GOOGLE MAY NOW ACT ON SPAM REPORTS. HOW TO REPORT A SPAMMY COMPETITOR.
Every local business owner has seen it: a competitor with a keyword-stuffed site, or a Maps listing that doesn't seem to exist. For years Google described web spam reports as input to improve its systems. In April 2026 it said it may use them to take manual action. Here is what changed, and which report to use for which problem.
AT A GLANCE
By Conqueror Capital · Published
The change: On April 14, 2026, Google clarified that it may use spam report submissions to take manual action, and further clarified when and why on April 23, 2026.1
WHAT CHANGED
On April 14, 2026, Google updated its documentation to say it may use spam report submissions to take manual action against violations. Its reason: "Google may now use spam report submissions to take manual action."1
On April 23, 2026, Google further clarified when and why it may take manual action based on spam reports, to address feedback it received about the April 14 change.1 The reporting page shows that date as its last update.2
WHAT THE REPORT PAGE SAYS
Google's page for reporting spammy, deceptive or low quality web pages now says that Google may use your report to take manual action against violations.2
It adds an important condition. Don't include personally identifying information. Google says that, to comply with regulations, it must send the submission text to the site owner to help them understand the context of a manual action, if one is issued. It says it won't process a submission if it determines the submission contains personally identifying information.2
So write your report as if the competitor will read it, because they might. Google's spam policy page still says it is focused on scalable, automated solutions and will use reports to further improve its spam detection systems.3 "May" means no guarantee.
The same page has separate forms for two other problems. If you believe a site is infected with malware or distributing malicious or unwanted software, there is a malware report. If a page imitates another page to steal personal information, the phishing report goes to the Google Safe Browsing team.2 If Google does act, its policy page says violating sites may rank lower or not appear in results at all.3
WHICH REPORT TO USE
This change is about the web spam report for pages in Google Search. A fake or misleading Business Profile on Maps goes through different routes:
- Spammy website in search results (doorway pages, hidden text, link schemes): the web spam report form.23
- A listing that seems not to exist or is offensive, harmful or misleading: in Google Maps, select Suggest an edit, then Place is closed or not here, then Offensive, harmful, or misleading.4
- Misleading business names, phone numbers or URLs that suggest fraud: the Business Redressal Complaint form. Google says you can report multiple businesses at once by uploading 10 or more profiles or a spreadsheet of URLs.4
- A business incentivizing reviews: in the Maps app, Suggest an edit, then Report business conduct.4
Google says a business can be removed if it never existed or isn't eligible to be on Google, and that you may get a status email with follow-up questions after a removal request.5 Regulators take fake listings seriously too; see our post on the FTC fake listings lawsuit.
WHAT TO DO NOW
- Collect evidence first. Note the URLs or listing links and what exactly breaks which policy. Google's spam policy page names the practices, such as doorway abuse and keyword stuffing.3
- Use the right form from the list above. A Maps problem sent through the web spam form is aimed at the wrong system.
- Keep it factual and free of personal details, since the text may be shared with the site owner.2
- Don't file reports as a weapon. Report genuine violations only. A report against a legitimate competitor wastes your time and does nothing for your rankings.
- Check your own house. Reporting cuts both ways. Review your site against the policies and your profile against Google's guidelines. If your profile has already been hit, our suspended profile guide covers the appeal.
Beating spam long term still comes down to a stronger real presence: reviews gathered by the rules (see our reputation guide) and a site and profile that deserve to rank. That is what our local SEO service builds.
SOURCES
- Google Search Central, Latest documentation updates, entries dated April 14, April 23, May 15 and June 15, 2026.
- Google Search Central, Report spam, phishing, or malware, last updated April 23, 2026.
- Google Search Central, Spam policies for Google web search, last updated August 28, 2026.
- Google Maps Help, Report a business on Google Maps.
- Google Business Profile Help, Request removal of a Business Profile from Google Search & Maps.
Platforms change often. Check the sources for the current version before acting.
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