Google september 2026 spam update: Rollout completed after two weeks

Google september 2026 spam update: Rollout completed after two weeks

09.10.2026
eology   eo:news   Google september 2026 spam update: Rollout completed after two weeks

The Google September 2026 spam update is done: according to Google, the rollout was completed on October 8, 2026. The update started on September 24, taking considerably longer than the three previous spam updates this year.


We sum up what is known about the update, how it unfolded in three waves and what you should check now if your rankings have changed.

Key Facts at a Glance

• Start: September 24, 2026, around 6:15 pm (CEST)
• Completion: October 8, 2026, around 10:37 am (CEST)
• Duration: roughly two weeks instead of the one to three days that had recently been typical
• Scope: global and in all languages – so German-language websites are affected as well
• Target: sites that violate Google’s spam policies; it is not a dedicated link spam update
• Context: the fourth confirmed spam update of 2026, following March, June and August

How the rollout unfolded: three waves in two weeks

The update did not hit all at once. Ranking tools such as Semrush Sensor, Sistrix and AccuRanker showed three clear spikes, which Barry Schwartz of Search Engine Roundtable documented:

Period
What Happened
September 24
Google announces the update on its Search Status Dashboard
September 25-27
First wave: strong ranking fluctuations over the weekend
September 30
Second wave: volatility picks up again after a brief lull
October 4-6
Third and final wave
October 8
Google confirms the rollout is complete
Note:

This timeline assumes that Google did not roll out any other updates during the same period. That is not certain.

What makes this spam update different

The biggest difference is the duration. All previous spam updates this year were completed within a few days. For the September update, Google announced a window of up to two weeks from the start – and used the full window.

Spam Update
Start
Completion
Duration
September 2026
Sept. 24
Oct. 8
approx. 14 days
August 2026
Aug. 18
Aug. 21
approx. 2.5 days
June 2026
June 24
June 26
approx. 2 days
March 2026
March 24
March 25
approx. 19.5 hours

Google has not explained why the rollout took so long. Officially, the company calls it a “normal” spam update, and no new spam policies were introduced. The last spam update with an even longer rollout was the August 2025 spam update, which stretched over 27 days.

Which websites are affected by the update

Google has not named any specific spam tactic or industry as a target. The company also isn’t saying how many search queries are affected. Only one thing is clear: the update enforces Google’s spam policies for web search.

What Is a Spam Update?

Google’s automated spam detection runs continuously. Google calls it a spam update when these systems receive a notable improvement. At the core is SpamBrain, Google’s AI-based spam prevention system, which is regularly trained to recognize new spam patterns.

Typical violations of the spam policies

What the update is not

This is not a link spam update. In such cases, Google usually puts “link” in the name. And: AI-generated content is not automatically spam. Google has not announced any particular focus on AI content.

Momentic speculated that the focus could be on image and video search. The reason: on the same day, Google added a multimodal search report to Search Console and updated its documentation on structured data for videos. This has not been confirmed.

What you should do now

Now that the rollout is complete, you have a clean basis for comparison. Here’s how to proceed:

  1. Check Search Console: Compare clicks, impressions and rankings before September 24 with the days after October 8. Pay particular attention to drops around the three waves.
  2. Don’t react too quickly: A single weak day is no proof. What matters is a sustained trend over several days.
  3. Review the spam policies: Google explicitly recommends that affected sites review their content against its spam policies.
  4. Rule out manual actions: A spam update works algorithmically, and there is no notification. Still, take a look at the “Manual actions” report in Search Console.
  5. Be patient: After making corrections, it can take several months for Google’s systems to recognize that your site complies with the policies.

Conclusion: longer, more noticeable – and not yet fully understood

At roughly two weeks, the September 2026 spam update was the longest spam update of the year and caused significant ranking movements in three waves. What exactly Google improved remains unclear. If you follow the spam policies and focus on helpful content, you generally have little to worry about – but collateral damage can never be fully ruled out with major updates.

Have you noticed ranking losses and aren’t sure whether the update is behind them? Our SEO team will be happy to look at your data with you.

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