Another Google Update: Increasing the Impact of E-E-A-T

In March 2026, another Google Core Update was released, which once again significantly impacted search rankings and website traffic. Based on observations and community discussions, the update primarily targeted websites that mass-produce content using AI: auto-generated blogs, bulk articles, and similar strategies.

What’s happening to AI-content websites

If you look at the trend, these sites have never had long lifespans in search results. The typical scenario looks like this:

• a large volume of articles is created

• the site captures traffic on trending topics or news

• CTR is often low, but compensated by volume

• after 4–7 months, traffic drops sharply

This is not new, but now such sites are being penalized faster and more aggressively.

Personal test and observations

My own test showed that even if you:

• publish articles regularly

• target popular topics

• maintain a structured blog

—the site can indeed gain impressions and clicks from search.

However, the key issue is that this growth is often temporary. After some time, traffic declines, even without obvious technical problems.

Key takeaway: expertise is now essential

Based on my observations, in the current anti-spam landscape, blogs only perform well if:

• content is created by a human

• the author has real experience in the topic

• that expertise is clearly demonstrated

Simply “writing articles” is no longer enough.

What matters now for a website

For a site to survive and grow, it is now critical to:

• specify an author for each article

• create dedicated author pages

• include biographies

• link to social media profiles

• demonstrate real-world experience

If there is a team, that’s even better. Multiple authors with clear expertise increase trust.

Personal brand and site connection

Improving a personal profile in niche social platforms directly affects the website. It is important to:

• not hide your experience

• showcase real activity

• connect yourself or your company to the content

The more transparent this connection is, the better the site is perceived.

What the market shows now

After the latest updates (Core + Spam Update):

• Reddit is full of discussions about traffic drops

• promoting SaaS via AI-generated blog content has become much harder

• sites without authors and bios are losing rankings

• adding author information leads to noticeable improvements

Conclusion

The trend is clear:

• Google increasingly requires proof of expertise

• real experience and author involvement are becoming ranking factors

• “mass content for traffic” no longer works

In essence, we are returning to a fundamental idea:

content must be H2H — from human to human.

And over time, this will only have a stronger impact on search rankings.