(800) 689-1273
Facebook Twitter Youtube Linkedin
Prospect Genius logo

Prospect Genius

Menu
Log In
You are here: Home / Archives for Google Algorithm

Google’s August 2025 Spam Update: What Local Businesses Need to Know

Last Updated: September 10, 2025

Leer en español

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:

  1. Appliance Repair Dallas
  2. Appliance Repair Fort Worth
  3. 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.

 

 

 

 

Google August 2025 Spam Update FAQs for Local Businesses


The update began rolling out on August 26, 2025, and is expected to take a few weeks to complete. It applies globally across all regions and languages.


Google is targeting fake reviews, keyword-stuffed business names, duplicate or fake listings, virtual offices or P.O. box addresses, AI-generated or scraped content with little value, and cloaking tactics.


Spammy Google Business Profiles may be demoted, while legitimate profiles may move up in local pack rankings, leading to improved visibility and potentially more traffic.


SpamBrain is Google’s AI-powered spam prevention system that has been enhanced with this update to better identify and penalize listings that violate spam policies.


Audit your Google Business Profile and website. Remove keyword-stuffed names, fake duplicates, false reviews, and thin or AI content. Focus on genuine, valuable, user-first content and adhere to Google’s spam and quality guidelines.


Expect ranking volatility during the rollout. Avoid making hasty changes. Monitor metrics using Google Search Console and analytics, and wait until the update is fully rolled out before assessing impact or making adjustments.

Are You Chasing ‘Fresh Content’ for Nothing? What Local Service Websites Really Need

Last Updated: May 5, 2025

Leer en español

You’ve probably heard the phrase “Google loves fresh content.” And while there’s some truth to that, there’s also a lot of confusion, especially for local service businesses like plumbers, electricians, contractors, etc.

Unfortunately, that confusion is being used to sell all kinds of unnecessary content updates and “SEO services” that don’t move the needle (and might even hurt your rankings.) If you’ve ever been told to keep rewriting your “Water Heater Installation” page just to stay “fresh,” this post is for you.

Let’s break down what Google really means by freshness, when it matters, and how you can use it strategically, without wasting your time or money.

Does Google Prioritize Freshness for Small Business Websites?

Yes, Google’s algorithm does consider freshness, especially for time-sensitive searches like news, sports scores, or celebrity gossip (thanks, Taylor Swift). This started with updates like the Caffeine Update (2010) and Freshness Update (2011). But here’s the thing: if someone’s searching “fix leaky faucet” or “plumber near me,” they’re not looking for the latest info. Instead they want relevant and reliable info.

That’s why your core service pages (like drain cleaning or water heater repair) don’t need to be updated constantly. Google is more interested in how helpful, trustworthy, and locally relevant your content is.

When Does Fresh Content Actually Matter?

While static service pages are fine as-is (as long as they’re solid), fresh content does help in the right places:

  1. Local SEO Boosts
    Regularly adding content that highlights recent jobs or local testimonials helps show Google (and your customers) that you’re active in your community. Think: “How We Fixed a Burst Pipe in [Your City] Last Week.”
  2. Helpful, Evergreen Blog Posts
    A monthly blog post like “5 Signs It’s Time to Replace Your Water Heater” or “Why Pipes Freeze in [Your State]” builds authority and ranks for long-tail searches. No need to post weekly fluff since Google prefers quality over quantity.
  3. Changes in Services or Codes
    If you add new services or there’s a change in plumbing regulations, then yes, update or add content. That shows you’re staying current and trustworthy (which ties into Google’s E-E-A-T framework: Experience, Expertise, Authoritativeness, and Trustworthiness).
  4. Seasonal Trends
    Creating content around seasonal problems like frozen pipes in winter or sump pump tips during rainy months can pull in timely traffic.

Should You Keep Updating Your Service Pages?

No, not unless something actually changes. Tweaking them just to seem “fresh” won’t help and can actually hurt your rankings if it disrupts the user experience. Focus on making those core pages clear, informative, and SEO-friendly. Include things like:

  • What the service is
  • How it works
  • What it costs
  • Service areas
  • Customer reviews and trust signals

Once that’s dialed in, you’re golden.

Want Fresh, SEO-Friendly Content Without the Headache?

