August 2025 Google Spam Update: A new wave of search disruption

On 26 August 2025, Google rolled out its latest Spam Update, an algorithmic change designed to tackle manipulative SEO tactics and improve the quality of its search results. While spam updates are nothing new, this one is already causing significant turbulence across industries.

According to early reports, the update is particularly aggressive in identifying low-quality backlinks, thin content, and AI-generated text published without editorial oversight. The update has also tightened Google’s filters for engaging in link networks, keyword stuffing, and deceptive redirects.

For many brands, this has translated into sudden declines in organic traffic. Even large, established websites are seeing dramatic shifts in their rankings. Google confirmed via its Search Status Dashboard that the update began rolling out on the 26^th and would take a few weeks to complete.

Why this matters for your brand

The August Spam Update underscores a truth we’ve been highlighting for some time: Google is prioritising authenticity, authority and user experience over traditional SEO “shortcuts”.

In practical terms, that means:

• Sites relying heavily on aggressive backlink strategies may lose visibility.
• Brands with thin, duplicated, or poorly edited AI-driven content are being penalised.
• Technical SEO manipulations (such as doorway pages or cloaking) are increasingly high-risk.

In other words, the old ways of gaming search are failing fast.

What brands need to do to combat the impact

If your organic traffic has dipped since the update, don’t panic. This is a chance to reset your strategy around long-term resilience. Here’s what we recommend:

1. Audit and strengthen your content
   Review your site for thin or outdated pages. Every piece of content should demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T ). Ask yourself:
   a. Does this article solve a problem?
   b. Is it written by someone with clear authority?
   c. Is it well-structured and credible?
2. Clean up backlink profiles
   Toxic or irrelevant backlinks are now more likely to harm than help. Brands should conduct regular backlink audits and disavow links that look manipulative or unrelated.
3. Embrace human-in-the-loop AI
   While we don’t use AI to write, many brands do. And while AI tools can accelerate content creation, they must be paired with editorial oversight and brand voice. Google is increasingly good at detecting low-effort automation. Content should feel welcoming, clear, and approachable.
4. Double down on technical trust
   Having a secure, fast, and mobile-friendly website is simply the baseline requirement. Structured data, clear navigation, and consistent brand presence across platforms build credibility for both search engines and users.
5. Expand beyond Google Search
   This update reminds brands not to put all their eggs in one basket. They need to think beyond Google, and that’s where Discoverability comes in.
   

Discoverability and how to futureproof your brand

At Bamboo, we’ve been preparing for this shift with our Discoverability framework. Traditional SEO is still relevant, but its influence is waning fast.

Image text (below): Number of adults in the US using AI first for online search (number in millions). Source: https://www.statista.com/statistics/1454204/united-states-generative-ai-primary-usage-online-search/

So, what does Discoverability mean in practice?

• AI Share of Voice Audits: We track how your brand shows up in leading AI platforms like ChatGPT, Google Gemini, and Google’s AI Mode.
• AI Search Optimisation: Content is designed to be found not just by Google, but by AI tools that pull from multiple sources.
• Online Communities: Visibility in forums like Reddit, Quora, and specialist groups ensures your brand is present where people actually search for peer insights.
• Integrated PR and Content:PR drives thought leadership and trust, while content builds authority and depth. Together, they create a resilient presence that survives beyond algorithm updates.
• Long-term Reporting: Regular monitoring informs brands of how their digital footprint evolves as new discovery channels emerge.

Why Discoverability matters now more than ever

Google’s updates prove one thing – visibility in search is fragile if you rely on one platform. But when your brand is discoverable across ecosystems, news, communities, AI platforms, and traditional search, your visibility becomes far more resilient.

This shift also matches how people now search. Increasingly, they turn to AI tools, online communities, and peer-led spaces for insights before making decisions. If your brand isn’t visible there, you risk being left behind.

Key takeaways for brands

1. Adapt, don’t panic. Drops in traffic are an opportunity to refocus on quality and authority.
2. Prioritise E-E-A-T. Make every piece of content credible, helpful, and trustworthy.
3. Audit your links and content. Remove manipulative tactics and invest in meaningful assets.
4. Expand your search horizons. AI platforms and communities are just as important as Google.
5. Invest in Discoverability. Integrate PR, Content, and Digital Strategy to build a stronger, futureproof presence.

Resilience in a changing search landscape

Team Bamboo doesn’t just react to Google’s changes; we help brands stay ahead of them. Our team combines deep PR expertise with smart digital strategies to ensure your brand is discoverable everywhere that matters: in search, AI platforms, and online communities where conversations shape reputations.

Whether it’s rebuilding your organic visibility after this update, strengthening your authority through thought leadership, or making sure your brand has a strong share of voice in AI search, Team Bamboo is here to guide you through.

Because Discoverability isn’t about chasing algorithms; it’s about building a resilient, trusted presence that ensures your brand continues to be found, today and tomorrow.

Don’t just chase rankings. Build resilience. Start your Discoverability journey with Team Bamboo today.