Google’s new Search spam policy surrounding reputation abuse – a tactic often called “parasite SEO” by SEO professionals – will go into effect “after May 5,” as confirmed by Google. May 5 falls on this Sunday.

This wasn’t unexpected. Back in March, Google informed us that this change was coming alongside other search improvements. These included the March 2024 core update (which concluded on April 19) and various spam updates (which were finalized on March 20).

A heads-up from Google. Google Search Central shared a reminder on X:

• “Just a reminder: The final component of the March 2024 announcements — the new Google Search spam policies targeting reputation abuse — will become effective after May 5, 2024. You can learn more about these changes in our blog post http://m.miracleart.cn/link/439b968b83f96a704ad09bf8ffe2e91b and review the updated policies here: http://m.miracleart.cn/link/da5dc4875e3401ea2bd35ee8f56277a6.”

What exactly is site reputation abuse? It occurs when third-party websites publish low-quality content submitted by others to take advantage of the host site’s authority and rankings. As Google explained earlier:

• “For example, a third party could post payday loan reviews on a reputable educational website to benefit from its high ranking.”
• “Content like this appearing prominently in Search results can mislead users who expect content of a different nature from the hosting website.”

According to Google’s updated policy, site reputation abuse refers specifically to “third-party content created mainly for improving rankings and published without close supervision by the website owner” and which is “meant to manipulate Search rankings.” Such content will now be classified as spam.

However. Not every type of third-party content will be flagged as spam, as clarified by Google:

• “Numerous publications carry advertising content designed for their usual audience, rather than primarily aimed at manipulating Search rankings. Often referred to as ‘native advertising’ or ‘a(chǎn)dvertorial,’ this content typically doesn’t confuse regular readers of the publication, whether they access it directly or through Google Search results.”

As stated in March, Google plans to begin enforcing both automated and manual actions against such abuse starting May 5. That date is now just a few days away.

Why this matters. Many SEOs have expressed frustration over the negative impact and unfairness associated with parasite SEO. With recent concerns raised about declining Search quality, it remains to be seen if this new policy will help address those issues.

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