How Google’s August 2025 Spam Update Affects Local Businesses and What to Do About It

The Google August 2025 Spam Update is shaking things up, leading to some changes in how businesses are ranking online. But what does this update really mean? How will it affect your local business? And, most importantly, how can you protect your website and Google Business Profile (GBP) from any penalties? 

In this post, we’ll walk you through what you need to know, how it impacts your local SEO and provide clear steps to help your business stay on track.

What’s the Google August 2025 Spam Update?

Google’s August 2025 Spam Update rolled out on August 26, 2025, with the goal of improving Google’s ability to detect and filter out manipulative SEO tactics. From keyword stuffing to fake reviews, this update targets spammy practices that undermine the user experience.

Unlike previous updates that focused on specific tactics, this one takes a more holistic approach to how Google polices websites across the board. This shift encourages website owners and local businesses to focus on creating quality content rather than trying to find shortcuts that could lead to penalties.

Google has mentioned that the rollout may take a few weeks, so you may see fluctuations in your rankings during this time. This isn’t a reason to panic but an opportunity to step back, reevaluate your SEO practices, and make necessary adjustments.

What Tactics Does This Update Target?

The August 2025 Spam Update addresses spammy tactics that violate Google’s established guidelines. While these tactics may seem like quick fixes, they can ultimately harm your site’s credibility. Here are a few common spam practices Google is targeting:

1. Keyword Stuffing

Keyword stuffing occurs when a webpage is overloaded with keywords or phrases in an unnatural way to manipulate rankings. For instance, if a local business like “Big Easy Roofing” lists its Google Business Profile (GBP) as “Big Easy Roofing – Inspection, Repair, and Replacement,” this would violate Google’s guidelines. The business name should match the real-world name of the business—anything else could be flagged as keyword stuffing.

2. Thin Content

Google penalizes what it calls “thin content,” which is content that provides little to no value to users. For local businesses, this often appears as “doorway pages”—multiple pages that are almost identical, with only minor changes like the city name.

These pages may rank for specific keywords or service areas, but they don’t add any real value for visitors. Google sees them as manipulative, and they can be penalized under this update.

3. Fake Reviews

Google has long been concerned with fake reviews, and with this update, the search giant is doubling down on its efforts to eliminate fraudulent reviews. Posting fake reviews or engaging in deceptive practices to boost a business’s reputation is now high-risk, thanks to Google’s AI-powered systems that can detect fake reviews with increasing accuracy.

This practice damages trust and goes against Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines.

4. Scaled Content

The update also targets “scaled content”—the practice of generating large quantities of low-value, unoriginal content to manipulate search rankings.

Whether created by AI or human writers, if content is intended solely to game the system and doesn’t offer real value to users, it is considered spam. For local businesses, this could look like using AI to generate hundreds of generic blog posts without any local context or real expertise.

Local SEO: What’s at Risk?

While the Google August 2025 Spam Update is global, its impact on local SEO is significant. Two of your most important assets as a local business, your Google Business Profile (GBP) and website, are now under closer scrutiny.

Your Google Business Profile (GBP)

Your GBP is often the first interaction potential customers have with your business, making it a prime target for spam. Google’s update addresses common spam practices, such as:

• Business Name Stuffing: Adding extra keywords or locations to your business name to manipulate rankings. Google explicitly states that the business name must reflect your real-world name.
• Review and Q&A Spam: Engaging in fraudulent practices like posting fake reviews or manipulating the Q&A section of your GBP.
• Location Spam: Using virtual office addresses or P.O. boxes to falsely appear as though you have a physical presence in certain areas.

Your Website

Your website serves as your online storefront and is critical to local SEO success. Here’s how the update impacts your site:

• Low-Quality Location Pages: Pages with thin content and repetitive service area keywords could be flagged as spam. High-quality location pages should feature unique content, such as local customer testimonials or photos of your work.
• E-E-A-T Signals: Google now places even more emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Your website should clearly showcase your legitimacy through elements like team photos, certifications, and authentic customer testimonials.

How to Check if You Were Affected

If you’re wondering whether the Google August 2025 Spam Update has affected your rankings, here’s how you can check:

1. Check Google Analytics for Traffic Drops

Look for sharp, sustained drops in your organic search traffic starting from August 26, 2025. If you see a significant decline that doesn’t recover, it could be a sign of a negative impact from the update.

2. Review Google Search Console

Check for manual penalties in Google Search Console. While the update is algorithmic, serious violations could trigger manual actions. Also, review the “Performance” report for any sharp declines in impressions or clicks.

3. Analyze Local Pack Rankings

For local businesses, a drop in rankings in the Local Pack (the top three businesses that show up in local searches) can be a key indicator. Instead of relying on traditional rank tracking, use geo-grid tracking tools to measure your rankings across different locations and service areas.

4. Manual Spot-Checks

Perform manual searches in an incognito window to see how your business ranks for your top keywords. This will give you a clearer picture of how your business compares in the Local Pack.

How to Recover: A Proactive Audit Checklist

Whether or not you were impacted by the August 2025 Spam Update, now is the time to audit your online presence. A proactive approach will help protect your site from future updates and build a strong foundation for long-term success.

Google Business Profile Audit

• Name: Make sure your business name reflects your real-world name, without extra keywords or locations.
• Categories: Check if your primary category accurately represents your business.
• NAP Consistency: Your name, address, and phone number should be consistent across all platforms.
• Reviews: Make sure your review process is simple and not incentivized.

Website Content Audit

• Contact Info: Your NAP should be easily visible on every page.
• Location Pages: Make sure each service area page offers unique value and is written for humans, not search engines.
• E-E-A-T Signals: Show your legitimacy through an “About Us” page, team photos, and case studies.

Focus on Quality and Trust

The Google August 2025 Spam Update is a reminder that SEO is about more than just ranking. It’s about building a trustworthy, authentic, and helpful online presence that prioritizes users. By focusing on creating high-quality, local content and making sure that your business is represented accurately across all platforms, you can avoid penalties and secure long-term success.

At Infintech Designs, we help businesses optimize their Google Business Profiles and websites to meet Google’s evolving standards. From crafting people-first content to refining your local SEO strategy, we’re here to guide you through these changes and help you maintain a strong online presence.

If you’d like support navigating these updates, contact us today, and let’s work together to strengthen your business’s digital presence.