The world of search engine optimisation (SEO) is undergoing rapid transformation, driven by Google’s continuous refinement of its algorithms and the pervasive integration of artificial intelligence (AI). The August 2025 spam update and the widespread expansion of AI-powered features are reshaping how websites achieve visibility and engage with users, demanding a strategic pivot from content creators and website owners.
From a broader industry lens, these changes underline a single truth: SEO is no longer about quick wins but about building trust, authority, and long-term adaptability. Businesses that align with this reality will be the ones that thrive.
The August 2025 Spam Update: A Return to Quality
Google initiated its August 2025 spam update on 26 August 2025, a global rollout affecting all languages that was expected to take several weeks. Initially, the update caused swift and dramatic ranking changes, with noticeable volatility observed from 27 August. After a brief cooling period, activity spiked again in early September.
The SEO community has reported significant disruptions, including sudden drops in rankings and site traffic, delays in Discover content appearing for up to four days, and unusual traffic patterns where visits shift between different content categories. Many site owners have also observed a decline in the quality of traffic, particularly on European sites, noting that it is “less converting by around 75%”. Indexing issues have also been a common complaint, with new content struggling to appear in search results.
These updates are powered by Google’s AI-driven spam detection system, SpamBrain, which is constantly refined to identify emerging forms of spam, including link manipulation and deceptive content. The overarching message from Google remains clear: these updates are designed to prevent low-quality or manipulative sites from appearing in legitimate search results.
From what we’ve observed, the hardest-hit websites are those that leaned too heavily on thin, AI-generated content or manipulative backlink strategies. Updates like this are reminders that it pays to audit weaknesses, restructure content strategies, and focus on quality signals rather than chasing short-term gains.
The Pervasive Influence of AI in Search
AI is rapidly becoming central to the search experience. Google has significantly expanded its AI Mode to over 180 countries, a substantial increase from its initial launch in the US, UK, and India. This expansion includes new “agentic capabilities” that allow AI Mode to perform tasks like making restaurant reservations, provide more personalised responses, and offer a new sharing feature for AI Mode conversations.
Furthermore, Google appears to be testing AI Mode within the European Union, suggesting a further rollout in the near future.
However, the rise of AI also brings new challenges for website owners. A recent analysis revealed a significant decline in organic click-through rates (CTR) following the rollout of AI Overviews. This impact extends to both informational and non-informational queries, with desktop searches for informational queries experiencing a particularly severe CTR drop of over 70%. Similarly, ChatGPT has been referring to branded websites 52% less since July 21st, increasingly devouring “answer-first” sites like Wikipedia or Reddit by providing comprehensive answers directly within its platform.
This marks a clear shift into the “zero-click era”, where AI delivers answers before users ever land on a website. To stay visible, it’s becoming critical to optimise not just for search engines but also for how AI perceives, cites, and explains your brand. That means structuring content with schema and FAQs, expanding authority across trusted platforms, and treating AI as both a competitor and a distribution channel.
The Growing Importance of Local Search and Retailer Offerings
Beyond AI, there’s a strong industry shift towards a more intelligent, localised, and conversion-focused search experience. Local SEO is becoming more critical, moving from a focus on merely ranking highly to an emphasis on being discovered. A business’s local presence and reputation are increasingly vital as Google’s algorithms prioritise content relevant to a user’s location and intent.
For businesses with a physical presence, it is essential to ensure that all local information, such as Google Business Profiles, is fully optimised and regularly updated. Website owners should also understand how AI systems perceive and describe their business. This can be achieved by testing core prompts like “[Your Business Name] is known for” or “Best [your service] providers in [your city] include” to identify the trust signals and attributes AI engines associate with their brand compared to competitors, informing future optimisation strategies.
For retailers, Google has introduced new loyalty offerings in Google Ads and Merchant Centre Next (GMC Next). These include new “Loyalty programs” and “Promotions” features in GMC Next to increase visibility for discounts and deals, appearing in free listings, brand profiles, and merchant knowledge panels. Google Ads has also launched a new “retention goal in loyalty mode” to help advertisers optimise budgets and bidding strategies for high lifetime value customers.
In practice, this means that local optimisation is no longer optional. Brands that combine local SEO with AI-perception checks and loyalty-driven advertising are positioned to not only be found but also to convert better than their competitors.
Overarching Strategies for Website Owners
To successfully navigate this evolving search landscape, website owners must embrace long-term, sustainable strategies that prioritise quality, user experience, and adherence to Google’s policies.
- Prioritise High-Quality, User-Focused Content
- Adhere to Google’s Spam Policies
- Build Organic and Natural Link Profiles
- Optimise for Local Search and AI Perception
- Embrace a Long-Term Perspective
- Stay Informed and Monitor Performance
These aren’t just guidelines — they’re the pillars of future-proof SEO. In day-to-day practice, it comes down to blending technical SEO, brand authority, and user-first content so that a site can weather updates and remain visible in both search and AI-driven contexts.
What This Means for Business Owners
In conclusion, the August 2025 spam update and the advancements in AI signal a clear direction: Google is moving towards a more intelligent, personalised, and local search experience. Success in this environment hinges on a steadfast commitment to quality, user experience, and strategic adaptation.
For business owners, this means shortcuts and manipulative tactics will only lead to setbacks. Instead, focusing on authentic content, diversified visibility, and readiness for AI-driven discovery will define long-term success.
The businesses that view these changes not as roadblocks but as opportunities to refine their strategies will be the ones that not only recover from updates but grow stronger because of them.
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Reference source
Search Engine Journal
🔗 Google Rolls Out August Spam Update Targeting Search Quality
Search Engine Roundtable
🔗 Google August 2025 Spam Update Heats Up Again
Search Engine Land
🔗 Google launches August 2025 spam update