Mackerel Media’s Search, Media and Digital Marketing Roundup – March 2026
There have been a number of updates across the digital space in March, with recent changes to how users discover content and shop online. From Google’s latest spam update and new Search Console insights, to new AI features in Maps, Shopify and Bing Reporting, here’s a look at some of the important developments over the last month.
SpamBrain’s Spring Clean
Google rolled out its March 2026 Spam update. This routine update focuses on improving Google’s own spam detection systems such as SpamBrain, their AI-based spam-prevention system. While specific details on what was targeted have not been disclosed, the update is designed to better detect and prevent new types of spam content and should only impact sites using manipulative practices such as low-quality AI content, mass building poor backlinks and keyword stuffing. Whilst a sudden ranking or traffic change is unlikely due to this update, we here at Mackerel Media can help monitor your site performance and ensure your site remains compliant with Google’s spam policies. Please contact us if you would like assistance with this.
Google has announced that their branded queries search filter is now available on all websites via Google Search Console. This update, which has been slowly rolled out since November, allows you to see both branded and non-branded search queries which are driving traffic to your site. This filter also includes misspellings and branded phrases entered in other languages. Being able to filter by branded and non-branded search terms will help give clearer insight into overall brand awareness compared to new customer reach, which can help with optimising search campaigns, content strategy and future keyword targeting.
Your New AI Travel Buddy!
Google Maps has started introducing Ask Maps, a new AI-powered interface which allows users to prompt Google about local businesses, recommendations and to help make travel plans. This enhancement allows users to ask questions such as ‘Where is the best coffee shop around here?’ and receive AI-generated responses such as the nearest recommendations, AI overviews of each location, venue highlights and menus, reviews, website and social media previews and directions all within a single chat window. This feature shows the importance of having a strong local Google Business profile listing, as well as ensuring that all your website content and social media content is kept up to date to appeal to future customers.
Google has updated its Google Merchant Center requirements, and is now tightening the rules around how out-of-stock products are displayed on ecommerce sites listed within Google Shopping. This update means that buy buttons for out-of-stock items can no longer be hidden, and instead must be visibly disabled and greyed out along with clear availability messaging such as ‘in stock’, ‘out of stock’, ‘pre-order’ or ‘back order’. This change is because previously it was possible to show out-of-stock products on Google shopping by leaving the purchase button as active, however this approach is no longer allowed. Online merchants must now make sure that their product feed and on-page product information is updated and consistent, else their products could be disapproved and lose visibility.
Bing Gets Nosey
Microsoft has updated their AI performance report within Bing Webmaster Tools, by now reporting on which AI queries are leading to your pages being shown on AI overviews. This new feature includes query to page mapping, which allows users to click on a query to see which pages were cited, or view a page to see which AI queries are leading to that page being suggested. This update puts Microsoft ahead of Google when it comes to AI citation reporting, and helps to provide clearer insight in the effectiveness of content whilst providing future opportunities for optimising content for related AI-based search terms.
Radio’s Still Running the Show
A packed house at Radiocentre’s Tuning In Scotland event in Edinburgh highlighted just how powerful audio continues to be for advertisers, with commercial radio now accounting for 55% of all UK listening and an even stronger 63% share in Scotland (vs. 35% for the BBC). From driving measurable web traffic in an increasingly AI-disrupted search landscape to building trust through authentic, culturally relevant moments, the event reinforced audio’s ability to deliver both scale and performance – making it a channel marketers can’t afford to overlook.
