Search teams gained clearer signal on spam enforcement this week as the Google September 2026 spam update rolled out in two visible waves, with AI Overviews reappearing for brand queries, new citation layout tests, and several Maps and Local Service Ads bugs surfacing at the same time.
What happened with the Google September 2026 spam update?
The first wave of impact landed early in the week, and a second wave hit on September 30. Sites that rely on AI-generated or scaled content saw the sharpest movement, since Google’s spam systems now use AI to find AI spam. For publishers and SEOs tracking recoveries, this is a useful reminder that volatility often shows up in clusters rather than a single day.
How much is Google paying publishers for AI training data?
A new report on Google’s AI contribution pilot found that Google is paying about 100 publishers, and the total works out to roughly 0.1% of their ad revenue. That is a small share compared with the ad income those same publishers earn from search, which is why many publishers are still weighing whether the deal is worth signing at all.
AI Overviews are back for brand queries and team rosters
Google resumed showing AI Overviews for many large brand names, including sports team rosters. The shift means branded searches now surface Google’s AI summary above the standard blue links for a wider set of queries. In a separate test, AI Overviews are placing citation cards at the bottom of the answer instead of the right rail, and Google is also trying out a “Loading…” label in place of the familiar “Show more” button on those answers.
What did Google’s head of search say about the EU DMA decision?
Google’s search lead publicly said he feels sad and terrible for European searchers after a DMA ruling, and Google has since appealed the EU mandate that would require sharing search data. The two moves sit side by side: an emotional appeal to users and a legal challenge to the regulator, both aimed at the same decision.
Penske lawsuit against Google AI Overviews was dismissed
A publisher lawsuit over Google AI Overviews was thrown out because the court found no direct agreement between the parties. The dismissal removes one legal pressure point from Google’s AI search rollout, even as other AI-related cases continue to move through the courts.
AI Mode adds global monitoring, and a small UI change hits the search bar
Google finished rolling out monitoring capabilities inside AI Mode worldwide, giving users a way to track how an AI session evolves. In a smaller test, Google is also dropping the “I’m Feeling Lucky” button from the search bar for some users, the first visible change to that corner of the homepage in years. Google marked its 28th birthday the same week with a Doodle that points users to an AI Mode quiz.
Google Maps, Local Service Ads, and Business Profiles bugs
Google Maps now requires a sign-in before showing all reviews on a listing, and a separate bug placed some business pins in the middle of the ocean. Google Business Profiles updated its policy to spell out what counts as misuse of support channels, and Google Local Service Ads had two bugs of its own: one served advertisers in locations they do not service, and another hid phone numbers by default and then revealed them later. A new Google test also lays sponsored products in a grid styled to look like organic results, which can blur the line between paid and free listings.
Bing, Microsoft Advertising, and ChatGPT ads updates
Microsoft Advertising released optimization experiments to all advertisers globally, so any account can now run controlled tests on ad copy and bids. Bing is testing sponsored ads that show a one-line consumer review inside the creative. OpenAI pushed several updates to ChatGPT Ads, including bulk product creation and a product review status field for advertisers who manage large catalogs.
Tracking the surface area of local ranking
For local businesses, the mix of Maps sign-in changes, Local Service Ads bugs, and a sponsored grid that mimics organic results is a strong reason to check how a listing looks across the whole service area, not just one city. A geo grid report maps rank position to each town and suburb, so a business can see exactly where it is visible and where it has slipped. SEOScanPRO’s GEO Grids produce that map and pair it with a full site audit, which is useful when search results look unstable for reasons the listing alone cannot explain.
FAQ
When did the Google September 2026 spam update hit?
It had its first impact earlier in the week, with a second wave of impact on September 30. Sites with AI-generated or scaled content saw the most movement.
How much is Google paying publishers in the AI contribution pilot?
Google is paying about 100 publishers, and the total works out to roughly 0.1% of their ad revenue, according to a report on the program.
What new tests are running on Google AI Overviews?
Google is testing AI Overviews for large brand queries and team rosters, citation cards at the bottom of the answer instead of the right side, and a “Loading…” label in place of “Show more.”
Related coverage
- Google AI Search Box, Local Sponsorships and Review ROI in 2026
- Google Business Profile Citations vs. Paid Citation Services: What Actually Works in 2026
- Search Everywhere Optimization: Why Google Alone Isn’t Enough in 2026
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