Google Launches September 2026 Spam Update — Its Longest Rollout Yet
What happened
Google started rolling out the September 2026 spam update on 24 September, and it could take up to two weeks to complete — making it the longest spam rollout of the year.
This is Google's fourth spam update of 2026. The March update finished in under 20 hours, June's took two days, August's ran for three — and now September's could stretch to mid-October.
The update targets websites that violate Google's spam policies, including:
- Fake or undisclosed incentivised reviews
- Scaled content abuse — bulk AI-generated pages designed to manipulate rankings
- Doorway pages — thin pages built to rank for local keywords then redirect visitors
- Site reputation abuse — third-party content exploiting a trusted domain's authority
Google applies this update globally, across all languages.
What this means for tradespeople
If you've been collecting genuine Google reviews from real customers, this update is good news. Google is actively cleaning out the businesses that game the system with fake reviews or spammy SEO tactics — which means legitimate tradespeople should see less competition from dodgy operators in local search.
If you've been tempted by services offering to "boost your Google reviews" or build you dozens of local landing pages, this is exactly the kind of thing Google is now catching and penalising. The DMCC Act already makes fake reviews illegal in the UK — and Google's own systems are getting better at enforcing it too.
What to do about it
Nothing — unless you've been cutting corners. If your reviews are genuine and your website is straightforward, you should benefit from this update. If you're not sure whether a review service you've used crosses the line, read our guide on what counts as a fake Google review and how to stay on the right side of the rules.
Source: Search Engine Land