Google completed its August 2025 spam update on 22nd September, following a 27 day rollout that began on 26th August. The update was significant and coincided with the removal of the &num=100 query parameter in Search Console, which caused impression counts to drop.
What the Update Targeted
The August 2025 spam update was broad in scope, aimed at cracking down on websites that violate Google’s spam policies. These policies cover issues such as:
- Keyword stuffing — excessive repetition of terms to manipulate rankings.
- Scaled content abuse —Low-quality content.
- Expired domain abuse — using expired domains purely to boost authority.
- Site reputation abuse — hosting irrelevant content under an established domain.
Sites hit by the update would have noticed sharp drops in clicks in their Search Console performance report. Importantly, Google does not issue manual penalty notices for spam updates — declines happen automatically, without warning.
Why Monitoring Is Essential
During and after any Google update, it’s essential to track your website’s performance in multiple ways:
- Rankings – to see how your target keywords are shifting in the search results.
- Google Analytics – to monitor changes in organic traffic and user behaviour.
- Search Console Clicks – the most reliable metric for assessing whether an update has impacted you.
Relying on impressions alone is risky, especially with recent reporting changes. Click data shows whether visitors are still reaching your site.
How to Respond to an Update
The most important rule is not to panic. Search updates can cause sharp fluctuations that may stabilise within days or weeks. At BBI Brandboost, we recommend a measured, process driven approach:
- Assess the data – identify if your site’s performance has genuinely declined.
- Review content quality – ensure your pages offer unique, useful, and relevant value.
- Check technical compliance – confirm that your site follows Google’s guidelines.
- Plan improvements – target long term fixes rather than quick or radical changes.
- Monitor continuously – track recovery, which may take months but is usually achievable.
Why Work with BBI Brandboost?
As a digital marketing agency with over 25 years’ experience, we’ve guided clients through countless Google updates — from core algorithm changes to spam filters and everything in between. Our SEO services are built on proven processes, combining technical expertise, content strategy, and clear reporting.
If your website has been affected by the August spam update — or if you simply want reassurance that you’re prepared for whatever Google does next — our team can help. We’ll keep your site compliant, competitive, and visible in search.
Get in touch with BBI Brandboost today to strengthen your search presence with expert SEO support.