TL;DR
Google has unleashed its first spam update of 2025, and it’s already making waves across search results. If you’ve noticed your rankings shifting or traffic fluctuating over the past few days, this could be the culprit.
What’s the latest?
Google announced the August 2025 spam update on 26th August, marking the first algorithm update since June’s core update. This is Google’s first spam-focused rollout in eight months – the last one wrapped up in December 2024.
Google’s calling this a “normal spam update,” which might sound reassuring, but don’t let that fool you. Normal doesn’t mean gentle, and previous spam updates have shown they can pack quite a punch when it comes to reshuffling search results.
Timeline and rollout
The update is rolling out globally across all languages and locations, with Google estimating it’ll take “a few weeks” to complete. That means we’re likely looking at changes continuing well into September, so don’t expect everything to settle overnight.
Google will post an update on their Search Status Dashboard once the rollout is finished, so keep an eye on that for the all-clear signal.
What does this mean for your business?
Whilst Google hasn’t specified exactly what type of spam this update targets, history tells us these updates typically focus on:
- Low-quality content designed purely for search engines
- Link spam and manipulative link building practices
- Keyword stuffing and other outdated SEO tactics
- Duplicate or scraped content across multiple pages or sites
If your SEO strategy has been playing by the rules, you shouldn’t have anything to worry about. But if you’ve been cutting corners or relying on questionable tactics, now might be the time to clean house.
How to weather the storm
Here’s what you can do to protect your rankings during this update:
➡️ Review your content quality: Take a hard look at your existing content. Is it genuinely helpful to your audience, or was it created primarily to rank for keywords? Google’s getting better at spotting the difference.
➡️ Audit your backlink profile: Check for any suspicious or low-quality links pointing to your site. If you spot anything dodgy, consider using Google’s Disavow Tool to distance yourself from problematic links.
➡️ Monitor your performance: Keep a close eye on your rankings and organic traffic over the coming weeks. Any significant drops could indicate you’ve been caught in the spam update’s crosshairs.
➡️ Focus on user experience: Ensure your site loads quickly, provides value, and answers your visitors’ questions comprehensively. Google rewards sites that genuinely serve their users.
The bigger picture
This update reinforces Google’s ongoing commitment to delivering high-quality search results. The company continues to crack down on manipulative practices that try to game the system rather than provide genuine value.
For businesses that have been following best practices, this update could actually be good news. As spammy competitors get filtered out, there’s more room for quality content to shine.
What’s next?
SEO is no walk in the park, especially when algorithm updates keep everyone on their toes. But with the right approach – focusing on quality content, legitimate link building, and genuine user value – your business can weather any storm Google throws your way.
If you’re concerned about how this update might affect your rankings, or if you need help ensuring your SEO strategy is spam-update-proof, Bulldog’s here to help. We’ve weathered 11 years of Google updates and know exactly what it takes to keep your business ranking strong, regardless of what changes come next.
🤖 Check out our SEO updates page for up-to-date information on AI and algorithm changes.
