Google launched the September 2026 Spam Update , a global algorithm update focused on spam. The rollout can last up to two weeks: rankings will still fluctuate before stabilizing.
If you manage a business website or an e-commerce store, now is the time to open Google Search Console and check for any penalty signals: sudden traffic drops, pages dropping out of the index, manual actions. Don't wait for the data to settle on its own.
The immediate priorities are three: check the backlink profile (links pointing to your site), review pages with thin or duplicate content, and verify that the site doesn't engage in practices Google classifies as spam. In the following paragraphs, you'll find the operational steps in order.
What has started and how long it lasts
On September 24, 2026, Google launched the September 2026 Spam Update , algorithm update that intervenes on spam signals globally. Source: Search Engine Journal .
Completion takes up to two weeks . During this period, rankings can fluctuate erratically: rises and falls that don't yet reflect the final outcome. Acting now, before the update stabilizes, gives you room to correct before the damage becomes permanent.
Who is really at risk of a penalty
Not all sites are exposed in the same way. The risk is higher if your domain has at least one of these conditions:
- Backlinks from low-quality sites, link farms, or unnatural link exchanges
- Mass-generated pages with thin, repetitive, or copied content from other sources
- Texts aggressively optimized for keywords, with no real value for the reader
- Manipulative redirects or pages hidden from users but visible to crawlers (bots that scan the site)
- Manual actions already present in Google Search Console, Google's free platform for monitoring site health
If none of these situations apply to you, the risk is low. But it's still worth doing a quick check: it takes less than an hour and gives you certainty.
Four steps to take this week
1. Open Google Search Console and look at the data from the last 7 days. Compare impressions and clicks with the previous week. A sharp, sudden drop on your main pages is the first signal to take seriously. Also, check the Manual Actions section: if there's a warning, it's top priority.
2. Analyze the backlink profile. Use a link analysis tool (Ahrefs, Semrush, or Google Search Console itself) to identify domains pointing to your site. Look for unusual patterns: recent link spikes, domains with unusual extensions, identical and repeated anchor text (the clickable text of the link). Toxic links are disavowed using Google's dedicated tool.
3. Review pages with low traffic and thin content. Pages with less than 300 words, duplicates, or automatically generated content are direct targets of spam updates. Evaluate whether to consolidate, enrich, or remove them from the index.
4. Check the technical consistency of the site. Chained redirects, pages with incorrect canonical tags (telling Google which URL to prefer), or content that changes depending on who's reading it are signals the algorithm penalizes. A quick technical audit will clarify the situation.
The most costly mistake at this stage
Wait for the rollout to finish before moving. The logic seems sensible — «I'm waiting for the final data» — but in the meantime, Google is consolidating new positions. Recovering lost rankings takes weeks, sometimes months.
A second common mistake is to focus only on backlinks and ignore content quality. Recent spam updates hit both dimensions. If you are working on your SEO strategy for 2027 with updated metrics and budget , this is the right time to also integrate a review of existing content.
It's also worth remembering that organic visibility doesn't just depend on the traditional algorithm. As explained in the analysis on declining SEO traffic and where to invest , a growing portion of searches now goes through AI engines, where the rules are different. Working only on spam filter protection without also monitoring those channels is a partial view.
Spam update and AI search: the full picture
Google's spam updates concern traditional search. But those who read know that classic organic traffic isn't the only front to monitor. AI-generated answers — Google AI Mode, ChatGPT, Perplexity — cite specific sources, and those sources aren't necessarily the same ones Google rewards in traditional results.
If you want to understand who appears in your place in the AI responses in your sector, the article on AI citation audit and visibility in responses explains how to do a concrete mapping. And if you're considering how to combine paid and organic visibility on AI platforms, the analysis on ChatGPT Ads and GEO for paid and earned visibility offers a practical starting point.
To stay updated on all the movements that affect the SEO and AI visibility , the thematic cluster collects analyses and operational updates published continuously.
If you need a quick audit of your site before the rollout closes, the team at SHM Studio can support you in analysis and priority corrections.
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