Keep yourself informed about the most recent revisions to Google’s spam policies. Discover the newly introduced sections addressing expired domain misuse and site reputation abuse. You may have already seen announcements regarding the March 2024 Core Update, a significant rollout scheduled throughout the month to diminish “unhelpful” content by 40%.
Notably, alongside this update, Google has refined its spam policies to address additional forms of spam.
Let’s explore the specifics of these alterations in Google’s spam policies and their implications for the future of SEO.
Exploring Updates in Google’s Spam Policies
In its recent revisions, Google has introduced two fresh sections into its spam policies: “expired domain abuse” and “site reputation abuse.” Additionally, an existing section previously labeled “spammy auto-generated content” has been revamped and is now known as “scaled content abuse.”
These updates are notable for providing real-world examples within the spam policies, making it relatively straightforward to grasp the contexts from which these changes arise.
Let’s delve into each of these topics in greater detail.
Expired Domain Abuse
Google has identified “expired domain abuse” as a new form of spam it aims to combat, a tactic also known as domain squatting. The search engine defines it as purchasing an expired domain name and repurposing it primarily to manipulate search rankings by hosting content of little to no value to users.
This raises the question: How do individuals manipulate search results by acquiring expired domains?
One method involves purchasing an expired domain within a related niche with valuable backlinks, accelerating authority-building. Another tactic is to continue developing the site after acquiring the expired domain, leveraging the authority previously established by others.
However, Google is particularly concerned about penalizing sites that employ spammy tactics to bolster authority, such as generating AI content at scale or engaging in the sale of links or guest posts.
Google provides real-world examples, such as affiliate content appearing on a site previously associated with a government agency or commercial medical products being promoted on a domain formerly linked to a nonprofit medical charity.
While such examples may seem extreme, instances of expired domain abuse are more common than often realized. One notable case is that of The Hairpin, a once-popular women-run indie website that ceased publication in 2018. After its domain expired in 2023, it was acquired by a Serbian DJ who transformed it into an AI-generated content farm, exemplifying expired domain abuse.
Thankfully, efforts have been made to address such abuses. The Hairpin’s website recently was de-indexed, marking a step towards restoring integrity to online content.
Addressing Site Reputation Abuse
Google’s latest spam policy update includes adding site reputation abuse, also known as Parasite SEO or pSEO, as a recognized form of spam.
According to Google, site reputation abuse occurs when third-party pages are published with minimal oversight or involvement from the primary site owner, manipulating search rankings by capitalizing on the primary site’s ranking signals.
Notably, Google specifies that this category encompasses pages such as sponsored, advertising, partner, or third-party content that typically operate independently of the primary purpose of the host site and offer limited to no value to users.
One compelling example provided by Google involves a sports website hosting a third-party page on “workout supplements reviews,” where the site’s editorial team had minimal involvement in the content creation process, and the primary aim was to manipulate search rankings. This instance likely echoes the AI-generated product review scandal embroiled Sports Illustrated in November 2023, where nonsensical reviews were identified.
Furthermore, Google highlights cases like a news site hosting coupons from a third-party source with little oversight or involvement from the host site, primarily to manipulate search rankings. Notably, Google points out USA Today’s coupon network as an example, suggesting a need for publishers to reassess such practices.
Google’s updated spam policy warns large publishers and entities engaging in such practices, urging them to terminate partnerships or de-index pages to avoid penalties. However, publishers have until May 2024 to adjust their strategies and decide whether to remove violating pages, end partnerships or proceed cautiously.
In spam policies, Google guides users on de-indexing content, signaling a proactive approach to maintaining search results’ integrity.
Evolution of Scaled Content Abuse in Google’s Spam Policies
A noteworthy alteration in Google’s spam policies involves rebranding “spammy automatically generated content” to “scaled content abuse,” coupled with an expanded definition and exemplification.
In January 2024, Google described “spammy automatically generated content” as content generated programmatically with no originality or added value solely to manipulate search rankings.
Now, under the label of “scaled content abuse,” Google defines it as creating numerous pages primarily aimed at manipulating search rankings without benefiting users. This practice encompasses generating large volumes of unoriginal content devoid of value, irrespective of the method employed for its creation.
Unlike the prior version, which solely focused on textual content, the current definition omits mention of specific formats, suggesting that scaled content abuse may involve a broader spectrum of formats such as images or videos.
In the updated definition, Google provides five examples, including the utilization of generative AI tools to create pages lacking user value, scraping content from feeds or search results without adding value, amalgamating content from disparate sources without enhancing value, establishing multiple sites to conceal content scaling, and generating pages containing keyword-rich but nonsensical content.
An illustrative case cited by Google involves Nao Medical, an urgent care clinic exposed by Time, in August 2023 for inundating the internet with nonsensical AI-generated posts, demonstrating the prevalence and consequences of scaled content abuse.
While the specific pages in question are no longer accessible, their existence underscores the need for vigilance against such manipulative tactics.
In Closing
Among all the elements introduced in the March 2024 core update, perhaps the most intriguing aspect is the concept of scaled content abuse.
Numerous prominent brands are now leveraging programmatic templates to populate content on high-value transactional pages, such as those on ticketing marketplace websites.
Consider a page for purchasing Colorado Rapids tickets, for instance. While the primary focus remains on facilitating transactions, additional programmatic content is often included further down the page, presumably to enhance keyword relevance. The question arises: could pages like these face penalties, even though their primary purpose is transactional and the programmatic content is secondary?
Moreover, many content publishers have adopted scaled content strategies, employing extensive teams of freelance writers to churn out daily articles to secure placements in Google News and Top Stories. Although the quality of such content can vary significantly and often appear repetitive, the likelihood of it being penalized seems low.
As we navigate these updates, it’s clear that while Google aims to curb manipulative practices, there remains a need for clarity regarding the boundaries of acceptable content strategies, particularly in scaled content.
If you still need help finding all of this complex and need clarification, why not explore our monthly SEO packages? Our experts can provide the guidance and assistance you need to navigate these challenges effectively.
