In March 2025, Google rolled out a major Core Algorithm Update that shook up search rankings across many industries. And not in a good way.
Adult-oriented websites – including UK escort agency sites and independent escort pages – felt significant effects. This update was coupled with new spam policies, all aimed at improving search result quality by demoting low-value content. As a reputable agency specialising in adult SEO, we’re here to help you recover rankings and return to the top of Google.
In this article, we’ll explore what changed in Google’s March 2025 Core Update, how those changes specifically impact adult websites, and what SEO adjustments escort site operators can make to recover and thrive.
We’ll cover the technical SEO factors (like speed, mobile, and structured data) and content-related aspects (quality, originality, trustworthiness, E-E-A-T signals) that are now crucial for adult sites in the UK.
This is article is pretty damn extensive, if I have to say so myself so I have gone to the liberty of adding a Table of Contents below for easier navigation.
What Changed in the March 2025 Core Update?
Google’s March 2025 Core Update was one of the most significant in recent years. It introduced broad algorithmic enhancements designed to surface more high-quality, original content and suppress “unhelpful” material.
In fact, Google aimed to reduce the amount of low-quality content in search by roughly 40%, emphasising quality over quantity. This means pages created just to attract clicks without delivering real value have been heavily deprioritised.
Alongside the core update, Google announced three new spam policies targeting common manipulative SEO tactics. These include: scaled content abuse, site reputation abuse, and expired domain abuse.
In simple terms, Google is cracking down on pages that mass-produce content with little value, misuse high-authority sites to host spam, or revive expired domains just to piggyback on their old reputation.
All these changes have been integrated into the core ranking system, building upon the “helpful content” approach introduced in 2022. As Google’s Director of Search explained, the goal is “to ensure we surface the most helpful information on the web and reduce unoriginal content in search results”
In summary, the March 2025 update is a more complex core update than usual – affecting multiple parts of Google’s algorithm – with a clear message: original, useful content and good user experience are now non-negotiable.
Tactics that may have previously given quick wins in SEO, like thin pages targeting many keywords or leveraging domain authority in sneaky ways, are now likely to backfire.
How This Update Affects Adult and Escort Websites
Adult-oriented websites are not exempt from Google’s quality standards.
In fact, many UK adult sites (escort directories, independent escorts’ personal sites, pornography and cam sites, etc.) experienced noticeable ranking changes after the update.
According to Sistrix’s UK data, several adult domains were among the biggest losers in search visibility – some losing well over half of their Google visibility index in the weeks following the update. In other words, the update hit parts of the adult industry online especially hard, which suggests that many such sites had the very characteristics that Google’s new algorithmic tweaks are targeting.
Why were adult sites impacted? Historically, the adult niche has been rife with aggressive SEO tactics and content shortcuts.
For example, an escort agency site might generate hundreds of near-identical pages (one for each city or borough, filled with the same text except for location names), or a porn aggregator might host thousands of pages of scraped content.
These approaches result in “unhelpful” or duplicative content, which the March 2025 update is built to detect and demote. Google wants to make sure that even for sensitive or explicit queries, users get results that are genuinely useful and trustworthy, not just pages trying to game the system.
This core update doesn’t specifically single out adult content for being adult, but it raises the bar for quality in all verticals – including adult services. Many adult sites that were coasting on thin content or old SEO tricks suddenly found themselves outranked by competitors who offer richer content and better user experience.
It’s also worth noting Google’s approach to adult content in general: for queries with explicit intent, Google will show adult sites, but it still ranks those results by relevance and quality. The presence of SafeSearch filtering means if content isn’t properly labeled or is deemed too explicit for a general audience, it might not appear unless the user has opted in to see adult results.
Sites that mislabel or mislead (for instance, not clearly indicating adult content) could be suppressed to avoid unexpected adult material showing to users.
Thus, adult websites must walk a line – they need to be clear about their nature (so they appear for the right searches) while also demonstrating they’re valuable and legitimate resources within that realm.
Escort Agency Sites and Independent Escorts
Escort agency websites and independent escort sites in the UK have seen some of the most pronounced effects. These sites often had SEO practices now frowned upon by Google’s core update criteria:
Thin Profile Pages
Many escort agencies list dozens or hundreds of escorts, but each profile might only contain a small photo gallery and a one-paragraph description.
