Google dropped its first spam-targeted algorithm refresh of the year—the August 2025 Spam Update—on August 26, 2025, and it’s now steadily rolling out across all languages and regions over the coming weeks.
What We Know So Far
● Google confirmed via its Search Status Dashboard that this is a “normal spam update” expected to finish over a multi-week rollout.
● It’s the first spam update since December 2024 and follows shortly after the June 2025 core update.
Unlike broader core updates, this spam update is purpose-built to target manipulative SEO tactics—including, but not limited to, cloaking, doorway pages, thin or AI-generated content, and hidden or deceptive practises.
Early Reactions from the SEO Community
The SEO world is already buzzing with observations.
A handful of users even reported massive traffic surges, while others noted their sites nearly disappeared overnight. This underscores the chaotic nature of spam update rollouts.
What You Should Do Now
Even though Google hasn’t pinpointed exactly which spam tactics are targeted, here’s what’s recommended:
| Recommended Action | What to Do |
| Monitor Performance | Use Google Analytics & Search Console to track impressions, clicks, and ranking changes. Annotate dashboards with the update’s start date. |
| Check for Patterns | Look for consistent trends across groups of pages or queries—not just isolated drops. |
| Align with Spam Policies | Make sure your content complies with Google’s spam policies—especially if you rely on AI-generated or low-value content. |
| Hold Off on Quick Fixes | Rankings may bounce during rollout. Reacting too soon could backfire. |
What Spam Tactics Should You Watch?
● Keyword stuffing: Excessive repetition or use of keywords in an unnatural way.
● Doorway pages: Thin, replicated pages aimed at manipulating search results.
● Fake reviews: Fraudulent or manipulative user reviews.
● Scaled or AI-generated content: Bulk-produced content that offers no real value.
The Road to Recovery
1. If your site was negatively affected, don’t panic—but act smartly:
2. Review your site for spammy or low-quality content.
3. Clean up or remove pages that don’t provide real value.
4. Wait and monitor: Google’s systems may refresh, allowing compliant sites to regain visibility. Recovery can take weeks or even months.
Final Note
Google’s August 2025 Spam Update is a reminder: the best SEO strategy is simple—create genuine, useful content that prioritises people, not algorithms. While manipulative tactics may offer short-term gains, they’re no match for sustained, policy-compliant quality. Stay vigilant, monitor carefully, and lean into authentic user-focused optimisation—it’s your safest path forward.