Google's September 2026 spam update: what it means for your site
· 3 min read · Robin Broers
Google is improving the systems it uses to detect search spam. Your rankings may fluctuate over the next two weeks. Don't panic, but do pay attention.
What is Google's September 2026 spam update?
Since 24 September 2026, Google has been rolling out a new spam update. With a spam update, Google improves the systems that detect search spam and push it down in the results. The rollout is global and covers all languages.
The facts at a glance
- Start: 24 September 2026.
- Scope: worldwide, all languages.
- Duration: up to about two weeks.
- Order: the 4th spam update of 2026, after March, June and August.
- Previous durations: March 19.5 hours, June just over 2 days, August almost 3 days.
That makes this the longest announced spam update of the year.
Does this update target AI content?
No, not specifically. Google has not said this update targets AI content. The update targets search spam in general.
Low-quality content does run the most risk, and that is often content mass-produced with AI purely to rank in Google. What Google cares about is value. A thin page stays thin, whether you wrote it with AI or by hand.
To be clear: Google doesn't penalise AI. Google penalises content without value.
How do you know if you were hit?
Wait until the rollout is finished. Rankings fluctuate during those two weeks, so drawing conclusions now makes no sense.
After that, check Google Search Console. Compare your positions and visitor numbers from before and after the update.
See a clear, lasting drop? Then there's reason to take a critical look at your content.
Are your clicks dropping while your position stays the same? That is often down to AI Overviews, not this update. Read how that works in why your website traffic is dropping.
What to do now as a business owner
- Don't rush anything. The rollout takes two weeks, so waiting is the smartest move.
- Only assess your Search Console data once the update has finished.
- Take a critical look at your thin or purely AI-generated pages. Does the page really add something for the reader?
- Create content that answers a real question. That is exactly what Google wants to reward.
In short
The September 2026 spam update is a broad update against search spam, not an attack on AI. Low-quality content is at risk, good content isn't. Wait for the rollout to finish, check Search Console afterwards and make sure every page genuinely helps the reader.
Frequently asked questions
No. Google penalises low-quality content, not AI as such. Content with real value keeps ranking well, even if AI helped create it.
Source: Google Search Status Dashboard, September 2026 spam update.
