Google began a global spam update on September 24

Google began a global spam update on September 24, 2026

The Search Status Dashboard recorded the update beginning on 2026-09-24 at 09:15 PDT. The update applies globally and to all languages; its rollout may take up to two weeks.¹ Google describes a spam update as a notable improvement to its automated systems for detecting Search spam.²

The Search Status Dashboard labels this incident as affecting Ranking.¹ Compare the Search data with the Business Profile status separately before changing profile fields or treating a visibility change as a restriction.

What did Google change on September 24, 2026?

Google changed its Search spam-detection systems in a globally scoped update that covers every language and can roll out for up to 2 weeks.

Google says its automated spam systems operate continuously, with notable improvements announced as spam updates. Google's spam policies cover attempts to deceive users or manipulate Search systems. Sites that violate those policies may rank lower in results or not appear in results at all.²⁴

Google says sites that see a change after a spam update should review its spam policies. Making changes may help a site improve if its automated systems learn over a period of months that the site complies with its spam policies. For a link spam update, changes might not generate an improvement. Google says this can happen when its systems remove the effects spammy links may have. Any ranking benefit those links may have previously generated for your site is lost, and potential ranking benefits cannot be regained.²

Does the update mean my Google Business Profile was penalized?

No. A change in local visibility during this Search event is not, by itself, a Business Profile restriction.

Google's Business Profile help says Google may moderate profiles and content that violate its guidelines, and some profile restrictions and content decisions may be appealable.⁵ Check the profile's restriction or verification status before treating the change as a profile action.

The Google Business Profile remains a separate property to check. The standing answer for an account, verification, eligibility, or suspension problem is what to check when a Google Business Profile stops working.

What should I check if my local visibility changed?

Start with the surface that changed, then compare dated evidence before making a profile edit.

Google recommends these checks when investigating a Search-traffic drop.³

1. Open the Search Console Performance report, find high-traffic queries with drops in clicks and impressions, and filter to one query at a time.³
2. Check each filtered query in Google Trends to see whether the drop is limited to your site or occurs throughout the web.³
3. Check the Search Console Data Anomalies page for a processing or logging issue.³
4. If you suspect an algorithmic update, review your top pages in Search Console and assess how they were ranking. A drop does not necessarily mean the content is fundamentally wrong.³
5. If you suspect a Search-traffic drop is due to a spam violation, review the Google spam policies to ensure you are not engaging in practices its automated systems would detect, and check the Search Console Manual Actions report to see whether Google has issued any manual action to your site.³

Keep the website Search evidence separate from a Maps observation. The Google Maps optimization guide explains why one search from one location cannot represent every searcher.

Which Business Profile fields should I check?

Check whether the profile represents the business as it is consistently represented and recognized in the real world, with an accurate address or service area and only the categories needed to describe its overall core business.

Google's Business Profile guidelines say to represent the business consistently across real-world branding, keep the address or service area accurate and precise, and choose the fewest categories needed to describe the overall core business.⁶

Check the business name, address or service area, and categories against the real business before making an edit. These checks address profile representation. They are separate from the Search Console and Trends checks above.

What if Google actually shows a profile restriction?

Use Google's restriction and appeal path only when the profile or account shows that status.

Before you submit an appeal, check your Business Profile verification status. Google says content associated with an unverified profile might not appear across Google. If a Google Account or Business Profile is restricted, it must be reinstated before you can appeal content decisions. Appeal reviews and decisions can take up to 5 business days.⁷

Google also says not to submit multiple appeals for the same issue before a decision and not to create a new Business Profile for the same business while an appeal is under review.⁷ For a profile appeal that uses the appeals tool, Google says the tool shows the restricted profile, the reason for the moderation action, and a link to the violated policy.⁷ Then use the standing suspension answer for the full diagnostic path.

FAQ

The September 2026 spam update is a global Search event with a maximum 2-week rollout. Search Console, Trends, policy, representation, verification, and appeal checks answer different owner questions.

How long should I wait before judging the change?

The rollout can take up to two weeks. Google says making changes may help a site improve if its automated systems learn over a period of months that the site complies with its spam policies.¹²

Can I appeal because my local visibility changed?

Use the appeal path when Google shows a profile or account restriction. A visibility change alone calls for the Search, policy, representation, verification, and status checks above.