Google has announced another Update, and it’s the first spam-specific update we’ve seen this year.
Edited to add – the update finished on September 21st 2025.
🔵What it is:
Google’s calling it a “normal spam update” that will take a few weeks to roll out across all languages and locations. It’s their first algorithm update since the June 2025 core update finished in July.
🟢What it’s targeting:
Google hasn’t specified exactly what types of spam this update is hunting, but based on their recent focus, expect it to hit the usual suspects – AI content farms, expired domain abuse, scaled content manipulation, and dodgy link schemes.
Given how aggressive they’ve been about AI-generated content farms and site reputation abuse lately, this update is probably fine-tuning their spam detection systems to catch more sophisticated manipulation attempts.
🟣 Should you be worried?
If you’ve been following proper SEO practices and creating content for humans rather than search engines, probably not. These updates typically target obvious manipulation rather than genuine business websites.
If you’ve been experimenting with those “AI GEO SEO hacks” everyone’s been flogging on LinkedIn… well, the next few weeks might be interesting for you.
Worried about your SEO? Let’s talk!
🟠 What to do now?
Nothing. Sit tight, as always.
Don’t panic if you see some ranking fluctuations over the next few weeks – spam updates can cause temporary volatility even for legitimate sites. Don’t start frantically changing your content strategy based on daily ranking movements.
Keep doing what you should have been doing all along: creating helpful content that serves your potential customers, not dodgy stuff for bots.
Worried? I’m always happy to chat.
