On September 24, 2026 Google did what they call a spam update. This is something they do a few times a year to adjust their spam detection and mitigation.
Google uses something called SpamBrain. It’s an AI-based spam detection system and periodically Google has to update the system so that it’s better at spotting spam.
Typically if you’re a website that doesn’t use spam tactics to artificially inflate your rankings then you don’t have anything to worry about. One thing you may see is some volatility in your rankings as some sites move up or down based on those changes. One thing to keep in mind is that we live in turbulent times and every day the search environment is changing.
Google also releases separate link spam updates. These are updates that aren’t really meant to penalize you as much as deemphasize spammy links. Google works to stop counting those links as authoritative. If you’re a company that uses black hat tactics for SEO then yes, you may have a problem. But, if you’re a company that goes about building links in the correct way you don’t really have too much to worry about.
Also keep in mind that spam policies include things like cloaking, scraped content, hidden text or paid and manipulative links.
Here are some things to sanity check if you’ve noticed ranking fluctuations:
- Go to Google Search Console
- Look at your Performance on Search Results
- Set your time frame to September through October 4th (as I write this it’s the 6th, so change this date to what’s most accurate and gives you ample time to identify a trend)
- Look at the impressions over the weeks
- Also look at clicks, CTR and average position and compare that to the previous year
If the impressions are flat or have a normal pattern, keep an eye on it and you’re likely in the clear. If the impressions dropped off a cliff then you likely have an issue. Comparing the clicks, ctr and average position to the previous year will give you more insight into how things have changed. Across industries we’re seeing fewer impressions year over year because of how much search has changed. So, if you can see that your CTR and average position are moving in a positive direction that’s a positive.
For those whose rankings have been impacted you can do the following:
- Check Google’s list of ranking updates to see whether your traffic changes line up with a spam update (this most recent was around September 24th)
- Look at Google’s spam policies to see if you’re not compliant
- Fix anything that doesn’t comply
Once you make fixes you’ll need to be patient. Fixes won’t bring your traffic back overnight. It can take months to see improvements. Going forward you’ll need to build links naturally which is a slow methodical process.
The old axiom is as accurate today as it was 21 years ago, when IBM published Search Engine Marketing, Inc., one of the most widely read guides to SEO at the time. SEO is a marathon, it’s not a sprint.
And as I always say, “The fundamentals should always be the focus. They don’t change and they should inform you on how to optimize your site. Quick wins are quick wins. Sometimes they’ll evaporate overnight.”