Well. the summer holidays are over and, back at work in SEO, August 2025 brought us the first spam update of the year, ongoing ranking volatility that kept many of us on edge, and some really fascinating insights into how AI search is evolving. If you’ve been watching your rankings closely, August was another month that reminded us we’re operating in an ever more constantly shifting landscape.
Let’s take a look at some of August’s key SEO updates that happened and what they may mean for your website.
The August 2025 Spam Update
On 26th August, Google announced the August 2025 spam update. This was the first spam update we’d seen since December 2024, so it had been eight months since the last one. Google said the rollout would take a few weeks to complete, and as I’m writing this on 1st September, it’s still rolling out.
Spam updates are different from core updates. Whilst core updates recalibrate how Google evaluates overall content quality, spam updates specifically target sites using tactics that violate Google’s spam policies. These include things like cloaking, hidden text, machine-generated traffic, and scaled content abuse.
That last one, scaled content abuse, is particularly relevant in 2025. Google’s spam policies explicitly state that “using generative AI tools or other similar tools to generate many pages without adding value for users” is an example of scaled content abuse.
Early reports from the SEO community suggested this update is hitting webmasters hard. Barry Schwartz, of Rusty Brick, commented that many websites have been losing rankings and traffic almost immediately after the update’s release, around 27th August. Some webmasters reported significant drops, particularly sites that had been creating large volumes of AI-generated content. That’s OK by me because I produce AI-assisted content, the majority of my copywriting is human.
What the spam update means for you: If you’ve been using AI to scale up your content creation, this update should really serve as a wake-up call. There’s nothing inherently wrong with using AI tools, but if you’re churning out dozens or hundreds of thin, low-value pages primarily to rank in search engines, you’re at risk.
The key question to ask yourself: “Would this page exist if search engines didn’t?” If the honest answer is no, you’ve got a problem. Quality over quantity still remains Google’s mantra as it does for me too.
[Update note: I’ll add analysis of the full impact once the spam update completes in late September]
Continued Ranking Volatility Throughout August
Even before the Google spam update was announced, August saw significant ranking volatility. Multiple tracking tools reported fluctuations throughout the month, with particularly notable spikes in early August.
This persistent volatility without confirmed updates has become the new normal in 2025. Google appears to be making continuous adjustments to its algorithms rather than relying solely on the big quarterly updates we’d grown accustomed to.
The SEO community on platforms like WebmasterWorld and various forums reported widespread ranking swings, traffic changes, and general uncertainty. Some attributed it to ongoing recalibration following the June core update, whilst others believed Google was testing new ranking signals.
What this ranking volatility means for you: If you saw ranking changes in early to mid-August (before the spam update was announced), this was likely part of Google’s ongoing algorithmic adjustments. The advice remains the same: don’t panic, especially not over daily fluctuations. Track trends over weeks and months, not days. Focus on long-term content quality and user experience rather than chasing every algorithm shift.
AI Search Traffic: The Decline After the Peak
Interesting data emerged in August showing that AI search traffic, which had peaked in April 2025, actually decreased in May and June. This was somewhat surprising given all the hype around AI search platforms like ChatGPT, Perplexity, and Google’s new AI Mode.
The data suggested that whilst AI search is growing overall compared to 2024, the growth isn’t linear – there are peaks and troughs. Some analysts suggested this could be due to:
- Novelty wearing off after initial experimentation,
- Users returning to traditional search for certain types of queries,
- Quality issues with AI-generated responses,
- Lack of sources/citations making answers less trustworthy.
However, the research also reinforced that AI search traffic, whilst smaller in volume, tends to convert better. Users coming from AI platforms are often further along their decision-making journey.
What this means for you: Keep going with your AI visibility efforts based on short-term fluctuations. The long-term trend is still towards increased AI search usage, even if growth isn’t consistent month-over-month. Continue optimising for both traditional search and AI platforms, tracking quality metrics (conversions, engagement) rather than just traffic volume.