Such thin content is now at risk of being labelled unhelpful. If those descriptions are generic or copied (for example, if the same bio text is reused for multiple escorts or across multiple websites), the unoriginal content filter will hit hard.
An agency that merely provides a name, age, and contact link for each escort without any unique, substantive info will likely find those pages dropping in rankings for relevant queries.
Doorway Pages for Locations
It’s common for agencies to create separate pages targeting every city, town, or neighbourhood (e.g. “Escorts in Manchester”, “Escorts in Birmingham”, etc.).
If these pages are largely boilerplate, differing only by the place name, Google’s scaled content abuse algorithm may flag them. The update tightened the noose on such mass-produced pages with little inherent value.
Post-update, a few well-crafted location pages (with unique details about services in that area, maybe local landmarks or tips) will far outperform dozens of cookie-cutter pages.
Expired or High-Authority Domains
Some escort sites have historically tried to shortcut SEO by using expired domains or hosting content under the umbrella of a more authoritative site.
For instance, an agency might buy an old domain that used to belong to a reputable business, hoping the old backlinks help SEO – or they might host their escort directory on a subdomain of an unrelated high-DA website.
The new expired domain abuse and site reputation abuse policies directly target these tactics.
If an escort service did this, they may have noticed a sharp drop as Google now treats such content as spam unless it genuinely aligns with the site’s original purpose.
Independent Escort Pages
Independent escorts often maintain a single-page site or a very small website to advertise themselves.
These personal sites can suffer in rankings if they appear insubstantial or untrustworthy compared to larger competitors. With the core update, E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness) became even more important for all sites.
A lone independent escort page with scant text, no clear about section, and no external references might have lost visibility because it lacks the trust factors that Google looks for. For example, if the site doesn’t clearly state who is behind it, has no links from other sites or reviews, and provides minimal info, Google’s algorithms may be unsure of its credibility.
An independent escort could counteract this by adding more depth (a longer bio, perhaps a blog or FAQ, and making sure their site has links from reputable adult directories or social profiles to vouch for them).
Content and Tone
Google also evaluates whether content is helpful and satisfying for users. Escort sites that focus solely on salesy language (“best escorts, cheapest rates, etc.”) without offering real information (such as what services are offered, what the experience is like, verification of authenticity) might be deemed less helpful.
The core update encourages “content crafted with the audience in mind rather than search engines” . For escort sites, that could mean writing profiles in a more personal, engaging way and including information that potential clients actually want (e.g. availability, approach to privacy and safety, genuine personality traits) rather than just strings of keywords.
In short, escort agencies and independent escorts need to ensure their websites aren’t just landing pages for keywords, but genuine showcases of their service with unique content.
Those that already invested in detailed profiles, client testimonials, clear contact info, and fast, user-friendly design likely saw less negative impact (some may even have gained if competitors fell).
Those that didn’t are now learning that quality matters for adult SEO just as much as in any other sector.
SEO Elements and Behaviours Targeted by the Update
To adapt successfully, it’s important to pinpoint which SEO elements and site behaviours Google targeted or deprioritised in this update.
Below are the key factors and how they relate to adult sites:
Unhelpful or Low-Quality Content
The core update zeroed in on content that “feels like it exists only to attract clicks” without satisfying user needs.
Google explicitly stated the update is designed to show less of this kind of content and more genuinely useful material. In practical terms, any page on your site that you suspect a user might find disappointing or “thin” is a candidate for downgrade after March 2025.
Duplicate and Templated Content
Duplicate content has long been an SEO risk, but this update further turned the dial.
Unoriginal content – whether copied from other websites or reused across your own pages – is being filtered out more aggressively. Adult sites often run into this issue by using the same description text for multiple profiles or sharing profiles across different sites.
It’s crucial now to have as much unique text as possible. If two escorts offer similar services, their pages still need to read differently. Also, any content scraped from elsewhere (like pulling erotic stories or blog posts from other sites) can harm your quality signals.
Google wants to see original work, not a patchwork of borrowed content.
Scaled Content Production (Mass Pages)
Google’s new scaled content abuse policy targets sites that churn out pages in bulk without unique value.
In adult SEO, examples include generating a separate page for every minor keyword variation (like making one page for “escort agency London”, one for “London escort agency”, one for “escorts London agency” – which end up nearly identical).
