The October 2025 Google SEO update has brought some of the biggest shifts of the year. From the completion of a major spam update to the global rollout of AI Mode and changes to rank tracking, SEOs and site owners need to pay close attention.
In this article, we’ll break down the main changes, what they mean for your site, and the exact steps to adapt after the October 2025 Google SEO update.
Spam Update Finishes Rolling Out in the October 2025 Google SEO Update
Google confirmed that its October spam update has fully rolled out. This update targeted manipulative SEO tactics, low-quality affiliate sites, and reputation abuse — where strong domains host low-value third-party content.
👉 If your rankings dropped during the October 2025 Google SEO update, it may be due to thin content or poor backlinks.
Action point: Audit your site content and remove thin or duplicate pages. For a step-by-step checklist, see our Technical SEO Checklist 2025.
Source: Search Engine Roundtable
AI Mode Expands Globally
Another major change in the October Google SEO update was the expansion of AI Overviews (AI Mode). These are now available in more languages, including Japanese and Hindi, and bring richer, more visual results.
Google is also testing agent-like behavior — where AI guides users step by step instead of just summarizing content.
👉 This means websites need to structure content for AI to pull into summaries.
Action point: Use schema, FAQs, and clear headings. Learn how to structure content with our guide: How to Use AI for Web Design.
Source: Adido Digital
Tracking Changes: The End of &num=100
The October Google SEO update also brought a subtle but important change: Google has removed support for the &num=100 parameter, which many SEOs relied on to view 100 results per page.
This impacts rank tracking tools and can make impressions or position reports appear inconsistent.
👉 Don’t confuse data shifts with penalties — often it’s just the tracking method changing.
Action point: Recalibrate your reporting baselines. While you adjust, focus on measurable wins like site speed improvements. See our guide: Improve Website Speed SEO.
Source: Search Engine Land
Google Serving Issue on October 3
On October 3, Google reported a Serving issue that temporarily disrupted search results. Many sites saw unusual dips in impressions and rankings, but these recovered quickly once the issue was fixed.
👉 If you notice sudden October 3 anomalies in your analytics, don’t confuse them with penalties from the October 2025 Google SEO update.
Action point: Annotate this date in your analytics. For other technical factors that impact SEO, see Why Website Speed Matters for SEO.
Source: Search Engine Roundtable
What the October 2025 Google SEO Update Means for SEOs
Here’s what you should do right now:
- Clean up content → Remove thin or manipulative SEO pages.
- Prepare for AI Mode → Use schema, FAQs, and internal links for visibility in AI summaries.
- Adjust your reporting → Reset baselines due to the &num=100 removal.
- Log anomalies → Note October 3 traffic issues as system-related, not penalties.
- Diversify traffic sources → AI-driven results mean fewer clicks. Grow via newsletters, social, and direct traffic.
Final Thoughts
The October 2025 Google SEO update isn’t a single core change — it’s a combination of spam crackdowns, AI expansion, and technical shifts that affect how we measure performance.
To thrive after this update:
- Focus on speed, structure, and content quality.
- Build trust with users and with Google.
- Adapt quickly to AI-driven SERPs.
By preparing now, you’ll future-proof your SEO strategy for the rest of 2025 and beyond.