How Google's March 2025 Core Update is Reshaping Outdoor SEO

Why This Update Matters to You

Google’s March 2025 core update is shaking up search rankings, and if your business depends on organic traffic, you need to know what’s changed.

Whether you're an outdoor brand, influencer, or content creator, this update has real implications.

This post breaks down who’s winning, who’s losing, and how you can stay ahead.

Read on for actionable SEO strategies tailored to the outdoor industry.

Overview of the March 2025 Core Update

Google's March 2025 core update has brought noticeable shifts in search rankings, impacting businesses across multiple industries.

This update, like previous core changes, aims to improve search quality by surfacing the most relevant, high-value content.

Unlike smaller algorithm tweaks, core updates involve deeper changes. A drop in rankings isn’t a penalty—it simply means Google now sees other content as more relevant.

This update continues the trend from Google's March 2024 core update, which was the biggest to date.

The focus remains on content quality, user experience, and authority.

See our complete research document here, which includes citations. Click to download!

Question: Did your rankings drop recently?

How the Update Affects Outdoor Leisure Businesses & Influencers

The UK outdoor leisure industry - including hiking, camping, caravanning, motorhomes, campervans, kayaking, cycling, bikepacking, and trail running - has experienced significant ranking shifts.

Brands, influencers, and content-driven businesses have been affected based on content quality, trust signals, and audience engagement.

SEO-Driven Review Sites Took a Hit

Many affiliate-heavy gear review sites have seen ranking drops. Google continues to deprioritise content that appears more focused on SEO tactics than on real user value.

Independent review blogs that rely heavily on manufacturer specs, stock images, and keyword-heavy summaries have struggled.

In contrast, in-depth, experience-driven content is holding strong.

Established Brands & Trusted Publishers Gained Ground

Larger outdoor brands and respected publishers have retained or improved their rankings.

Google’s E-E-A-T framework (Expertise, Experience, Authoritativeness, Trustworthiness) gives established, well-recognised sources a ranking advantage.

For example, a well-known outdoor retailer or an authoritative adventure magazine is more likely to rank for competitive keywords than a smaller, affiliate-driven blog.

Rise of User-Generated Content (UGC) in Rankings

Google is increasingly prioritising content from real users. Forum threads, Q&A platforms, and Reddit discussions are appearing higher in search results for queries related to outdoor gear and travel.

Authentic, firsthand insights from real users now often outperform templated or AI-generated product reviews.

Impact on Outdoor Leisure Vehicle Content

Websites covering caravans, campervans, and adventure vehicles have seen mixed results. Content offering real user insights, detailed trip guides, and technical advice has performed well.

Meanwhile, websites relying on thin, catalogue-style content with minimal unique insights have seen rankings fall.

Key SEO Trends After the March 2025 Update

Several trends have emerged, shaping how outdoor brands and influencers approach SEO.

Firsthand Experience & Authority Matter More Than Ever

Google continues to prioritise real-world expertise and credibility. Websites where authors show experience and authority in the outdoor industry have gained an edge.

Content creators who show their own knowledge, share new ideas, and give detailed, practical advice are getting higher rankings.

Crackdown on AI-Generated & Low-Quality Content

Google has tightened its grip on low-value, AI-generated content. Websites publishing generic, auto-generated, or regurgitated content have seen noticeable ranking drops.

Outdoor blogs with thoughtful, well-researched, and experience-driven content have performed better than those relying on AI for mass content production.

User Engagement & Page Experience Have More Weight

While Google hasn’t confirmed that engagement metrics like bounce rate impact rankings directly, sites with poor usability are struggling post-update.

Websites with slow speeds, excessive ads, or frustrating navigation are seeing drops, while those offering fast-loading, intuitive, mobile-friendly experiences are thriving.

Google Favours Community Content

Search results for many outdoor-related queries now include more forum discussions, social media threads, and niche Q&A content.

Outdoor brands must now compete with enthusiast communities, Reddit, and user-driven forums, as Google increasingly values crowd-sourced knowledge.

Brand Strength & Recognition Play a Bigger Role

Websites with strong brand signals are proving more resilient to ranking fluctuations. Companies with direct brand searches, strong backlink profiles, and a loyal audience have seen fewer losses.

Outdoor businesses should focus on strengthening brand authority through PR, high-quality content, and industry recognition.

SEO Best Practices to Stay Competitive Post-Update

To succeed in Google’s evolving search landscape, outdoor businesses and influencers should focus on content quality, audience engagement, and brand trust.

Audit and Improve Your Content

Identify underperforming pages that might be thin, outdated, or lacking in depth. Either expand and improve them with more detailed insights or remove them.

Ensure all content is useful, unique, and clearly shows expertise.

Showcase Real Experience in Your Content

Google rewards firsthand knowledge and practical expertise. Ensure your content includes:

• Personal testing and real-world insights (e.g., first-person reviews of gear)

• Original photos and data (not just stock images)

• Real advice based on actual experience

For influencers, sharing personal stories and showcasing professional credibility can boost SEO and trustworthiness.

Optimise Site Speed & Mobile Experience

A slow, poorly structured website can hurt rankings. Focus on:

• Fast page loads

• Mobile-friendly layouts

• A clean, ad-free reading experience

Google is rewarding websites that are well-structured, easy to navigate, and deliver a smooth user experience.

Avoid Over-Optimisation & Keyword Stuffing

Google is penalising over-optimised content that prioritises SEO tricks over readability. Stick to natural, reader-friendly language.

A well-written, engaging article that naturally integrates keywords will always outperform a keyword-stuffed, robotic page.

Integrate and Make Use of User-Generated Content

Since Google is prioritising UGC, outdoor brands should explore ways to incorporate it into their websites:

• Encourage user reviews and testimonials

• Create a Q&A or discussion space

• Feature insights from real customers or enthusiasts

This enhances engagement, builds trust, and keeps your site dynamic.

Track & Adapt Based on SEO Data

Use Google Search Console and analytics to monitor ranking changes and user behaviour. Identify trends in traffic shifts and adjust content strategies accordingly.

SEO success post-update requires continuous monitoring and strategic adjustments.

Key Takeaways for Outdoor Businesses & Influencers

• Real Expertise Wins: Google is prioritising experience-driven, insightful content.

• E-E-A-T is Crucial: Brands with trust, authority, and audience recognition are performing better.

• AI-Generated & Thin Content is Losing Out: Generic, low-effort content is no longer ranking well.

• User Experience Matters More Than Ever: Fast, easy-to-navigate sites are succeeding.

• Community Content is Rising: User forums, Reddit, and enthusiast discussions are gaining traction.

• Strong Branding Boosts SEO Resilience: Well-known names with industry credibility are better protected from ranking fluctuations.

Google’s March 2025 update reinforces the importance of high-quality, user-first content. Outdoor businesses and influencers who prioritise trust, expertise, and audience engagement will be best positioned for long-term SEO success.

To read the full research document, click here to download it!

Need Expert SEO and Content Marketing Advice? Let’s Talk!

Google’s latest update is changing the game for outdoor brands and influencers. If your website’s rankings have shifted—or you want to future-proof your SEO strategy—our team at The Adventure Business Update is here to help.

We specialise in SEO and content marketing tailored to the outdoor leisure industry, helping businesses like yours drive traffic, boost engagement, and increase revenue.

📩 Get in touch today and let’s make your content work smarter, not harder! 🚀