Insights on Google's March 2024 Update: Enhancements in Link Signals
Discover the latest Google Core Update unveiling four significant improvements in link signals, showcasing the intricate nature of the updated ranking algorithm.
The March 2024 Core Algorithm Update brings changes to Google's Spam Explainer. Here is a breakdown of what was removed and added, and the implications for this update.
Google’s core algorithm update is definitely a major event, with significant changes being made to the core ranking algorithm and other systems.
The shift from a semi-monthly update to a continuous update in the Reviews system was the initial clue that something important was taking place behind the scenes. In my experience, this type of change is typically preceded by an update to Google’s underlying infrastructure, whether at the software level, hardware level, or both concurrently (as observed with Google’s Hummingbird update, which introduced more advanced capabilities).
Google is placing less importance on links.
During last year's Pubcon Austin 2023, Gary Illyes from Google mentioned that links are not among the top 3 important ranking signals.
A recent update to the spam documentation seems to support Illyes' statement as it downplays the importance of 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.”
Content Created For Link Manipulation
The removal of the word “important” may seem ambiguous at first glance. However, when considering Illyes’ statement about links, it becomes clear that there is a deliberate intention behind this change. In my view, the purpose of removing the word “important” is to downplay the significance of links.
There is a new addition to the guidelines regarding links. This addition focuses on creating content specifically for manipulative links. This information is now included in a list of examples of manipulative links.
Here is the description of the new Content and Links signal:
It may not be clear, but the phrase "creating low-value content primarily for the purposes of manipulating linking and ranking signals" seems to refer to a tactic involving paid links. This tactic involves setting up a network of websites to place links on relevant pages. This practice, known as Private Blog Networks (PBNs), is commonly used by those new to SEO.
3. New Signal Related To Outgoing Links
Google is now paying more attention to outgoing links that are used manipulatively. While Google has always penalized websites that sell outgoing links, this is the first time they have specifically mentioned outgoing links as a factor in their algorithm.
Link spam refers to any links that are meant to manipulate rankings in Google Search results. This can include any actions that manipulate links to your site or links going out from your site.
4. New Expired Domains Signal
Some may conclude from today’s announcement that Google is cracking down on expired domains. That interpretation is not entirely accurate.
Google is rolling out a new signal that looks at how domains are being utilized. This signal focuses on detecting any shifts in the way a domain was originally used to its current purpose.
Google refers to this signal as "repurpose."
Expired domain abuse occurs when someone buys an expired domain name and uses it to boost search rankings by posting low-quality content that does not benefit users.
Google's revised guidelines now outline specific criteria for detecting this type of manipulation.
“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
Content about a casino being built on a former elementary school site:
The examples listed above are just a few possibilities, but Google's expired domain signal is interested in more than just those. The main focus is on how the new purpose of a site on an expired domain compares to its previous purpose.
When Changes Are Described Ambiguously
Sometimes, simply keeping the content the same isn't sufficient to avoid detection by the signal. The signal takes into account the intent behind the changes, especially when transitioning from a non-affiliate purpose to an affiliate purpose.
Google has added four new updates to their spam explainer page that focus on link signals. The changes may seem a bit unclear, but they give a general idea of the new signals without providing specific details, which is understandable.
With 25 years of SEO experience, I have analyzed numerous search engine updates. In my opinion, it would be a mistake to ignore the changes just because Google's description of the signals is vague. Those who have a financial interest in maintaining the current system may try to downplay the changes, but ultimately, the decision is yours to make.
There have been additional modifications to the spam document, with a focus on link signals in Google's latest core ranking algorithm.
It's important to note that the March 2024 Core Algorithm Update will not be fully implemented for about a month, so it may be wise to wait before making any adjustments in response to the changes.
Read Google’s updated documentation:
Spam policies for Google web search
Editor's P/S:
The March 2024 Core Algorithm Update brings significant changes to Google's Spam Explainer, emphasizing the reduced importance of links and the introduction of new signals related to manipulative links, outgoing links, and expired domains. While the specifics of these signals remain somewhat ambiguous, it's clear that Google is prioritizing content quality and user experience over traditional link-building tactics. This shift underscores the need for website owners to focus on creating valuable, informative content that genuinely benefits users.
The article's vague language regarding the new signals can be frustrating for SEO professionals seeking specific guidance. However, it's crucial to recognize that Google's intent is to discourage manipulative practices and reward websites that prioritize user satisfaction. By staying abreast of these updates and adapting their strategies accordingly, website owners can ensure their websites remain compliant and continue to rank well in search results.
