Google completes August 2025 spam update

This is a broad update aimed at combating spam techniques in search results. Unlike some previous updates, link spam was not the focus this time. The impact was noticeable worldwide and was reminiscent of the major update in December 2024, but the process was significantly slower this time.

What happened during this update

In the first few days after the start, the fluctuations in search results were immediately visible. Around mid-September 2025, many websites noticed significant shifts in positions (mostly higher) and impressions (mostly lower). Thereafter, the situation seemed to stabilize briefly.

Additional confusion arose because Google stopped supporting the num-parameter, which allowed you to show more search results per page. As a result, many external analysis tools and reports in Search Console went haywire, making it a lot harder to follow the update.

What you need to know if you're hit

• The update focuses on websites that violate Google's spam guidelines.
• This is not specifically about link spam, but about broader forms of abuse and manipulation.
• The consequences can be significant: declining positions and loss of visibility.
• Recovery takes time. Google states that this can take months and is only possible if a site really complies with the applicable guidelines.
• Periodic updates of the spam filters can ensure that improvements only take effect later.

Conclusion

The August 2025 spam update was extensive, erratic, and difficult for SEO agencies such as Rootsteps to follow. For affected website owners, there is one piece of advice in particular: check if your pages are unique and add value. Make sure that your site is fully in line with the Google spam policies and make sure your content really adds value for users. Only then is there a chance of recovery in the next update. Your website can still grow: get in touch if you need help!