The site reputation abuse policy from Google has given rise to worries among many publishers, especially freelance writers and those using third-party content. This policy, relevant from 2024, is all about making search rankings reflect the actual merit and authority of a site. Let us now take what publishers need to learn to keep clear of penalties while continuously writing high-quality content.
What Is Site Reputation Abuse?
Site reputation abuse involves third-party content used against the authority and search rankings of a site with original, in-house content. Google is doubtful that the site’s established reputation is giving any boost to third-party content that would fail to rank by itself.
Key Examples:
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Travel site: If a site known for quality travel content starts publishing unrelated content (e.g., gaming) just to gain traffic, it could violate the policy.
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In-house vs. Freelance: Content by in-house experts is usually fine, while content written by freelancers on unrelated topics may trigger concerns.
How to Avoid Violating Google’s Policy:
Ask yourself:
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Has freelance content increased recently?
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Is the content useful and aligned with your site's authority?
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Would the content perform well independently, or does it depend on your site’s reputation?
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Do your readers expect in-house expertise on the topic?
Are Freelance Writers Third Parties?
Google considers freelance writers as third-party contributors. The issue arises when there is a heavy reliance on freelancers to boost content rankings using the site's reputation. Freelance content can be valuable, but balance it with in-house expertise to avoid triggering penalties.
Does Google Favor Staff Writers Over Freelancers?
Google doesn’t penalize freelancers, but content from writers with expertise (whether in-house or freelance) is more likely to rank well. Focus on creating content that serves user intent, not on trying to manipulate rankings.
What Happens if You Violate the Policy?
If your site is found in violation of the policy, you may face a manual penalty. To recover:
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Remove offending content using a noindex tag.
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Move content to a new domain and build its authority separately.
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Rewrite content as in-house first-party content.
Appeal once corrective actions are taken.
Final Thoughts: Focus on User Value
Google’s main goal is to provide users with the best search results. Publishers should focus on creating high-quality, user-focused content rather than attempting to manipulate rankings. By adhering to the site reputation abuse policy, you can maintain your site's authority and improve your search performance.