Danny Sullivan Steps Down as Google Search Liaison
In a significant personnel change, Danny Sullivan announced he’s no longer the Google Search Liaison after seven and a half years in the role. Sullivan had been one of the most public faces of Google Search, regularly communicating with the SEO community on social media and at conferences.
Sullivan isn’t leaving Google, he’s moving into a new role within the Google Search team. But this does seem to represent a notable shift. For years, Sullivan had been the primary bridge between Google and the SEO community, answering questions, clarifying updates, and providing guidance.
What this means for you: Practically, this may mean changes in how Google communicates with the SEO community. Sullivan was known for his relatively transparent approach and willingness to engage on Twitter/X. His replacement (if there is a direct replacement) may communicate differently.
For website owners, this doesn’t change your day-to-day SEO strategy, but it’s worth noting that the flow of information from Google to the SEO community may shift in tone or frequency.
Google Knowledge Graph Clean-up
Research published in August revealed that billions of entities vanished from Google’s Knowledge Graph in June 2025. This was described as Google’s “great clarity cleanup” where the company refined its Knowledge Graph to focus on higher-quality, more relevant entities.
The Knowledge Graph is the system Google uses to understand relationships between entities (people, places, things, concepts) and present information in knowledge panels and other features.
The massive reduction in entities suggests Google is becoming more selective about what it includes, likely to improve accuracy and reduce clutter. Lower-quality or less notable entities were removed, whilst more significant entities remained.
What the knowledge graph clean-up means for you: If your business, brand, or key personnel are represented in Google’s Knowledge Graph (those information panels that appear on the right side of search results), maintain accurate, consistent information across the web. The clean-up suggests Google is prioritising quality signals when deciding what to include in the Knowledge Graph.
If you’re not in the Knowledge Graph but want to be, focus on building authority signals: Wikipedia mentions, authoritative citations, consistent structured data, and strong brand presence across reputable platforms.
MUVERA Ranking System Hints
Google’s Gary Illyes said in August that Google uses something similar to MUVERA in its search algorithms. MUVERA stands for Multi-Vector Retrieval via Fixed Dimensional Encodings and is a ranking system that evaluates multiple aspects of content quality and user satisfaction.
Whilst Illyes didn’t reveal specific details about how Google’s version works, of course, his words provided insight into how Google thinks about ranking signals. It reinforces that Google uses sophisticated systems to evaluate content from multiple angles and signals rather than relying on “simple” factors like keyword density or backlink counts.
What MUVERA means for you: Modern SEO isn’t about gaming single ranking factors – it’s about holistic quality. Google evaluates your content from multiple perspectives: user experience, expertise, helpfulness, technical quality, mobile-friendliness, and more.
You can’t just optimise for one thing and expect to rank. You need comprehensive quality across all aspects of your site.
The Rise of Social Search and Alternative Platforms
August saw continued discussion about Gen Z moving away from traditional Google search to social media platforms like TikTok and Instagram for discovery. Research showed this demographic increasingly starting searches on social platforms rather than traditional search engines.
This trend, whilst not affecting Google’s overall dominance, suggests that younger users are developing different search habits. They want visual, community-driven content rather than traditional search results.
What the rise of social search means for you:
If your target audience includes younger demographics, you need a presence on social platforms where they’re actually searching. This means:
- Creating content for TikTok and Instagram, not just your website,
- Optimising video content for discovery on these platforms,
- Engaging with community discussions and trends,
- Understanding that “search” now happens across multiple platforms.
For local businesses, this might mean less direct impact, but for e-commerce, lifestyle brands, and B2C businesses targeting younger audiences, social search is increasingly important.
Bing Recommends Following SEO Guidelines for AI Search
Fabrice Canel, Bing’s Search Product Manager, stated in August that the way to optimise for AI search is simply to follow traditional SEO guidelines. This was a refreshing message amidst all the panic about AI search requiring entirely new strategies.
