Google is changing how it enforces its search spam policy in Europe after European Union regulators raised concerns that the rules could unfairly penalize publishers. The move targets its site reputation abuse policy, which Google introduced in 2024 to tackle attempts to manipulate search rankings through third-party content.
From August 30, Google will apply a different approach to manual actions under its site reputation policy for users searching within the European Economic Area (EEA). The EEA consists of 27 EU member countries, Iceland, Liechtenstein, and Norway.
Google explained that the policy still stands, but how the policy is enforced will be different in the case of EEA searches. The change follows complaints from publishers over Google's handling of so-called ‘parasite SEO.’ The practice involves publishing third-party content on established websites to benefit from the host site's search ranking signals.
Google introduced the policy to prevent this tactic from undermining search quality. However, EU monitoring found that enforcement can affect news organisations and other publishers hosting commercial or third-party content.
This comes amid the increasing pressure on Google by European authorities due to allegations of abuse of dominant position and unfair search practices. As per the DMA, companies that violate any provision of the law can be fined up to 10% of their annual worldwide revenue.
European Commission appreciated Google's initiative and will keep an eye on the functioning of the modified policy. EU officials claim that this modification will ensure that press websites do not get de-ranked just because they carry third-party content.
It might offer additional safety to European press publications against search rankings that are broadly imposed due to third-party content.
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