Another example is using automation or AI to create lots of generic content (some sites auto-generated escort bios or spun text). The March 2025 update doesn’t care whether low-value pages are made by AI or humans – if it’s low value, it’s getting devalued.
Sites need to consolidate and focus on quality over quantity of pages now.
Site Reputation Abuse
This refers to riding on the authority of another site in a misleading way.
Some adult content publishers would host their content on high-authority domains (sometimes via subdomains or subfolders that the main site leased out).
For instance, a news site might unknowingly host an “escort directory” section contributed by a third party, purely so that the escort pages benefit from the news site’s reputation. Google now considers this spam.
If any of your SEO strategy involved such tricks – like posting your escort content on someone else’s unrelated high-PR domain – expect it to lose effectiveness or incur a penalty.
The update’s message is to build your own site’s reputation legitimately, rather than hijack someone else’s.
Expired Domain Tricks
Buying an expired domain that had good backlinks and repurposing it for adult content (which the domain never originally had) is a known grey-hat tactic. Google explicitly called this out with the expired domain abuse.
If an adult site saw a sudden drop, one reason could be that it was built on a repurposed domain. Moving forward, it’s safer to build brand and authority on a clean domain you own from scratch, or one that at least has a history relevant to your content.
Any value from unrelated legacy backlinks is likely neutralised now, if not viewed as deceptive.
Technical Site Quality (Speed & Mobile)
While the core update narrative focused on content, technical SEO indirectly plays a big role.
Google’s algorithms estimate how users interact with your site – pogo-sticking (quickly bouncing back to search), slow load times, broken mobile layouts – and these factors feed into the overall assessment of quality.
So, sites with poor speed, mobile incompatibility, or intrusive interstitials may have been deprioritised. Adult sites sometimes neglect these aspects (e.g. an image-heavy escort gallery that’s not optimised for mobile).
Now, slow or clunky sites are more likely to lose to faster, smoother competitors. Google wants to reward sites that offer a good page experience in addition to good content.
Lack of Trust and Safety Signals
With E-E-A-T being more embedded in the core algorithm, Trustworthiness is vital.
If your site exhibits behaviours that undermine trust – such as lack of HTTPS, no contact info, being packed with suspicious ads or redirects – it could be flagged as low quality. Adult sites already operate in a space where user trust is hard to earn (given the potential risks like scams or malware in this niche).
The update likely algorithmically down-ranks sites that appear sketchy. For example, if your escort site has dozens of spammy backlinks from unrelated blogs, that’s a red flag. Or if your porn site forces downloads of unknown software, Google might demote or even blacklist it. In contrast, sites that make an effort to be transparent and safe (clear terms of service, no obnoxious pop-ups, a respectable link profile) align with what Google’s looking for.
In short, good behaviour is being rewarded, bad behaviour is being punished – even if no manual penalty is applied, the algorithm itself is sorting sites by these criteria.
By identifying these targeted elements, adult site operators can understand why their rankings changed. It often boils down to this: content that isn’t truly serving the user is getting filtered out, and shady SEO tricks are getting caught. With that in mind, let’s move on to practical steps for improvement.
Technical SEO Factors: Speed, Mobile, and Structured Data
Technical site health is the foundation of SEO – more so after the March 2025 update, which places heavy emphasis on user experience. Here are the key technical SEO factors adult sites should address:
Site Speed & Performance
A fast site is crucial.
Google has incorporated Core Web Vitals (loading speed, interactivity, visual stability) into its ranking considerations, and although this update was content-focused, slow performance can still drag down your rankings.
Use tools like Google PageSpeed Insights to identify bottlenecks. Notably, one of Google’s post-update recommendations is to “optimise your site for a seamless user journey, from mobile responsiveness to page loading speed”. If your escort directory takes 5 seconds to load because of high-res photos or your cam site lags due to heavy scripts, users will bounce – and Google’s algorithms will take notice.
Aim to be as fast or faster than your mainstream competitors; speed builds a positive impression on both users and search engines.
Mobile Compatibility (Responsive Design)
In 2025, mobile-first indexing means Google predominantly uses the mobile version of your content for indexing and ranking.
