Spam Updates: Google’s Fight Against Web Spam

How Google Detects Spam

Google’s ranking systems guide describes “a range of spam detection systems, including SpamBrain,” which “are constantly updated to keep up with the latest ways that the spam threat evolves.” The spam updates page calls SpamBrain “our AI-based spam-prevention system.” Alongside automated detection, human reviewers can apply manual actions, which appear in Search Console; see manual actions.

What the Spam Policies Cover

The policies, as listed in Google’s documentation (last updated August 28, 2026):

Two recent details are worth knowing:

• Back button hijacking is listed under malicious practices: “when a site interferes with user browser navigation by manipulating the browser history or other functionalities, preventing them from using their back button to immediately get back to the page they came from.” Check any scripts, including ad and affiliate code, that alter browser history.
• The site reputation policy applies where third-party content is published “mainly because of that host’s already-established ranking signals”. Google notes that “Having third-party content alone isn’t inconsistent with the site reputation policy”, lists exceptions such as wire services and editorial columns, and says it has made changes to how the policy applies in the European Economic Area.

Link spam in detail is covered in link schemes and Google’s guidelines, and doorway and scaled patterns for location pages in local landing pages.

If a Spam Update Affects You

Google’s guidance is short: “Sites that see a change after a spam update should review our spam policies to ensure they are complying with those.” Then:

1. Check Search Console for a manual action and for security issues; hacked content can be someone else’s spam on your site.
2. Compare the timing with Google’s list of ranking updates.
3. Go through the policies against every part of your site, including pages created by vendors, past agencies or users.
4. Remove or fix what violates them: stop the practice, clean hacked or spam content, and qualify or remove manipulative links.
5. Prevent recurrence: secure the site, moderate user content, and audit scripts and third-party content.

On timing, Google says: “Making changes may help a site improve if our automated systems learn over a period of months that the site complies with our spam policies.” For link spam there’s an exception: “making changes might not generate an improvement”, because when Google’s systems remove the effect of spammy links, “Any potential ranking benefits generated by those links cannot be regained.” See link spam updates.

A drop that coincides with a spam update but where you find no violation may have another cause; the full diagnosis is covered in core updates and recovery.

Reporting Spam

If you see spam in Google’s results, Google’s report quality issues page is the route for reporting spam, phishing or malware. What you control is your own site’s compliance.

Staying Clear

• Know what your vendors do. Link building, content production and “growth” services can create violations in your name.
• Moderate user content on forums, comments and profiles; see UGC SEO strategy.
• Secure the site against hacking, and watch Search Console’s security issues report.
• Review third-party content and scripts you host, including partner sections and ad code.
• Publish for readers. Scaled or keyword-driven content made mainly for rankings falls under the policies however it’s produced.

When rankings drop during a spam update, open Search Console’s Manual actions and Security issues reports before reviewing your own content: hacked pages carrying someone else’s spam are fixed by cleaning and securing the site, not by rewriting what you published.