Google Ends Site Reputation Abuse Manual Actions in EEA

Google announced that its site reputation abuse manual actions will no longer impact search results within the European Economic Area (EEA) as of August 30, 2026. This policy adjustment is a direct response to an investigation initiated by the European Commission concerning Google's site reputation abuse policy, which prompted Google to modify its systems to prevent enforcement of this policy within the EEA. The change signifies a divergence in how manual actions related to site reputation abuse will be treated for users inside and outside the EEA.

For users located outside the EEA, manual actions under Google's site reputation policy will continue to affect search results for the specific portion of the site deemed problematic, while the remainder of the site will remain unaffected. In contrast, for users within the EEA, the direct impact of these manual actions will be suspended. Google's system will instead treat the affected section of a site, particularly those hosting third-party content through "parasite SEO" strategies, as a separate entity. This means that while the underlying systems for identifying and managing such "parasite SEO" content will remain in place and continue to be treated as distinct from the main site, the specific manual actions associated with site reputation abuse will not be applied in the EEA regions. This approach of segmenting site content for ranking purposes is not a new concept for Google's spam prevention efforts.

A Google spokesperson stated that the company remains committed to addressing "parasite SEO and other deceptive, pay-to-play tactics that degrade search results" and stands by its Site Reputation Policy. The spokesperson further conveyed concern about potential efforts to weaken spam policies but confirmed an agreement to alter the enforcement approach for European users and to clarify policies to address the European Commission's specific concerns. The investigation by the European Commission, which began in March, has led to this significant alteration in Google's search enforcement practices within the EEA, aiming to balance user experience with the company's policy objectives. The policy change is intended to ensure that while deceptive practices are still identified, the enforcement mechanisms are adapted to meet regulatory expectations in the European market.