Sean Walsh
Sean is a Director at Intelligency heading up our digital marketing and client services operations. Sean has 15+ years experiencing working both in-house and agency with brands including Lloyds, Alstom, Hitachi, Lufthansa, Viaplay, DFDS Seaways and Mercedes-Benz.
Google has announced its latest spam update, called the August 2025 spam update. It began rolling out this week and will take a few weeks to complete.
This is the first spam update in eight months (the last was December 2024) and the first time Google has adjusted its spam filters this year. For marketers and business owners, that means search results may shift – some websites could see traffic drop, while others may rise as low-quality competitors are pushed down.
What is a spam update?
When Google talks about “spam” in search, it doesn’t mean junk emails. In this context, spam refers to low-quality or manipulative websites that try to cheat their way into higher rankings.
Examples include:
- Sites stuffed with keywords but offering no real value.
- Pages made purely to generate ad clicks.
- Dodgy sites spreading malware, scams, or fake content.
A spam update is when Google improves its SpamBrain system – an AI tool that detects these tactics. SpamBrain gets smarter over time, and when Google rolls out an update, it applies those improvements across search results worldwide.
Why does this matter?
If your website is built for real people – with useful, original, and trustworthy content – you’re unlikely to be penalised. In fact, updates like this can work in your favour, since spammy competitors may lose visibility.
On the other hand, if your site uses shortcuts like low-quality AI-generated articles, old expired domains filled with weak content, or “parasite SEO” (hosting third-party content that exploits your site’s reputation), you may see rankings drop.
How long will it take?
Google describes this as a “normal spam update.” That means:
- It’s routine maintenance rather than a major shake-up.
- The rollout will last a few weeks.
- It applies globally, across all languages and regions.
Google will confirm completion on its official Search Status Dashboard.
How does this fit into other updates?
The last major update before this was the June 2025 core update, which was broader and affected many types of websites. Core updates are like overall system tune-ups, while spam updates are targeted clean-ups that specifically filter out manipulative practices.
The December 2024 spam update was considered more volatile (with bigger swings in rankings) than the June 2024 update. It’s still too early to know how disruptive this August update will be.
What should you do now?
- Monitor your analytics – Watch for changes in traffic and rankings over the next few weeks.
- Review your content – Make sure it’s user-focused, not written just for search engines.
- Avoid shortcuts – Stay clear of tactics like keyword stuffing, mass-produced AI content, or hosting low-value third-party pages.
- Be patient – If your site is impacted, recovery can take time. Fix issues based on Google’s spam policies and wait for future system refreshes.
The August 2025 spam update is Google’s latest round of “housekeeping” for search results. If your site is genuinely helpful, you should be fine – or even gain ground. But if you’ve relied on questionable tactics, expect Google to tighten the net.