If your site isn’t fully functional on smartphones, it will suffer. Every adult site – whether it’s a one-page independent escort profile or a massive adult forum – needs to be mobile-friendly. This means a responsive design that adapts to different screen sizes, legible font without zooming, buttons and links that are easy to tap, and no elements cut off the screen. Many adult sites historically had awkward mobile experiences (e.g. horizontal scrolling galleries or unplayable video formats on mobile).
Fix those issues now. Google explicitly highlights that sites should be “mobile-optimised, and easy to navigate” to provide a positive user experience. Also, beware of mobile-specific issues like interstitial ads or age verification pop-ups – ensure they are implemented in a user-friendly way (for example, a simple, fast age gate rather than a slow-loading splash page).
Test your site on multiple devices or use Google’s Mobile-Friendly Test tool. Remember, a huge portion of adult content browsing is on mobile, so a slick mobile experience not only helps SEO but directly pleases your audience.
Structured Data & Schema Markup: Structured data
Refers to adding special HTML tags (schema.org vocabulary) that help search engines understand the content of your pages better.
While structured data is not a magic ranking booster, it can enhance your search snippets and ensure Google interprets your site correctly. For escort agencies, you might implement the LocalBusiness schema to mark up your business name, address, phone, and services.
This could help Google identify your site as a local service provider (though currently Google doesn’t show rich results for escort services due to content restrictions, it still aids understanding).
For individual escort pages, you could use Person schema to markup an individual’s name, age, etc., but use caution – the content must comply with schema guidelines and Google’s policies. Even if rich snippets aren’t awarded (Google might not show things like star ratings or person details for adult content), the act of structuring your data can feed into Google’s knowledge graph and confidence in your content.
Additionally, make use of standard structured data like Breadcrumbs, VideoObject (if you host videos), and ImageObject for important images, as appropriate. These help Google crawl and index your site more intelligently. Always test your structured data with Google’s Rich Results Test to ensure it’s valid.
Metadata and Labeling (SafeSearch)
Adult content should be properly labeled. Google supports a <meta name=”rating” content=”adult”> tag (and other variants like RTA labels) which signals that a page contains sexually explicit material.
Including this meta tag on your adult pages is a best practice – it doesn’t improve rankings, but it ensures your site is correctly filtered under SafeSearch. This way, Google won’t accidentally serve your page to a user who didn’t intend to find adult content, which could otherwise hurt your click-through rate or cause your page to be quickly bounced from. In short, labeling helps Google handle your content appropriately.
Ensure your robots.txt and sitemaps are also configured properly – you generally want all your important pages crawlable (adult sites sometimes erroneously block sections thinking it keeps minors out, but that just prevents Google from seeing your content).
Instead, use meta tags and clear notices for age restriction, but allow Google to crawl so it can rank you for adult queries.
Core Web Vitals and UX
The broader umbrella of Page Experience metrics includes Core Web Vitals (Largest Contentful Paint, First Input Delay, Cumulative Layout Shift) and other factors like mobile-friendly and HTTPS (already discussed).
While these were not the headline of the core update, pages that meet these thresholds likely fare better in borderline cases. For example, if two sites both have equally good content, the one with better CWV metrics might get the nod.
Adult sites often struggle with Cumulative Layout Shift if ads load in and push content, or with First Input Delay if heavy scripts (like video players) take time. Work with your developers to meet Google’s recommended thresholds (you can find these in Google Search Console’s Core Web Vitals report).
A site that is technically well-structured and fast creates a virtuous cycle: users enjoy it more and stay longer, which in turn signals Google that your content is satisfying.
In summary, technical SEO for adult sites post-update boils down to providing a smooth, safe, and structured experience. Site speed and mobile usability directly tie into user happiness – something Google’s ranking systems increasingly approximate. Structured data and proper meta tags ensure Google’s crawlers have no confusion about your content’s purpose and audience. By cleaning up technical issues, you not only recover lost ground in rankings but also future-proof your site against further algorithmic emphasis on page experience.
Content Quality, Originality, and E-E-A-T for Adult Websites
Content is king – even in the adult domain. The March 2025 update reinforced that quality content is a top priority, and sites need to demonstrate E-E-A-T to rank well, especially if the content type borders on “Your Money or Your Life” or has trust implications. Here’s how escort and adult sites should approach content and E-E-A-T:
Provide High-Quality, Unique Content
The days of having a skeleton website with just a few enticing images and a phone number are over (at least, if you want to rank on Google). The update pushed the ecosystem “away from thin, unoriginal content and towards in-depth, insightful, and useful content.”