Most business owners have zero time for writing blog posts. It’s one of 200 items on your list that never see the light of day. That’s where our SocialStream comes in. We write a high-quality blog post for you every month, tailored to your services, your region, and the questions your customers are asking. That means your site stays fresh, relevant, and optimized for SEO, without you ever having to touch a keyboard. It’s helping tons of our clients stay off a screen but stay high in the rankings, especially for long-tail (more specific) search terms.

Final Takeaway

You don’t need to constantly rewrite every page on your website. Instead, make sure your core pages are strong, accurate, and user-focused. Then, sprinkle in fresh content where it adds value. Focus on things like answering customer questions, targeting seasonal searches, or showcasing recent work and awards.

And if you want someone to handle that for you? That’s exactly what SocialStream was built for. Reach out and we’ll tell you all about it…maybe it’s right for you too.

Fresh Content FAQs


Google’s algorithm considers freshness mainly for time-sensitive searches like news or sports scores, but for core service pages such as drain cleaning or water heater repair on small business websites, content relevance, trust signals, and local relevance are more important than constant updates.


Fresh content matters when you publish local SEO boosts like case studies highlighting recent jobs or local testimonials, create evergreen blog posts on topics like ‘5 Signs It’s Time to Replace Your Water Heater’, update content for new services or changes in industry codes, or produce seasonal articles that address specific customer needs.


Types of fresh content that boost local SEO include recent job spotlights such as ‘How We Fixed a Burst Pipe in [Your City] Last Week’, local customer testimonials, evergreen blog posts like ‘Why Pipes Freeze in [Your State]’, updates on new plumbing services or code changes, and seasonal tips like preventing frozen pipes in winter.


You should only update core service pages such as drain cleaning or water heater repair descriptions when there are actual changes—like updated pricing, added service areas, or new procedures; tweaking core service pages solely to appear ‘fresh’ can disrupt user experience and harm your rankings.


Seasonal content—like guides for preventing frozen pipes in winter or sump pump maintenance during rainy seasons—attracts timely traffic, demonstrates that your plumbing business is active in the community, and signals relevance to both Google and potential customers.


An evergreen blog post covers topics that remain relevant over time, such as ‘5 Signs It’s Time to Replace Your Water Heater’ or ‘Why Pipes Freeze in [Your State]’, helping your site build authority and rank for long-tail keywords without the need for constant rewrites.


Focusing on Google’s E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—by showcasing real plumbing expertise, sharing credentials, and providing accurate service information is more effective for SEO than superficial content tweaks made solely to appear fresh.


SocialStream delivers monthly professional blog posts tailored to your plumbing or local service business, ensuring your website stays fresh, relevant, and optimized for SEO without requiring you to write content or manage updates yourself.

Why Googling Yourself Won’t Tell You What You Need to Know

Last Updated: February 15, 2024

Finding out how you rank on Google should be pretty simple, right? It feels like a quick search for your business name is all you’d need to do. Unfortunately, Google makes this way more complicated than it has to be.
Although it’s perfectly logical for you to assume you can check your ranking just by googling yourself, that’s not the reality.

Keep reading to find out how googling your own company name doesn’t actually give you a clear picture of your site’s performance. We’ll also give you some tips on what you should look at, instead. So read on!

Google Personalizes Your Search Results

Why? Well, it all boils down to Google’s search algorithm.

You’ve probably heard about this elusive “algorithm” many times before—maybe even right here on this blog. The algorithm is a tool Google uses to provide each individual user with a personalized experience. In other words, it’s designed to provide you with the search results it believes you want to see. Often, this means you and your friends, relatives, and coworkers could all get different results for the same search terms.

How does Google customize your search experience? It does so by factoring in things like:

  • Your browser’s search history
  • Your search terms
  • Your browser’s IP address (i.e. your physical location)
  • Whether you’re logged into your Google account (thus sharing even more personal data)

So, right off the bat, you can see how a quick Google search won’t give you a clear, objective picture of what your ranking looks like.

But that’s not the only bad thing about googling yourself…

Clicks Skew Results

The practice of frequently googling your company name can actually become harmful to your business over time.

This is because Google also keeps track of what you click. (The purpose of this is so Google can learn your habits and deliver results it thinks you want to see.) So, if you continually search for your company name and don’t click on the results, Google will assume you don’t like those results, and it will eventually stop showing them to you.

The reverse is true, also: If you search for your company name and always click on your website in the results, you’re bound to see it appear in a higher position every time.

