Google's New Site Reputation Abuse Policy: Implications for Sponsored Content

How Google’s most recent update could impact your website and sponsored content

Introduction:

In 2024, Google launched the March 2024 Core Update to combat website abuse and improve the quality and helpfulness of search results. This effort included the introduction of the Site Reputation Abuse Policy, impacting how publisher websites can handle sponsored content. 

As Google refines its policy with the November site reputation abuse policy update, publishers need to adhere to Google’s guidelines to maintain search rankings and organic traffic. If you host sponsored content on your website, keep reading. You likely need to update your website to comply with these new guidelines. 

Understanding Site Reputation Abuse: 

The concept of Site Reputation Abuse focuses on preventing websites from exploiting their authority to boost advertiser rankings through misleading content. 

While publishers may not consciously attempt to “take advantage of ranking signals” by hosting sponsored content, they are, in layman's terms – attempting to use their publication’s reputation and authority to bring awareness to an advertiser. 

In an internet age of endless information (and misinformation), Google seeks to distinguish between editorial content and promotional content, such as sponsored content.

Impacts of March 2024 Update:

The March 2024 Core Update flagged blatant offenders of the new policy. Many publishing clients that received Google Search Console violations due to this update hosted an archive of sponsored content starkly contrasting their editorial focus (think “CBD for Pets” or “Best Protein Powder” type blogs on a regional publisher’s site). 

These GSC violations began to trickle into the publishing community in late spring and early summer of 2024. 

The November 2024 Update: 

Now, it seems that Google is getting more specific with its policy and is perhaps dishing out violations to those who are not as blatant offenders but general offenders.

A month after Google's November update announcement, TFD has already observed site reputation abuse violations resurfacing in our clients' Search Console accounts. As Google's updates often take months to roll out fully, we anticipate more violations will emerge.

As we ride the waves of this policy optimization, we advise that your sponsored content abides by the standards of Google’s documentation:

  1. Proper Link Formatting: Implement the rel="sponsored" attribute within the <a> tag for all sponsored content links. This signals to Google that the link doesn't pass on ranking power, differentiating it from editorial links.

  2. Content Segregation: Isolate sponsored content in a dedicated section of your website, like "www.yourwebsite.com/sponsored-content/sponsored-content-title-here" This creates a clear separation between editorial and promotional content.

Conclusion: 

The only certainty in the world of search is change. Equip yourself with the knowledge you need to play the SEO field and implement the practices above to stay in Google’s good graces (well, until the next update).

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