Spam Update Lasts Longest Ever… 10 News Items from October 2026 That Had SEO Professionals Buzzing｜こうぼ（もす）

There were various developments in the SEO world both domestically and internationally this month. From Google’s algorithm changes to the forefront of AI utilization, we have carefully selected 10 news items that SEO professionals should keep an eye on.
* This article summarizes news reported in October 2026 as of November 1, 2026.

🔥 Top 3 Highlights of the Month

1st: September Spam Update complete. Took about 14 days, the longest this year
2nd: Google enhances link display in AI mode/AI Overviews
3rd: ‘Helpful Content’ guide significantly updated. Effort, originality, and accuracy now explicitly stated

News Details

1. September Spam Update complete. The 4th and longest of the year at approximately 14 days

Overview:
Google announced that the spam update that began on September 24 (US time) was completed on October 8. It took about 14 days, which is significantly longer than other spam updates this year (1–3 days). While it applies globally and to all languages, Google has not disclosed specific targets.
Impact/Key Points:
A spam update is an update to the mechanism that identifies and lowers the ranking of spam activities that degrade search quality. Explanations such as ‘mass-generated AI content was targeted’ are not official information and remain speculative.
💡 Practical Action:
Compare impressions and clicks in Search Console between September 24 and October 8 with the same period prior. Also, check the ‘Manual Actions’ report to ensure there are no penalties.
Article URL: https://www.searchenginejournal.com/google-september-2026-spam-update-complete/592283/

2. Google enhances link display in AI mode/AI Overviews

Overview:
Google announced an update to display more links in higher positions within answers in AI mode and AI Overviews (AI summaries that appear above search results). This also includes expanding the display of ‘priority sources’ for news and showing creator information in video results.
Impact/Key Points:
Whether or not a site is cited in AI answers is increasingly influencing traffic. A point of interest is whether the increase in links will lead to more clicks from AI search (the effect is still awaiting verification).
💡 Practical Action:
Try AI mode with your company’s main keywords and check if you are included in the citations. If not, consider a structure that puts the conclusion at the beginning or adding primary information as evidence.
Article URL: https://blog.google/products-and-platforms/products/search/updates-ai-mode-overviews-explore-web/

3. ‘Creating helpful content’ guide significantly updated

Overview:
Google has significantly updated its official document ‘Creating helpful content.’ It is reported that items regarding the effort put into content, originality, accuracy, and the creation process have been added.
Impact/Key Points:
Google’s philosophy that content ‘without effort or unique value’ is less likely to be evaluated has been clearly articulated in text. This also relates to how articles mass-produced by generative AI are handled.
💡 Practical Action:
Review your company’s articles and check if they contain elements that others do not, such as ‘company experience,’ ‘unique data,’ or ‘supervision by experts.’
Article URL: https://www.seroundtable.com/google-helpful-content-main-content-and-eot-sa-42218.html

4. Alphabet earnings: Search queries show highest growth in 5 years, while profitability of AI mode remains a challenge

Overview:
In Alphabet’s Q3 2026 earnings, it was reported that the number of search queries recorded its highest growth in the past five years. On the other hand, Search revenue remained flat, and it is said that Google admitted for the first time that the profitability of AI mode is low (as this is based on headlines, please check the original article for details).
Impact/Key Points:
While search itself continues to be used, a structure has emerged where AI search is difficult to monetize through advertising. There is a possibility that Google may change how search is presented for monetization in the future (this is speculation).
💡 Practical Action:
Assuming that the appearance of search results will continue to change, cultivate pillars for attracting customers that do not rely solely on organic search (branded search, newsletters, SNS).
Article URL: https://namaz.jp/news_detail.php?id=2272346

5. Are ranking tool numbers weird? Possibility that Google is returning ‘inaccurate results’

Overview:
Since around September 20, research has been reported that search result pages that look complete but are inaccurate are being returned to tools that automatically retrieve rankings. Google has not officially commented.
Impact/Key Points:
Even if the numbers in ranking measurement tools move suddenly, it does not necessarily mean that the actual rankings have changed. Judging solely by tool numbers can lead to incorrect measures.
💡 Practical Action:
Treat the numbers from ranking tools as reference values and base your decisions on actual data from Search Console (impressions, clicks, average position).
Article URL: https://www.searchenginejournal.com/analysis-google-is-poisoning-search-results-for-rank-trackers/592873/

