Some sites lost nearly all Google traffic this month
Two SEOs report an unconfirmed Google change around September 2 to 4 that wiped out some sites, so check your own numbers. Plus what Google says you actually need to show up in its AI answers.
Worth watching
Some sites lost almost all Google traffic in early September
Two SEOs say an unconfirmed Google update (a change to how Google ranks sites that Google has not announced) hit around September 2 to 4, and some sites lost almost all their Google traffic, a few no longer even ranking for their own brand names. Marie Haynes looked closely at one hit site and found it was full of programmatic doorway pages (bulk-made pages that exist only to catch searches), so she thinks it may be fallout from Google's late August spam update. Google has not confirmed any change.
There was some unconfirmed update that Google pushed out in early September (around 9/3 into 9/4) that hammered some websites.
However, one site that I analyzed clearly had programmatic scaled content. So it's possible this is the aftermath of the late August spam update.
Who this affects: Anyone whose Google traffic fell suddenly in the first week of September, especially sites with piles of near-identical, bulk-made pages.
- Our take: open Search Console, click Performance, set the date range to the last 28 days and look for a sharp drop starting September 2 to 4.
- Our take: if you did drop, check whether your site has many pages that only swap a city or keyword. That matches what Marie Haynes found on the one site she analyzed.
- If your traffic is steady, do nothing. Google has not confirmed any change.
French news sites fell after AI answers launched, most shops grew
Google launched AI Overviews and AI Mode (AI-written answers at the top of results) in France on July 22, 2026. Aleyda Solis compared Similarweb estimates (a tool that guesses other sites' traffic) for August against July: all 10 leading news sites fell, by 11.3% to 29.6%, while 6 of the 10 top ecommerce sites and 7 of the 10 top real estate sites grew. She says this does not prove the AI features caused the news drops, since it is one month of estimated data and July already included part of the rollout.
Does this prove that AIOs / AI Mode caused the news publishers’ declines? No. But the consistency and scale of those declines deserve attention.
Who this affects: Anyone worried that AI answers will take their Google traffic, especially sites that mostly publish news-style articles.
- Do nothing for now. Aleyda Solis says one month of estimated traffic does not prove cause, and she is still digging.
Things to do
No special tricks needed to show up in Google's AI answers
Google published a piece from Brendon Kraham called "Good SEO is good GEO" (GEO means getting your site shown in AI answers), summarized by Alex Groberman. Google says AI Overviews and AI Mode (its AI-written answers) pull from the same search index and quality systems as regular search, so you do not need content written for bots, special AI text files, or random mentions sprayed across the web. What it does ask for: fresh, useful, original content that shows real expertise, a good website experience, and accurate business information on the platforms relevant to you, such as Google Business Profile for local businesses.
Google says its generative AI features are rooted in the same core ranking and quality systems as traditional Search.
You do not need awkward content written for bots, artificial snippets everywhere, special AI text files for Google Search or random low-quality mentions sprayed across the web.
Who this affects: Everyone with a website, and especially anyone being sold a separate AI search package.
- Skip special AI files and bot-written snippets. Google says its AI features do not need them.
- Keep your business information accurate on your Google Business Profile. Google names it as the platform that matters for local businesses.
- Write useful, original pages that show real expertise. Google says one AI question can turn into several searches on related subtopics, so pages that answer specific customer questions have more chances to be found.
Quick hits
ChatGPT is starting to cite Google Shopping pages as sources
One SEO, David Konitzny, is seeing Google Shopping result pages cited as a regular source in ChatGPT for many shopping questions, where before they only appeared in ChatGPT's separate shopping search. Lily Ray says she is seeing more of these too. Our take: your Google Shopping listings may now matter for ChatGPT answers as well.
A three minute check for competitors faking their address on Maps
If a rival outranks you on Google Maps and you doubt they have a real storefront, one local SEO suggests pasting their exact address into Google in quotes to see what else shows up there, then checking Street View for signage, a storefront and a suite number on the door. Four businesses sharing one suite with no sign on the building is his tell for a rented pin (a Maps listing at an address the business does not really occupy).
Comparing recent months in Search Console can hide a slow decline
One SEO, David G Quaid, says the habit of comparing the last 28 days with the 28 days right before it in Search Console (Google's free tool that shows your search traffic) can make a steady downward slide look flat. He suggests comparing your last 28 days with a 28 day window from over 90 days ago instead.