Google began rolling out its September 2026 Spam Update on 24 September 2026 at 9:15 am PDT. This is the fourth spam update of the year, following releases in March, June and August. It applies globally across all languages, and Google expects the rollout to take up to two weeks.
Google has not named any specific tactics or rules targeted by this update. These updates refine the automated systems that detect search spam. Sites that break the rules risk dropping in search rankings or disappearing from results entirely.
What this means for your business
If you run an estate agency in The Hague and notice shifts in your search traffic or rankings, check your Google Search Console data. Pay close attention to when those changes occurred.
For the previous three spam updates this year, Google estimated completion within “a few days”. This update could take up to two weeks, though it may finish sooner. You will only see the final impact on your site once the rollout is complete.
What concrete steps can you take?
If your site drops in rankings, Google advises checking its spam policies. Should you need to fix policy breaches on your website, keep in mind that Google’s automated systems can take months to recognise that your site complies again.
- Review your performance in Google Search Console.
- Check Google’s spam policies if your rankings drop.
- Amend your pages if they break the rules.
Source: Search Engine Journal
