The Google September 2026 Spam update produced significant ranking volatility starting Friday, September 25, with even stronger movement on Saturday, September 26, before settling on Sunday, September 27, according to tracking and forum reports. The rollout is only five days into a scheduled two-week run, so additional fluctuations are still to come.

This is Google's fourth spam update of 2026, following updates in March, June, and a powerful August release. SEO Glenn Gabe noted in his September 25 "Spam Update Notes" that "many companies are gaming AI search," framing the update as part of Google's broader response to AI-driven manipulation. That commentary is practitioner observation, not a Google statement — Google has not publicly detailed what the September update targets.

Web Search Service API documentation pulled

Google has removed the public documentation for its Web Search Service API, roughly two weeks after it appeared to have accidentally published it. No public Web Search Service API exists, so the removal has no direct effect on ordinary site owners. The likely explanation, based on forum discussion: Google maintains private partner access to such an API — Apple being the commonly assumed consumer — and the documentation was never meant to be public. That attribution remains speculation; Google has not commented.

Merchant Center policy and API docs updated

Late last week Google updated several Google Merchant Center policy documents, touching on products that enable dishonest behavior, dangerous products, counterfeit products, sexual content, editorial and professional requirements, and the overarching Shopping ads policies overview. Advertisers should re-read the revised pages, since policy enforcement changes in Merchant Center typically arrive quietly through such documentation edits.

Separately, Google completely revamped the Merchant Center API help page. The document, previously titled "API access to Merchant Center," is now named "Google Merchant Center API," with the content fully rewritten and expanded. Emmanuel Flossie also spotted a new "connecting platforms" tab under Discover services in Merchant Center — a reorganization rather than a functional change.

AI Overviews interface test: "Loading..." replaces "Show more"

Google is testing a "Loading..." button under AI Overviews in place of the existing "Show more" button. This is a UI experiment only. Earlier this year Google tested "Enter AI Mode" as the button text, and that variant did not stick, which suggests the current test may also be temporary. Publishers watching AI Overview referral traffic should note that any change to the expansion control could affect click-through from expanded answers.

Follow button disappears from desktop results

The Follow button, which lets users quickly follow a Search profile for an individual or brand, appears to have been removed from desktop search results. It remains present on mobile. Google has not confirmed the removal, so treat this as a observed interface change rather than an announced feature retirement.

Sitelinks experiments continue

Google continues to test Sitelinks designs in search results. The latest spotted variant lists Sitelinks line by line with a horizontal line across the left side of the mobile result snippet. Khushal Bherwani also reported Google again showing sitelink favicons on sponsored results, now with black headings instead of blue. None of these are confirmed launches.

Discover tests creator handles

Google Discover is quietly testing what it calls enable_open_social_creator_handle, a flag that would display a creator's account handle — for example a YouTube channel or LinkedIn account — under their name in Discover, alongside related flags for platform naming. If it rolls out, this would give creators stronger identity visibility in Discover surfaces.

Google turns 28

Google marked its 28th birthday with a Doodle styled after an early Google logo. Clicking it opens AI Mode with, in Google's words, "a fun trivia quiz about Google's company lore, historical quirks, and birthday traditions" — a small but telling example of Google pushing birthday traffic into its AI experience.

What to watch

The September spam update remains the story of the week. With roughly nine days left in the rollout, sites hit by the weekend movement — particularly those with histories the March, June, and August updates also touched — should monitor rankings through the end of the two-week window before drawing conclusions about recovery or sustained losses.