Google’s Spam Explainer underwent an update to align with the transformative changes brought about by the March 2024 Core Algorithm Update. Here’s a breakdown of the additions and removals and their implications for the core algorithm update:
March 2024 Core Algorithm Update on Link Signal
This update stands out as one of Google’s major overhauls, as it profoundly alters the core ranking algorithm and associated systems.
The transition of the Reviews system from a semi-monthly to a continuous update was the initial indicator of significant developments underway. Such alterations typically signal updates to Google’s foundational infrastructure, whether at the software, hardware, or both levels simultaneously. This echoes past instances like the Hummingbird update, which introduced improved capabilities through infrastructure upgrades.
The revisions to Google’s Spam Explainer document provide valuable insights into the ongoing update, particularly focusing on link-related aspects.
Google Downplays the Importance of Links
During last year’s Pubcon Austin 2023, Gary Illyes from Google mentioned that links are not even among the top three important ranking signals. A serious change to the spam documentation seems to validate Illyes’s assertion, as the documentation explicitly reduces the emphasis on links.
Previous Documentation:
“Google uses links as an important factor in determining the relevancy of web pages.”
New documentation:
“Google uses links as a factor in determining the relevancy of web pages.”
Removing the term “important” might typically be interpreted as ambiguous in a cautious manner. However, when juxtaposed with Illyes’ remarks on links, it becomes challenging to maintain such caution.
Content Created for Manipulative Link Building
Another link-related inclusion in the guidelines pertains to the creation of content intended for manipulative link-building. This addition is conveyed through a new sentence inserted into a list of examples of manipulative links.
Description of the New Content and Links Signal:
“Creating low-value content primarily for the purposes of manipulating linking and ranking signals.”
It may seem somewhat unclear, but it appears to target a type of paid linking scheme involving the establishment of a network of sites to direct links from contextually relevant pages. This practice, often referred to as Private Blog Networks (PBNs), has been around for quite some time and is familiar to newcomers in the field of SEO.
New Signal Addressing Outbound Links
A novel signal is centered on manipulative outgoing links. While Google has traditionally penalized sites for selling outbound links, this could mark the first instance where Google explicitly references outgoing links as a factor scrutinized by their algorithm.
Here are the newly introduced sentences:
“Any links that are intended to manipulate rankings in Google Search results may be considered link spam. This includes any behavior that manipulates links to your site or outgoing links from your site.”
New Signal Regarding Expired Domains
Certain individuals might infer from today’s announcement that Google is clamping down on expired domains. However, this interpretation is not entirely precise. The actual development involves Google introducing a new signal concerning the usage of domains, specifically focusing on detecting changes from a domain’s previous use to a new purpose.
Google uses the term “repurpose” to describe this signal:
“Expired domain abuse is where an expired domain name is purchased and repurposed primarily to manipulate search rankings by hosting content that provides little to no value to users.”
Google’s updated guidelines list the following examples of some of what the new signal is looking for:
“Affiliate content on a site previously used by a government agency
Commercial medical products being sold on a site previously used by a non-profit medical charity
Casino-related content on a former elementary school site”
According to the guidelines, the above list serves as examples, and the signal’s scope extends beyond what’s explicitly outlined. The key takeaway is that Google’s expired domain signal assesses how the intent of the new site developed on an expired domain diverges from its previous purpose.
Maintaining similar content may not suffice to evade the signal, as it scrutinizes the purpose transition, such as a change from a non-affiliate to an affiliate purpose.
Why Ambiguity Surrounds Descriptions of Changes
These are the four additions to Google’s spam explainer page that directly address link signals. Some alterations may appear vague to outline the general framework of the new link signals without explicitly detailing those changes, which is understandable.
While there are additional modifications to the spam document, these are the alterations specifically related to link signals in Google’s updated core ranking algorithm. Before implementing any changes in response to the algorithm, it may be prudent to note that the March 2024 Core Algorithm Update will take about a month to fully roll out.
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