Google Search Updates Tackling Spam and Low-Quality Content

search reports on laptop and mobile

May 21, 2024

Keeping up with search updates is crucial for maintaining and enhancing your online presence. Google's announcement of new measures to tackle spammy, low-quality content is a significant step towards ensuring that its search results are more helpful and relevant for users.
Here’s a breakdown of what these changes mean and what steps you can take to maintain and improve your rankings.

Fine-Tuning Ranking to Prioritize Helpful Content

Google's latest algorithmic enhancements aim to improve the quality of content surfaced by its search engine. This update builds on efforts started in 2022 to reduce unoriginal content in search results.
The refined core ranking systems are now better at identifying webpages that are unhelpful, offer a poor user experience, or appear designed specifically to manipulate search rankings.

Key Takeaways:

  • Create original, quality content that addresses your target audience's needs and interests.
  • Avoid tactics that aim to game search rankings through keyword stuffing or content farming.
  • Emphasize a positive user experience with easy navigation and high-quality information.

New and Improved Spam Policies

In addition to enhancing quality ranking, Google is updating its spam policies to combat new forms of abusive content practices. The updates target specific issues like scaled content abuse, site reputation abuse, and expired domain abuse.

Scaled Content Abuse

Google has strengthened its policy against using automation to generate low-quality content at scale. The policy change addresses the sophisticated methods of scaled content creation that combine automated and human efforts to boost search rankings artificially.

Action Points:

  • Ensure your content creation processes focus on quality over quantity.
  • Regularly audit your content for relevance and originality.
  • Avoid practices that prioritize search ranking manipulation over user value.

Site Reputation Abuse

Sometimes, third parties get their content published on trusted websites to leverage their strong reputation for better rankings. Site reputation abuse includes sponsored, advertising, partner, or other third-party pages that are typically independent of a host site’s main purpose.
Google’s new policy will consider such practices spam if the third-party content is primarily for ranking purposes and lacks oversight from the site owner.


  • Monitor third-party content published on your site to maintain quality standards.
  • Establish clear guidelines and review processes for guest posts and external contributions.
  • Remove or improve any low-value content that does not align with your site’s quality.

Expired Domain Abuse

Repurposing expired domains to host low-quality content to boost search rankings will now be considered spam. The practice can mislead users about the content's origin and relevance, which hurts trust and provides a poor experience.

Steps to Take:

  • Avoid purchasing expired domains solely for the purpose of manipulating search rankings.
  • Focus on building your domain’s authority through genuine, high-quality content.
  • If using an expired domain, ensure the new content is relevant and valuable to the intended audience.

What You Can Do to Boost Search Visibility

As of April 19, 2024, Google completed its rollout of changes. The search engine claims to have reduced low-quality, unoriginal content in search results by up to 45%. For website owners, it’s crucial to align your digital marketing strategies with these new standards to maintain and improve your search visibility.

Proactive Measures:

  1. Content Quality Audit: Regularly review and update your content to ensure it meets high standards of originality and user value.
  2. User Experience Optimization: Focus on improving site usability, including mobile responsiveness, page load speed, and intuitive navigation.
  3. Ethical SEO Practices: Adopt SEO strategies that prioritize user intent and experience over manipulative tactics.
  4. Continuous Learning: Stay informed about Google’s policies and updates to adapt your strategies accordingly.

Evolve Your Strategy to Stay Ahead

By staying informed and adaptable, your digital marketing will not only align with Google’s latest updates but also enhance your site's credibility and user engagement. Leverage these changes and follow SEO best practices to deliver better, more meaningful content to our audiences and drive higher quality traffic to your site.
Start now with a free SEO discovery call! Lift your rankings with an up-to-date strategy tailored to your website and business.

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