In September 2025, the SEO landscape shifted again under Google’s evolving search algorithm dynamics. Although Google didn’t announce a distinct “September core update,” a combination of related changes and rollouts throughout late August and into September, including the **August 2025 spam update’s completion and underlying search system changes, caused notable ranking behavior adjustments across the web.
Some SEO tools and practitioners initially thought a brand‑new update dropped in September, but in reality, it was a continuation and finalization of the August 26, September 22 spam updates, combined with changes to how search impressions are counted.
In this article, we’re breaking down:
✅ What Google changed in September 2025
✅ Why impressions dropped in Search Console
✅ How ranking volatility affected sites across industries
✅ What signals matter most now
✅ How to future‑proof your SEO strategy
1. What Happened in September 2025? A Timeline of Key Changes
Google’s search algorithm is never static — it’s continuously learning and adapting. For September 2025, the most important events weren’t single dramatic moments, but systemic evolutions and rollouts that impacted rankings and reporting.
August 26 – September 22: Spam Update Rollout (Finished in September)
The August 2025 spam update began on August 26, targeting low‑value and manipulative SEO practices (such as scaled AI content abuse, spammy links, and template‑style pages).
This update continued through most of September, finally completing by September 22.
Spam updates are broad algorithmic changes, not manual penalties. They’re designed to better filter out search results that violate Google’s spam policies and promote genuinely helpful content.
September 10: Removal of the Parameter
Google quietly disabled the ability to request 100 search results per page using the parameter, a feature that many SEO tools and crawlers had leveraged to collect up to 100 positions of ranking data.
This change did not directly affect ranking, but it shook SEO tracking systems, reducing visibility into long‑tail keyword positions and causing Search Console impressions to artificially drop.
This single change had one of the biggest observable effects for site owners in September because it significantly altered how analytics tools report impressions and positions.
Mid‑September: AI Mode Integration & Search Measurement Adjustments
By mid‑September, Google was also integrating signals related to a test known as AI Mode, layered on traditional blue‑link results and counted officially in Search Console data.
All these simultaneous changes made it hard to tell whether drops in impressions and ranking positions were real ranking losses or measurement anomalies.
2. Why Did Google Search Console Impressions Drop Suddenly?
Many site owners saw dramatic drops — sometimes 30–60% — in Search Console impressions around September 10–12, 2025.
At first glance, this looks like a ranking loss. But the truth is more nuanced:
🔹 Cleaning Out Bot & Scraper Traffic
Google started filtering bot, scraper and rank tracker traffic more aggressively. Previously, automated tools requesting lots of search results created impressions that were counted in Search Console data. Now, many of those impressions are filtered out.
🔹 Elimination of the &num=100 Parameter
Without the 100‑results‑per‑page feature, tools and bots no longer generated bulk impressions from deep ranking positions, which led to a dramatic impression count decline, even if real users’ actual queries and clicks stayed stable.
🔹 AI Mode Integration
Google is experimenting with AI‑driven search experiences, and some impression data is now attributed differently when AI results are involved.
Bottom Line: A drop in impressions in Search Console doesn’t necessarily mean your site lost rankings — it may mean the way impressions are counted has changed.
3. Material Impact: How Rankings Actually Changed
Even though much of the conversation around September 2025 centers on reporting changes, there were real ranking effects too, primarily due to the extended spam update:
🔹 Spotty Volatility Across Niches
Health, finance (YMYL), affiliate aggregators, and programmatic content sites saw more dramatic ranking shifts.
In many cases, thin AI‑generated content, templated pages, and recycled information lost ground, while in‑depth, human‑led articles and authoritative resources held steady or improved.
🔹 Ranking Stability for High‑Quality Sites
Sites that focused on expert content with clear user intent, depth, and trust signals often saw stable or improved positions. Google’s spam updates are designed to preserve visibility for genuinely helpful content.
🔹 Short‑Term Turbulence
Because multiple systems were in flux, many SEOs noted ranking swings in analytics week‑to‑week, causing natural concern even when long‑term trend lines were stable.
