Barry Schwartz just posted this: Aug 21: Google unleashed the August 2026 Spam update, Gemini 3.7 powers AI Mode in Search and PPC. Worth talking about because an algorithmic spam update plus a model swap in AI Mode changes both what gets surfaced and what gets sidelined. ⚠️
If you’re seeing volatility, don’t guess. Here’s the triage I run, what to prune immediately, and how to make your content “AI‑liftable” so Gemini has something trustworthy to quote.
Quick hits below. Then we’ll get into the why and the how.
- Ship a 72‑hour cleanupKill low‑value sections, fix UGC, de‑index cruft. 🧹
- Re‑assert entitiesStrengthen org/author identity and structured data so AI Mode can attribute. 🧭
- Validate by segmentCheck branded vs non‑brand, page types, and countries before reacting. 🧪
- Prep for AI answersMake tight, sourceable chunks; add FAQs; cover intent end‑to‑end. 🧩
What this spam update likely targets
We don’t have the play‑by‑play yet, but spam updates historically focus on abusive tactics that dilute search quality:
- Link manipulation and doorway patterns
- Site reputation abuse (hosting off‑topic or unvetted third‑party content)
- Expired‑domain repurposing and scaled, low‑value auto‑content
- Aggressive index bloating (thin archives, tag pages, crawl traps)
The fix is not complicated, just uncomfortable: remove what you can’t defend. If a URL isn’t clearly useful to a user today, it’s an algorithmic liability tomorrow. Don’t negotiate with bloat. 🪓
If you want a deeper framework, I wrote an entity‑first play here: Google’s August spam update and the entity playbook I’d run now.
Gemini 3.7 powering AI Mode: what it means for you
Per Barry’s headline, Gemini 3.7 is powering AI Mode in Search and PPC. Two practical implications:
- Expect AI answers to lean harder on clear entities and structured claims. If your organization, authors, products, and claims aren’t machine‑legible, you’ll be summarized away.
- On the ads side, more Gemini in the loop means creative and audience automation will matter even more. Feed quality, conversion signals, and policy‑safe copy will gate your reach. 📈
What I do now:
- Tighten organization, author, product, and service markup. Use consistent names, URLs, and IDs.
- Make answers extractable: concise definitions, scannable steps, and on‑page citations.
- Validate how you appear in AI results with the AI Visibility Checker. If a key page can’t be quoted cleanly, fix the structure.
The 72‑hour SEO triage I run after a spam update
You don’t need a war room; you need a checklist and nerve. Here’s mine.
- 011) Segment the drop
Split by brand/non‑brand, page type, country, device. No aggregate heroics. 🔬
- 022) Compare logs to crawl budget
Find crawl traps and thin clusters soaking impressions without conversions.
- 033) Prune and noindex
Tag pages, thin faceted pages, orphaned listicles, and dated UGC — remove or noindex. 🧹
- 044) Reinforce identity
Add or fix org/author pages, bylines, bios, and Organization/Person schema. Link them sitewide.
- 055) Link hygiene
Remove syndicated footer links, doorway hubs, and “partner” pages that exist only for links. 🔗
Then re‑submit affected sitemaps, annotate in GA/GSC, and monitor deltas at the folder level for a week. If you’re underwater or short on time, I can run a focused SEO Audit that mirrors this process.
Make your content AI‑liftable
AI answers quote content that is obvious, sourceable, and comprehensive for the intent.
- Be specific with entities. Use unambiguous names and reinforce with schema. Our Schema Opportunity Analyzer helps spot gaps. 🧠
- Write in extractable blocks. One‑paragraph definitions, bullet steps, short pros/cons. Make it easy to quote.
- Cover the “adjacent” questions. If you answer the primary query but skip setup, risks, and next steps, AI may prefer a page that does.
- Show provenance. Author names, dates, and references build trust — for humans and machines.
How do I know if I was hit by the spam update?
Look for non‑brand drops concentrated in thin sections. Segment before you decide.
Should I delete or noindex thin content?
If it has no realistic path to usefulness, remove it. If it serves a niche case, noindex and improve later.
Does AI Mode replace classic SEO?
No. It raises the bar on clarity and authority. Structured, defensible content wins both.
How fast can I recover?
Pruning can yield relief within weeks, but sustained gains come from entity clarity and content depth. ⏳
Bottom line
Spam updates reward restraint: fewer, better pages; clearer entities; cleaner link profiles. Gemini in AI Mode rewards structure and extractability. Different levers, same principle: be the obvious answer.
If you remember one thing, make it this: fix identity and prune bloat before you write another word. It’s the fastest way to stabilize rankings and show up in AI answers — and it’s exactly where SEO, GEO, and AI practice converge.
