Google has just rolled out its latest spam update, starting on 26 August, and it’ll take a few weeks before everything settles. It’s the first spam update we’ve seen this year and the first since last December. These updates don’t usually make headlines like the big “core” ones, but they can still cause a stir if you’re keeping an eye on your website traffic.
So what’s actually going on here? In simple terms, Google is fine-tuning its system to catch the types of sites and tactics that clutter up search results. The goal is to make sure that when someone searches for something, the pages they find are actually useful, not just there to trick the system into ranking.
What this update is about
Google has called this a “normal spam update.” That basically means it’s not a huge overhaul, but part of their routine clean-up. It’s rolling out worldwide, across every language, and will run for a few weeks.
The update is aimed at spotting content and practices that don’t really help people. Think along the lines of pages that repeat the same keywords over and over, sites full of auto-generated articles that don’t say much, or backlinks that have clearly been paid for rather than earned. There’s also been more focus recently on things like expired domains being reused just to push unrelated content, or big trusted sites letting low-quality guest posts slip through.
If your website is built with care, written for people, and kept relevant to your customers, this sort of update isn’t something to lose sleep over.
Why Google keeps doing these updates
It might feel like Google is always moving the goalposts, but spam updates have a pretty straightforward purpose. Without them, search results would be overrun with low-value websites that don’t actually answer people’s questions. We’ve all had that moment where you click on a link and land on a page that’s either nonsense, copied from somewhere else, or just trying to push ads. That’s exactly the experience Google is trying to reduce.
For businesses, it’s also a reminder that SEO is not about quick tricks. You can take shortcuts, but they don’t last long. As soon as Google rolls out an update like this, those shortcuts are the first to get hit.
What this could mean for your business
If you’re running a business in New Zealand and you’ve been investing in quality content and good website practices, you probably won’t notice much more than the usual ups and downs. Rankings often shift a bit while Google rolls things out, but they usually balance out once the update finishes.
On the other hand, if you’ve relied heavily on things like duplicate blog posts, thin content, or paid link schemes, then this update might hit harder. That’s because those are exactly the signals Google looks at when deciding which sites should move up or down in the rankings.
What to do if you see changes
The first step is simple: don’t panic! Google itself has said updates take weeks to settle, so rushing to change things mid-rollout can do more harm than good. Instead, keep an eye on your site’s performance through tools like Google Search Console, and give it a little time.
While you’re waiting, it doesn’t hurt to give your site a bit of a health check. Ask yourself if your content really answers your customers’ questions, or if it’s just filling space. Look at whether your articles are unique and genuinely helpful, or if they’re a rehash of what’s already out there. It’s also worth checking where your backlinks are coming from. If you see a lot of low-quality or irrelevant links pointing to your site, that’s something to clean up.
The more your site focuses on being useful and trustworthy, the less you’ll have to worry about updates like this in the future.
Kickstart’s view
At Kickstart Digital, we see updates like this as part of the natural rhythm of search. They’re not something to fear, but a reminder that good websites win in the long run. Businesses that take shortcuts often feel the sting of spam updates, while those who focus on customers usually come out stronger.
If your site has taken a knock and you’re not sure why, we can help figure it out. Sometimes it’s down to thin content, other times it’s about technical fixes or link clean-ups. Whatever the cause, there’s always a way to get back on track with a solid, sustainable plan.
Conclusion
Google’s August 2025 spam update is another reminder that search is never standing still. The tricky part is that Google rarely spells out exactly what’s being targeted, which leaves many business owners second-guessing every dip in traffic. That uncertainty can feel frustrating, especially if you’ve been putting effort into building a good site.
The best approach is to focus on what you can control: clear, useful content that feels natural to your audience, and a website that avoids shortcuts that Google might frown upon later. If your site is built around value, you won’t need to worry each time an update rolls out.
Want to create content that’s anti-spam, clean, and built to rank without fear of the next update? Kickstart Digital can help you make it happen.