This means every important page on your site should be fleshed out with information that helps the user. For an escort profile, quality content might include a detailed bio (background, personality, what a meeting would be like), a list of services or specialities (written tastefully and clearly), rates and availability, and perhaps a short personal note or FAQ.
For an escort agency home page, it could mean explaining your vetting process (to assure clients of safety), details about your services (e.g. outcalls vs incalls, VIP packages), and some unique selling points about your agency. Originality is key – it has to be content only you could have written.
If it reads like it could be on any other escort site, it’s probably not original enough. Take the time to write or commission good copy. Not only will this help with SEO, but it will likely convert visitors better too (as it builds trust and connection).
Demonstrate Trustworthiness and Safety
Trustworthiness is a cornerstone of E-E-A-T, and it’s arguably the most crucial for adult services where users face personal risk. To boost trust in the eyes of Google (and users), make sure to include content that addresses safety and legitimacy. For example:
Clearly state that all escorts are over 18 and that your service abides by UK laws (soliciting is illegal in the UK, but independent work is legal – without diving into legal details, you can affirm you operate above-board). Google’s content policies require that explicit content is legal and consensual, so voicing compliance can’t hurt.
Include a Privacy Policy explaining how client data or inquiries are handled confidentially. This shows you take user privacy seriously.
Have an “About Us” page with real information about the agency owners or the ethos of the business. A lot of escort sites are very secretive about who runs them, but even a general background (“Established in 2010 in London, we have over a decade of experience in high-end companionship…”) can lend credibility. If you can, list a contact email or phone that actually gets answered – Google might not check this, but users will appreciate it.
If you have verification badges or membership in any professional organizations (some escort agencies voluntarily join groups for safer work, etc.), display those. Even something like having a Twitter account with a following, or an active OnlyFans or social media (for independent escorts) that verifies identity, can indirectly contribute to perceived authenticity. While Google isn’t likely to scrape Twitter for EAT, the overall online presence of a person or business does play into how trustworthy they seem.
Testimonials or reviews can be tricky in the adult industry (privacy concerns mean clients rarely publicly review services), but if you have any endorsements or anonymous client quotes that are believable, they can be included. On directories, user star ratings exist; on a personal site, perhaps a section like “What clients say (anonymously)” could work. However, do not fabricate reviews – Google’s algorithms (and users) can often sniff out fake or overly generic testimonials.
Show Expertise and Experience (E-E-A-T)
Expertise in adult services may not be like medical or financial expertise, but you can still showcase knowledge. For instance, blog articles on your site about related topics can help.
An escort agency might publish a blog post about “How to ensure a great escort experience – tips for clients” or “Escort etiquette 101”. These pieces demonstrate you understand the industry and care about client and escort well-being. If written well, they also provide additional content for Google to index (potentially capturing long-tail searches).
Independent escorts might write a bit about their experience (“I’ve been a companion for 5 years, I pride myself on providing a genuine connection…”) – this not only humanises the profile but indicates experience. Experience (the first E in E-E-A-T) is about first-hand knowledge. If you have stories or specific details only an industry insider would know, it can set your content apart as credible.
Avoid being too explicit or personal in ways that breach privacy, but you can still infuse authenticity (e.g., “I decided to become an escort after realizing how much I value meaningful one-on-one connections, and I have since met people from all walks of life – from businessmen to artists – each experience enriching in its own way.”).
This kind of content not only reads better to users, but also signals to Google that this is likely a real person sharing real experiences, not a faceless spammer.
Authoritativeness through Backlinks and Mentions
In SEO, one major measure of “authority” is who links to you. Adult sites often exist in a link bubble because many mainstream sites won’t link to them. Still, there are ways to build a respectable link profile:
Listings on Quality Directories
There are a handful of known escort directories or forums in the UK that are seen as authorities (for example, sites that rank well themselves, like maybe PunterNet or UKPunting forums, etc., which sometimes allow mentions or links). Being listed or reviewed there can provide a backlink and a trust signal. Google’s algorithms might view a link from a well-moderated adult directory as a sign that your site is part of the legitimate community.
