On the 24th March 2026, Google started rolling out the March 2026 spam update.
This is the first spam update of 2026 and the most recent since last year’s August 2025 spam update.
Sharing the announcement on LinkedIn, Google said:
“Today we released the March 2026 spam update to Google Search. This is a normal spam update, that will roll out to all languages and locations. The rollout may take a few days to complete.”
In reality, the rollout completed in less than 24 hours, which is unusually fast for a Google update, especially one applied globally across all languages and markets.
While Google hasn’t confirmed why the rollout was so quick, it suggests this may have been a more targeted update rather than a complex review of all their spam systems.
As usual, Google hasn’t given any specifics on what’s been changed or targeted by this update, but we know it was rolled out globally at a time when ranking volatility is at its highest sustained level in months.
In this article, we’ll go over the impact of the update so far, what to monitor over the coming weeks, and a recap of Google’s spam policies and how to follow them.
Ranking volatility is very high right now
Starting with the impact on search results, things are very volatile at the moment.
Looking at tools like Semrush Sensor, we can see that ranking volatility has been through the roof over the last month, due to the impact of the February Discover Core Update that was released on 5th February, and the lead-up to this March 2026 spam update.
We can see a lot of movement across a wide range of industries, indicating frequent sudden drops and gains in rankings, as well as noticeable shifts in search visibility for both content and service pages.
This level of fluctuation is typical during a spam update, and especially off the back of recent big updates like the December 2025 core update.
Google is refining how it detects and filters low-quality or manipulative content, which can cause temporary instability in search results. Rankings will likely continue to fluctuate over the next few weeks, so it’s important not to react and make big changes to your site too quickly.
What do Google’s spam updates do?
Google’s spam updates are designed to improve the quality of search results by reducing the visibility of content that violates Google’s spam policies.
These updates target websites and pages that attempt to manipulate rankings rather than provide useful information to users.
How do spam updates differ from core updates?
Unlike Google’s core updates, which reassess overall content quality and relevance, spam updates focus on identifying specific behaviours that breach Google’s guidelines. This includes tactics that are designed to game the algorithm rather than serve the user.
Google’s own guidance explains that spam updates improve automated systems that detect spam across search results. These systems are constantly evolving, but spam updates introduce more significant improvements that enable Google to catch newer or subtler forms of manipulation.
How do spam updates affect search results?
In practical terms, the March 2026 spam update will aim to filter out content that should not be ranking in the first place.
When a site is affected, it’s often because specific pages or content are seen as low-quality, misleading, or created solely to attract search traffic.
The impact can be immediate. Pages may lose rankings, drop in visibility, or, in some cases, disappear from search results altogether. This is different from core updates, where changes tend to be more gradual and tied to content quality signals.
What will the March 2026 spam update change?
Google hasn’t shared specific technical details about what the March 2026 spam update targets. This is consistent with previous spam updates, in which Google has kept the focus on outcomes rather than individual ranking signals.
Focus on search quality and spam reduction
What we do know, based on previous updates, is that the March 2026 spam update’s goal was more likely to reduce the visibility of content deemed spammy or unhelpful, while rewarding sites that follow Google’s guidelines.
Based on recent updates and Google’s ongoing direction, this update likely focused on low-value content created at scale, pages that offer little original insight, and sites that rely on manipulative tactics to rank.
Ongoing shift towards people-first content
Google has increasingly emphasised people-first content over the last 5 years.
This means content that answers real user questions, provides genuine value, and demonstrates experience and expertise. Sites that prioritise search engines over users are more likely to be affected.
The March 2026 spam update may also strengthen Google’s ability to identify patterns across entire domains. If multiple pages on a site are considered low quality or spammy, this can affect the site’s overall visibility, not just individual pages.
For businesses and marketing teams, the key takeaway is that this update isn’t about a single tactic. It reflects a broader shift towards rewarding trustworthy, useful content and filtering out anything that doesn’t meet that standard.
You can read Google’s guidance on helpful, people-first content here.
How do you tell if your website is affected?
To determine whether the March 2026 spam update has affected your site, focus on changes in search visibility rather than overall traffic.
Check visibility in Google Search Console
Start by reviewing your data in Google Search Console from the 24th March onwards.
Look for noticeable declines in impressions, clicks, and average position across key pages. A drop in impressions often indicates reduced visibility in search results, which is a common sign of impact from a spam update.
Monitor click-through rates and rankings
You should also analyse your click-through rate. If your rankings have dropped, your CTR will often follow. In some cases, pages may still appear in search results but in much lower positions, leading to fewer clicks even if impressions remain relatively stable.
Look for patterns across your site
It’s important to look at patterns rather than isolated changes. If multiple pages or sections of your site have declined at the same time, this is more likely to be linked to the March 2026 spam update. For example, you may see blog content lose visibility while core service pages remain stable.
You should also compare your performance against competitors. If other sites in your space are gaining visibility while your rankings drop, it can indicate that Google is favouring different types of content following the update.
