Google’s latest spam update, rolled out on December 19, 2024, has left many website owners feeling uneasy about their rankings. If you’re wondering how this update might impact your site and what you can do to safeguard your rankings, you’re not alone.

Every time we here in the office see a major Google update, it's like that scene from Jurassic Park, "Hold on to your butts."  One major rule we recommend when ranking your website higher is to make decisions based on improving user experience - or as Google says "Create helpful, reliable, people-first content."  It will always land you on the positive side of things when it comes to major Google updates. 

However, if you're uneasy about this spam update - lets review some of the major spam policies that you should be aware of and what "not to do"  so that your website can continue to rank well.

Understanding Google's Spam Update

Google’s latest spam update targets low-quality and spammy websites, aiming to clean up search results by penalizing sites that rely on deceptive practices like keyword stuffing, cloaking, or link schemes to boost rankings artificially. As search engines work to prioritize high-quality content, this update further sharpens Google’s algorithms to identify and reduce the presence of such manipulative sites.

With the rise of AI and automated content generation, this update holds even more significance. While AI tools can create vast amounts of content quickly, not all of it meets the standards of quality, relevance, or originality. 

Remember what we mentioned already - does the content you create add value and improve the user experience? Or is it content for content's sake - content that can easily be generated by AI and adds no real value? If so, then you may want to reconsider your approach.

Scaled content abuse refers to the practice of generating large quantities of content that provide little to no value to users, often created with the intention of manipulating search engine rankings. Think of this as, Hey ChatGPT, create 10 articles around the topic web design and push them out to our website every day.  At best, you may end up with repetitive and low-quality content, or at worst, you may fall into the trap of keyword stuffing or AI just taking sections of various related articles and  putting them into one piece of content.  All of this yields the same result - low quality and therefore - low user benefit. 



Don't: Prioritize Quantity Over Quality 

Avoid churning out massive amounts of content with the sole purpose of increasing website volume or targeting keywords. This approach often leads to repetitive, poorly researched, and low-value material that can alienate users and harm your site's credibility. Search engines, including Google, actively penalize sites that use this tactic, viewing it as spammy and manipulative.

Do: Focus on User-Centric, High-Quality Content 

Instead, invest time in creating well-researched, original, and insightful content that truly addresses the needs and interests of your audience. High-quality, user-focused content not only builds trust and engagement but also aligns with search engine guidelines, improving your site's authority and visibility over time. Always aim to provide tangible value in every piece you publish!

Doorway page abuse involves the creation of multiple low-quality pages designed to rank highly for specific search queries. These pages typically redirect visitors to a different destination or offer little to no unique value, serving solely as a means to manipulate search engine results. Doorway pages often appear highly optimized for search engines but fail to provide meaningful content or enhance the user experience.

Don't Create Similar Pages with Little Variation

Avoid creating multiple pages with similar or nearly identical content, solely for the purpose of targeting specific keywords or locations. This tactic often results in thin and unhelpful material that adds no value to users and violates search engine guidelines.

Do: Focus on Creating Relevant and Unique Content Pages

If you feel you can add value with perhaps a localized page or having a page developed to dive into another aspect of a pages content then this could be beneficial. However, make sure each page offers something unique and relevant to your audience. Keep in mind, Google values quality over quantity and rewards sites that prioritize creating valuable content for their users.

Don't Overuse keywords in your content

Avoid using the same keyword or phrase repeatedly throughout your content just to rank higher for that term. This approach not only degrades the user experience but also violates search engine guidelines and can lead to penalties.

Do: Use Keywords Naturally and Sparingly

Instead of forcefully inserting keywords, focus on creating high-quality content (see a common theme here?) that naturally incorporates relevant terms and phrases. Write for people first, not search engines! Remember to use synonyms, variations, and related terms to avoid repetition while still targeting the intended keyword.

Don't Engage in Unnatural Link Building

Avoid participating in any schemes that manipulate the quantity or quality of your site's inbound or outbound links. This includes purchasing links (yes even the "i pay this company for their service to get backlinks but not the actual backlinks....I think), exchanging them with other sites, or artificially creating them using automated tools. Another common practice is PBN's or Private Blog Networks - which are essentially a network of websites created solely for the purpose of linking back to a main site.

Do: Focus on Earning Quality Links Organically

Instead, focus on creating valuable and share-worthy content that naturally earns links from reputable sources. This could include reaching out to other websites for guest blogging opportunities or collaborating with influencers in your industry. Remember, quality over quantity is key when it comes to link building!

While these are most common violations we encounter in the SEO world, they are far from the only ones. Practices such as cloaking, machine-generated traffic, and hidden text and link abuse are also frequently flagged as spam tactics. It’s essential to recognize that any method designed to manipulate search engine rankings artificially is a violation of search quality guidelines.

To maintain a healthy and compliant SEO strategy, familiarize yourself with all potential violations. For a comprehensive list of spam policies and prohibited practices, be sure to visit Google's Spam Policies.

Stay On Google's Good List

Nothing says Christmas quite like the surprise of a Google search algorithm update—and the possibility that your site might be impacted. This article aimed to highlight key issues that could land you on Google’s "naughty list" and offer practical tips to stay in good standing. Google consistently emphasizes the importance of "creating helpful, reliable, people-first content," and that should always be your top priority in SEO. Before making any website changes, ask yourself: Will these improvements enhance the user experience? Do they provide genuinely helpful information for our audience? Avoid the trap of designing content solely for Google’s algorithm and focus on delivering value to your users.

With that being said - Happy Holidays, Happy Ranking, and Happy Google Updates.  If you have any additional questions regarding SEO, check out our SEO services in Massachusetts or you can also check out our Basic SEO Essential Starter Kit Guide >