Google’s March algorithm updates are driving volatility across search rankings, with affiliates seeing sharp traffic swings and visibility losses.

A spam update followed immediately by a core update has disrupted SERPs. Early signs show sites using thin, AI-generated content and aggressive monetisation tactics are losing rankings. The changes reflect Google’s continued focus on rewarding content that delivers clear user value.

Insights from the SEO Boardroom YouTube channel, hosted by SEO expert Ivana Flynn, highlight that affiliate-led sectors, including iGaming, are more exposed. Affiliates often lack strong E-E-A-T signals, such as licences and brand authority, leaving them vulnerable during broad ranking reassessments.

Flynn warned publishers not to react during rollout volatility. Making immediate changes can worsen ranking instability and make performance harder to measure. Instead, operators should wait until updates are complete before adjusting strategy.

The episode outlined four key update types shaping rankings. Core updates reassess overall site quality and trust. Helpful content updates target pages built for search engines rather than users. Spam updates focus on manipulative tactics like PBNs and expired domain abuse. Product and review updates target affiliate content, penalising generic “best” lists and low-value comparisons.

For affiliates, recovery depends on improving content quality. This includes removing or merging thin pages, avoiding template-driven reviews, and aligning content with real user intent. Reviews should include clear pros and cons and evidence of real product experience.

Long term, stability will rely on stronger authority signals. High-quality backlinks, clear brand positioning and credible content are becoming essential as ranking volatility increases.