Google's September spam update ended: how to read your traffic
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Quint-IA Vantage Team
Google's September 2026 spam update began on 24 September and finished on 8 October, a rollout of about 13 days and 16 hours.[1] It was Google's fourth spam update of 2026 and the longest, and it applied globally to all languages.[1][2] Whether it touched your site shows up in Search Console, by comparing average daily clicks across three date windows.
What did Google confirm about the September 2026 spam update?
Google called it a normal spam update aimed at sites that violate its spam policies. It said the update applies globally and to all languages, and that a rollout may take up to two weeks. Google did not say what share of queries it affected.[1]
Google advised sites that saw changes to review its spam policies. It said recovery can take many months, because its systems need time to recognize that a site now complies, and that it will run periodic refreshes.[1][2]
This was the longest of the year by a wide margin:
Source: Search Engine Roundtable and Coalition Technologies.[1][2] Coalition's own Pacific Time timestamps give 13 days, 15 hours and 45 minutes for September.
Four updates in one year is the most since 2021. Google ran three in 2024 and one each in 2023 and 2025.[2]
Will Google tell you if your site was demoted?
Google notifies site owners of manual actions in the Manual Actions report and the Search Console message center.[3] Its documentation for that report does not describe a notice for algorithmic changes, and none was reported for this update. A demotion from a spam update therefore shows up as a traffic pattern in your data, not as a message.
How do you compare traffic before, during and after the update?
Compare average daily clicks and impressions across three windows in the Search Console Performance report. Use daily averages, because the windows differ in length.
Before. The 14 days up to 23 September (10 to 23 September).
During. 24 September through 8 October.
After. From 9 October onward. A 14-day window closes on 22 October, so judge it after that date.
Segment. Repeat each comparison by page group and by country.
A drop concentrated in one template, folder or country points to where to look first. Seasonality and demand shifts move traffic more evenly across a site, so an even dip says less.
Because Google says recovery takes months, treat the after window as the first data point of a longer series.
Why shouldn't you rely on third-party volatility trackers?
Coalition Technologies advises checking the 24 September to 8 October window in Search Console instead of relying on third-party trackers, and notes that the June update caused notable volatility on those trackers.[2] Trackers watch samples of search results. Search Console shows your own queries and pages.
How do Google's spam policies apply to AI Overviews and AI Mode?
On 15 May 2026, Google updated the introduction to its spam policies to say that attempting to manipulate generative AI responses in Google Search counts as spam. Tactics aimed at getting a brand into AI Overviews, AI Mode or other AI answers can be treated as spam, and Google may act against the sites involved.[4]
What to review first if your traffic dropped
Start with the pages that lost the most clicks and read each one against Google's published spam policies, including the May 2026 wording on generative AI responses. Fix or remove what violates them. Keep a dated log of every change, so that a later recovery can be traced to what caused it.
Frequently asked questions
How long did the September 2026 spam update take? It ran from 24 September to 8 October 2026, about 13 days and 16 hours by Search Engine Roundtable's timestamps. Coalition Technologies, using Pacific Time, calculates 13 days, 15 hours and 45 minutes. Earlier 2026 spam updates took between 19 hours 30 minutes and 2 days 16 hours.[1][2]
Did Google say which tactics the update targeted? Google described it as a normal spam update aimed at sites that violate its spam policies. The coverage reviewed names no specific tactic, and Google did not say what share of queries the update affected.[1]
How long does recovery take? Google says it can take many months. Its systems need time to recognize that a site now complies with the spam policies, so a fix made today may not show in traffic for a long stretch.[1][2]
Does the update apply to sites in Spanish or other languages? Yes. Google said the update applies globally and to all languages.[1]
Run a Quick-Start Blueprint on your domain to see where AI engines cite you, so a dip in Google traffic is not your only data point.
References
Search Engine Roundtable, Google September 2026 spam update is done (8 October 2026): https://seroundtable.com/google-september-2026-spam-update-done-42235.html
Coalition Technologies, Google September 2026 spam update: https://coalitiontechnologies.com/blog/google-september-2026-spam-update
Google, Manual Actions report, Search Console Help: https://support.google.com/webmasters/answer/9044175
Search Engine Land, Google updates search spam policies to clarify it applies to generative AI responses (15 May 2026): https://searchengineland.com/google-updates-search-spam-policies-to-clarify-it-applies-to-generative-ai-responses-477657