Every SEO professional knows the uneasy feeling of waking up to a new Google algorithm update.
Rankings shift, traffic dips or spikes, and suddenly the strategies that worked yesterday might not work tomorrow.
The August 2025 Spam Update is the latest example, with the rollout completed on 22 September 2025.
As Google explains, its automated spam-detection systems run all the time, but when they make notable improvements, they announce them as a spam update.
This round focused on improving SpamBrain, Google’s AI-powered spam-prevention system, so it can catch new types of spam more effectively.
Google also warned that if your site loses rankings due to link spam, those lost ranking benefits can’t be regained, even if you clean up the links later.
At Premium Links, we’ve seen enough updates roll through to know one thing for sure: adaptability is everything. Let’s break down how Google’s constant changes shape the way we approach link building in 2025 and beyond.
Why Google Keeps Updating Its Algorithm
Google’s updates aren’t designed to make life difficult for SEOs. They exist to improve the search experience, rewarding pages that deliver genuine value and cutting out manipulative tactics. Over the years, we’ve seen updates targeting everything from spammy backlinks to content quality. The message is clear: shortcuts and low-quality link schemes won’t stand the test of time.
Link Building in a Post-Penguin World
The Penguin update was a turning point. Before Penguin, building hundreds of keyword-stuffed links could move the needle. After Penguin, those same tactics could tank your rankings overnight. Even now, Google’s algorithms are getting better at detecting irrelevant or manipulative link practices.
This means every link we build has to be defensible. If you can’t explain why a link is relevant to your brand, audience, and niche, it’s probably not a link worth having.
The Rise of Topical Authority
Recent updates have pushed the importance of topical authority. Google now looks at how well a website covers its subject area. In practice, this means a link from a niche-relevant site is worth far more than a generic directory or unrelated blog.
For example, if you’re in the beauty industry, a link from a trusted skincare blog carries far more weight than one from a random general lifestyle site. Our strategy at Premium Links is built around securing placements that boost your authority where it matters most.
Quality Over Quantity
One of the biggest shifts in modern link building is the move away from sheer numbers. It used to be that a hundred average links could beat ten good ones. Today, Google values trust, authority, and natural placement above all else. A single link in the right context can outperform dozens of mediocre ones.
That’s why we focus on relationships with publishers and brands. It’s not about dropping links, it’s about earning mentions that are natural, useful, and aligned with the reader’s intent.
Future-Proofing Your Strategy
Google will keep changing the rules, but the fundamentals remain the same:
- Build links on sites your audience already trusts.
- Prioritise relevance over reach.
- Avoid shortcuts and spammy schemes.
- Think long-term, not just about tomorrow’s rankings.
At Premium Links, we track algorithm updates as soon as they roll out. More importantly, we adapt. That way, when competitors scramble after the next big shake-up, our clients’ link profiles remain strong, natural, and future-proof.
Final Thoughts
Google’s updates will always make headlines, but for brands that prioritise quality and relevance, there’s nothing to fear. In fact, every update is a chance to move ahead while low-quality competitors get left behind.
If your business is ready to invest in sustainable, high-authority link building that evolves with Google’s changes, our team at Premium Links is here to help.