In other words, whether you click or don’t click, you’re driving your company’s placement up or down in your own individualized search results. This gives you a skewed perception of how your site is actually performing for other people.

Does Ranking Even Matter, Anyway?

It may seem like you’re stuck in a losing battle, but here’s the good news: Your website’s ranking doesn’t even matter!

[record scratch]

You read that correctly. Although it may seem reasonable to expect your ranking to be a solid indicator of how well your website is doing, there are many other data points that can tell you this with greater accuracy.

After all, your placement in search results is only relevant to a very narrow, specific set of conditions, as we outlined above. So, instead, you should be focusing on other metrics like:

  • Your overall website traffic
  • Website traffic trends (i.e. whether your visitor numbers are going up or down)
  • Sales funnels (i.e. the series of steps leading a potential customer to your site and then to take further action, like filling out a contact form or calling you directly)
  • Conversion rates (i.e. how many sales you’re making as compared to how many people are visiting your site)

Check out Google Analytics for all this info. It’s a free tool, so don’t hesitate!

Focus on Your Site Visitors

In simpler terms, you should be focusing on your website visitors, instead: Look at how they’re getting to your site and where they’re coming from. (After all, they could be coming from word of mouth, social media, local business directories, etc.)

Then, look at whether you’re doing a good job of turning those visitors into paying customers. These are the factors that actually have an impact on your bottom line.

Ranking is more or less irrelevant.

Could You Be Targeted Next by Google's Aggressive New Filter?

Last Updated: February 15, 2024

Raise your hand if you wish Google would stop making secret updates already! Just when you think you’ve mastered local search, Google launches a change that turns everything on its head. This time, it’s the Hawk update.
This latest update has serious, wide-reaching consequences for small, local businesses like yours. It’s crucial you understand the impact this update could have on your business. That way you can take steps to protect yourself. Keep reading to find out everything you need to know.

First, a Quick Summary of Google’s Hawk Update

At the end of August 2017, local SEO expert Joy Hawkins detected a change in Google’s local search filter. She noticed that Google’s search results had stopped showing certain businesses that used to rank locally. As it turns out, Google was bumping select businesses if they shared a similar category and street address with another business that had a higher ranking.
To be fair, Hawkins notes that this is an improvement on the update immediately preceding it. The previous update (known as “Possum”) applied to any businesses that were even *near* each other. So, if two plumbers were located on the same block, one of them would be filtered out of the results. Thankfully, the Hawk update seems to have rectified that.
Now, the local search algorithm narrows its focus on businesses that share the same street address and category. The intention, Hawkins explains, is “to help ensure that multiple listings for the same company don’t monopolize the search results.” However, it’s having a massively negative effect on many legitimate businesses.

How the Hawk Update Affects You

You might think, “Well, good. That means fewer spammers and impostors.” To an extent, you’d be right. However, lots of local businesses share commercial building space. Moreover, many local service providers (like plumbers, handymen, appliance repairmen, etc.) operate out of their homes and use P.O. boxes and UPS stores for their listings to avoid advertising their home addresses. They’re perfectly legitimate businesses, but their listings are now vulnerable.
In fact, we are seeing Google auto-suspend numerous clients with virtual mailboxes (especially UPS Stores) as soon as we try to verify their listings. This tells us Google is maintaining a database of virtual addresses so it can prevent businesses from using them. Ever since the Hawk update rolled out (and even a little earlier), we haven’t been able to use a UPS Store address for a new client without the listing getting suspended.
If that all sounds too technical, let’s boil it down. Here’s what you need to know: Google’s new update poses a major threat to any business that uses a virtual mailbox. If you use a UPS Store or a similar type of virtual address, Google could bump you from local search results while a competitor remains. According to Hawkins, when there’s more than one business at the same location, “Google picks the most relevant listing of the bunch and filters the rest. It’s very similar to what they do organically with duplicate content.”
But how does Google pick “the most relevant listing”? That, in keeping with Google’s m.o., is a mystery. However, based on past and current trends, we can assume Google makes this distinction the same way it assigns ranking: by looking at a business’s website content, customer reviews, backlinks, and other supporting data.
In short, you may be affected by this latest update if you:

  • Rent space in a commercial building that also houses similar businesses
  • Use a mailbox at a nearby UPS store to avoid listing your private residence
  • Do either of these two things and don’t have an established web presence yet

Needless to say, this applies to a lot of businesses. So, this begs the question: How can you prevent damage to your listing?

