How Google’s Latest Algorithm Update Affects Your SEO Strategy

Search engine optimization is essential for digital marketing, but Google’s ranking algorithms evolve constantly. A single update can boost or crash your visibility. To succeed in 2025 you need to understand how recent updates changed the search landscape and what adjustments to make. This guide explains the March 2024 core update and new spam policies, the June 2025 core update and the August 2025 spam update, highlighting winners and losers and sharing tactics to protect your rankings.

Background: recent core and spam updates

The March 2024 core update and new spam policies

In early 2024 Google rolled out a large core ranking update and introduced three new spam policies. Those measures signalled an aggressive stance against techniques designed only to manipulate search results. The first policy targeted expired domain abuse. In this tactic someone buys an old domain that has a strong reputation and uses it to host unrelated pages. For example, they might acquire a defunct medical site and turn it into a gambling portal. Under the new rules this kind of repurposing is no longer tolerated.

The second policy addressed scaled content abuse. Google made it clear that creating hundreds or thousands of pages that repeat the same information is not acceptable, whether those pages are written by people or generated by artificial intelligence. The problem is not automation itself but a lack of unique value for users.

The third policy focused on what the company called site reputation abuse. That is sometimes referred to as parasite SEO. It occurs when a high authority domain publishes third party pages without proper editorial oversight in order to cash in on its domain strength. You have probably seen an otherwise trustworthy news site suddenly hosting pages filled with coupons or product reviews that do not match its normal standards. Google’s new guidance made it clear that these pages should be blocked from the index unless they provide genuine value.

These three policies laid the groundwork for stronger enforcement in subsequent spam updates.

Improvements to SpamBrain

SpamBrain is Google’s artificial intelligence system for detecting and demoting search spam. It learns from large amounts of data and gets better at spotting deceptive patterns over time. With each update Google trains SpamBrain on new types of spam, such as auto generated articles or doorway pages. Because SpamBrain adapts as it learns, sites that fix violations may need to wait months before regaining lost visibility. The lesson is that you cannot simply wait out a penalty; you must fix the underlying problems and give Google time to see your improvements.

The June 2025 core update

At the end of June 2025 Google announced another core update that ran for about two weeks. A core update reassesses how pages are evaluated across hundreds of ranking signals, from content quality and link patterns to user experience. This particular update was one of the largest in recent memory. It gave some websites that had struggled after previous updates a chance to recover. Because it was broad and global, the June update provides valuable clues about the direction of Google search in 2025.

The August 2025 spam update

On 26 August 2025 Google began rolling out a new spam update. Unlike a core update, a spam update focuses specifically on catching manipulative behaviour rather than recalibrating ranking signals across the board. According to Google’s own announcements this spam update applies worldwide and affects all languages. While the company rarely provides detailed technical notes, early chatter among SEO experts suggests that the August update targets auto generated pages, doorway sites that target slight variations of the same keyword, thin AI written content, and pages that exploit a strong domain without editorial control. Ranking volatility was noticeable within a day of the rollout, but the full impact may not be clear until the update finishes in several weeks.

What the August 2025 spam update changed

More sophisticated spam detection

Although Google has not published a technical specification for the August spam update, observations from ranking trackers and comments from industry professionals indicate several areas of improvement:

1. Better detection of programmatic and doorway pages. Sites that churn out many similar pages targeting slight keyword variations are seeing demotions. For example, location pages that use the same template in dozens of cities have lost visibility.
   
2. Crackdown on spun or templated content. Pages created from generic templates, lightly rewritten articles or machine generated text are dropping in rankings. Google is enforcing its stance against scaled content abuse.
   
3. Penalties for parasite SEO. High authority domains that host third party pages without editorial oversight are being demoted or removed from the index. If a page exists only to benefit from a site’s reputation, it should not appear in search.
   
4. Continuous training of SpamBrain. Google is constantly training its spam fighting system on new tactics, reducing the window in which spammers can exploit loopholes. Because the August update applies worldwide, it affects sites in every language and region.
   

