Google Retreats On ‘Parasite SEO’ Crackdown In Europe To Head Off EU Antitrust Fine

Alphabet’s Google said on Friday that it has changed how it enforces its spam rules in Europe, following concerns from EU regulators that the policy could unfairly hurt news publishers and other websites that carry content from commercial partners.

The dispute centers on Google’s policy against “site reputation abuse,” a practice often called “parasite SEO.” It occurs when a third party publishes content on a well-established website primarily to benefit from that site’s strong reputation in Google Search and gain higher rankings than the content might receive on its own.

Google introduced the policy to target arrangements in which outside companies use trusted websites mainly as vehicles for boosting their search visibility.

European regulators, however, raised concerns that Google’s enforcement was too broad. They found that the policy was also reducing the search rankings of legitimate publishers simply because their websites contained material produced with, or supplied by, commercial partners.

Google said that from August 30, manual actions taken under the policy will no longer apply to users in the European Economic Area – the 27 EU states plus Iceland, Norway, and Liechtenstein. The policy remains unchanged everywhere else. The policy does not apply to ZeroHedge, as Google explicitly distinguishes editorial syndication from “site reputation abuse.” This is different from “parasite SEO” where an outside company places unrelated content on a trusted domain in order to exploit that site’s Google ranking strength. And – since Google search algos still hate us with the white hot passion of 1,000 suns, the ‘ranking strength’ aspect would be moot anyway. 

Google has now adjusted its approach in Europe in an effort to address those concerns and avoid a potential antitrust penalty. DMA breaches carry fines of up to 10% of global turnover.

The two sides are describing the same climbdown differently. “We welcome the repeal of this policy, which unfairly penalised publishers and other business users of Google Search,” Commission spokesman Thomas Regnier said, adding that “thanks to the DMA, Google Search will no longer demote press publications solely for hosting third-party content.” Google, for its part, called it an adjustment to “our enforcement approach” – and warned that “an overbroad application of the DMA could prevent us from addressing real threats to the integrity of our search results.”