March SEO Round-Up: Search, AI & What’s Changing

March has delivered a wave of updates across search AI and platforms, with changes that are already starting to influence how users find and interact with content online. From Google’s latest core update to shifts in AI-driven search and platform behaviour, there’s plenty for businesses to take note of. Here’s a quick look at what’s changed and what it could mean going forward.

Google Core Update

After 12 days and 4 hours, the March Google Core Update has now fully rolled out, and it is a notable one. As the first major update of 2026, Google has described it as a “comprehensive quality reassessment”. The focus is on improving site experience, search relevance and content authenticity in a landscape increasingly shaped by AI. Alongside this, tighter Core Web Vitals thresholds have been introduced. Largest Contentful Paint (LCP) is now ≤2.0 seconds, Interaction to Next Paint (INP) is ≤150 milliseconds, and Cumulative Layout Shift (CLS) is ≤0.08. There is also a new addition to consider, with Time to First Byte (TTFB) now a formal ranking metric, set at ≤600 milliseconds, placing more emphasis on server response times as well as overall load speed. As a result, sites that previously met performance standards may now fall short; particularly if they are relying on reports from before the 10th of March.

What this really highlights is where Google’s priorities now sit. High-quality, original content and a strong on-site experience are now essential. Sites relying on thin or mass-produced content are more likely to see a drop in rankings, while those offering genuine value and usability should benefit. With AI-generated content becoming more common, standing out is less about volume and more about substance.

Ongoing GSC Error

As of early April this year, Google has confirmed an ongoing logging error within Search Console that has been in place since May 2025. This issue has led to inflated impression data across a large number of sites, meaning many reports have not been as accurate as they should be. A fix began rolling out on the 3rd of April and is expected to continue over the coming weeks. As this correction takes effect, many sites are likely to see a noticeable drop in reported impressions. This may look concerning at first, but it is important to note that this is only a data correction rather than a real decline in performance.

Google has also confirmed that clicks, traffic and ranking positions have not been affected by the error. This bug is separate from the drop seen in September 2025, which was linked to the removal of the ‘&num=100’ parameter. What this means in practice is that while your actual performance remains unchanged, reporting will become more accurate over time. The key risk lies in how this data is interpreted. Any decisions made using previously inflated impression figures may need to be revisited, so it is worth approaching recent trends with caution while the updated data settles.

ChatGPT Adds Location Sharing Feature

OpenAI has introduced a new optional feature aimed at improving how users receive local results, including things like weather updates and nearby recommendations. It means that “near me” style queries can now return more tailored responses, with results better aligned to a user’s location. The update was rolled out on the 26th of March across iOS, Android and desktop – but it is switched off by default, so users need to opt in to use it. Any precise location data is only used briefly and is deleted once the response has been delivered, which helps address privacy concerns around sharing location information.

At the same time, ChatGPT is now available through Apple CarPlay on iOS 26.4 and above, making it easier for users to carry out voice-based local searches while driving. These changes point towards a more personalised search experience, where location plays a bigger role in what users see. For businesses, this makes accurate local information more important than ever. Visibility will depend on how relevant you are to a user’s location, whether that is through stock availability, delivery options or clearly defined service areas.

Reddit, YouTube, and LinkedIn – Leading Most-Cited Domains

Reddit is quickly becoming one of the most referenced sources in AI-generated search results, mainly because of the way it captures real conversations and first-hand experiences. People are turning to it for honest opinions and practical advice, especially when they want to see how others have approached similar problems. That kind of content feels more relatable, and often more useful, than polished brand messaging. YouTube is also a strong presence here, particularly for users who prefer to follow along with something visual. Tutorials, walkthroughs and even transcripts make it easier to digest information without having to work through long sections of text. LinkedIn, on the other hand, tends to surface in a more professional context, where users are looking for industry insight or informed opinions from people within a specific field.

What this points to is a shift in where authority is being built and recognised. With platforms like Reddit, YouTube and LinkedIn playing a growing role in AI-driven search, brands may see less traffic coming directly to their own sites. Instead, visibility is increasingly influenced by how often and how well a brand is mentioned elsewhere. Building a presence across these platforms is becoming a key part of staying visible. It is no longer just about what you publish on your own site, but how your brand shows up across the wider digital space.

‘Ask Maps’ Rolled Out Across US and India

Announced in March 2026, the new ‘Ask Maps’ feature brings a more conversational approach to searching within Google Maps. Powered by Gemini, it allows users to ask questions in a more natural way and receive responses that feel more personalised. It also draws on previous searches and saved activity, meaning results can be shaped around individual preferences. For example, someone who regularly looks for vegan-friendly options may start to see those prioritised without needing to specify it each time.

It also changes how users plan and refine their searches. Instead of starting again, they can ask follow-up questions to narrow things down, making tasks like trip planning feel more fluid. As this continues to roll out globally throughout 2026, it signals a shift towards more guided, in-platform discovery. For businesses, this reduces the need for users to visit individual sites directly. It places more importance on accurate local listings and strong reviews, as visibility will depend more on real-world relevance than traditional search journeys.

Bing Tests Almost Transparent Sponsored Label in SERPs

As of late March 2026, Microsoft has begun testing a near-invisible sponsored label for ads appearing in Bing search results. The change makes it much harder to distinguish between paid listings and organic results. It appears to be part of a wider effort to better understand how users interact with search results, particularly when the visual difference between ads and organic content is reduced.

While still in testing, this could have a noticeable impact on click behaviour. Ads may attract more clicks simply because they blend in more naturally with surrounding results, rather than due to clear user intent. For businesses, this makes it even more important to keep a close eye on performance across both paid and organic channels. Any shifts in click-through rates may not reflect true engagement, so understanding where your traffic is coming from, will be key as these changes develop.

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