Google Wraps Up August 2025 Spam Update

Google has now wrapped up its latest spam update, which rolled out for nearly four weeks. The rollout began toward the end of August and finally closed in late September, making it one of the longest spam updates we’ve seen in recent memory. Unlike a niche link-focused adjustment, this was a broad spam update, closer in nature to the one we saw in December 2024, but it dragged on considerably longer.

At Weblinx, we noticed movement in the search results almost immediately after the rollout began. By the very next day, noticeable volatility was hitting multiple industries. While things appeared to settle for a short stretch, turbulence returned around the second week of September, creating a stop-start pattern that made it extremely tough for businesses to get a consistent read on their rankings.

Adding to the frustration, Google also removed support for the “num” parameter, the setting that let users pull more results per page. That sudden change broke a lot of rank-tracking tools, meaning SEOs were left working with patchy and unreliable datasets. Combined with the already spotty reporting inside Search Console, keeping tabs on this update during its final phase turned into guesswork more than science.

The key takeaway: this was a global, all-languages update with widespread impact. If your rankings shifted during this period, it’s highly likely related to the August spam update rather than other isolated factors.

The key highlights from the August 2025 Google spam update

Google’s latest spam update has officially wrapped up, and here’s what businesses and site owners need to know:

• Update Name: August 2025 Google Spam Update
• Launch Date: Began August 26, 2025, around 12 p.m. ET
• Completion Date: Finished rolling out on September 22, 2025, around 2 a.m. ET
• Focus: Targets websites that violate Google’s existing spam policies.
• What It’s Not: This update was not aimed at link spam or site reputation abuse (those remain separate areas of enforcement).
• Penalties: Sites using spammy tactics outside Google’s guidelines may see ranking drops.
• Scope: A global rollout, covering all languages and regions.
• Impact Level: Google hasn’t provided specifics on how many queries were affected, but based on volatility, the reach was significant.
• Recovery Path: If your site was hit, Google recommends auditing content and practices against its published spam policies. Recovery may take several months.
• Ongoing Refreshes: Google will refresh this spam system periodically, meaning compliance is the only long-term fix.

At Weblinx, our takeaway is clear: Google is doubling down on spam detection at scale. If your rankings dipped during this period, it’s worth reviewing your SEO practices now rather than waiting for the next refresh cycle.

What have Google said?

Google haven’t said much, however, they did write:

In the early hours of September 22 (Eastern Time in the USA), Google confirmed the update had finally wrapped, closing the rollout a little over 26 days after it first began.

Google did also post this on X:

No major changes but subtle shifts likely

Google hasn’t introduced any new policies with the August 2025 spam update. The documentation remains the same, which means this rollout was more about reapplying and refining their existing spam systems. That said, based on patterns we’ve seen in the SERPs, it’s reasonable to assume Google has quietly adjusted the algorithm behind the scenes.

Tracking the update was tricky

Monitoring this update wasn’t straightforward. Industry tracking tools lit up with volatility during the rollout, but from September 11 onward, many of those tools had to recalibrate due to Google’s changes (including the dropped num parameter). The result? Inconsistent or incomplete reporting, making it harder than usual to pinpoint exactly when and where the most significant shifts occurred.

Advanced Web Rankings:

Semrush:

Wincher:

Accuranker:

Mozcast:

SimilarWeb:

Data for SEO:

Mangools:

Sistrix:

SERPstat:

Algoroo:

Wiredboard’s Aggregator of Tools – To simplify the picture, all the main tracking tool data was merged together and overlaid on to a single chart. While no tool was flawless during this update, viewing them side by side gives a clearer sense of when volatility peaked and how the rollout unfolded over time.

Community reactions to the August 2025 spam update

Feedback from fellow seo consultants and the SEO community has been mixed, reflecting just how unpredictable this update was. Earlier discussions highlighted the initial surge in volatility right after launch, which we’ve already covered. More recent conversations show a wide range of experiences, some reporting sharp ranking drops, others seeing recovery, and plenty of confusion in between.

It’s worth noting that this “chatter” has to be taken with caution. Third-party tracking tools were disrupted during this update, and even Search Console data was inconsistent, which makes interpreting community feedback trickier than usual. That said, the conversations on platforms like WebmasterWorld suggest this update left a noticeable footprint across many industries.

A look back at Google’s previous spam updates

For context, here’s a timeline of Google’s officially documented spam updates leading up to the latest August 2025 release:

• June 23, 2021: Spam update – completed in just 1 day
• June 28, 2021: Spam update – another 1-day rollout
• July 26 – August 24, 2021: Link spam update – lasted 29 days
• November 3 – 11, 2021: Spam update – wrapped in 8 days
• October 19 – 21, 2022: Spam update – 48-hour rollout
• December 14, 2022 – January 12, 2023: Link spam update – 19-day cycle
• October 4 – 20, 2023: Spam update – 15 days
• March 5 – 20, 2024: Spam update – 15 days
• June 20 – 27, 2024: Spam update – 7 days
• December 19 – 26, 2024: Spam update – 7 days

What stands out is the variation in rollout length, from lightning-fast 1-day updates to drawn-out, month-long cycles. The August 2025 spam update clearly falls into the “long rollout” category, taking nearly four weeks to finish.

Discussion found on X and WebmasterWorld.