Understanding Google’s evolving algorithm is a lot like following zoning laws when renovating a property. You might have grand plans for a beautiful addition or a flashy new storefront, but if the rules change mid-project, you need to be ready to pivot. The same applies to small businesses who rely on web visibility. When the March 2024 Google Core Update rolled out, many small business owners were left feeling like the rug had been pulled out from under them. Rankings dipped, traffic slowed, and in some cases, leads dried up overnight.
But every algorithm update is also an opportunity—one that favors thoughtfulness, real value, and depth. As someone who works closely with local businesses on both their websites and their overall visibility, I experienced firsthand how disruptive the update was. Yet, I also saw a clear pattern emerge: those who focused on reputation, credibility, and deep content weathered the storm far better than those chasing short-term hacks.
This update was a big one, and Google was relatively vocal about its intent: to reduce unhelpful, low-quality content in its search results. The focus was on rewarding pages that demonstrate firsthand expertise, authenticity, and usefulness for users. While Google didn’t release new technical guidelines, SEOs quickly discovered emerging patterns.
One of the biggest targets of the update was what’s known as "parasite SEO"—content hosted on high-authority domains (like university blogs or niche forums) purely to manipulate rankings. Many of these pages vanished overnight. Likewise, sites with large volumes of thin, AI-generated, or redundant content were hit hard. The trajectory was clear: Google wants humans writing for humans.
So, what about your average small business in Franklin, TN or a regional law firm trying to rank for "best personal injury lawyer near me"? A number of my clients saw sudden drops in impressions across Google Search Console. Dentists, boutique gyms, even a woodworking tools supplier—all noticed their most popular blog posts slipped in ranking.
The update signaled a shift toward E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. That woodworking site, for example, had dozens of product roundups that were generic. They saw some rankings fall as similar content on more reputable hobbyist blogs rose above them.
I worked with a local nutritionist who had seen significant traction from recipe and supplement guide blog posts. Post-update, their blog traffic dropped by 40% over two weeks. But when we audited the content, it became clear that the articles leaned heavily on generic writing and lacked any author bio or genuine process explanation.
By contrast, another client—an independent bookstore—also suffered a traffic dip, but bounced back within weeks. Why? Their content included behind-the-scenes event coverage, reviews from their real staff, and personalized insights. Google likely saw it as genuinely helpful content from a real business—with clear firsthand experience.
This change reinforces something I’ve been preaching for years: write fewer, better pieces. Businesses that had invested in longer, more engaging articles, original photos, and local relevance fared far better. Think of it like fixing up a house with quality materials instead of buying cheap fixtures to impress on Zillow—people (and Google) can tell the difference.
If your site took a hit during this update—or even if it didn’t—the key moving forward is content resilience.
Google is paying attention to who’s writing the content. If you're publishing an article about legal advice, are you a lawyer? Do you have testimonials or case studies showing you’ve actually done this work? For many small business owners, you're already the expert—you just need to make that clear online.
One home service provider I worked with previously had a thin landing page answering, “How long does it take to install a tankless water heater?” It was clearly AI-written and extremely basic.
We rewrote the page by peppering in real stories: project timelines, what caused delays, how their team avoids common issues. Think: "Last Tuesday, our client in Columbia needed an urgent install. We got there in 3 hours and here’s how we made it work without compromising code."
This kind of storytelling isn’t just narrative—it’s evidence of your actual experience, and for Google, that’s gold.
Local SEO has long been somewhat insulated from the biggest core updates. The Map Pack and local organic results weigh proximity, relevance, and business profile optimization more heavily than content alone. But the March 2024 update still had ripple effects in the local landscape.
Many businesses rely on templated pages like "Plumber in Franklin," "Plumber in Brentwood," and so on. But when these pages aren’t deeply customized, they now risk being deprioritized. I saw a client lose Position 1 for nearby town pages simply because their content was too similar across zip codes.
One bright spot: Google Business Profiles continue to influence visibility. After the update, I helped a hair salon in Nashville that had tanked in organic search climb back via Map Pack dominance. We refined their categories, added new photos, and started collecting review responses more intentionally.
This is hopeful—it means small businesses can still control part of the equation without hiring a full-scale SEO firm. Local SEO isn't immune, but it's definitely more accessible with the right approach.
While content quality was in the spotlight this round, don’t underestimate the backend of your website. One Webflow-powered ecommerce client I support had amazing content—but poor internal linking and mismanaged metadata. Their bounce rate dragged them down during the update.
Fixing that was simple: rerouting landing pages, clarifying title tags, and organizing blog categories.
Use tools like PageSpeed Insights and Schema Markup Generator to test where you stand. Even if you’re not technical, tools like Webflow and an experienced agency partner (hi) can help you patch holes quickly.
If your rankings took a hit after the update, it’s important not to panic and start deleting swaths of content. Instead, follow a triage process I use with clients:
Once you've sorted them, try this approach:
If you install fences for a living, write about your last weirdest job. If you run a therapy clinic, post real (anonymized) session difficulties or victories. If you're in real estate, document a challenging but rewarding property negotiation.
Google isn’t scanning for keywords the way it did 10 years ago. It’s seeking markers of real-world authority and usefulness. Give it what it's looking for: your actual knowledge.
It’s tempting to keep publishing blog after blog in hopes that something sticks. But the clients I’ve seen recover fastest post-update were those who slowed down and went deeper. I helped one chiropractor in Murfreesboro rewrite just three cornerstone blog posts. Those saw 67% more organic traffic after a few months than their previous twelve articles combined.
Think about real estate again—it’s better to renovate one home beautifully than to own 10 fixer-uppers no one wants to step inside. Google rewards the same.
Updates like the March 2024 Core Update can feel destabilizing. But they’re part of the evolution toward a better Web—where rich, authentic, thoroughly considered content beats content mills and manipulation tactics.
If you're a small business owner, you already know your stuff. The trick is showing that online in a way that both people and algorithms recognize. That means embracing your own voice, investing in depth, and treating your digital presence like an extension of your physical business—not just a billboard.
I keep coming back to something a local coffee shop owner told me when we sat down to revamp their site: “I want people to feel like they’re walking into my space when they visit the website.” That’s the mindset that wins. Algorithm changes will keep coming. But if your online presence mirrors the truth and soul of your business, you won’t just survive the next update—you’ll thrive through it.
Copyright © Zach Sean Web Design
