"Rollout: Completed on September 22, 2025 at about 2am ET. Targets: Sites violating some of the Google search spam policies. Does Not Target: This update does not target link spam, it does not target the site reputation abuse policy and some other policies. Penalty: It penalizes some of spam techniques that are against Google's spam policies. Global: This is a global update impacting all regions and languages."
"Keep me mind, Google dropped the num parameter to see more search results on a page, then the third-party tools scraping became severely impacted and many saw impression declines in Search Console (Search Console is also a mess). Google later confirmed the num parameter is not officially supported. So tracking the end of this Google update, after September 10th or so, was almost impossible."
Google completed the August 2025 spam update after a 27-day rollout from August 26, 2025 at 12:00 pm ET to September 22, 2025 at about 2:00 am ET. The update was broad and global, applied to all languages, targeted sites violating Google search spam policies, and did not target link spam or the site reputation abuse policy. The rollout resembled the December 2024 spam update but took roughly 20 additional days. The update hit strongly on August 27, cooled, then intensified around September 9. Dropping the num parameter disrupted third-party scrapers and caused Search Console impression declines. Google did not disclose the percentage of queries impacted.
Read at Search Engine Roundtable
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