Impact timeline and volatility

The August spam update started on 26 August, and ranking volatility appeared almost immediately. Most spam updates run for a week or two. During a rollout you might see your positions fluctuate as Google processes data. Do not overreact. Instead monitor trends over several weeks to understand whether you have been positively or negatively affected before making big changes.

Which sites are most vulnerable?

Some types of sites were hit hardest by the August spam update:

• AI generated content farms that publish huge volumes of thin articles or product pages are prime targets. SpamBrain is now better at identifying low value pages that offer little benefit to readers.
  
• Pages built through parasite SEO on reputable domains without editorial oversight are risky. Examples include coupon pages or guest posts that have nothing to do with the host site’s typical content.
  
• Expired domains used for unrelated niches may be penalised, especially when the new content is minimal or spammy.
  
• Doorway or location based sites that rely on duplicating similar content across multiple cities or keyword variations have seen declines.
  

Short term advice during a spam update

If you notice ranking fluctuations while a spam update is rolling out, do not panic. Google advises site owners to wait until the update is finished before drawing conclusions. Use this time to audit your content. Look for sections of your site that could be seen as spammy, such as thin location pages or auto generated articles. Clean up or remove low quality parts, enforce editorial control on third party content, and then be patient. Recovery depends on both fixing the issues and allowing Google to recognise those improvements.

Winners and losers from the June 2025 core update

Even though the current focus is on the August spam update, the June core update provides insight into where Google is heading. SEO strategist Lily Ray analysed data from about one thousand domains and highlighted clear winners and losers. Understanding these patterns can help you optimise your search engine optimization strategy for the coming year.

Biggest winners

YouTube was the standout winner, gaining more than three hundred visibility points and a double digit percentage increase. The video platform’s growth aligns with Google’s long standing push toward rich multimedia results. Wikipedia ranked second and reached its highest visibility in a decade. Entertainment websites, including film databases, review sites and streaming platforms, also enjoyed big gains. Long running hobbyist blogs and niche educational sites, many of which are more than a decade old, saw substantial visibility increases. Even a major department store began to recover after years of decline.

What unites these winners is a focus on original research, engaging multimedia and authentic experience. These sites often feature video, charts, audio or expert commentary and clearly identify their authors. That combination fits nicely with Google’s stated emphasis on expertise, authoritativeness and trust. From an SEO keyword perspective, these sites also cover evergreen topics that users search for again and again, which reinforces their authority.

Biggest losers

Not every household name benefitted from the June core update. Several major e commerce platforms and big retailers saw noticeable declines. LinkedIn also lost visibility, particularly for company pages. Several sites in sensitive health and personal development niches also suffered declines. These Your Money or Your Life niches require a high standard of accuracy and trust, and Google appears to be cautious. Overall, the health and retail categories recorded some of the steepest declines across all sectors.

Interpreting the trends

The June core update sends three clear messages. First, Google rewards content created by humans with deep knowledge and genuine passion. Platforms with video and rich media, entertainment sites and hobbyist blogs did well, while over optimised e commerce pages and thin informational sites struggled. Second, large brands are not exempt from quality guidelines. LinkedIn’s drop shows that even high authority domains must keep their content fresh and valuable. Third, volatility in health and finance niches will continue as Google refines how it judges trust and expertise for sensitive topics.

Practical adjustments for your SEO strategy

The combination of the August spam update and the June core update provides a roadmap for improving your search engine optimization strategy in 2025. Here are concrete steps you can take to protect and enhance your rankings.

Audit and clean up your content

Start by examining parts of your site that produce many similar pages. Product variations, location pages with thin content and auto generated articles should be consolidated or expanded into more useful guides. Make sure each page addresses a specific user need. If you publish third party content like guest posts or coupon pages, enforce editorial control so those pages align with your mission. Anything that does not serve your audience should be improved or blocked from search. For sites built on expired domains, focus on creating a legitimate resource rather than just leveraging the domain’s previous authority. Finally, review your backlinks. Avoid buying links or joining link schemes because their benefits are temporary and risky.

