Google’s approach to combating search spam has taken on new significance with recent updates to its spam policies. As Google continuously refines its algorithms to ensure higher quality content in search results, businesses must stay informed to avoid the risk of penalties. In light of the June 2024 spam update, there are several crucial aspects every business should understand to safeguard their search rankings.

Policy circumvention and penalties

One of the most significant updates to Google’s spam policies is the explicit targeting of policy circumvention. Introduced in 2022, this policy addresses attempts to sidestep Google’s rules by creating new websites or utilising other methods including domain hopping, content redistribution, cloaking of content and manipulation of site ownership (a ‘fake’ transfer of ownership from a penalised site) to distribute previously flagged content as spam. This update ensures that Google can penalise businesses that attempt to game the system, even if they find creative ways to re-publish banned content or work around existing restrictions.

Google’s stance is clear: circumventing spam rules can result in severe penalties, including removing content from search results or excluding a site from certain features, like Top Stories or Google Discover. To avoid such penalties, businesses must make sure their SEO strategies align with Google’s spam prevention rules from the outset, as using multiple sites or avenues to push restricted content can lead to a loss of search visibility. The key takeaway is straightforward—playing by Google’s rules is critical for long-term success in search rankings.

SpamBrain and AI-based spam prevention

Google’s SpamBrain, an AI-driven spam prevention system, has become more adept at identifying and removing various types of spam. This system works continuously in the background to detect and prevent spammy practices. Periodic updates, like the one in June 2024, aim to improve SpamBrain’s ability to catch new forms of spam.

For businesses, this means that simply adhering to outdated SEO techniques is no longer enough. The dynamic nature of SpamBrain demands that websites are regularly audited for compliance with Google’s policies. Practices like link manipulation, keyword stuffing, or creating thin, low-quality content are under greater scrutiny. Instead, businesses must focus on providing high-quality, user-centric content that adds real value. This is particularly important as AI-based systems are becoming increasingly sophisticated at distinguishing between genuinely useful content and pages designed merely to manipulate rankings.

Impact on link spam

Google’s updates often target specific types of spam, and link spam continues to be a focal point. The most recent spam updates have not directly targeted link spam, but Google’s historical emphasis on penalising unnatural or manipulative link-building practices remains significant. Previously, Google introduced a link spam update that aimed to neutralise the influence of poor-quality links on search rankings. Moving forward, businesses should ensure that their backlink strategies are built on legitimate, relevant connections rather than low-quality, purchased links.

The risk here is that if spammy links previously boosted your website’s ranking, you might experience a decline in visibility. Once Google neutralises the value of these links, their contribution to your SEO will dissipate, and you won’t be able to regain those benefits. It’s a stark reminder that short-term gains through manipulative link-building tactics can have long-term consequences.

The role of core updates

Google periodically releases core updates, which often include spam-focused improvements. These are broader algorithm adjustments that affect how Google ranks websites across the board, and sometimes overlap with specific spam updates. For example, the June 2024 spam update rolled out just a few months after a core update in March. Core updates focus broadly on improving Google’s ranking system and can affect various ranking signals, including content quality, relevance, and overall search experience. Spam updates, on the other hand, target specific spammy behaviours.

As a business, it is important to remain agile during these times. Monitoring your rankings closely when Google releases both core and spam updates will allow you to adjust your strategy if necessary. If you notice any significant changes in traffic or rankings after these updates, a review of Google’s updated spam policies and SEO best practices is a good place to start. In many cases, the solution lies in improving content quality and ensuring compliance with search guidelines rather than engaging in panic-driven overhauls.

Long-term SEO strategy and compliance

The updates serve as a reminder that businesses should invest in long-term, sustainable SEO practices rather than attempting to manipulate the system for short-term gains. Google’s increased focus on quality content and its ongoing updates to spam policies indicate that shortcuts in SEO will only lead to penalties. Businesses should prioritise producing content that resonates with their audience, addresses their needs, and adheres to Google’s E-E-A-T guidelines.

Furthermore, technical SEO aspects, such as website speed, mobile-friendliness, and a clean backlink profile, remain vital in ensuring long-term ranking success. Regular audits and updates to the site’s structure, alongside a focus on the user experience, will help keep your business safe from the risks posed by Google’s evolving spam policies.

So, what does this all mean? 

Google’s spam policy updates reflect the company’s commitment to ensuring a high-quality search experience. For businesses, this means that compliance with Google’s guidelines is more important than ever. Policy circumvention and manipulative SEO practices, such as link spam and low-quality content generation, will not only fail in the long run but can lead to severe penalties. By prioritising quality content, ethical link-building, and ongoing SEO audits, businesses can not only avoid falling foul of Google’s spam policies but also improve their search rankings sustainably.

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At Hallam, our experts stay up-to-date with the latest policy changes and Google updates to stay as agile as possible, putting us in the best position to respond and allowing us to keep clients in-the-know. Get in touch to find out more.