Google began rolling out its September 2026 spam update on September 24. It applies globally to all languages and may take up to two weeks to finish. Google has not said which spam policy it targets, so the safest move is to wait for the rollout to end, compare your Search Console data, and review your content against Google's spam policies.
Google released its September 2026 spam update on September 24, and it applies globally to all languages. Google says the rollout may take up to two weeks, and that is longer than the few days it gave the three earlier spam updates this year. If you rely on Google for leads, here is what you need to know.
What we know so far
This is Google's fourth spam update of 2026, after March, June, and August. Google has not said which spam policy or tactic this update targets. It is also not a core update. A spam update improves how Google's automated systems detect content that breaks its spam policies.
Photo: Myriam Jessier on Unsplash
What spam updates usually go after
Google has not named a target this time, so treat this as a list of past patterns, not confirmed details. Spam policies have historically covered:
- Mass-produced, low-value content published just to capture search traffic
- Keyword stuffing
- Thin pages with little original information
- Link schemes and other ranking manipulation
AI-assisted content is not automatically spam. Google's spam documentation also now says that trying to manipulate generative AI responses in Search counts as spam. What matters is whether the page helps the person reading it.
How to check if your site was affected
- Open Google Search Console and compare clicks and impressions before and after September 24.
- Look at your top pages and top queries for sudden drops.
- Because the rollout runs longer than usual, the first few days of data may not show the full effect, so check again once it finishes.
- Do not change anything in a panic. Wait until the rollout is complete before you judge the results.
What to do if your rankings dropped
Google says sites that see changes after a spam update should review its spam policies. Then audit your site honestly. Remove or improve thin pages, cut anything written only for search engines, and clean up links you built or bought. Improvements usually take time to show up, so plan for weeks, not days.
What to do if nothing changed
Good, but do not ignore the update. Four spam updates in one year show Google is tightening enforcement. Now is a good time to review your older content and make sure every page earns its place.
Need help checking your site?
If you saw a traffic drop after September 24 and want a second opinion, GCL Marketing can review your site and tell you what to fix first. See our SEO services.
When did the September 2026 spam update start?
Google began rolling it out on September 24, 2026. It applies globally and to all languages.
How long will the September 2026 spam update take?
Google says it may take up to two weeks. The three earlier spam updates this year each finished within about three days, so this rollout is expected to run longer.
Is the September 2026 spam update a core update?
No. It is a spam update, which improves the systems that detect content that breaks Google's spam policies.
Is AI-assisted content treated as spam?
Not automatically. What matters is whether the content helps the reader and whether it breaks Google's spam policies, such as mass-produced low-value pages.