Google's spam description has been updated to reflect the new reality introduced by the March 2024 core algorithm update. Below is a list of everything that was removed and added and how it affects core algorithm updates.
March 2024 Core Algorithm Update
Google's core algorithm update is definitely one of the biggest, and the changes to the core ranking algorithm and other systems are significant.
In my experience, changing the review system from semi-monthly updates to continuous updates was the first sign that something serious was happening behind the scenes. These types of changes typically involve updates to Google's underlying infrastructure at the software or hardware level, or both, at the same time (Google's Hummingbird update enabled more powerful features) (as seen in ) is done before.
An update to Google's spam explanation document reveals important insights into what's going on behind the scenes with updates underway this month, many of which focus on links.
1. Google doesn't value links
At least at this year's Pubcon Austin 2023, Google's Gary Illyes said links aren't even in the top three important ranking signals.
One edit to the spam document appears to confirm Illyes' statement, as the document literally does not highlight the link.
Previous documentation:
“Google uses links as an important factor in determining the relevance of a web page.”
New documentation:
“Google uses links as a factor in determining the relevance of a web page.”
Removal of the word “important” could typically be considered ambiguous by conservatives. But compared to his Illyes statement about links, it's hard to be conservative. In my opinion, the removal of the word “important” has a purpose, and that purpose is to de-emphasize the role of the link.
2. Content created for link operations
There is a second link-related addition to the guidelines. This new element is related to the creation of content for the purpose of operational links. This is conveyed in a new sentence added to the list of operational link examples.
The new content and link signals are explained below.
“Creating low-value content primarily for the purpose of manipulating links and ranking signals.”
It's a bit vague, but it seems like it's intended to be a form of paid linking, where a network of sites is created with the purpose of pointing links from contextually related pages. This is a very old practice that SEO newbies refer to as a Private Blog Network (PBN).
3. New signals related to outgoing links
Another new signal focuses on operational outgoing links. Google has always penalized sites that sell (outgoing) links. But this may be the first time Google has explicitly mentioned outgoing links as subject to algorithmic scrutiny.
The new text reads:
“Links intended to manipulate Google search results rankings may be considered link spam. This includes any manipulation of links to or from a site.”
4. New expired domain signals
One might conclude from today's announcement that Google is cracking down on expired domains. That interpretation is not entirely accurate.
What's actually happening is that Google is introducing new signals related to how domains are used. This specifically scans for changes from a domain's previous use to its new purpose.
Google uses the term “reuse” to describe signals.
“Expired domain abuse is when expired domain names are purchased and reused primarily to manipulate search rankings by hosting content that provides little value to users.”
Google's updated guidelines list the following examples of what the new signals are looking for:
“Affiliate content from sites previously used by government agencies.”
Commercially available medical products sold on sites previously used by non-profit medical charities
“Casino-related content on the site of an elementary school”
The guidelines state that the list above is an example and that what the signal is looking for is not limited to what is in the example above. The confirmed conclusion is that Google's expired domain signals investigate how the purpose of new sites built on expired domains differs from the old purpose.
Because Signals takes into account objectives such as moving from non-affiliate objectives to affiliate objectives, it does not necessarily mean that just keeping your content similar is enough to pass Signals.
Related: Expired domain and Google ranking bonus?
Why changes are vaguely explained
These are four additions to Google's spam description page that specifically target link signals. Some of the changes may seem vague, providing an overall outline of the new link signal without saying exactly what those changes are, but that's understandable.
I have 25 years of hands-on experience as an SEO, experiencing and analyzing search engine updates. In my opinion, it would be a mistake for Google to use the ambiguity in explaining the signal to deny that a change has occurred. I predict that those with a financial stake in maintaining the status quo will resist change. Because they tend to. That's for you to decide.
There are many more changes to spam documents, especially those related to link signals in Google's updated core ranking algorithm.
Before making any changes to the algorithm, consider that the March 2024 Core Algorithm Update will take a month to fully roll out.
Please read our updated documentation.
Google Web Search Spam Policy