Google has started rolling out its September 2026 Spam Update, another search ranking update aimed at improving Google’s ability to detect and handle spam in search results.
According to Google’s Search Status Dashboard, the update began on September 24, 2026, at 9:15 AM PDT and affects Google Search rankings globally and across all languages. Google says the rollout may take up to two weeks to complete.
What Is the September 2026 Spam Update?
A spam update is designed to improve Google’s automated systems for identifying websites and content that violate its spam policies.
Google says its spam-detection systems operate continuously, while major improvements to these systems are announced as spam updates. Google also uses SpamBrain, its AI-based spam-prevention system, to help identify different types of search spam.
This means the September update is primarily about spam detection and enforcement, rather than being a broad content-quality update like a core update.
When Did the Update Start?
The official timeline is:
Start: September 24, 2026
Time: 9:15 AM PDT
Scope: Global
Languages: All languages
Affected area: Search ranking
Expected rollout: Up to two weeks
Because the rollout is gradual, websites may see ranking or traffic changes at different times during the rollout.
What Could Happen to Websites?
Not every website will experience a noticeable change.
However, websites that rely on practices covered by Google’s spam policies may experience ranking declines or lose visibility for some searches.
Google states that websites violating its spam policies may rank lower or may not appear in search results at all.
A ranking drop during the update does not automatically mean that a website has received a manual penalty. An algorithmic change can affect visibility without a manual action being issued.
What Should SEO Professionals Do?
The first rule is simple: don’t panic during the rollout.
Since Google says the update may take up to two weeks, avoid making major SEO changes based on a few days of ranking fluctuations.
Instead:
1. Monitor Google Search Console
Check:
- Organic clicks
- Impressions
- Average position
- Indexing issues
- Manual actions
- Top-performing pages
- Pages experiencing significant traffic declines
Compare the data with the period before September 24.
2. Review Google’s Spam Policies
If your website has experienced a significant decline, review Google’s spam policies carefully.
Pay particular attention to practices involving:
- Automatically generated spam
- Scaled content abuse
- Scraped or copied content
- Keyword stuffing
- Misleading redirects
- Manipulative links
- Hidden text or links
- Doorway pages
- Other techniques designed primarily to manipulate rankings
Google recommends that sites affected by spam updates review its spam policies and make sure their websites comply.
3. Don’t Remove Content Just Because Rankings Fell
A ranking decline doesn’t automatically mean that every affected page is bad.
Look at the data first. Identify which pages, queries and sections of the website changed, then investigate possible causes.
4. Review Your Link Profile
Check whether your website has accumulated unnatural or manipulative links.
Google specifically notes that spammy links can have their ranking effects removed by its systems. In the case of link spam, simply making changes later does not necessarily restore the ranking benefit previously generated by those links.
5. Keep Publishing Useful Content
Avoid reacting to a spam update by producing large quantities of low-value content.
Focus on content that is:
- Original
- Useful
- Accurate
- Relevant to the searcher’s intent
- Written for people rather than search engines
Don’t Confuse It With a Core Update
This is an important distinction.
The September 2026 update is officially listed as a spam update. Google separately tracks core updates and spam updates in its Search ranking update history.
Therefore, if your rankings change during this period, don’t automatically assume that the change is caused by a broad core-quality reassessment.
Other ranking systems and normal search volatility can also affect traffic.
How Long Will the Update Take?
Google says the September 2026 Spam Update may take up to two weeks to complete.
For that reason, SEO teams should monitor performance throughout the rollout and make major conclusions after the update has finished rather than reacting to daily fluctuations.
Final Thoughts
Google’s September 2026 Spam Update is another reminder that sustainable SEO is built around useful content, legitimate optimization and compliance with Google’s spam policies.
If your website follows Google’s guidelines, there is no reason to make drastic changes simply because an update has started.
Monitor Search Console, check your traffic and rankings, review your SEO practices, and wait for the rollout to finish before making major decisions.
The official update started on September 24, 2026, and Google says the rollout may take up to two weeks.
Official source: Google Search Status Dashboard – September 2026 Spam Update
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