Avoid Spammy Links
In the past, some adult SEOs would blast links from blog comments, hacked sites, or link exchanges on unrelated websites. The March 2025 update, combined with ongoing Penguin algorithms, likely neutralises or penalises those. Focus on a few high-quality, relevant links over hundreds of low-quality ones. It’s better to be mentioned on a niche forum or a local news piece (“Local London escort service donates to charity” – just as an idea) than to have 50 dodgy blog links.
Social Media and Content Sharing
While social links don’t directly boost SEO, having an active social presence (Twitter, Reddit, etc.) can lead to more people discovering and possibly linking to your content naturally. Plus, it’s part of a healthy online presence. Some escorts answer questions on Reddit or write articles on Medium (with safe content) which link back to their site – creative content marketing can establish you as a knowledgeable voice, indirectly improving E-A-T.
Avoid Low-Quality Content and Language
Be careful with the tone and style of your content. Google’s helpful content system in 2022 targeted content that was written “for SEO” rather than for people.
On adult sites, this could manifest as pages stuffed with every related keyword (“London escorts, female escorts, elite escort London, cheap escorts, best escort agency…” all crammed in one page). Such keyword stuffing or unnatural language will hurt you post-update.
Instead, write naturally and then sprinkle in important keywords where they make sense. Also, avoid clichés or false promises that could undermine trust (e.g. “100% satisfaction guaranteed” on every page – sounds spammy).
Be honest and informative. If you offer certain services, describe them clearly but professionally. If you have restrictions or specialties, mention them; that kind of transparency can set you apart.
Content Freshness
Keep your content updated. If an escort is no longer available, remove or mark their profile as inactive (don’t leave stale pages lying around – they become dead weight). Regularly updating your site indicates to Google that it’s maintained.
Even updating an escort’s photos or description periodically can help. For blogs, try to post on a semi-regular schedule (e.g., a new article every few weeks or at least once a month). If you can’t maintain a blog, at least update static info like rate tables, service descriptions, etc., if anything changes.
When Google sees a site continuously improving and refreshing, it can positively affect how the algorithms perceive your activeness and relevance.
In essence, the content strategy for adult sites after this update boils down to being genuine and thorough. Think about what a user coming to your site is looking for, and deliver it to them in a well-organised, engaging way.
Google’s algorithms have gotten much better at approximating user satisfaction – they can gauge if people quickly leave your site, or if your content appears machine-generated or shallow. So focus on user-centric content: this aligns perfectly with what Google is rewarding (and has explicitly said so).
By demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness in your content and overall presentation, you not only satisfy the core update’s criteria, but you also differentiate your site in a crowded market.
Recommendations: Recovering & Improving Rankings for Adult Sites
For UK escort websites and other adult sites that have been hit by the March 2025 core update, recovery is possible – but it requires a thoughtful, multi-faceted strategy. Below are practical recommendations, focusing on both technical site health and content strategy, to help improve rankings:
- Audit and Clean Up Your Content: Start with a thorough content audit.
Go through your site page by page and ask: Is this page truly useful? Is the content unique? Identify thin pages (e.g. very short profiles or empty category pages) and decide whether to improve them or remove them.
It’s better to have 50 great pages than 500 poor ones. Consolidate duplicative content – for instance, if you have multiple blog posts on similar topics that are all short, consider merging them into one comprehensive guide. Use Google Search Console’s performance report to see which pages lost the most traffic and examine them for quality issues.
Also look at bounce rates and time-on-page in Google Analytics; pages with high bounces could indicate content that didn’t meet user expectations. Once you have a list of content to fix, prioritize those changes. - Enhance and Expand Key Content: For important pages that underperformed, revise the content in-depth.
Add at least a few hundred words of relevant, engaging text where appropriate. For example, if an escort profile only had a 50-word intro, encourage the escort to provide a longer bio or interview them for more material.
Make sure every profile answers common user questions (age, background, services, personality, what makes them unique). On directory or agency sites, consider adding a section at the top or bottom of listings pages with useful text – perhaps an introduction to “Escorts in [City]” that gives context about the area or how to choose an escort, etc.
This not only provides unique content for SEO but can engage the user before they scroll through the list. Ensure originality: use tools like Copyscape to check that your improved content isn’t inadvertently similar to something else on the web. If you find duplicate content (maybe profiles that appear on multiple sites), strive to differentiate yours – maybe by adding a personal quote from the escort or extra details only your site has.