Strengthen your EEAAT signals

Experience, expertise, authoritativeness and trust (often abbreviated as EEAAT) play a growing role in how Google evaluates pages. To boost these signals, make sure your site clearly identifies the experts behind your content. Include author bios that explain credentials and real world experience. Publish long form guides, original research and case studies rather than short superficial posts. When you make factual claims, cite reliable sources. Secure your site with HTTPS and maintain strong privacy practices, especially if you operate in finance or health. Building trust takes time, but it is an essential part of ranking well.

Improve user experience and technical SEO

Google wants to provide fast, intuitive experiences to searchers, and poor usability can hurt your rankings. Use tools like the Core Web Vitals report to diagnose load time issues and invest in performance optimisation. A clean structure and logical internal linking help search engines crawl and index your pages efficiently. Adding structured data, such as the Article, VideoObject or Product schema, can enhance how your pages appear in rich results and lead to higher click through rates.

Embrace multimedia and rich content

One lesson from recent core updates is that multimedia matters. Video, audio, infographics and interactive elements encourage engagement and send positive quality signals. If you produce videos, host them on your own domain or embed them thoughtfully and provide transcripts so search engines understand the content. High quality images and charts can improve user satisfaction and time on page. Multimedia also gives you more surfaces to target keywords related to your industry, which can attract search traffic.

Optimise for vertical search and featured snippets

Search results are evolving beyond the classic list of blue links. Featured snippets, People Also Ask boxes and other rich results occupy more of the page. To increase your chances of appearing in these spots, structure your content with clear headings and subheadings, include concise answers to common questions and consider adding FAQ or How To structured data. These optimisations can help you win visibility even when users do not click through to a traditional result. Additionally, think about vertical search channels such as YouTube, Google Images and local search, and optimise your content accordingly.

Stay patient and informed

Algorithm updates can be stressful, but making knee jerk changes often does more harm than good. Keep an eye on the Search Status Dashboard and respected SEO news sources to know when a rollout begins and ends. If your positions shift, take notes but wait for the update to finish before overhauling your strategy. If you have cleaned up potential spam issues and still struggle, consult Google’s quality guidelines and consider seeking outside expertise.

Building resilience against future updates

The best defence against algorithm changes is a long term, user first approach. Focus on matching your content to the intent behind search queries rather than chasing specific keywords. Diversify your traffic sources by investing in email, social media and paid channels so you are not entirely dependent on organic rankings. Maintain a solid technical foundation by keeping your content management system updated, fixing broken links and ensuring your site works well on mobile devices. Avoid cloaking, hidden text or thin affiliate pages. These shortcuts may deliver temporary gains but will increasingly be caught by spam detectors.

Keep your content fresh by updating older articles and adding new insights. Google values recency, especially in fast moving industries. Monitor your competitors; when another site gains or loses visibility, analyse its content and technical setup to see what changed. Use this intelligence to refine your own strategy.

Key takeaways

The August 2025 spam update highlights Google’s continued investment in artificial intelligence to detect new types of abuse. Combined with the spam policies introduced in March 2024, it marks a tightening of the rules around expired domains, scaled content and parasite SEO. Meanwhile, data from the June 2025 core update shows that sites with rich multimedia, clear authorship and authentic expertise are well positioned to succeed. At the same time, large e commerce brands, business networking platforms and some health related sites have lost ground, proving that nobody is exempt from quality requirements.

To thrive in 2025 and beyond, marketers should focus on cleaning up scaled or duplicative content, ensuring every page meets a real user need, improving EEAAT signals and enhancing user experience. Embrace multimedia, structure your content for modern search features and diversify your traffic sources. Above all, remember that algorithm updates are part of Google’s ongoing effort to deliver the most relevant results. By committing to a people first search engine optimization strategy, you can build a presence that stands the test of time in an ever changing digital landscape.