Google updates site reputation policy
Google is changing how it enforces its site reputation policy inside the European Economic Area. From August 30, manual actions taken under the policy will have a different effect for searches made in the EEA than for searches made elsewhere.
The policy, introduced in 2024, targets third-party content published on a trusted site purely to borrow that site's ranking strength. Site owners will still be told in Search Console when an action is applied, and can still file a reconsideration request. Eligible sites will also be able to take disputes to mediation after that request.
Because pages are viewed worldwide, a manual action may still be applied to a page while only affecting results shown to users outside the EEA. Google said the adjustment follows discussions with the European Commission, and that it remains concerned an overbroad reading of the DMA could stop it addressing threats to search integrity.
For brands and agencies, the practical effect is that a site reputation penalty now lands differently depending on where the searcher is. Content placed on a trusted domain to win citations or rankings will keep its full penalty for non-EEA audiences, while EEA users may see the page unaffected.
Reported by Google Search Central Blog ↗
Topics: Google Search, Search policy