Google's September 2026 Spam Update Is Done: What UK SEOs Must Check

Google's September 2026 spam update finished rolling out on 8 October. It started on 24 September, so that's 13 days and 16 hours, the longest of the 4 spam updates Google has released this year. The March, June and August ones each wrapped up in under 3 days.

Google called it a "normal" spam update: global, every language, no new spam policies. It hasn't said why this one took so long or which tactics it went after. The full statement is on Search Engine Journal.

The one check to run this week

Open Search Console, go to Performance, and compare 24 September to 8 October against the 14 days before it. Look at impressions, clicks and average position, then filter by page and query to see whether one part of the site moved more than the rest. Cross-check organic sessions in GA4 for the same dates.

If you've dropped, review the affected pages against Google's spam policies. Thin or mass-produced AI content, scraped copy, hidden text, keyword stuffing and doorway pages are the usual suspects. Google says recovery can take many months once a site is compliant, so the sooner you look, the better.

If you'd like a second pair of eyes on your data, we're always here for a chat.