Google’s latest algorithm update 2025 just rolled out, and rankings are shifting fast. Many brands are already seeing drops in traffic, lost visibility, and a growing gap between them and their competitors.
The worst part? Google doesn’t tell you why.
Google’s algorithm update 2025, rolling out over two weeks from March 13th, is designed to improve search result quality but in the process, it’s causing significant volatility across industries. While organic rankings are the primary target, the impact doesn’t stop there. Changes in search visibility can also affect paid search performance, brand perception, and overall digital strategy.
What does this mean for your business and how can you stay ahead?
Google releases core updates multiple times a year, but this one seems particularly disruptive. While the search giant never reveals specifics, early indicators suggest that this update is:
But beyond organic rankings, this update is also shaking up paid search.
At first glance, Google’s core updates seem like an SEO issue but they have a direct impact on paid search strategy, budgets, and performance.
From shifting organic rankings that influence ad visibility to changes in user behavior and competitive bidding, search marketers need to be proactive to protect their traffic and ROI.
If your brand’s organic rankings drop, you may need to increase paid ad spend to recover lost traffic. Conversely, if a competitor sees an organic boost, they might reduce their paid search investments, shifting auction dynamics.
What to watch for:
How Adthena helps:
Adthena’s Market Share showing top market shareholders in paid and organic in the UK Home and Garden industry.
Adthena’s Market Share showing top market shareholders in paid and organic in the US Hotels industry.
Search rankings aren’t just about traffic; they also shape how users perceive your brand. If your organic presence takes a hit, even your paid search ads might lose credibility in the eyes of potential customers.
What to watch for:
How Adthena helps:
Adthena’s Brand Protection solution continually monitors all competitive and partner activity around your brand terms, so you can efficiently respond to trademark infringements and protect your brand integrity.
Core updates alter search behavior and that means your paid search keyword strategy needs to evolve. If Google starts prioritizing different types of content, users may refine their searches or shift to new, more relevant keywords.
What to watch for:
How Adthena helps:
Adthena’s Search Term Opportunities showing your Google Ads search coverage so you can identify new PPC search terms, spot underperforming keywords, and monitor competitor activity.
If your competitors gain organic traffic, they may double down on paid search to maximize their momentum or if they’ve lost ground, they may increase PPC spending to recover. This can drive up the cost of advertising and make paid search more competitive.
What to watch for:
How Adthena helps:
Adthena’s PPC Market Share Reports showing Share of Clicks for top 10 US Pharma & Biotech Neuroscience brands.
Adthena’s PPC Market Share Reports showing Google Text Ad Copy Insights & Creative Trends for AUS Finance Banks.
Google’s update is reshaping the search landscape, and brands that don’t adapt will be left behind. Instead of waiting to see how rankings settle, proactive search marketers are already using search intelligence to stay ahead.
If you’re noticing ranking shifts (or just want to make sure you’re not bleeding traffic), it’s time to act.
Adthena can show you exactly what’s changing in your search landscape and more importantly, where you can take action.
Book a demo today to protect your search performance.
