The SEO world has always been fast paced but now with AI, it’s changing almost weekly! From a major Google update to exciting advancements in AI, there’s a lot to unpack. Here’s a rundown of the key developments you need to know about.
Google’s August 2025 Spam Update is Here
Google has begun rolling out its August 2025 spam update, a global initiative that will affect all languages and regions. This update, which started on August 26th, is designed to improve the quality of search results by targeting spammy websites. The rollout is expected to take a few weeks to complete, so keep an eye on your rankings and be prepared to make any necessary adjustments to your SEO strategy. I don’t buy the lines about links, but the rest of it is worth reading and being aquainted with. If you have an SEO consultant, then they need to help you build your brand and solidify your authority in your niche. For example, real estate agents shouldn’t be writing about recipes, they should cover the local market.
The Rise of Sophisticated, AI-Generated Spam
The key to understanding this update lies in Google’s specific mention of “notable improvements” to their “AI-based spam-prevention system,” SpamBrain. This isn’t just a routine tweak. The emphasis on AI suggests that Google is escalating its efforts to combat the recent explosion of sophisticated, AI-generated content that is designed to manipulate search rankings.
This new wave of spam is a far cry from the keyword-stuffed, poorly written articles of the past. Instead, it often involves:
- Plausible-Sounding but Low-Value Content: Articles and blog posts that are grammatically correct and well-structured but lack any real depth, originality, or expert insight. This content is often created at a massive scale with the sole purpose of capturing search traffic for a wide range of keywords.
- Automated and Deceptive Content Creation: The use of AI to generate vast quantities of content that may appear helpful on the surface but is ultimately unoriginal and unhelpful. This can also include content that is designed to trick users into clicking on affiliate links or ads.
- “New Types of Spam”: The vague reference to “new types of spam” hints at Google proactively adapting to emerging trends, like AI-driven spam techniques or new forms of cloaking and scraping. This suggests they’re not just reacting to current spam but anticipating future exploits, possibly to maintain user trust in search results amid growing competition from AI-driven platforms or social media search (e.g., TikTok, X).
A Renewed Focus on Link Quality
While the announcement distinguishes this from a specific “link spam update,” the mention of link spam is intentional. It serves as a strong reminder that Google is continuously scrutinizing the quality and relevance of backlinks. The statement that any ranking benefit from spammy links “cannot be regained” is a stark warning.
This suggests that Google is targeting sites that may have:
- Engaged in Link Schemes: This includes buying or selling links, excessive link exchanges, or using automated programs to create links to a site.
- Acquired Unnatural Links: Even if a site didn’t actively build spammy links, it may have acquired them over time. This update is a signal to site owners that they need to be proactive in disavowing any low-quality or irrelevant links pointing to their site. Note for the last few years Google has just ignored low quality links.
The Broader Implications for Website Owners
In essence, this update is a continuation of Google’s long-standing effort to reward high-quality, user-centric content. By “reading between the lines,” it’s clear that Google is targeting websites that prioritize search engine manipulation over providing genuine value to users.
To stay on the right side of this update, website owners should focus on:
- Creating Original, Helpful Content: Is your content written by an expert? Does it provide a unique perspective or valuable information that can’t be found elsewhere?
- Building a Natural Link Profile: Are you earning links from reputable websites because of the quality of your content?
- Prioritizing the User Experience: Is your website easy to navigate? Does it provide a positive experience for visitors?
By focusing on these core principles, you can ensure that your website is well-positioned to weather this and future Google updates.
AI Mode Goes Global, Gets New Features
Google’s AI Mode is now available in 180 countries, a significant expansion that brings its powerful capabilities to a wider audience. However, major EU markets like Spain, Germany, Italy, and France are still excluded, likely due to stricter regional regulations.
In addition to the expanded availability, AI Mode is also getting some impressive new features. In the U.S., Google AI Ultra subscribers can now use AI Mode to make restaurant reservations, and Google plans to expand this to include local service appointments and event tickets. Other notable enhancements include:
The Hidden SEO Strategy Behind ChatGPT
A recent investigation has revealed that OpenAI and Perplexity is using data scraped from Google Search to power ChatGPT’s real-time responses. This data, which is obtained through a third-party service called SerpApi, is used to provide answers on topics like news, sports, and finance. This revelation highlights the continued importance of a strong SEO strategy, even in the age of AI.
Google Tests New SERP Features
Google is constantly testing new features to improve the user experience, and this week was no exception. Here are a few of the new features that were spotted in the wild:
- AI Overviews bottom tray – This new feature displays options like “explain this,” “related images,” and “copy text” in a tray at the bottom of the screen when you select text in an AI-generated overview.
- Share icon in search results – Google is testing a new share button and icon on the search results page, making it easier to share your findings with others.
- Publisher entity pages in Discover – This new feature displays a publisher’s logo, name, a follow button, social counts, and recent social shares when you tap on their name in Discover.
- “Ask anything” box in AI Overviews – This new feature allows you to ask a question directly within an AI Overview and be taken straight to the AI Mode results.
- Changes to AI Mode to encourage clicks to publishers – Google is testing a number of changes to AI Mode that are designed to encourage users to click through to publisher websites, including embedded link carousels, improved inline links, and an expansion of the Web Guide experiment.
