Why has Google released another Spam Update?
At the end of August 2025, Google began rolling out its latest Spam Update across search results worldwide. The aim is simple: to cut down on low-quality and spammy content, making sure searchers get reliable answers instead of being served AI clickbait or pages designed to game the system.
These updates aren’t new; Google regularly fine-tunes its spam filters, but this one is already making waves because of its link to AI-generated content.
What does this mean for AI-generated content?
AI has changed how content gets produced online. While it can be used responsibly, some site owners have leaned heavily on bulk AI content to churn out hundreds (or even thousands) of low-value pages. Google has been clear: AI isn’t the issue, poor-quality AI use is.
This update builds on changes rolled out last year, which tackled things like:
- Scaled content abuse – pumping out masses of near-identical AI articles.
- Site reputation abuse – publishing guest or sponsored content on strong domains without relevance.
- Expired domain abuse – buying old domains purely to push spam.
Google’s algorithms (and its AI-powered SpamBrain system) are now even better at spotting these tactics.
What changes might you see?
If your site focuses on genuine, useful content, you probably don’t need to worry. But here’s what this update could mean in practice:
- Ranking shifts – expect some movement in your traffic and keyword positions while the update rolls out.
- Traffic drops for spam-heavy sites – bulk AI-driven websites may see noticeable declines.
- More value for quality – sites that demonstrate trust, expertise, and a clear user focus could see improved visibility.
What should you do next?
Now’s a good time to give your website a quick health check:
- Audit your content – remove or refresh thin, repetitive, or outdated pages.
- Check against Google’s spam policies – avoid tactics like cloaking, keyword stuffing, or filler AI pages.
- Focus on E-E-A-T – make sure your content shows real experience, authority, and trustworthiness.
- Don’t panic during the rollout – updates can take a couple of weeks to settle, so let the dust clear before making big changes.
- Keep monitoring performance – use Google Search Console and Analytics to spot trends.
Our take on the update
This update underlines something we’ve said for a while: AI is a useful tool, but it can’t replace quality. If you use it carefully, adding human input, expertise, and context, your content will still perform well. But if you rely on automation alone, expect search rankings to reflect that.
Google’s end goal hasn’t changed: put people-first content front and centre.
Need help navigating the changes?
At Outrank, we stay on top of every Google update so you don’t have to. If you’re worried about how this rollout might affect your site, or if you’ve noticed sudden drops in traffic, our team can help review your strategy and keep your content aligned with Google’s latest standards.
Get in touch with Outrank today to make sure your website stays one step ahead.