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5 min read
Opinion

Google spam update: What you need to know (and do!)

Google has dropped [another] big spam update, and it’s shaken things up everywhere. Usually, these updates hit industries like finance or health the hardest, but this time? Nobody’s escaped. Rankings have been jumping around, and some pages are taking longer than usual to get indexed. If your site’s been on a bit of a rollercoaster lately, this could be why. But before we go any further, it is important not to panic. Google Spam updates have actually caught everyone off guard, including ranking tracking software and SEO software.

The Tactics Getting Smacked Down

Google’s had enough of dodgy tricks. Here’s what’s in the firing line:

  • Buying up expired domains just to cash in on their authority
  • Churning out endless low-quality content
  • Gaming reputation with shady tactics

In short: if it’s not genuinely useful, it’s not going to fly and will be thrown in the bin along with other wasteful content. Even if you have the best intentions when writing the copy, it still needs to have a purpose and be considered as resourceful. We've been preaching this since we created our own SEO agency department, within our full-marketing service agency [just thought you should know that].

AI Content on the Naughty List

AI can be brilliant, no-one is disputing that. However, if you are just flooding your site with filler then you will probably fall foul of the new Spam update. This is because Google is targeting AI-generated content that adds zero value and is just there for keyword stuffing or to say "we're still going". If it’s bland, repetitive, or clearly written for bots instead of humans, it’s not going to rank and never will. It could also harm other landing pages that actually do rank well! If you're unsure, get in touch with a marketing agency that [ideally] specialises in SEO, or at least has an SEO department to analyse your content.

Local SEO Gets a Shake

Local businesses have felt the squeeze too, which is surprising and terrifying considering how many businesses rely on local word of mouth and visibility. Outdated info, generic listings, or copy-paste location pages aren’t cutting it anymore. This probably did used to work, but nowadays, moderators and bots are seeing through it. The winners from the Google Spam update? Businesses that keep things accurate, local, and authentic. Real relevance is what matters.

Indexing Slow-Downs

You are probably noticing that new pages are taking their time to show up in Google. You’re not alone in this so do not panic, although we know it can be frustrating as you are battling to try and recover your keyword drops. Unfortunately, indexing delays are just part of the update. Some dips in traffic will be temporary, but they’re also a reminder to keep watch. A lot of businesses will see their traffic and keywords recover, but some may not. Don't always rely on SEO software either, sometimes a manual search for your business will make a huge difference and help you assess where your traffic pain points might be.

More Manual Penalties

It’s not all algorithms doing the work. Google’s team is handing out more manual actions. If you’ve been cutting corners, this is when it’ll show. If you're lucky enough to be manually moderated [you're visible!], then you may see action taken against your site. If you don't see any manual actions taken in Search Console, then you are likely to have survived the update. You can appeal against manual actions, but to be honest, if they take action, you were probably doing something wrong in the first place.

Google’s All Ears

The search giant’s also asking for feedback. Think you’ve been unfairly hit? Speaking up could help shape the next round of tweaks. Please, however, do not provide feedback about how upset you are at being taken down or taking a rankings hit. You need to be aware of the feedback that you are providing, and not just complaining. If you just complain and moan, then your website is likely the target of the Google Spam update.

Quality Wins Every Time

Here’s the good news: the rule hasn’t changed. If your content is original, helpful, and written with your audience in mind, you’re in a strong position. Focus on people, not shortcuts. Content will always be king. Google is always focusing on providing a useful experience for its users, hence why resources are so important. A resource will always outrank a product, but a product page can also provide information.

What You Should Do Now

Don’t just sit back and hope it blows over. Act now:

  • Audit your content: Is it unique? Is it useful?
  • Stop shady tactics: If you’re still using them, cut them out.
  • Polish your local presence: Keep details up-to-date and relevant.
  • Keep an eye on rankings: Spot dips early and react fast.
  • Help your audience: Content should solve problems, not pad your site.

Summarising the Google Spam Update

This update is another reminder that Google’s serious about quality. Shortcuts don’t last, but authentic, useful content does. At Ketchup Marketing, we’re here to help businesses like yours build SEO strategies that not only survive updates but thrive through them. Want to stay ahead of the game? Let’s chat.