4. SEO Signals That Still Matter in Late 2025
Despite all the noise around system changes, the core pillars of what Google values in search ranking remain consistent with long‑standing guidance:
📌 User‑Focused, Helpful Content (Helpful Content System)
Google’s algorithms reward pages that solve real user problems with clarity, depth, and relevance.
📌 E‑E‑A‑T: Experience, Expertise, Authority, Trustworthiness
These signals have become more significant across YMYL and non‑YMYL sites alike. High‑authority pages with clear expertise continue to outperform thin, generic content.
📌 Strong On‑Page SEO
Clear headings and subtopics
Relevant entities and semantic context
Meaningful internal linking
Helpful structured data
📌 Technical Soundness
Mobile‑first performance, fast page speed, secure HTTPS, structured markup, and clean UX still play foundational roles.
📌 Natural Link Signals
Quality backlinks remain important, especially from sites with aligned subject relevance and real referral traffic.
5. What This Means for Your SEO Strategy in 2025
If you want to thrive in search — not just survive — here’s how to adapt based on the recent changes:
✔ Interpret Data Carefully
Don’t jump to conclusions based only on Search Console impressions. Compare overall traffic, clicks, average positions, and user behavior to get an accurate picture of performance.
✔ Focus on Content Depth & Audience Value
Spam updates punish spammy patterns, not quality insights. Invest in original research, expert insights, and unique angles that solve real problems.
✔ Embrace Semantic SEO
Think beyond exact keywords. Map topical clusters, related entities, contextually relevant phrases, and user intent vectors.
✔ Monitor AI‑Driven Search Signals
Google’s broader ecosystem now includes AI‑enhanced search features. Consider how your content might appear in AI summaries or assistive search surfaces.
✔ Strengthen E‑E‑A‑T Signals
Clearly communicate who wrote the content, why they’re credible, and what proof supports their claims. Testimonials, citations, case studies, and author biographies all help.
Frequently Asked Questions (FAQs)
1. What is the September 2025 update for SEO?
The September 2025 changes were not a standalone core algorithm update, but rather the completion of the August 2025 spam update, combined with reporting changes like the removal of the parameter and enhancements to AI Mode reporting. These factors collectively shifted how sites appear and how analytics systems report ranking and impressions.
2. How to rank on Google in 2025?
To rank well in 2025:
✔ Create deeply helpful content that matches true user intent
✔ Optimize for semantic relevance, not just keywords
✔ Build authentic authority through earned links and credibility
✔ Focus on great on‑page SEO and UX
✔ Track performance with holistic metrics (clicks, behavior, conversions, not just impressions)
Google’s evolution means that quality and user focus are rewarded more than ever.
3. Does SEO still work in 2025?
Yes, SEO absolutely still works. What has changed is how Google evaluates quality, intent, and trust, and how SERP features (like AI Mode) influence visibility. SEO now requires a balance of content strategy, UX, and strategic measurement to succeed.
4. How often does Google update rankings?
Google updates its ranking systems continuously, with occasional broader core or spam algorithm updates multiple times per year. Smaller system tweaks happen daily, while major shifts (spam, core, product reviews) come every few months.
Final Feedback & Actionable Takeaways
📌 September 2025 wasn’t a single dramatic “core update” — it was a systemic evolution: reporting changes, spam update finalization, and refinements in how Google counts impressions all shaped the SEO landscape.
📌 Don’t panic over drops in impressions: Often these are the result of how data is measured, not how content is ranked.
📌 Quality always wins: Sites that focus on human value, clarity, and real expertise will continue to outperform thin or manipulative content.
📌 Semantic SEO is no longer optional: Google’s increasingly context‑aware systems require a holistic approach to topics, entities, and intent.
By understanding these nuances and adapting your strategy, you can stay ahead in 2025 and beyond — positioning your brand for sustainable visibility and growth in Google search.
