Google: Stricter SEO rules for third-party content

Google has tightened the SEO guidelines for third-party content. Content published with the primary aim of benefiting from the ranking of the main page is in breach of these guidelines. All violations are treated equally. Unlike before, Google no longer takes into account the extent to which the site operators are involved in the production of the third-party content. The changes are intended to ensure that useful content has "a fair chance" of being found by the search engine.

Google does not disclose the exact criteria used to identify abusive third-party content. The rules are aimed at individual content that does not fit thematically with the context of the rest of the website. Examples include medical websites that disseminate information on small loans. The search engine informs site operators of policy violations in their Search Console account. They can also request that the content be reviewed there. Google also recommends proactively excluding third-party content from the search index.

Google demarcates thematically independent areas

Google has implemented a recognition mechanism to prevent third-party content from benefiting from the website's ranking. It can recognize areas that are thematically separate from the rest of the website. The search engine algorithm then treats such areas as independent websites. However, the main page is not devalued by the algorithm.

Third-party content includes all content on a website that does not originate from permanent or freelance employees of an operator. However, not all third-party content is covered by Google's policy. Among other things, ad units, affiliate links, advertorials or user-generated content such as forums or comments are excluded.

Google provides information about the specific rule changes in the Google Search Central Blog.

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