Google's first broad algorithm update of the year began at the end of March and concluded on April 9th. According to an analysis conducted by the SEO agency Adrelevance, the rollout appears significantly more restrained compared to the update in December 2025. Several of Sweden's largest e-commerce companies have essentially remained stable in the search results.
Despite the overall stability, there are players showing clear changes in organic visibility as a result of the update.
Winners In E-commerce
Among the e-commerce companies seeing a clear, positive effect from the core update, the hardware store Jemfix is highlighted as the most distinct winner. The sports chain Stadium also stands out by continuing an upward trend that began during last year's final update.
The e-commerce companies that have benefited the most are:
- Jemfix
- Granngården
- Apotek Hjärtat
- Jotex
- Stadium
- Igorsport
Losers In E-commerce
On the downside, there is a group of players where the impact is equally unambiguous, but with a negative sign. Food delivery provider Wolt is highlighted as an example of a direct drop in connection with the rollout. Husse, which previously benefited from Google's "Helpful Content Update", is now losing ground instead.
The sites most negatively affected are:
- Wolt
- Heppo
- Trendrum
- Shepherd of Sweden
- Husse
- Kristallakademin
- Profilexpress
- Litenleker
- Reservdelaronline
- Mascus
- Woolpower
Warns Against Incorrect Conclusions
A central observation in the analysis is that a large proportion of the domains that have moved in the rankings during the period are not necessarily affected by the update itself. Because the changes are generally small, there is a high risk of confusing longer underlying trends or noise with actual impact from the algorithm.
Pontus Vippelius, Head of SEO at Adrelevance, therefore urges e-commerce companies to be careful when evaluating their data.
In a mild update like this, the biggest risk lies in overinterpreting movements that are not actually core-related, says Pontus Vippelius, adding:
Look at the whole curve. Is the drop or lift a distinct level change that coincides with the rollout, or is it part of a longer trend or a return after a previous movement? That is the most important question to ask in a mild update like this.
For players who determine an actual drop, it is emphasized that actions at the detail level rarely have an effect. The focus should instead be directed towards overall quality challenges on the website.
Update: Shepherd of Sweden points out in a comment that they do not recognize themselves in the analysis' conclusions and believe that their own data rather shows increased visibility.