Dropped in ranking after Google March Update? Here’s how to fix it

And then my webshop plummeted in ranking…. There was the March 2024 Core Update, known as one of the biggest changes to the algorithm to date. March 5, 2024 Google announced the Core Update. After 45 days, on April 19, 2024, the update was fully completed. I will take you along in my process to recovery.

De Google March Update

In March 2023, Google rolled out the March Update. An update with an emphasis on the quality of content and the overall user experience on websites. Two core concepts were central to this:

1. Helpful content
2. EEAT (Experience, Expertise, Authoritativeness, Trustworthiness)

The March 2024 Update is unique in that it brings improvements to several components of Google’s core system. That means that, in addition to tackling unoriginal and low-quality content, this update also improves the way Google surfaces helpful results. The system that rates websites for helpful content is now officially part of the core ranking mechanism. As a result, Google is now better able to compare multiple signals when determining the quality of content, rather than relying on a single, siloed system.

Site-wide signals

Google is not only looking at the level of a single page, but also site-wide signals are now included in the assessment of the quality of the content. Google wants users not only to find the information they want, but also to see this information presented in a clear and accessible way. Readability, navigation of the website and the speed at which pages load are therefore becoming even more important.

Helpful content

Helpful content is content that is truly valuable to the user. Content that answers questions, solves problems and provides relevant information without unnecessary detours and too many keywords. Google rewards websites that are focused on actually helping their users. Websites with superficial, incorrect or misleading content are penalized.

EEAT

EEAT was also further strengthened with this update. Google now places even more emphasis on the authority and reliability of a website. This means that websites must show that they have expertise in their field, that they have authority (for example through links from other authoritative sites) and that they are reliable (think SSL certificates, positive user experiences).

Why do (small) web shops in particular drop in ranking after the update?

The March 2024 update has led to a shift in SERP results. Websites that offer helpful content rise in position compared to websites that hardly do so. Most webshops consist mainly of general product information and contain less content that Google sees as helpful. That is why you see a decline especially in webshops with short product information and the lack of user reviews from real experiences.

The effect of the March Update on my webshop

This update has had a major effect on the search results of various websites and webshops. Including my own. The update led to a significant drop in ranking and organic traffic. So there was work to be done!

After the March Update I saw a clear drop in the ranking of my webshop. This was mainly visible in the organic traffic, which decreased significantly in the weeks after the update. In the graphs below you can see how the ranking of my webshop suddenly dropped immediately after the update was completed.

Graph in GA4: from April 19th onwards there is a clear decline in the number of sessions.

A drop in ranking

A drop in ranking means less visibility and therefore also had a direct impact on turnover. I also noticed it in the number of orders. Where May 2023 was my best month in terms of turnover, my turnover in May 2024 dropped to half of the year before! But instead of sitting still, I decided to analyze where there was work to be done on the webshop.

It turned out that my content did not sufficiently meet the new guidelines of Google. Many of my pages contained generic product information. Information that did not go into enough depth or did not offer real value to my visitors. It was important to focus more on creating useful, reliable and human-oriented content. Content that answers the real question of the visitors. Content that my visitor experiences as useful.

What did I do next?

‘Small’ adjustments within my webshop were necessary. In order to restore my ranking, I took a number of targeted actions. I aimed to improve both the content and the overall experience of my visitors. These efforts took time, but were relatively easy. Especially considering the quick recovery after the adjustments.

1. Adding more helpful content: I started with a thorough check of my existing content. I rewrote pages that seemed to offer little value. The focus was on creating content that specifically addresses the needs and questions of my target audience. I wrote more in-depth product descriptions on product pages with subheadings that provide a clear structure. I also placed FAQs on category pages and wrote blogs that provide genuinely useful information. Action: a frequently asked question from my customers is whether vintage lighting can also be used in the bathroom in connection with moisture. In response to that, I have written a complete blog. In this blog, I have answered all questions regarding bathroom lighting and vintage lamps.
2. Strengthen EEAT content: I then worked on strengthening EEAT within my webshop. I added more evidence of my expertise, such as incorporating customer reviews and mentioning my years of experience in the about us page. Action: on a category page about ceiling lamps I have placed Google reviews that are specifically about ceiling lamps. In the category hanging lamps I have placed reviews that are about hanging lamps. The reviews and the content are therefore relevant and extra reliable.
3. Improved user experience: In addition, I improved the overall user experience on my website. This included, in my specific case, mainly speeding up page load times. Action: I offer unique products in my webshop and my database now contains about 8000 photos. And that number is increasing every week . That is why I have a plug-in that automatically converts these images to webp format. This saves a huge amount of loading time. I also placed my webshop on a server with a large bandwidth and its own memory.
4. Improve internal linking: i have the internal linking improved by linking from answered questions on the category pages to blogs that specifically address that question. This makes the link relevant within the context and content where it is located. Action: in the pendant lamps category I referred to a blog that specifically deals with adjusting the length of the pendant lamp after purchase, a topic that is helpful in the decision-making process for the customer.

What happened after my adjustments?

After making these changes, I quickly started seeing positive results. Ranking gradually recovered. Organic traffic also started to increase, leading to more visits, conversions and a recovery in revenue.

In addition to the fact that there has been a recovery, I also get feedback from my visitors that the information on the webshop is very useful to them. I can now also share links with specific information more easily in communication via WhatsApp and e-mail. The information is relevant and helpful, which not only provides my webshop with a better user experience, but also increases the general quality of my service. Win-win!

A few more tips from me personally

The Google March Update turned out to be a big disappointment for many webshop owners wake-up callincluding myself. If you yourself are still struggling with the effects of this update, here are a few extra tips:

1. Invest in high-quality content: Make sure you offer content that is truly valuable to your visitors. Avoid superficial texts that are only written to fill up with as many keywords as possible. Answer the real questions that your customers have. Collect these and ask your customer base if there are any questions that they have not yet asked you. Social media is a great place for this! For example, set up a mini-survey in your Stories with stickers where people can leave their questions.
2. Build your authority: actively work on getting backlinks from reliable sources and make sure your expertise is clearly visible on your website. Do not buy backlinks. Write interesting content that others will gladly link to as a source. A link from relevant content is worth so much more! Also take a look at your Search Console under ‘Links’. Do you see referrals that don’t add value? You can then ‘disavow’ them by uploading a disavow list of websites. Also write a rock solid about us page where you list your certificates, courses, education and work experience.
3. Focus on user experience: Improve the speed and accessibility of your website to ensure that visitors have a pleasant experience. On Pagespeed Insights you already get a good insight into aspects that can be improved. Also use a tool like Hotjar to see how your visitors move around your website. Are there places where people get stuck? Fix this! Ensure a clear menu structure and high contrasts in image and text, so that your site is also easy to navigate and read.

Get to work!

Now it’s time to get started. I hope you can use my own findings. Keep an eye on changes and updates. Your webshop is an important place for interaction with your customer, so it deserves attention! Especially now that the transition has started from traditional SEO to SGE, offering online added value is a requirement to remain visible and findable.

Have you as a (small) webshop owner also had to deal with a negative effect by the Google March Update? Share your experiences in the comments, I am very curious about your findings and tips!