October 2022: Google’s spam update and upheaval at Twitter
Covers October 2022. Part of our search timeline: a month-by-month look at the changes that shaped SEO, AI search, paid ads and social media, written in November 2026 for local businesses with the benefit of hindsight.
Quick answer: October 2022 saw Google release a spam update aimed at websites breaking its spam policies, while Twitter came under new ownership and changed quickly as a result. The two events underlined a pair of lessons: stick to search guidelines, and never depend on a single social platform.
This timeline entry, written in November 2026, looks back at October 2022. Plenty of local firms had dabbled in cheap link deals or leaned on one social account for customer messages, so this month carried a warning for both habits.
The events of October 2022
Google’s October 2022 spam update lasted a few days and concentrated on sites that went against its spam policies. Separately, Twitter’s takeover brought job cuts, policy changes and plenty of uncertainty for advertisers.
What it meant for local businesses
Firms that had taken shortcuts with their SEO, such as buying links, put their visibility at risk. Businesses that used Twitter heavily for customer service or adverts had to rethink their plans as the platform shifted under them.
What to check today
- Compare your website with Google’s spam policies, paying particular attention to scaled content and link schemes, such as dozens of near-identical town pages or paid links.
- Spread your social media effort across the platforms your customers actually use.
- Make sure customers can always contact you through your own website, not just social media.
Frequently asked questions
What kind of sites does a Google spam update go after?
Sites that break the spam policies, for example through cloaking, hacked pages, link schemes or large amounts of low-value content.
Is X (formerly Twitter) still worth using for a local business?
Only if your customers are active on it. Judge it on the enquiries it brings in, as you would with every other channel you use.
Sources and further reading
Want help with this? We help local businesses choose the right social platforms and post consistently on them. See our social media service, or Get in touch.
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