The search giant is targeting links that exploit website reputations to drive traffic, often referred to as “parasitic SEO.”
After numerous complaints from owners of large websites, Google announced in a blog post on November 19 that the company is updating its policies regarding search algorithm manipulation.
Google changes search engine policies. Photo: Bloomberg.
Parasitic SEO, or the abuse of a well-known website’s reputation, involves attaching a high-ranking domain to a smaller website to increase organic traffic. The primary goal of this tactic is to cut advertising costs or steal customers from competing brands.
“We are addressing user feedback about the misuse of reputable websites’ names, which has led to poor search experiences for users. The latest policy update will prevent such behavior. Additionally, website owners found violating the rules will be notified through their Search Console accounts,” said Chris Nelson, a member of Google’s Search Quality team.
For a long time, spam content on search engines has been a persistent issue, becoming increasingly severe in recent years. For smaller or newly established websites, parasitic SEO is one of the simplest methods to gain organic traffic.
Many original domain owners have complained about low-quality websites trying to hijack their reputations by “gaming the system.” This not only impacts search rankings but also damages brand reputation.
Currently, Google is facing a challenging period. In the online search space alone, the rise of short-video platforms, AI chatbot tools, and fierce competition from rivals has significantly reduced Google’s market share. In 2023, the search giant lost 4% of its traffic, according to GS Statcounter.
Additionally, Google faces regulatory pressure from an illegal monopoly lawsuit regarding its search engine and online advertising. Most recently, the U.S. Department of Justice proposed forcing the tech giant to divest its Chrome web browser.
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