Google launches a spam update, targeting bad SEO practices: nightmare before Chrismtas

Google, please, stop playing with our hearts.

After releasing a major update on Black Friday and another unexpected one just before Christmas, Google was not ready to close the year without rolling out a new algorithm update. This time, it’s a spam update, designed to tackle spam in search results by updating the ranking algorithm. The company stated that it will take about a week to fully implement.

This update comes soon after the shortest core update since 2020, which lasted only six days and was noted for its strong impact and volatility.

Combating Low-Quality Content

This marks the second spam update of the year, following one in June. In previous updates, Google explained they introduced significant changes to reduce spam and improve search result quality: to better understand if web pages are useless, offer a poor user experience, or appear crafted for search engines rather than people.

This effort extended to other core updates of the year, such as the one in March 2024, where Google included measures typical of a spam update, addressing mass production of low-quality content aimed at improving search rankings through automation or human intervention. Additionally, it announced steps against the misuse of site reputation, where third parties post low-quality content on reputable sites, and the improper use of expired domains to boost low-quality content rankings.

Link Spam

Previous spam updates by Google took place in October 2023 and December 2022. During those times, the company focused on link-related spam primarily used for artificially manipulating search rankings. “Our algorithms and manual actions aim to nullify these unnatural links at scale, and we will continue to enhance our coverage,” Google explained back then.

Although Google’s automated systems to detect spam in searches operate continuously, significant updates are rolled out periodically. “When that happens, we refer to these updates as spam updates and share them in our list of Google Search ranking updates. For example, SpamBrain is our AI-based spam prevention system. From time to time, we enhance that system to improve its effectiveness in detecting spam and ensure it can recognize new types of spam.”

Moreover, Google also advises publishers to adhere to their webmaster guidelines to enhance their site indexing.

Types of Web Spam

Google’s documentation offers examples of what is considered web spam, focusing on maintaining the quality and relevance of the content Google provides to its users:

• Cloaking: Showing different content to users and search engines to manipulate rankings. Avoid practices like hiding text or using technologies inaccessible to bots.
• Doorway pages and expired domains:
  • Doorway pages: Duplicate content created to redirect users to less useful pages.
  • Expired domains: Reuse domains with good reputation to publish irrelevant content.
• Spam and hidden text: Techniques include excessive keyword usage, hidden text similar in color to the background, or placing irrelevant links in widgets and footers.
• Hacked content and malware: Hacks involve code injection, misleading redirects, or malicious software distribution harming site reputation and security.
• Unauthorized Content and Harmful Software. Exploits like code insertion, misleading redirections, or the spread of harmful software that can tarnish a site’s reputation and compromise its security.
• Deceptive Redirections. Directing users to unexpected web addresses or displaying varied content based on their device type or location.
• Misuse of Reputation. Leveraging prestigious websites to host unrelated content, such as gambling or irrelevant products, to benefit from their established reputation.
• Worthless Affiliations. Sharing affiliate links without providing original or valuable content, like comparisons or in-depth reviews.

It’s important for website managers and content creators to follow these guidelines to ensure a great user experience and uphold the trustworthiness of Google’s search outcomes.

Image Credit: Flux Schnell