Google Rolls Out the August 2025 Spam Update

Google confirmed a new spam update on August 26, 2025, marking its first major effort against manipulative content this year. The update began rolling out globally at 9:00 AM PT and will continue for several weeks, affecting all languages.

Read more from Google: August 2025 Spam Update

What the Google Spam Update Targets

While Google hasn’t listed specific tactics, spam updates traditionally go after:

  • Cloaking and deceptive redirects
  • Expired domain abuse
  • Keyword stuffing and hidden text
  • Spammy or purchased link networks
  • Auto-generated, low-value content

Machine learning systems, like Google’s SpamBrain, are likely powering much of this work to detect patterns more effectively.

google spam brain

What to Expect

During rollout, rankings may fluctuate. Some sites will experience noticeable traffic drops, while others will benefit if their competitors are penalized. It’s best not to make drastic changes mid-update—wait until Google confirms the rollout is complete before deciding on adjustments.

How to Prepare: If your site follows Google’s spam policies, you should be in the clear. Still, now is a good time to:

  • Audit link practices—remove manipulative backlinks.
  • Ensure content is original, useful, and adds depth beyond AI-generated filler.
  • Check for technical issues, such as hidden text or doorway pages.
  • Monitor Search Console for unusual drops in impressions, clicks, or positions.

The August 2025 Spam Update is another reminder that shortcuts in search rarely pay off. Focus on clarity, content originality, and transparency in your website’s digital presence, and you’ll be more resistant to algorithm shifts and variations in your rankings.