Every day, users rely on Search to discover the best content available on the web. Google has always implemented policies and automated mechanisms to combat spammers and continually adapts to counter new strategies that aim to manipulate search results with subpar content. Regular updates are made to these policies and systems to effectively combat these practices, ensuring the provision of valuable content and facilitating connections between users and reputable websites.
Today, Google is introducing significant changes to enhance the quality of Search results and improve user experience:
- Refined Quality Ranking: Algorithmic improvements are being made to the core ranking systems to prioritize the display of the most relevant and reliable information on the web, diminishing the presence of unoriginal content in search results.
- Enhanced Spam Policies: The spam policies are being updated to exclude low-quality content from Search, such as expired websites repurposed for spam or obituary-related spam.
Minimizing the Presence of Low-Quality and Unoriginal Results
Since 2022, adjustments have been made to the ranking systems to minimize unhelpful and unoriginal content on Search, maintaining it at notably low levels. Insights gained from this initiative have been incorporated into the core update scheduled for March 2024.
This update involves refining the core ranking systems to enhance the understanding of whether webpages lack utility, provide a poor user experience, or seem tailored for search engines rather than human users. This includes websites mainly created to match specific search queries.
These modifications are anticipated to decrease the prevalence of low-quality content on Search and redirect more traffic towards helpful and premium websites. A 40% reduction in low-quality and unoriginal content in search results is projected as a result of this update and previous efforts.
Safeguarding Search Results from Spam
Over the years, Google has relied on sophisticated anti-spam systems and spam policies to prevent low-quality content from infiltrating search results, and these efforts persist.
Multiple updates are being introduced to the spam policies to effectively combat evolving abusive practices leading to the appearance of unoriginal and low-quality content on Search. Immediate measures are being taken against various manipulative behaviors. While the ranking systems already deter many types of low-quality content, these updates enable more focused actions in accordance with the spam policies.
Combatting Content Abuse at Scale
Historically, there has been a prohibition on the use of automation to generate low-quality or unoriginal content in large volumes to manipulate search rankings. This policy was originally created to address instances where content generation through automation was evident.
With current advanced content creation methods, the distinction between content solely produced by automation and other means has become less clear. To effectively counter these practices, the policy has been reinforced to specifically target the abusive behavior of creating content at scale to artificially boost search rankings, regardless of the involvement of automation, human input, or a combination. This proactive approach will enable actions against various types of content lacking value and created en masse, such as pages claiming to provide solutions to popular searches but failing to deliver beneficial content.
Addressing Misuse of Site Reputation
In some cases, reputable websites may inadvertently feature low-quality content supplied by third parties seeking to leverage the host site’s credibility for ranking benefits. For instance, third parties might publish payday loan reviews on a respected educational website to exploit its authority for ranking purposes. Such content appearing prominently in search results can lead to confusion or misinterpretation among visitors expecting different content standards on a particular website.
Now, very low-value third-party content created primarily for ranking advantage and lacking oversight from the website owner will be classified as spam. This policy is being announced two months in advance of enforcement on May 5 to provide website owners with adequate time to implement necessary alterations.
Cracking Down on Expired Domain Misuse
Periodically, expired domains are acquired and repurposed with the principal aim of enhancing the search rankings of low-quality or unoriginal content. This practice can mislead users into believing the new content is associated with the former site, which may not be the case. Henceforth, expired domains purchased and repurposed to boost the search ranking of subpar content will be categorized as spam.
Although Search assists users with numerous inquiries daily, there is always room for enhancement. Google remains dedicated to minimizing low-quality content on Search and amplifying the visibility of information designed to benefit users.
