What does Google’s latest spam update mean for your business?

Lia Bartley

Google has finally wrapped up its August 2025 spam update, which quietly began back on August 26 and kept SEO (search engine optimisation) professionals guessing until September 22.

Unlike some of the more niche updates, this one was broad, with Google swinging its hammer at what it saw as spammy content and dodgy practices. True to form, the search giant didn’t offer much detail beyond its usual reminder to “follow our policies.” That’s a bit like telling a football team to “just score more goals.” Technically good advice, but not especially helpful.

The fallout was quick for many sites. Some saw drops within 24 hours, while others reported big wobbles around September 9. Entire traffic graphs looked like rollercoasters at Alton Towers. A few unlucky websites that had relied a bit too heavily on thin content or shady backlinks were hit hard.

On the flip side, some businesses that cleaned up their SEO act after earlier updates actually saw a welcome bounce back.

So, what does this mean for you? If your organic traffic has dipped, it’s not always because you’ve done something wrong – it could be that Google has simply raised the bar again. The problem is, unless you’re glued to ranking trackers and SEO news, these shifts can feel invisible until the phone stops ringing. That’s where working with a marketing agency pays off. We keep an eye on these algorithm swings, so you don’t have to.

At Engage Web, we’ve seen enough of these updates to know the drill. When Google tightens the rules, we roll up our sleeves: auditing backlinks, beefing up thin content and making sure clients aren’t penalised for something that can be fixed. The goal isn’t just to survive the latest shake-up, but to build the kind of online presence that rides out the storm.

If your traffic chart has taken a nosedive – or if you’d just rather not lie awake wondering when the next update will land – get in touch. Google may like to keep us guessing, but we’ve spent over 15 years learning how to play the game.

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Lia Bartley

Content Editor at Engage Web

With years of experience in the financial sector, Lia has swapped the world of mis-sold PPI in exchange for life as an eagle-eyed editor at Engage Web, ensuring our wonderful clients have equally wonderful content on their websites.