Change is the heartbeat of search.

Google updates constantly to surface better, safer, more useful results. Most days, that’s good for users—and ultimately good for businesses doing SEO the right way. If you’re staring at a dashboard that suddenly dipped, you’re not alone—this happens even to extremely healthy sites, and it’s okay to feel a little rattled.

But when a platform this big moves, we all feel it—traffic wobbles. Rankings swing. Your carefully built dashboards look…different. That’s why understanding what the Google Algorithm is—and how updates affect websites, rankings, and strategy—matters so much. Take a breath: short-term noise doesn’t define your long-term trajectory, and there are clear steps that can be taken.

Sometimes changes require fresh ideas to keep up with what searchers expect today (think AI Overviews and more zero-click experiences). In late August, Google rolled out a Spam Update at the same time many SEOs were reacting to the quiet retirement of the &num=100 parameter used by rank trackers—two shifts that fueled a lot of questions about “what’s next.”

The short answer: we watch carefully, stay calm, and act methodically once the dust starts to settle. Our approach is purposely steady because we know your business depends on reliable decisions, not knee-jerk reactions.

In this post, we’ll break down what algorithm updates are, how they can impact your data, what the August Spam Update targeted, what the &num=100 change means for reporting, and how to respond with confidence. If you’re feeling overwhelmed, we’ll translate the technical pieces into clear, human next steps.

Understanding the Google Algorithm

What is the algorithm?

It’s a constantly evolving set of systems that evaluate pages to match searcher intent and quality. Updates happen to reduce spam, improve relevance, and keep pace with how we search (mobile, voice, AI, local, and beyond). If that sounds abstract, think of it as Google regularly tuning the “rules of the road” so the best answers reach people faster.

Why updates cause reshuffling.

When Google reweighs signals—say, cracks down on spam patterns or doubles down on people-first content—rankings shift. Sometimes your best move is to wait out the rollout. Other times, data will tell you to adjust on-page content, prune thin pages, tighten internal links, or improve E-E-A-T. It’s normal to wonder, “Did we do something wrong?”—often, you didn’t; the system just changed what it values most.

A note on AI Overviews.

Research this year indicates users are less likely to click traditional blue links when an AI summary appears, which can depress clicks even if rankings hold. That raises the bar for differentiated, truly helpful content and for targeting queries where searchers still click. Our team can help you focus on the opportunities that still drive real visits and leads, so you’re not chasing vanity metrics.

The August 2025 Spam Update—What We Know, What to Do

Timeline & scope.

Google’s August spam update began on August 26, 2025, and was completed on September 22, 2025—about 27 days. It focused on enforcing spam policies globally (not a link-only update) & caused turbulence during and shortly after the window as systems recalibrated. That turbulence can be frustrating—especially when you’ve invested months into content—but temporary swings don’t erase the value you’ve built.

Who feels it most?

Sites with thin/duplicative content at scale, manipulative linking, or policy-violating patterns. High-quality sites can still see collateral volatility while the index is reprocessed. If you’ve played by the rules and still saw movement, that doesn’t mean you’re off track—it means you need to verify, adjust where needed, and keep going.

Here are some action items to keep in mind for your plan:

• Run a lightweight spam/quality audit: remove scaled fluff, consolidate overlapping pages, and address policy risks (e.g., “site reputation abuse” patterns). Prioritize fixes that protect traffic fastest, so you don’t feel like you’re boiling the ocean.
• Strengthen E-E-A-T signals: author transparency, sourcing, original insights, and clear topical focus. Small credibility cues add up—and they’re fully within our control.
• Track by topic cluster, not just single keywords, to understand real impact. Looking at clusters is calmer and more accurate than obsessing over a single shaky position.

The &num=100 Change—Why Rank Tracking Looked “Broken”

If your charts went jagged in September, you’re not alone. Google retired the &num=100 search parameter many tools used to request 100 results per page for scraping SERPs. That forced vendors to pivot to different collection methods (pagination, APIs, clickstream, etc.), and many reported short-term gaps or swings as they adapted. Reports of the deprecation surfaced around September 11–16, 2025.

In short, some of the “drop” you saw may be a measurement hiccup, not a true loss in visibility.

Why it matters:

• Some “drops” that may have been seen were measurement artifacts, not necessarily real ranking collapses.
• Costs and methods for collecting SERP data changed overnight, so several platforms rolled out updates and methodology notes. Expect stabilization as vendors finalize their pivots. If your reports felt inconsistent for a bit, that’s expected—and it will level out.

What to do:

• Annotate dashboards for mid-September to reflect the parameter change. Future you will thank the present you for leaving a paper trail.
• Ask your provider how they now handle pagination and “top-N” collection. A quick support email can save weeks of worry.
• Compare by clusters and pages, not just positions, until trendlines normalize. Our team keeps our eyes on conversions and qualified traffic—the metrics that actually pay the bills.

