Google seems to be rolling out updates with increasing frequency; it could even be the case that many SEO’s globally now suffer from “Google update fatigue”.

This means that, due to the sheer volume of updates, some businesses may struggle to keep up with the latest algorithm changes.
However, we would urge you to always keep a close eye on what Google updates are rolling out, as this is the only way to align a good

marketing strategy that generates winning results.

 

What do we know about the Google August 2025 spam update so far?

The spam update is said to start rolling out on August 26, 2025, and is described as a global update. This means that even though the update has started rolling out in some countries, it may take a few more days before you begin to see some ranking flux and changes occurring in your country.
It’s therefore an excellent idea to closely monitor your chosen SEO tools over the coming weeks. This includes your Google Search Console account to see if there are sharp changes in terms of where your business ranks for commercially essential keywords.

Create a diagram with giant wording “SEO” inside a roller coaster seat, on a giant roller coaster, to symbolise a business’s SEO rankings going up and down.

 

How long will it take to roll out fully?

The advice so far is that it can take up to three weeks in total to roll out. Based on our experience, most updates are completed within a week of the ranking flux first occurring.

However, that’s not to say that it can’t go on for longer, because it most definitely can.

What happens during a rollout of a spam-fighting algorithm update?

This update is not new; although it may be a new update in itself, it’s simply another update aimed at further targeting spam.

For highly experienced SEO consultants, it is well known that even since the days of PageRank, shortcuts and using spammy optimisation methods are frowned upon by Google.

Google clamps down on spam; therefore, our best advice for you is that your whole website needs to be centred around the customer. It needs to focus on offering the best quality advice that you can provide.

 

Here’s, in a nutshell, what you need to do:

– Make sure all pages are high quality and satisfy Google E-EAT
– Have a strong backlink profile, removing spammy links
– Put yourself in your customer’s shoes, how can you improve the UX to make their life that little bit easier?

Don’t go using spammy methods.

 

 

If a business has gone wild with AI tools and is building spammy links left, right, and centre, then sooner or later, a big fat Google penalty is heading your way.

Don’t cut corners, that’s the long and short of the matter.

How to implement SEO the right way

There are spam policies and white-hat practices; however, overarching all of this is a straightforward principle: will the work help the customer?

If you are publishing top-quality advice and going the extra mile to help the customer in every possible way, then you should be on the right side of any Google updates.

Let us elaborate on this point a little further for clarification purposes:

 

Content marketing

The content marketing should be of superior quality. The author should be familiar with Google E-EAT and take the time to create helpful and well-written pages.

Therefore, don’t use AI to cram pages with text. Instead, hire an expert, or better yet, an expert on that product or service within your business, to publish a helpful guide or to rewrite and refine the product descriptions for even greater clarity and utility.

Since Google E-EAT and even before that, Google has ranked pages higher that are original, well-written, and clearly written by someone who truly knows about the product or service on offer.

Take your time and publish high-quality, original text.

 

Link building

Ask yourself the following questions:

Will the backlink help the shopper?

Will it teleport them (the shopper) to a page or post that will help on their buying journey?

Or are you simply building links everywhere with no genuine intention of helping shoppers? If the latter, you’ll be hit by a link penalty.

 

Don’t be frightened by the Google updates.

Businesses, if they have been implementing top-quality work, publishing well-written pages and links that help real shoppers, well, you have nothing to fear about any subsequent Google updates.

The businesses that get demoted, moved down Google’s rankings, are those that cut corners, utilise AI, and build spammy links.

Google rewards hard work and businesses which publish high-quality information. Therefore, it always pays to do a good job. Centre all of your SEO efforts around helping the customer, helping them on their buying journey, whether that’s writing helpful product descriptions, or just switching website hosting because you want your company website to load as fast as lightning.

 

What is Google SpamBrain?

Think of Google SpamBrain like a big giant eye in the sky.

It’s watching businesses’ SEO to see if they are doing a good job. If you start to violate Google’s spam policies by, for example, engaging in link building that is excessive or involves spam links, you will catch the attention of Google’s SpamBrain.

This can mean that Google detects a business using spun content or AI-generated text and decides to issue a significant penalty.

Or perhaps the business has purchased a large number of links for a few dollars or pounds, and therefore has built spam links. That business will likely attract a link penalty, also commonly referred to as a Google Penguin penalty.

Perhaps the business hasn’t used any spammy methods intentionally, but it is still being penalised by Google’s ranking algorithm. This could be because the company has a page duplication issue that it is not aware of.

Alternatively, the business could have a mass of “content-thin” pages, which are not helpful. However, limited effort has been put into writing the text; the information doesn’t assist any shoppers. Again, these pages could be deemed spammy because they are of low quality.

 

Carry out an audit

A highly skilled, knowledgeable, and good SEO agency should be able to review your website and identify any weaknesses in a matter of minutes, sometimes.

If your website has dropped in Google’s rankings, don’t sit and cry about it; it’s time to take action.

Improve the backlink profile, or strengthen those pages that are weak in terms of potentially being content-thin.

Over time, Google will notice that you’re following Google’s Webmaster Guidelines, you understand Google’s E-EAT, and you’re putting serious effort into improving your SEO. That’s the way to go, that’s the spirit.

And over time, Google will move its giant hand and start to move your business up Google’s ranks.

 

Come to experts who don’t cut corners