According to Canel, good traditional SEO practices, quality content, proper structured data, good user experience, mobile optimisation, are exactly what AI search systems need to understand and cite your content.
What this means for you:
You don’t need to completely overhaul your SEO strategy for AI search. The fundamentals remain the same:
- Create high-quality, helpful content,
- Use proper structured data (schema mark-up),
- Ensure good technical SEO (fast loading, mobile-friendly, crawlable),
- Demonstrate expertise and authority,
- Provide genuine value to users.
If you’re doing these things well for traditional search, you’re already on the right path for AI search visibility.
The Big Picture: Quality Enforcement Intensifies
August 2025 reinforced a clear trend: Google is getting increasingly aggressive about enforcing quality standards and penalising manipulation attempts.
The key themes from August:
- Spam enforcement is back. After eight months without a spam update, the August update reminded us that Google actively polices its search results. Low-effort, scaled content, particularly AI-generated, is at risk.
- AI search is already maturing. The recent traffic peaks and troughs suggest that AI search is moving beyond the “shiny new thing” phase. Users may be becoming more discerning about when to use AI search versus traditional search.
- Traditional SEO fundamentals work for AI. You don’t need separate strategies – good SEO is good SEO, whether for traditional search or AI platforms.
- Volatility is the new constant. It’s ironic, I know, but ranking fluctuations without announcements are the new normal. We need to build resilience, not dependence on specific rankings.
- Multiple platforms matter. From social search to AI platforms to traditional search engines, users are discovering content across an increasingly diverse ecosystem.
What SEO You Should Do Now in September
Based on everything that happened in August, here are concrete actions:
If you’ve been affected by the spam update:
- Review your content for thin, low-value pages,
- Assess whether you’ve been creating content at scale without adding sufficient value,
- Remove or substantially improve problematic pages,
- Focus on quality over quantity going forward,
- Be patient, as always – recovery from spam penalties takes time.
For everyone:
- Audit your use of AI in content creation – are you adding genuine human expertise?
- Implement comprehensive structured data if you haven’t already,
- Focus on traditional SEO fundamentals (they work for AI search too),
- Diversify your traffic sources beyond organic search,
- Monitor your rankings over weeks/months, not days.
For e-commerce and lifestyle brands:
- Develop a presence on social platforms where your audience searches,
- Create video content optimised for TikTok and Instagram discovery,
- Engage with trends and community discussions,
- Don’t neglect traditional search, but acknowledge where your audience actually is.
For local businesses:
- Continue focusing on Google Business Profile optimisation,
- Create helpful local content that demonstrates expertise,
- Build reviews and citations to establish authority,
- Ensure your site is technically sound and mobile-friendly.
If you’re looking for SEO in Aldershot, Camberley, Farnham, etc. let me know if I can help you with your digital marketing.
Concerned About the Spam Update?
If you’ve noticed significant ranking drops or traffic declines in late August and you’re worried about the spam update, or if you’re simply concerned that your content strategy might be at risk, I’m here to help.
Any need to recover from the spam update means identifying specific issues, understanding what Google considers manipulative, and developing a long-term SEO strategy for sustainable visibility. It’s not about quick fixes, it’s about really fundamental improvements.
For local businesses in Farnborough, Hampshire, and the surrounding areas, I offer comprehensive SEO audits that can identify potential issues before they become problems, as well as recovery strategies if you’ve already been hit.
Give me a call on 01252 692 765 or, better still, leave me a message through my contact form. Let’s have a conversation about your website and ensure you’re following best practices that will stand up to Google’s quality standards.
Paul Mackenzie Ross is an SEO consultant in Farnborough, Hampshire, specialising in helping local businesses improve their online visibility and attract more customers through search engines and now the new AI platforms. If you’re in nearby Aldershot, Camberley, Farnham, or Fleet, I can help you too.
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