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A recent update to Google’s spam algorithm, launched in August 2025, is nearing completion, with indications suggesting the rollout might conclude as early as tomorrow, September 22, 2025, according to John Mueller from Google. Mueller shared this in a private comment on a professional networking platform, hinting that the update is likely to be marked as finished soon. This marks a total rollout period of approximately 27 days.
The update initially began on August 26, 2025, around midday Eastern Time. Google noted that the process would take several weeks to fully propagate and would impact search results worldwide across all languages. The effects were noticeable shortly after, particularly on August 27, when the impact was rapid and significant. The disruption persisted for some days before easing temporarily, only to intensify again around September 9, 2025.
Tracking the impact of this update has been challenging due to inconsistencies and limitations in third-party analytics tools, especially after Google made changes to their parameters, which affected data accuracy. Additionally, discrepancies in the Search Console’s reporting have added to the difficulty in measuring the full extent of the update’s effects. Nonetheless, experts anticipate that the adjustment period will end soon, with official confirmation expected shortly.
A notable insight into the update’s progress was shared by a well-known SEO analyst who relayed Mueller’s comment indicating the update’s completion was imminent. The analyst noted that site owners impacted by the update should stay alert for the official announcement confirming the rollout’s conclusion.
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