Google rolled out its third spam update of the year between August 18 and August 21, worldwide and in every language.
It arrives in a year when Google has twice widened what counts as spam, adding a rule against back button hijacking in April and extending its spam policies in May to cover attempts to manipulate AI answers in Search.
In the two weeks before it began, Reddit’s share of citations in ChatGPT Search fell from 3.8% to 0.5%, according to Promptwatch, which monitors AI search results.
Marketers are left wondering which could be the root cause.
Why visibility drops may be harder to diagnose
Spam updates improve Google’s automated systems for detecting violations of its spam policies. These spam policies also apply to attempts to manipulate generative AI experiences in Search, including AI Overviews and AI Mode. But Google hasn’t said whether the August update targets that behavior specifically.
The update lands on top of a stretch in which organic traffic has already been trending down industrywide, and the platforms shaping AI search citations have been in flux. Reddit’s outsized influence on those citations, for example, rose sharply and then faded over the past several months. A ranking or citation dip this week could trace back to any of those forces, or some combination of them.
Before attributing a traffic change specifically to the spam update, isolate the timing, the surface, and whether competitors in the same space moved as well.
How Semrush can help
Separating a spam-update effect from a core-update effect, seasonal noise, or an AI-citation shift requires visibility across both traditional rankings and AI search surfaces.
Position Tracking monitors daily ranking changes across target keywords, so practitioners can map visibility shifts against the exact dates of the spam update.
Organic Rankings analyzes competitor domain visibility trends over time, helping teams spot when third-party pages leveraging high-authority domains started surging and whether that timing lines up with the spam update.
Visibility Overview Report tracks citation frequency and visibility trends across ChatGPT, Perplexity, Google AI Mode, and Bing in one dashboard.
