Google has begun rolling out a new spam-related algorithm adjustment in August 2025, designed to enhance the quality of global search results. The process started at 9:00 AM Pacific Time and is expected to unfold gradually over the next few weeks, affecting websites in every language.

Scope of the Update

This release is part of Google’s ongoing fight against low-quality content and manipulative ranking practices. While the company hasn’t disclosed which specific tactics are under review, the update is being applied worldwide, with the same standards across all regions and languages. Multi-week deployment is common, as it gives Google time to measure impact and refine the update while it’s in progress.

Expected Impact

• Search volatility: Website rankings and traffic levels may shift frequently during the rollout.
• Unclear targeting: Since Google has not listed exact behaviors or schemes, site owners should avoid guessing and instead focus on established best practices.
• Gradual stabilization: Once the rollout concludes, rankings typically settle, giving a clearer picture of long-term impact.

Best Practices During Rollout

To navigate this period, webmasters and SEO professionals can:

• Track performance metrics in Search Console such as impressions, clicks, and average position.
• Watch for consistent trends across groups of pages rather than isolated fluctuations.
• Compare ranking changes with competitor sites to distinguish between update effects and individual site issues.

Broader Context

Spam updates are released multiple times each year and operate alongside Google’s core ranking systems. Their goal is to suppress manipulative or deceptive practices while rewarding content that aligns with quality and relevance standards.

Websites that already adhere to Google’s guidelines are generally in a strong position once the dust settles. Those that rely on questionable tactics may see declines that are difficult to recover from.

Outlook

As the August update continues, the search landscape will remain in flux. Patience is recommended—reactive changes during a rollout can create unnecessary problems. Over the coming weeks, the industry will gain a clearer picture of who benefits and who loses from this adjustment.