How to Protect Your Local Business Listing

There are no guarantees when it comes to Google. However, you can minimize the likelihood of Google filtering you out by making some changes. For example:

  • Just use your home address. This is the best option because, ultimately, this is what Google wants. It wants every business using a physical street address. All signs point to Google only becoming more aggressive with virtual addresses in the future. Biting the bullet and switching to your home address will cause less trouble in the long run.
  • If you really don’t want to use your home address, choose another virtual mailbox that’s not a UPS Store. (We can help you choose one.)
  • Start building your web presence and get more reviews on your listing. Lead Google to view your business as the “most relevant.” This way, it will be less likely to bump you from the search results.

Unfortunately, there’s no quick or easy solution here because every case is so different. Your chances of being filtered out of local search results go up or down depending on your location, industry, and competitors. In other words, the solution can only be determined on a case-by-case basis.
For this reason, our specialists are available to help any business owner who is concerned about the Hawk update. We’ll check out your web presence, analyze your case, and provide you with a sound strategy to minimize damage. Please don’t hesitate to call or email us for help.

Warning: Your Social Media Strategy Could Make or Break Your SEO

Last Updated: August 24, 2017

When it comes to SEO, how important is your social media strategy?
It’s an ongoing debate. In 2014, Google’s Matt Cutts proclaimed that “social signals,” like posts on Facebook and Twitter, have nothing to do with Google’s search algorithm. This directly opposed what many industry specialists believed at the time. In fact, numerous SEO experts still argue that social media influences search rankings, even if “social signals” aren’t really a thing.
Jasmine Sandler, an experienced digital marketing consultant, is one of these experts. In an article published on Search Engine Journal this month, Sandler states, “It’s still undeniable that a proper social media strategy – both paid and organic – is critical to help increase your rankings and overall search visibility over time.”
Sandler’s article, “3 Ways a Solid Social Media Program Can Increase SEO Rank in 2017,” demonstrates how a thoughtful social media strategy can have a positive influence on your web visibility.

1. Social Media Strategy Establishes Your Brand

The first way Sandler says social media impacts SEO is through branding. Having an active and strategic social media presence can help you establish your company’s personality, service offerings, and overall mission.
“The brand equity and strength behind what the company is selling is what ultimately converts consumers,” Sandler explains. “After all, people buy for two simple reasons: trust and likeness of a person or a brand.” In other words, highlighting your business’s personality and gaining your audience’s trust will put you on the right path toward attracting new customers.
As people become increasingly aware of your brand, they’ll visit your website, google your company name, and even refer you to other people. This uptick in demand for your business will surely be picked up by Google’s search algorithms.

2. Social Profiles Appear in Google Results

Have you ever searched for a local business and noticed their Facebook page, Twitter page, or LinkedIn profile in the results? It’s very common for social profiles to appear at the top of search results pages. As Sandler points out, this could have a big impact on how users perceive businesses.
For example, if they google your business and find an inactive, incomplete profile in the results, they’ll be disappointed. They won’t perceive you as established, and they’ll be wary of your lack of followers. This could prompt them to keep searching and find a local competitor—one that seems more legitimate—instead.
On the other hand, they might google you and find a Facebook page that has engaging content, lots of likes, and a positive rating. Once they’re impressed with your Facebook page, they’re more likely to click over to your website. The more people who visit and spend time on your website, the better your SEO ranking.

3. Social Platforms Have Their Own Search Functions

Finally, Sandler explains that social platforms like Facebook and LinkedIn have intelligent search engines of their own. And, as we know, people are increasingly using social media, primarily Facebook, to learn about businesses.
So, if people are searching for businesses on social media instead of Google, it’s all the more vital for you to have your social profiles set up. If your profile doesn’t have a good description of your company with certain keywords, users won’t discover you. Or, what if they do discover you and find a lackluster profile? They probably won’t be intrigued enough to click to your website. The function of your social media page is to keep people interested so they visit your website.
The takeaway? If your ultimate goal is to drive more people to your website, a sound social media strategy will make that possible.
We encourage you to check out Sandler’s full article for more details and social media tips!

Sign up for our newsletter!

Join our mailing list and receive regular updates on how to effectively market your small business, along with exclusive service promotions.
Please enable JavaScript in your browser to complete this form.