Avoid making immediate changes while the rollout is still ongoing. Wait until rankings stabilise, then conduct a detailed audit to identify which pages have been affected and why.
Tips for following Google’s spam guidance
If you want to stay aligned with the March 2026 spam update, focus on meeting Google’s spam policies and creating content that delivers clear value to users.
Prioritise people-first content
Start by carefully and critically reviewing your content. Ask whether each page serves a clear purpose and whether it genuinely helps the user. Content that exists purely to target keywords without offering meaningful insight is at higher risk of being dropped from Google’s index.
Avoid low-value content at scale
You should also avoid producing content at scale without maintaining quality. Publishing large volumes of similar or repetitive pages can signal low value, especially if they don’t offer any unique insights. It’s better to have fewer, well-developed pages than a large number of thin ones.
Demonstrate real expertise
Make sure your content reflects real expertise. This could include sharing first-hand experience, providing detailed explanations, or using data to support your points. Generic content that could apply to any website is easier for Google to filter out.
You can read our guide on Google’s EEAT guidelines to learn how to do this.
Keep your site content updated and relevant
Regular content audits are essential. Identify outdated, duplicated, or underperforming pages and either improve or remove them. Keeping low-quality content on your site can affect overall performance, not just individual pages.
Manage third-party and user-generated content carefully
You should also be cautious with any third-party or user-generated content. If it isn’t properly reviewed or aligned with your standards, it can be a big risk. Always vet and quality-check content that third parties or users add to your website.
Avoid manipulative SEO tactics
Finally, avoid shortcuts when it comes to SEO. Tactics such as buying links, keyword stuffing, or using hidden text may provide short-term gains, but they increase the risk of being impacted by updates like the March 2026 spam update.
FAQs about Google’s spam policies
What is considered spam under Google’s policies
Google classifies spam as any content or behaviour designed to manipulate search rankings rather than help users.
This includes obvious tactics such as keyword stuffing or hidden text, but also covers more subtle issues. For example, creating large volumes of pages that target slight keyword variations without adding new value can still be treated as spam.
Google’s systems now look beyond individual pages. They assess patterns across your site. If your content repeatedly shows signs of being created for search engines rather than users, it increases the risk of being filtered out during updates like the March 2026 spam update.
Some common spam practices include:
- Cloaking
- Expired domain abuse
- Hacked content
- Hidden text and links
- Link spam
- Machine-generated traffic
- Malware and malicious practices
If you want a deeper breakdown of these practices and how to avoid them, check out the info we shared back when the December 2024 spam update was released.
What types of websites are more at risk from spam updates?
The March 2026 spam update will likely impact sites that rely on low-value or scaled content.
Recent industry analysis suggests Google is continuing to target:
- Large volumes of content created quickly with little oversight
- Pages built to rank for keywords rather than help users
- Thin affiliate content with limited original input
- Sites publishing near-duplicate content across multiple pages
There are also signs that Google is getting better at detecting patterns across entire sites, not just individual pages. If a large portion of your content lacks depth or originality, the wider domain may be affected.
This means the risk isn’t limited to obvious spam tactics. Even legitimate businesses can be affected if their content strategy prioritises scale over quality.
Do spam updates lead to manual penalties?
Spam updates themselves are algorithmic, which means they don’t trigger manual penalties directly.
If your site has been impacted by the March 2026 spam update, the changes you see in rankings and visibility are caused by Google’s automated systems reassessing your content.
Manual penalties are separate and are only applied when Google reviewers identify clear breaches of its spam policies. This often includes more serious or deliberate tactics, such as cloaking, large-scale link schemes, or hacked content.
If a manual action is applied, you will see it in Google Search Console along with details of the issue.
In short, the March 2026 spam update may reduce your visibility, but manual penalties are reserved for more severe violations that require direct action from Google.
Does using AI-generated content lead to penalties?
AI content on its own isn’t against Google’s guidelines.
The issue comes down to how it’s used. If AI is used to produce large volumes of generic content with little oversight, it increases the risk of being flagged as low value. This is especially true if the content lacks originality or fails to answer user queries properly.
If AI is used as a support tool, with human editing and clear input, it can still meet Google’s expectations. The focus should always be on whether the final content is useful, accurate, and relevant.
Should low-performing pages always be removed?
Not always. Removing content too quickly can lead to lost opportunities.
Start by assessing whether a page can be improved. In many cases, adding more detail, updating outdated sections, or improving structure can help the page perform better.
If a page has no clear purpose, brings in little traffic, and doesn’t support your wider strategy, then removal may be the better option.
The goal is to maintain a site where every page adds value. During updates like the March 2026 spam update, overall site quality can influence how well your content performs.
How our SEO specialists can help
If the March 2026 spam update has affected your site, we can help you understand why.
We review your content, identify weak areas, and show you ways to improve your site through updating pages, removing low-value content, or refining your approach.
To learn more, explore our SEO services or get in touch with one of our specialists.
