Google Spam and Core Updates: How They Shape SEO Strategies

Understanding Google Algorithm Updates

When Google rolls out an update, businesses and marketers alike often scramble to understand what it means for their websites. Two of the most talked-about categories of Google algorithm updates are spam updates and core updates. 

 While they serve different purposes, they are interlinked in terms of how they shape what people see in their search results. These algorithm updates – for better or for worse – can also have an impact on a website’s SEO ranking signals.  

In this edition of the Primal Space blog, we’ll shine a light on the differences between Google’s core and spam updates, and share some insights on how updates to the algorithm can sometimes shake up your SEO rankings. 

What Are Core Updates? 

Core updates are broad changes to Google’s search algorithms and systems. They are not designed to target specific websites or industries, but rather to improve Google’s overall ability to deliver high-quality, relevant results for users. These updates can: 

• Reassess how signals like experience, expertise, authority, and trustworthiness (E-E-A-T) are weighted. 

• Shift the importance of different ranking factors, such as content quality, depth, or relevance. 

• Improve how Google interprets a user’s search intent. 

For businesses, the impact of core updates is often wide-ranging. Sites with strong, people-first content tend to perform well, while those relying on thin, outdated, or unhelpful material may see declines in their traffic. 

What Are Spam Updates? 

Spam updates, on the other hand, are narrower in focus. They target black hat SEO practices that attempt to manipulate rankings in ways that violate Google’s spam policies. Examples of these spammy SEO techniques include: 

• Keyword stuffing. 

• Automatically generated or “spun” content. 

• Hidden text and cloaking. 

• Link schemes or manipulative backlink practices. 

• Fake reviews and other deceptive tactics. 

Spam updates are essentially about tidying up SERPs: ensuring that low-quality, manipulative techniques don’t gain unfair visibility over content that’s strong, helpful and people-first. 

How Do Spam and Core Updates Work Together? 

While core and spam updates may seem like separate things, they actually complement each other to better shape the search landscape: 

• Core updates reward quality, spam updates suppress manipulation. Core updates push the best, most useful content to the top, while spam updates simultaneously remove unhelpful or deceptive content from the mix. 

• Together, they create balance. Without spam updates, manipulative tactics might slip through the cracks. Without core updates, Google might not evolve to meet new user behaviours or expectations. 

• Both drive sustainable SEO practices. These updates collectively encourage businesses to invest in genuine, high-quality strategies rather than shortcuts. 

How Spam and Core Updates Impact SEO 

For many businesses, Google’s updates can feel like a sudden shake-up to their hard-earned search rankings. The truth is, both spam and core updates can significantly impact SEO performance — sometimes positively, sometimes negatively. 

• Visibility shifts: A core update might elevate websites with strong, user-focused content while pushing down those with thin or outdated material. Meanwhile, a spam update can reduce visibility for sites using manipulative tactics, even if they previously ranked well. 

• Traffic fluctuations: Changes in ranking naturally lead to shifts in organic traffic. Businesses may see sudden increases if their content aligns well with Google’s updated criteria, or drops if their strategies fall short. 

• Competitive landscape: Because updates apply across the board, competitors are affected too. A business that adapts quickly to updates can gain a significant advantage over those slower to respond to them. 

• Long-term strategy reinforcement: Both types of updates highlight the importance of sustainable SEO. Short-term tricks or outdated approaches often get penalised, while businesses investing in quality content and ethical practices build resilience. 

At Primal Space, we’ve seen how these updates can transform the online presence of businesses in Edinburgh and beyond. The key isn’t to panic when an update rolls out — it’s to understand what’s changed, assess your site’s performance, and adjust your SEO strategy with the future in mind. 

Why Understanding the Google Algorithm Matters  

For business owners and marketers, understanding the interplay between spam and core updates is extremely important. A website may remain technically “compliant” with spam policies but still suffer if its content isn’t up to scratch when a core update rolls out. Conversely, sites with excellent content can still lose visibility if they engage in spammy practices. 

The bottom line: SEO success isn’t about “beating” the algorithm — it’s about aligning with it. That means focusing on creating valuable, trustworthy content for your audience, while avoiding tactics that could trigger penalties. 

Preparing for the Future 

Google will continue to refine both its core and spam systems. To stay ahead: 

• Regularly audit your site for compliance with Google’s spam policies. 

• Prioritise people-first content that answers user needs. 

• Invest in building long-term authority, rather than chasing short-term wins. 

At Primal Space, our SEO team work with businesses across Edinburgh and throughout the UK to help navigate these ever-changing updates with key SEO strategies. By understanding how spam updates and core updates work together, you can position your website not only to withstand the volatility of an update, but also to thrive when the search landscape shifts. 

Ready to future-proof your SEO strategy? 

Our Edinburgh-based team specialises in helping businesses grow sustainably online through ethical, people-first SEO. Get in touch with Primal Space today to start building a strategy that keeps you ahead of Google’s updates.