Google: Full Recovery Not Guaranteed for All Sites

When Google rolled out its March 2025 core update last week, the company announced a series of changes aimed at improving how relevant and high-quality content is surfaced throughout the year. However, Google clarified that not all websites should expect to fully regain their past rankings by the end of 2025.

Danny Sullivan, Google’s Search Liaison, addressed this during a conversation on X (formerly Twitter) with travel blogger Nate Hake. Sullivan explained that while efforts are underway to boost visibility for content creators, there’s a caveat. He stated, “This doesn’t mean all sites will go back up to wherever they were if they are down from a previous peak.”

This clarification suggests that some websites may not return to their former positions because, in Google’s view, not all of them offer the best possible user experience. Sullivan elaborated that even sites with genuinely good content and well-meaning intentions may not meet Google’s standards for delivering a satisfying page experience.

He acknowledged that while website creators can improve their content, some responsibility also lies with Google’s ranking systems. Sullivan added, “Our systems themselves need to get better; it’s not all on creators of sites that really do have good, solid content.”

This exchange highlights the ongoing challenges publishers face as they adapt to core algorithm updates. Google’s improvements may help some sites, but others may continue to struggle due to factors like user experience and broader algorithmic adjustments. Sullivan’s comments reflect Google’s dual focus on refining its search systems while encouraging creators to keep improving their content and site performance.

Google’s ranking systems do not affect all websites in exactly the same way. Different core algorithms evaluate various site factors, which can cause updates to impact some websites more than others. This means that while one update may improve the rankings for a particular site, others might see no change or even a decline. Danny Sullivan, Google’s Search Liaison, addressed this issue when speaking to creators, explaining that the impact of ranking updates varies depending on which ranking systems affect a given site. He pointed out that recovery may depend on future updates addressing the same system that initially caused the decline.

Sullivan clarified that creators who attended discussions about Google Search may have experienced different outcomes because they were not all affected by the same ranking factors. While some may see improvements after specific updates, others might have to wait for future adjustments, and unfortunately, some may never fully recover. He suggested that waiting for the right algorithmic update could help in certain cases, but cautioned against expecting guaranteed positive outcomes.

In addition to differences in algorithm impacts, Sullivan noted that Google’s approach to search rankings evolves over time. This means that what worked well for improving search visibility in 2023 may not necessarily work as effectively in 2025. Search results continue to change in response to user behaviour, technological developments, and Google’s changing goals. Sullivan highlighted that recent updates have already altered the landscape, including a greater emphasis on social content, which reflects these evolving priorities.

Google’s evolving search algorithms can be challenging for creators to navigate. Sullivan acknowledged the frustrations many publishers feel when updates affect their site traffic and visibility, especially for those who have already worked hard to create high-quality content. He explained that even sites with strong content may struggle if they don’t meet other evolving criteria, such as providing a satisfying user experience.

One important point Sullivan made was that improving search results is a continuous process. He stated that Google is working on refining its ranking systems to better surface valuable content, but this process takes time. There isn’t a single fix or update that will instantly restore rankings for every site that has experienced a drop. Instead, incremental improvements are being made, which may benefit some sites more quickly than others.

Sullivan also acknowledged that some of the changes already implemented by Google may have helped certain websites improve their visibility. However, he stressed that this does not mean all affected sites will automatically bounce back to their previous rankings. The recovery process depends on multiple factors, including how well a site aligns with Google’s evolving search goals and the specific ranking systems that impact it.

The ongoing changes to Google’s algorithms reflect a broader shift in how the company approaches search rankings. By prioritising more diverse types of content, including social media posts, Google aims to better meet user expectations. This shift can create both challenges and opportunities for content creators, who may need to adjust their strategies to stay competitive.

For publishers who attended Google’s web creator summit, Sullivan’s comments were a mixed message. While Google is committed to addressing some of the issues raised, it has also made it clear that not all websites will return to their former rankings. This acknowledgment may be disappointing for some, but it also highlights the complexity of the search ecosystem and the difficulty of creating a system that works fairly for all sites.

Despite these challenges, Google is actively working to improve its core ranking systems. Sullivan suggested that additional updates will be released throughout 2025 and beyond, aimed at better identifying and promoting high-quality content. This ongoing refinement process reflects Google’s goal of delivering more relevant, useful, and satisfying search results.

For content creators and website owners, Sullivan’s comments underline the importance of staying adaptable. With further core updates on the horizon, it is crucial to focus on maintaining content quality, improving user experience, and keeping up with changes in search trends. By doing so, creators may be better positioned to succeed in Google’s ever-evolving search landscape.