Google’s December 2024 Spam Update ended the year with a seismic shift that sent shockwaves through the SEO community. After around a month, whispers of algorithm adjustments and a renewed focus on user experience have circulated amongst industry professionals.
As the dust settles and initial tremors subside, a good question to the community is: have we successfully adapted, or are we still struggling to adapt?
Overview of the December 2024 Spam Update
Here are some quick facts about the Google spam update 2024:
- It’s called “Google December 2024 Spam Update”.
- It was launched on December 19, 2024.
- The rollout was completed on December 26, 2024.
- It was the third spam update following the March and June spam updates.
- It started a day after Google completed the December 2024 core update.
- It targets sites violating some of the Google search spam policies.
- It penalizes some of the spam techniques that are against Google’s spam policies.
- It is a global update affecting all regions and languages.
- Google is tight-lipped about the extent of the impact of this update.
Key Takeaways from Google December 2024 Spam Update
Following the spam update, the search giant issued a clear statement that reads: “Sites that see a change after a spam update should review our spam policies to ensure they are complying with those”.
Google also emphasized, “Making changes may help a site improve if our automated systems learn over a period of months that the site complies with our spam policies.
In the case of a link spam update (an update that specifically deals with link spam), making changes might not generate an improvement. This is because when our systems remove the effects spammy links may have, any ranking benefit the links may have previously generated for your site is lost. Any potential ranking benefits generated by those links cannot be regained.”
Looking closely, Google points out that:
- Google’s Spam Fighters are Always on the Job: Google has sophisticated systems constantly working to identify and block spam in search results.
- Upgrades Happen Regularly: These systems are regularly improved to catch new and evolving spam tactics. These improvements are called “spam updates.”
- Spam Policies Matter: Websites that experience changes after a spam update should carefully review Google’s spam policies.
- Violations Have Consequences: Websites violating these policies may see their search rankings drop or disappear entirely from search results.
- Fixing Issues Can Help: Making necessary changes to comply with Google’s policies can improve a website’s search ranking over time.
- Link Spam Update Caveats: If the update specifically targets link spam, fixing issues may not necessarily improve rankings. This is because the benefits of any previously spammy links are lost and cannot be regained.
Impact on Website Rankings and SEO
Although Google has not publicly detailed the specific spam policies targeted by the spam update, it’s clear that it hit hard and fast. Industry experts observed these SEO implications of Google’s December 2024 Spam Update:
- Increased Focus on User Experience: This update appears to have significantly amplified the importance of user experience (UX) signals. Websites with poor UX, such as slow loading speeds, intrusive ads, and difficult navigation, experienced noticeable ranking drops. This reinforces the need for a mobile-first approach and a focus on providing a seamless and enjoyable user journey.
- Crackdown on Thin Content and Keyword Stuffing: Websites that rely heavily on thin content, such as short, low-quality articles, or those that excessively stuff keywords into their content, faced significant penalties. This emphasizes the need for high-quality, original, and informative content that provides genuine value to users.
- Link Profile Quality Under Scrutiny: The update seems to have placed greater emphasis on the quality and diversity of backlinks. Websites with unnatural or manipulative link profiles, such as those acquired through black hat techniques, experienced significant ranking declines. Building high-quality, organic backlinks from reputable sources remains crucial for SEO success.
- Rise of E-A-T (Expertise, Authoritativeness, Trustworthiness): The December 2024 update appears to have further strengthened the importance of E-A-T. Websites and content creators with established expertise, strong authoritativeness, and high levels of trustworthiness in their respective fields were more likely to maintain or improve their rankings.
- Increased Emphasis on Core Web Vitals: The update seemingly reinforced the importance of Core Web Vitals, a set of metrics that measure user experience on the web. Websites with poor performance in areas like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) may have experienced ranking drops. Optimizing for Core Web Vitals is essential for both user experience and search engine rankings.
Best Practices to Align with Google’s Spam Policies
Following the spam update, the search giant issued a clear statement that reads: “Sites that see a change after a spam update should review our spam policies to ensure they are complying with those”. To ensure your website and content remain in good standing, industry experts urge the SEO community to:
- Focus on User Value and reinforce E-E-A-T
- Prioritize creating high-quality, original, and informative content that genuinely addresses user needs. Avoid thin content, keyword stuffing, and automated content generation.
- Emphasize Expertise, Authoritativeness, and Trustworthiness. Ensure your content is backed by credible sources, written by experts, and presented in a trustworthy manner.
- Optimize for a seamless user experience. This includes fast loading speeds, mobile-friendliness, easy navigation, and minimal intrusive ads.
- Follow Technical SEO Best Practices
- Clean Code: Maintain clean, well-structured code free from errors and vulnerabilities.
- Proper Site Architecture: Implement a logical and user-friendly site structure with clear internal linking.
- Mobile-First Indexing: Ensure your website is fully optimized for mobile devices.
- HTTPS: Use HTTPS to encrypt website traffic and enhance security.
- Ensure Backlink Profile Analysis:
- Disavow Toxic Links: Identify and disavow any low-quality or spammy backlinks that may be negatively impacting your website’s ranking.
- Focus on Natural, High-Quality Links: Earn natural backlinks from reputable and relevant websites through high-quality content, outreach, and influencer marketing.
- Build User Trust
- Clear Privacy Policy: Clearly communicate your website’s data collection and usage practices in a transparent and user-friendly privacy policy.
- Provide clear and accessible contact information for users to reach out with questions or concerns.
- Avoid Deceptive Practices: Refrain from engaging in any deceptive practices, such as cloaking, hidden text, or misleading advertising.
- Stay Informed and Adapt
- Regularly monitor your website’s performance in Google Search Console and address any issues identified.
- Stay informed about the latest Google algorithm updates and adjust your strategies accordingly.
- Keep abreast of the latest SEO best practices and industry trends.
Looking Ahead
The Google December 2024 spam update has undoubtedly shaken things up for many SEO professionals. Google’s search algorithm is complex and subject to frequent updates, which can sometimes feel unpredictable. However, the core principles of SEO remain constant: delivering high-quality content that is both ethical and user-friendly.
Ultimately, SEO success hinges on providing an exceptional user experience. Along with many industry experts, SpeakCite focuses on these three SEO pillars – technical SEO, content quality, and building trust and authority. For sure, Google will send more seismic shifts to the SEO community this year. Work on these areas, and we should find our way around!