The goal is when Google’s algorithm compares pages, yours stands out as having something others don’t. - Improve Page Experience (Core Web Vitals & UX): If you haven’t looked at Page Experience metrics yet, now is the time. Use Google Search Console’s Core Web Vitals report to identify any pages failing LCP, FID, or CLS benchmarks. Common fixes for adult sites:
- Compress and resize images (escort portfolio images don’t need to be 5MB each; aim for a good compromise between quality and size).
- Use a good hosting/CDN for faster content delivery (especially if you serve a UK audience, a UK-based server or a CDN node in UK/EU can reduce latency).
- Clean up your HTML/CSS/JS. Sometimes sites built by older web designers have bulky code; modernize it if possible. Remove any unused scripts or plugins (for instance, if you had a fancy carousel that isn’t used, ditch it).
- Ensure any ads or pop-ups don’t ruin the experience. Pop-ups should be quick to close and not cover content in a way that frustrates users (Google’s mobile interstitial penalty can hurt pages with intrusive pop-ups).
- Make navigation intuitive: Users (and Googlebot) should reach any escort profile or product page within a few clicks. Use clear menus and add a search function if your site has lots of entries.
- These improvements not only satisfy Google’s criteria but keep visitors on your site longer, increasing the chance they’ll convert from a click into a customer.
- Compress and resize images (escort portfolio images don’t need to be 5MB each; aim for a good compromise between quality and size).
- Leverage Structured Data & HTML Best Practices: Ensure your HTML is semantic and helpful. For example, use heading tags (<h1>, <h2> etc.) that contain relevant keywords (but naturally, describing the content). Many escort sites just throw text in random <div>s – instead, structuring your HTML can help search engines parse the importance of content sections.
Add Breadcrumb structured data if your site has categories (e.g. Home > Escorts > London > Profile Name) – this can sometimes yield breadcrumb trails in the search result snippet, which looks nice.
Use LocalBusiness schema on your Contact or Home page with @type: “LocalBusiness” (or a more specific subtype like “AdultEntertainment” if available in schema.org) to mark up your business name, phone, area served. While Google might not display a Knowledge Panel for an escort agency, feeding this info could help them understand it’s a legitimate local service.
If your site features articles or blog posts, use Article schema to mark up the headline, author (you can use a pseudonym if needed), and publication date – this could make you eligible for rich result features if Google ever deems it appropriate for your content.
As a minor but relevant point: always include proper meta descriptions on your pages. Since you want to avoid being too explicit in the snippet (which might trigger SafeSearch filtering), write meta descriptions that are classy yet clear about what the page offers. A good meta description can improve your click-through rate from SERPs, which indirectly can help rankings (Google notices if nobody clicks your result, after all). - Showcase E-E-A-T Elements on the Site: We talked about weaving E-E-A-T into content, but also consider the layout and pages on your site that explicitly cover these.
Add an “About Us” page if you don’t have one, or expand it if you do. Share your story or the mission of your service. Add an “Our Team” or “The Escorts” page with brief bios – even if some escorts prefer anonymity, you can describe the selection/training process or the qualities of your team in general.
If you’re an independent escort, consider a small bio section about yourself in third person (if you prefer to maintain a bit of distance) or first person (to build a connection). Have a “Contact” page that isn’t just a form – list a business email, a phone (if safe to do so), and your service hours or general availability. These things make your site look more legit.
If applicable, include a FAQ page that answers common questions (e.g., “How do I book?”, “What safety measures do you take?”, “Do you cater to specific requests?”, etc.). Not only does this add more indexable content, it directly addresses user concerns (improving trust and potentially conversion).
Google’s quality rater guidelines (which inform E-E-A-T) often check for such info – a real-world business should have some background and contact info, so provide what you can within the privacy constraints of the adult industry. - Prune and Fix Your Backlink Profile: Given the spam crackdown, it’s wise to review your backlinks.
Use Google Search Console’s link report or third-party tools (like Ahrefs or Moz) to see what sites link to you. If you find a lot of obviously spammy links (perhaps from unrelated blogs or link farms), consider using Google’s Disavow Tool to disassociate your site from them.
