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Google confirmed the release of its August 2025 Spam Update, which began rolling out worldwide on August 26th at 9:00 AM PT.
The update applies across all languages and is expected to take several weeks to complete. As with any algorithm change, site owners and SEOs should anticipate some fluctuations in rankings and traffic while the rollout is underway.
What Are Google Spam Updates?
Spam updates are algorithmic adjustments designed to improve how Google detects and suppresses spam in search results. They aim to reduce the visibility of manipulative, low-quality content that adds little value to users.
The first dedicated spam update was introduced in June 2021, and since then Google has consistently refined its systems to combat evolving tactics. These updates are released multiple times per year, often alongside or between broader core updates.
What Does This Mean for Your Website?
If your website consistently publishes helpful, people-first content that follows Google’s guidelines, you are unlikely to see major negative impacts. However, sites engaging in spammy practices may experience significant ranking drops. These practices include:
- Auto-generated or mass-produced content created only for rankings
- Pages written for search engines rather than users
- Keyword stuffing or over-optimisation
- Cloaking (showing different content to Google than to users)
- Other manipulative or deceptive techniques
Recovery from a spam update is possible, but it is usually a slow process that requires identifying and fixing issues, waiting for recrawling, and demonstrating sustained improvements in content quality.
The August 2025 Spam Update in Context
This update arrives shortly after the global rollout of Google’s AI Mode, which first appeared in Search Labs earlier this year. AI Mode has now expanded to 180 countries and territories, and with that expansion comes new challenges for maintaining search quality.
It is reasonable to assume that part of this spam update is designed to safeguard AI-powered results from low-quality or misleading content, ensuring that the information presented remains accurate and trustworthy. For SEOs and site owners, this means monitoring not only traditional SERP rankings but also visibility within Google’s AI-driven experiences.
Expect Volatility During the Rollout
Ranking shifts are already being reported, particularly in the US, with volatility starting to surface in the UK and other regions as well. This is a normal part of any Google update.
During the rollout, it is best not to overreact to short-term fluctuations. Instead, focus on:
- Search Console insights: Track impressions, clicks, and average position, and annotate reports with the update start date.
- Patterns across groups of pages: Look for broader trends rather than individual URL changes.
- Competitor performance: Compare your movement with others in your niche to distinguish between site-specific issues and wider ecosystem shifts.
Once the rollout stabilises, any sustained ranking changes will be easier to assess.
Looking Ahead
Spam updates are a reminder that shortcuts rarely pay off in SEO. Google continues to refine its systems to discourage black-hat tactics and low-value content production, including mass AI-generated content designed to flood the index.
The safest and most effective strategy remains the same:
- Prioritise high-quality, reliable, and original content
- Optimise for user experience first, search engines second
- Stay aligned with Google’s published spam and quality guidelines
By focusing on these fundamentals, you’ll be well-positioned not only to withstand this update but also to benefit once rankings stabilise.
