspective on a topic rather than a broad summary
- Answers to questions that others rarely or never address
- Insights you can only gain by working in the field every day
This is also the best explanation for why AI-generated content consistently underperforms: AI simply rephrases the average of what already exists. By definition, it adds little that is new.
3. User feedback carries more weight than ever
Rankings are no longer static. Google measures how people respond to search results: Do they click on them? Do they quickly return to the search results page? Do they scroll through the page? Do they click through to other pages?
A page that’s technically sound and features well-written content, but from which visitors bounce after just ten seconds, loses ground. A page that truly helps people—even if the layout is simpler—gains ground.
This has implications for how you think about your website. It’s no longer just about “making sure Google finds my page.” It’s about “making sure that people who find my page find it useful.”
How this fundamentally changes the way you manage your website
From a one-time effort to an ongoing process. A website that performed well two years ago doesn’t automatically perform well today. Not because you did anything wrong, but because the bar is constantly being raised. Continuously measuring, adjusting, and improving is no longer a luxury. It’s maintenance.
From quantity to relevance. Publishing more content doesn’t help if that content adds little value. Organizations that invest in less but better content—with genuine expertise and tangible value—consistently outperform those that chase volume.
From technology as a one-time project to technology as ongoing maintenance. Core Web Vitals are changing. Browsers are changing. Google’s technical requirements are shifting. A technical audit you conducted three years ago no longer guarantees compliance today. Regular technical checks have become essential.
From anonymous content to recognizable authors. Who writes the blogs on your site? If the answer is “the company,” you have an E-E-A-T problem. Content with a name, a face, a track record, and verifiable expertise ranks higher—and converts better.
The good news
You don’t need to panic every time a new update comes out. In fact, if you’ve got the above covered on a regular basis, you don’t even need to.
| What they do | What that achieves |
|---|---|
| Publishing content using your own expertise and name | Stronger E-E-A-T signals, better rankings for informational searches |
| Maintain the technical infrastructure of their site | Stable Core Web Vitals, no technical drop in rankings |
| Track monthly rankings and behavioral signals | Early detection of drops, faster recovery after updates |
| Building authority outside their own site | Backlinks, reviews, and mentions — all help build trust |
Want to know how to apply this specifically to your organization? In our blog post on how to generate more leads from your website, we explained how search visibility and conversion go hand in hand. And our blog post on social proof and trust explores how building authority can also boost your conversion rate.
Three things you can do this week
1. Check who is listed as the author on your blogs and landing pages. Is there a name? A photo? A short bio with some background information? If not, that’s the first improvement you can make that will have an impact.
2. Reread your three most-visited pages. Do they truly answer the search query? Do they offer something that isn’t available elsewhere? Or are they just well-written texts without any clear value? That will help determine whether those pages survive the upcoming update.
3. Open Google Search Console and check the CTR of your top-ranking pages. Are you ranking high but nobody is clicking? Then your title or meta description doesn’t match the search intent—and that’s a signal Google takes into account.
Becoming structurally stronger — even with the next update
The next core update is coming. That much is certain. What’s not certain is whether your website will run into trouble again or actually gain ground.
At JKC, we help businesses and organizations build websites that become more stable with every update. We don’t do this by guessing what Google will reward this month, but by ensuring that the structural elements Google consistently rewards are in order: genuine expertise, relevant content, technical health, and established authority.
An introductory meeting with Justin lasts half an hour. You’ll get an honest assessment of your website’s current status—and learn the specific steps you can take to improve your search engine rankings over the long term.
Don’t wait for the next update to take action.
Frequently Asked Questions About Google Core Updates and E-E-A-T
What exactly is a Google Core Update?
A Google Core Update is a major overhaul of the algorithm in which Google adjusts the weightings of ranking factors. These are not technical bug fixes, but fundamental reassessments of what Google considers high-quality content. After a core update, many websites see significant shifts in their rankings—both up and down. Several core updates have already been rolled out in 2026, confirming the pattern of continuous change.
My rankings have dropped after an update. What should I do now?
A drop in rankings after a core update isn’t a penalty, but a reassessment. Google has determined that other pages better answer your search query. The key is not to panic but to analyze: which pages have dropped in rankings, for which search queries, and what are the pages that have overtaken you doing better? Recovery typically occurs with one of the next updates, provided you’ve made the necessary adjustments.
What is E-E-A-T, and why has it become so important?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s the framework Google uses to assess whether a source is reliable enough to rank highly. The additional E for Experience was recently added: Google wants to know if someone has actual experience with the topic, not just the ability to write about it. For websites, this means: highlight authors, explicitly state expertise, and back up claims with personal experience.
Is AI-generated content bad for my rankings?
Not necessarily—but AI-generated content without a human touch consistently performs worse. Google rewards content that adds something new and demonstrates verifiable expertise. AI simply rephrases the average of what already exists. Use AI as a tool for speed and structure, but always add your own expertise, examples, and insights. The combination of AI efficiency and human experience works. Pure AI output without an editorial touch is becoming less and less effective.
How do I know if my website is performing well according to the new Google requirements?
A combination of three checks quickly gives you the big picture: Google Search Console (rankings, clicks, technical errors), PageSpeed Insights (Core Web Vitals and load speed), and a critical look at your own content (who writes it, does it add anything new, is the author credited along with their background?). For a more comprehensive analysis, a professional SEO audit is the most reliable starting point.