While Google is pretty good at ignoring bad links algorithmically, a manual cleanup can be useful if you had actively engaged in link schemes before.
More importantly, think of earning new high-quality backlinks: Could you partner with an adult industry blogger for a guest post? Is there a way to get a mention in a news article (e.g., sponsoring a local event, which a local news site might cover with a link)? What about getting listed in “best of” lists (some lifestyle or nightlife blogs might do “best strip clubs and escort services in London” where an inclusion and link is gold)?
These are challenging for adult services due to stigma, but any creative marketing here pays dual benefits (referral traffic and SEO authority). In any case, focus on relevance: one link from a site in or adjacent to your industry is worth many from random sources.
Quality backlinks act as a vote of confidence and can boost your site’s authoritativeness in Google’s eyes. - Be Patient and Monitor Progress: After making improvements, understand that recovery takes time. Core updates are reassessed when Google recrawls and reindexes your site – which can be days or weeks for some pages, and full algorithmic re-weighting might not happen until the next core update or another significant refresh.
Google’s Search Liaison and other experts have noted that recovery from core updates often spans several months and sometimes you won’t see a rebound until the next broad update is released.
Don’t be disheartened by this. Instead, set up tracking for your important keywords (using an SEO tool or simply manually check incognito periodically) and watch how your rankings evolve. Also, use Google Search Console’s performance reports month-over-month.
You might notice gradual improvement – e.g., pages climbing from page 5 to page 2 over some months. Celebrate those wins, they indicate you’re on the right path.
Keep an eye on your competitors too: if some low-quality competitors have dropped out, that’s an opportunity for you to fill the gap by providing content to capture their search queries. - Stay Informed on Google’s Updates: The March 2025 update might be the talk now, but Google will continue to update algorithms.
In fact, within the same year there might be another core update, and certainly periodic spam or Helpful Content updates. Follow Google Search Central Blog and reliable SEO news outlets. Given your niche, also pay attention to any updates specifically around content policies or SafeSearch (for instance, if Google changes how it flags adult content, or if a new law like the Online Safety Bill in the UK affects how search engines handle adult material). Being proactive is key – if you know an update is coming, you can make preemptive tweaks.
For example, if Google announced they’ll start penalising slow sites even more, you’d want to double down on speed optimisations. Or if they put out new structured data for adult content (unlikely but who knows), you’d jump on that early.
There are also SEO communities and forums (even subreddits like r/SEO) where people share observations – sometimes you’ll find someone in the adult industry sharing tips that you can learn from or contribute to.
By systematically improving your content quality, technical performance, and trust factors, you significantly increase your chances of recovering from the core update’s hit. More importantly, you set your site up to be resilient in the future.
Many of the recommendations above aren’t just one-time fixes but should become part of your ongoing site maintenance and strategy. This way, whenever Google tweaks its algorithms, you’ll likely already be aligned with their goal of providing the best possible search results.
Conclusion
The Google March 2025 Core Update served as a crucial reminder that no website can afford to ignore fundamental SEO best practices, regardless of its niche. UK adult websites – from escort agencies and independent escorts to porn platforms and adult e-commerce shops – saw that quality and compliance are now paramount in organic search rankings.
Google has made it clear that it wants to show users helpful, original, and trustworthy content, even when those users are searching for adult services or content.
For adult site operators, the path forward is to embrace a more user-centric approach: invest in high-quality content that truly describes and enhances your offering, ensure your website is technically sound (fast, mobile-friendly, secure), and demonstrate that you’re a legitimate, trustworthy entity in the adult industry. This involves weaving in E-E-A-T principles at every level – from the words on the page to the way you present your business online. While it might require more effort than older quick-fix SEO tricks, the reward is more stable rankings, better user engagement, and a stronger brand reputation.
In an industry often plagued by low-effort spam, taking the high road with authentic content and solid site experience will set you apart. Google’s core updates will continue to evolve, but they are all generally moving in the same direction: favouring websites that “provide value and an engaging experience for users”.
If you align your escort or adult site with that philosophy, you won’t just recover from the March 2025 update – you’ll be well-positioned to thrive with whatever comes next. Stay informed, stay agile, and always think about what’s best for the user – because that is, ultimately, what Google is looking for in its top search results.
If you need help with getting your escort website back on track, don’t hesitate to contact us today.
