Google has proposed modifications to its search spam rules as it attempts to resolve concerns raised by European Union regulators under the Digital Markets Act (DMA).
The European Commission has been examining Google’s “site reputation abuse” policy following complaints from publishers who argue that the rules unfairly reduce the visibility of their content in search results. The investigation was opened in November amid concerns that the policy may disadvantage publishers that host third-party commercial content on their websites.(Bloomberg)
The disputed policy targets practices commonly described as “parasite SEO,” where external content providers use the reputation and ranking strength of established websites to improve search visibility. Google maintains that the measures are designed to protect the quality and reliability of search results and prevent manipulation of rankings.
However, EU regulators have expressed concerns that the policy may also affect legitimate business arrangements used by publishers to generate revenue. According to the Commission’s preliminary assessment, the rules can lower the ranking of news and media websites that include content produced through commercial partnerships, potentially reducing traffic and advertising income.
In response to the scrutiny, Google has reportedly submitted proposed adjustments to the policy and is discussing them with the Commission. Interested parties have been invited to provide feedback on the proposed changes before regulators decide on the next steps.
Google said it is cooperating constructively with the EU investigation and reiterated that its priority is to maintain useful search results while limiting deceptive SEO practices.
