Yesterday, Google announced and began rolling out its 2025 spam update at approximately 9:00 am PDT. This is the first spam-related algorithm update in about eight months. The rollout has been described as “normal”, which is applied globally across all languages and locations and is expected to take a few weeks to roll out.
Why this matters
This spam update follows Google’s June 2025 core update, marking Google’s continued efforts to refine search integrity. Historically, spam updates have brought volatility. Past updates in December 2024 and June 2024 had a significant impact, with December being particularly disruptive.
What to monitor
Search Engine Journal has reported that “Google hasn’t yet specified any targeted behaviours for this update, so it’s best to stay aligned with established quality and spam policies”.
“Expect ranking changes and traffic volatility while the update rolls out. Avoid reactive changes during the rollout window”.
What to watch
- Search Console trends: Track Impressions, clicks, average positions, and note any shifts from the start date of the update (August 26th).
- Pattern detection: Look for drops across clusters (e.g page types or query segments), not just individual URLS.
- Competitor movement: Identify if rank shifts are widespread across your industry or niche.
Recommended actions
As always, the likes of SEL & SEJ have advised to “Avoid Knee Jerk Reactions” within the rollout window, as rank changes are expected and can often be temporary.