6. Google tests payments to about 100 media outlets based on their ‘contribution to AI answers’

Overview:
It has been reported that Google is testing an invite-only pilot program where it pays approximately 100 media outlets based on how much their content contributes to AI answers. Some small sites have reported earnings of less than 0.1% of their ad revenue (based on reports, not an official Google announcement).
Impact/Key Points:
The focus is on whether this will become a mechanism to compensate for ad revenue lost to AI search. However, it is currently a limited test, and it is unclear if general businesses will be eligible.
💡 Practical Action:
There are no immediate measures to take, but recording instances where your company’s content is cited by AI will be useful for future negotiations and analysis.
Article URL: https://namaz.jp/news_detail.php?id=2259129

7. “UGC Fresh Data Program”: Quickly reflecting user posts in search

Overview:
Google has released a program that allows approved platforms to send user-generated content (UGC: reviews, posts, etc.) and reaction data directly to Google Search via a dedicated channel.
Impact/Key Points:
Forums, Q&A sites, and review services may see an increase in the speed at which new posts are reflected in search. Eligibility is limited to approved platforms.
💡 Practical Action:
If you operate a site that handles UGC, check the official participation requirements. Even if you don’t, keeping your company’s reviews and case study pages updated frequently will work to your advantage.
Article URL: https://searchengineland.com/google-search-disclosed-its-ugc-fresh-data-program-494493

8. Return a “503” during server downtime. Google issues another reminder

Overview:
Google has reiterated its recommendation to return a “503” error, which indicates a temporary outage, when servers are down for maintenance or due to failures. Timeouts, 404s, 500s, or error screens that still return a 200 status can have negative effects. There is also discussion that it is better to return a 200 for robots.txt.
Impact/Key Points:
A 503 status communicates a “temporary outage,” making it easier for indexed URLs to remain in search results. Incorrect handling can lead to disappearance from search results.
💡 Practical Action:
Check with your server administrator to ensure that your maintenance page is configured to return a 503.
Article URL: https://www.searchenginejournal.com/google-reminds-sites-to-serve-503s-during-server-downtime/593873/

9. Critical vulnerability in PHP. Updating WordPress alone is not enough

Overview:
Two critical vulnerabilities have been found in the PHP core that could allow code to be executed on the server without logging in. The fixed versions are 8.5.12, 8.4.27, 8.3.36, and 8.2.35.
Impact/Key Points:
If a site is tampered with, it can lead to Google warning displays and a drop in rankings. Updating the WordPress core will not fix this; you must update the PHP on your server.
💡 Practical Action:
Check the version of PHP you are using, and if it is old, request an update from your rental server settings or hosting company immediately.
Article URL: https://www.searchenginejournal.com/critical-php-core-security-flaws-affect-websites-including-wordpress/593812/

10. Measuring AI-driven traffic: Gemini adds UTMs, while ChatGPT treated as “Direct” due to a bug

Overview:
UTM parameters (tags indicating the traffic source) are now being added to external links from Gemini, making it easier to identify access from Gemini in tools like GA4. Meanwhile, it was reported that ChatGPT had a bug where UTMs were not being added starting around October 8th; OpenAI confirmed the bug on the 14th and reportedly fixed it the following day.
Impact/Key Points:
There was a period where visits via AI search were mixed into “Direct” traffic. If you cannot correctly measure traffic from AI, your evaluation of initiatives will be skewed.
💡 Practical Action:
Check for an increase in “Direct” traffic in early October in GA4, and add a note to your reports considering the possibility that it originated from AI.
Article URL: https://www.searchenginejournal.com/google-gemini-adds-utm-parameters-for-referral-attribution/591754/

Summary | Points to keep in mind for this month’s SEO

This month, three themes stood out: “strengthening spam countermeasures,” “expansion of AI search,” and “uncertainty in measurement.” The first is to shift focus from quantity to quality. Both the spam update and the update to the helpful content guidelines point in the direction that “content without effort and originality is unlikely to be evaluated.” Start by reviewing even just one thin piece of content from your own articles. The second is to create articles with the premise that they will be cited by AI search. Write the conclusion first, provide evidence, and include primary information. These three points are effective for both regular search and AI search. The third is to maintain an attitude of not taking numbers at face value. Measurement data fluctuated this month due to anomalies in ranking tools and the UTM bug. Base your judgments on actual data from Search Console and use multiple metrics. At the same time, don’t forget to check the technical foundations, such as verifying your PHP version and ensuring the 503 setting is configured for maintenance.