What Volatility Looks Like—And How Long It Lasts

Common signs:

jagged impressions/clicks, rank swings by device or location, and a shifting query mix. Seeing those zigzags in Search Console can feel like a punch in the gut—we get it.

Typical duration:

Choppiness is common throughout the rollout and often a few weeks after completion as Google finishes reprocessing. For the August spam update, that means late August through late September for the rollout, with October trendlines becoming more reliable for many sites. Persistent declines 4–8 weeks post-rollout usually point to quality or policy issues worth fixing. If you’re still seeing declines beyond that window, we’ll dig in together with a practical, prioritized plan.

Why this reinforces quality + consistency:

Updates and AI-led SERPs reward sites that publish people-first, original content on a consistent cadence, underpinned by clean technical SEO. That steady drumbeat is your best hedge against turbulence. Consistency turns anxiety into momentum—one solid page at a time.

A Calm, Staged Response (Wait vs. Work)

Weeks 0–2 (during a rollout):

• Don’t panic-edit everything. Making big changes mid-storm can blur what actually helped.
• Annotate analytics and ranking tools with the update window and &num=100 change. You deserve clarity when you look back.
• Monitor clusters (topics + key pages) and conversion-leading queries. This keeps attention on what matters most: qualified traffic and leads.

Weeks 3–6 (early stabilization):

• If losses persist, do a focused content and technical audit: prune thin/overlapping pages, refresh out-of-date posts with original insights, shore up internal links to “money pages,” and fix crawl/render issues. Tackle high-impact fixes first so you see progress without burning out your team.
• Confirm your rank tracker’s methodology after &num=100. Expect smoothing as vendors adapt. If the methodology changed, your reports should explain it in plain language—ask for it.

Ongoing:

• Publish one strongly differentiated resource per week (not just “better keywords,” but better answers). Think: “If a client asked me this in real life, what would I say?”—then write that.
• Track qualified traffic and leads, not just position for a single vanity term. A #3 ranking that converts beats a #1 that doesn’t.
• Revisit your SERP strategy where AI Overviews appear: aim for content formats that still earn clicks (original data, local intent, comparisons, calculators, FAQs). Our team can help you test and double down where your audience still engages.

FAQs We’re Hearing From Clients

“Did Google penalize us?”

Not necessarily. An update reweighs signals; temporary drops aren’t always “penalties.” Investigate before you renovate. The team at Simplified SEO Consulting will tell you plainly if something’s wrong—and exactly how we’ll fix it.

“Why did impressions fall if keyword rankings look similar?”

Partly real movement, partly tracking shifts after the &num=100 change. Some tools saw fewer observable results during the switch to new collection methods, which can distort charts. When in doubt, cross-check with Search Console and analytics to keep the story honest.

“Are AI Overviews killing clicks?”

For some queries, yes—studies show users click less when an AI summary appears. That’s a signal to differentiate content and target query types where clicks still happen. You don’t have to win every SERP—just the ones that lead to the right clients.

“How long until things settle?”

Usually weeks, not months. The August spam update ran Aug 26–Sept 22; give yourself a couple of weeks beyond completion before calling big strategy changes. If your timeline feels urgent, prioritize the 20% of work that drives 80% of stability.

Quick Checklist: What to Do Next

• Annotate: Note the August spam update window and mid-September &num=100 change in your reports. Create a simple “updates” timeline in your reporting doc for quick context.
• Validate tracking: Ask your rank tracker how they replaced &num=100 and how that affects “top-N” visibility. If you need help interpreting their answer, we’ll walk through it with you.
• Ship quality weekly: Publish or refresh one people-first page each week for the next 4–6 weeks. Small, steady wins beat chaotic overhauls.
• Tighten IA & links: Strengthen internal links to your highest-value pages. Guide visitors to the pages that actually help them take the next step.
• Watch the right metrics: Evaluate progress by qualified traffic and leads, not just a single keyword. Your business runs on booked calls and forms—let’s measure that.
  

Ready for Steady Growth With Simplified SEO Consulting—Despite the Noise?

If you are ready to receive support in navigating the many changes that Google goes through, our team of caring therapists at Simplified SEO Consulting can offer support. We can help create a data-driven plan for adapting to updates like the August Spam Update and the &num=100 change. You can start working with Simplified SEO Consulting by following these simple steps:

1. Book a free consultation with our SEO team
2. Get personalized support from a skilled SEO specialist who understands the healing professions
3. Start improving rankings and visibility with a post-update content plan

Other Services Offered with Simplified SEO Consulting

We offer a variety of SEO services for therapists, doctors, and other healing professionals in addition to local SEO. Our team also provides support through technical SEO services, our Done For You SEO Services, DIY Online SEO Courses, and Consulting services. We also offer stand-alone copywriting services and SEO strategy sessions. Visit our blog to learn more valuable SEO info today!