If you’ve noticed some changes in your Google rankings lately, you’re not imagining things. On August 26, 2025, Google rolled out a major Spam Update focused on cleaning up local search results. And yes, it’s hitting Google Business Profiles (GBPs) hard.
For any business that depends on local visibility this update could mean a drop in traffic… or a big opportunity to move up.
Let’s break down what’s happening and what you can do about it.
What’s This Update All About?
Google is targeting spammy tactics in local search. That includes:
- Fake reviews
- Keyword-stuffed business names (like “Appliance Refrigerator Oven Repair Dallas TX” or “Best HVAC Company in Denver”)
- Duplicate or fake listings
- Virtual offices and P.O. box addresses
- Scraped or AI-generated content that provides little or no value
- Cloaking (showing different content to users and search engines)
This is all being driven by SpamBrain, Google’s AI system that helps detect and demote low-quality listings. The update is still rolling out, so expect some ranking shifts over the next few weeks.
Now, Google says the goal is to make things cleaner and more trustworthy. And sure, we’re already seeing some of the junk disappear from local results. But let’s be realistic, this is a moving target, a bit of a cat-and-mouse game. If Google can make even a 20% dent in the spam clutter, that’s a win. Just don’t expect 100% success, because some of this junk will always sneak through.
We’ve All Seen These Tricks Before…
We’ve all run into listings like:
- Appliance Repair Dallas
- Appliance Repair Fort Worth
- Appliance Repair DFW
Annoyingly, we all know these are the same business, just using multiple keyword-stuffed names to game the system. It clutters up the map and confuses potential customers, and takes up spots that other businesses should be occupying.
This is exactly the kind of behavior Google is trying to crack down on (finally!) If you’ve been losing visibility to fake-looking listings like these, this update might (maybe, hopefully) finally level the playing field.
Why It Matters
Your Google Business Profile is often the first thing people see when they search for services, shops, or professionals in their area. If you show up in the local pack (those top 3 map results), it can lead directly to calls, clicks, and visits.
Here’s what’s happening on the ground:
- Some businesses saw traffic or visibility drop within 24 hours
- Legit listings are climbing, while keyword-stuffed or fake ones are being pushed down
- Less spam = more opportunity for ethical businesses to be seen
If you’ve been doing things the right way, you could benefit from this shift, but don’t expect the landscape to be totally clean overnight.
What You Should Do Right Now
No matter your industry, it’s a good time to give your online presence a quick tune-up. Here’s where to start:
1. Audit Your Google Business Profile
- Make sure your business name matches what’s on your signage and marketing.
- Skip keyword stuffing (e.g., “Smith’s Plumbing Dallas” should just be “Smith’s Plumbing”).
- Confirm your address is a real, physical location, not a virtual office.
- Merge or remove any duplicate listings using Google’s support tools.
2. Clean Up Your Reviews
- Watch for unusual review patterns, like sudden 5-star spikes.
- Use GBP’s built-in tools to report fake or suspicious reviews.
- Ask real customers to leave reviews through follow-up emails or QR codes.
- Encourage reviews with specific details, not just a star rating.
3. Strengthen Local Signals
- Keep your hours, services, and photos current.
- Post updates regularly (e.g., “Now booking fall checkups!” or “New products just arrived!”).
- Make sure your name, address, and phone number are consistent across sites like Yelp, Angi, and local directories.
What This Means for You
Whether you’re running a plumbing company, a boutique, a dental office, or a fitness studio, this update is reshaping the local search landscape. And it’s doing it in a way that favors transparency and real-world legitimacy.
Here’s what many businesses are already seeing:
- Improved rankings for clean, compliant listings (some up 20–30%)
- Protection from shady review sabotage, which is all too common in competitive markets
- An edge without spending big, since real reviews and a clean listing cost next to nothing
And more importantly, it sets you up for long-term success as Google continues rolling out targeted updates like this one. Just keep in mind, spam isn’t going away entirely. If this update knocks down a fifth of it, that’s still progress.
Final Thought
The August 2025 Spam Update is a clear signal: Google wants authentic, trustworthy businesses at the top of local results. Or at least, that’s what they say.
If your profile is clean, your reviews are real, and your business details are accurate, this is your moment to shine. But don’t expect the spam problem to vanish. This is an ongoing battle, and there will always be people trying to game the system.
Need a hand making sure your GBP is squeaky clean? Or maybe you’ve gotten swept up in this dragnet and you’re dealing with a suspension? Don’t worry, we’re here to help! Just reach out and we’ll take care of everything.
