Google updates web search spam policies
Google updates spam policies, introducing site reputation abuse rules to combat third-party content manipulation. New guidelines define close oversight and legitimate practices.
On September 25, 2024, Google announced significant updates to its web search spam policies. The most notable change is the introduction of a new section addressing site reputation abuse, along with clarifications on existing guidelines.
New Site Reputation Abuse Policy
Google has introduced a new policy specifically targeting site reputation abuse. This is defined as:
- Third-party pages published with little first-party oversight or involvement
- Content created primarily to manipulate search rankings by exploiting the reputation of established websites
Definition of "close oversight"
The policy update provides a clear definition of what Google considers "close oversight or involvement":
- When the first-party hosting site directly produces or generates unique content
- This can be through staff directly employed by the first-party or freelancers working for staff of the first-party site
- It explicitly does not include working with third-party services (such as "white-label" or "turnkey") that focus on redistributing content to manipulate search rankings
Examples of Site Reputation Abuse
Google provides specific examples to illustrate what constitutes site reputation abuse:
- An educational site hosting payday loan reviews written by a third-party
- A medical site hosting pages about "best casinos" unrelated to its main purpose
- A movie review site publishing content on unrelated topics like social media followers or essay writing services
- A sports site hosting supplement reviews with little editorial involvement
Guidance for Site Owners
The new policy advises site owners to exclude third-party content that violates this policy from Search indexing.
Clarification on Legitimate Practices
Google clarifies that the following are not considered site reputation abuse:
- Wire service or press release service sites
- News publications with syndicated content from other news publications
- Sites designed for user-generated content (e.g., forums, comment sections)
- Columns, opinion pieces, and editorial content with close involvement from the host site
- Third-party content (e.g., "advertorial" or "native advertising") produced with close involvement of the host site
- Embedding third-party ad units or using affiliate links throughout a page (with links treated appropriately)
- Coupons sourced directly from merchants and businesses serving consumers
These changes are part of Google's periodic review and refresh process for documentation. The company regularly updates its policies to ensure they remain relevant and effective in the evolving digital landscape.
Implications for website owners
Website owners and SEO professionals should:
- Review any third-party content hosted on their sites for compliance with the new site reputation abuse policy
- Ensure close oversight and involvement in content creation, especially for content from external sources
- Be prepared to exclude non-compliant third-party content from search indexing
Key takeaways
- Announcement Date: September 25, 2024
- Main Update: Introduction of site reputation abuse policy
- Focus: Combating manipulative practices involving third-party content
- Clarifications: Definition of close oversight and examples of both abusive and legitimate practices