2024 年 3 月的核心更新和新版垃圾內容政策中，網站創作者須瞭解的事項
透過集合功能整理內容
你可以依據偏好儲存及分類內容。
2024 年 3 月 5 日，星期二
今天我們宣布了 2024 年 3 月的核心更新。更新目的在於減少看起來只是為了吸引點擊的內容，顯示更多對使用者有用的內容，藉此提升 Google 搜尋的品質。此外，我們也分享了新的垃圾內容政策，更妥善地處理可能對 Google 搜尋結果造成不良影響的做法。本文將為創作者詳細說明更新內容和垃圾內容政策。
2024 年 3 月核心更新
2024 年 3 月的核心更新比一般的核心更新更複雜，因為涉及多個核心系統的變更。這也意味著我們認定內容實用性的方式有了重大變革。
如同我們使用多種系統來辨識可靠資訊一樣，我們也強化了核心排名系統，運用多種創新信號和方法顯示更實用的結果。我們不會再透過單一信號或系統執行這項操作，另外，我們也新增新的常見問題頁面來說明這項變更。
由於這次更新相當複雜，最多可能需要 1 個月才會推出。相較於一般核心更新，排名的波動更大，因為不同系統會全面更新並相輔相成。更新完成後，我們會將相關資訊發布到 Google 搜尋狀態資訊主頁。
只要創作者製作的內容令使用者滿意，就不必針對本次更新採取任何行動。如果您網站的排名可能不佳，我們極力建議您閱讀「建立實用、可靠且以使用者為優先的內容」說明頁面。
新版垃圾內容政策
垃圾內容政策旨在處理可能對 Google 搜尋結果品質造成負面影響的做法。今天，我們推出了三種新的垃圾內容政策，因應我們發現越來越普遍的垃圾內容行為：過期的網域濫用行為、大量內容濫用行為，以及網站信譽濫用行為。
我們鼓勵內容創作者詳閱所有垃圾內容政策，確保內容未涉及這類行為。違反 Google 垃圾內容政策的網站在搜尋結果中的排名可能會降低，甚至完全不會顯示在搜尋結果中。
如果受到垃圾內容人工判決處罰影響，網站擁有者會在註冊的 Search Console 帳戶收到通知，並可申請重新考量判決處罰。
除了新垃圾內容政策外，今天我們也發布了 2024 年 3 月的垃圾內容更新。
過期的網域濫用行為
過期的網域濫用行為是指使用者購買過期的網域名稱並用於其他用途，主要目的是藉由代管對使用者幾乎毫無價值的內容來操控搜尋排名。舉例來說，有人可能會購買醫療網站先前使用的網域，並將該網域用於存放劣質的賭場相關內容，而且希望能根據先前擁有的網域信譽，在 Google 搜尋中取得理想排名。
過期的網域濫用行為不是其他人無意間的行為。而是有心人刻意為之，希望藉由使用過去信譽良好的網域名稱，用低價值的內容在 Google 搜尋上獲得良好排名。一般而言，訪客只能透過搜尋引擎找到這些網域。如果是以使用者為優先的全新原創網站，可以使用舊網域名稱。
大量內容濫用行為
大規模內容濫用行為是指產生許多網頁，但主要目的只是操控搜尋排名，而非協助使用者。這種濫用行為通常著重於製作大量的非原創內容，無論內容由何種方式製作，對使用者而言都幾乎毫無價值。
這項新政策是以我們先前針對自動產生的內容制定而成的垃圾內容政策為基礎，確保我們能對大量內容濫用行為的內容做出處置，無論是藉由自動化、人工作業，還是兩者並用。
-
Google 從垃圾內容的角度檢視 AI 內容的方式，是否有所變化？
-
根據我們長久以來的垃圾內容政策，如果運用生成式 AI 等自動化技術是為了操控搜尋結果排名，則亦屬垃圾內容。新版政策秉持之前的政策與原則。如今，我們已擴充政策，涵蓋更複雜的大規模內容創作方式，在這些方法中，有時無法明確指出，低品質內容是否純粹是透過自動化技術製作。
-
針對「自動產生的內容」的舊政策，以及針對「大規模濫用行為」更新的政策，兩者有何不同？
-
我們的新政策旨在協助使用者更清楚瞭解，出於操控搜尋排名目的而大規模製作內容，就屬於大規模濫用行為，不論內容是自動或手動產生。
網站信譽濫用行為
網站信譽濫用行為是指發布第三方網頁時，幾乎或完全沒有任何第一方監督或參與，目的是利用第一方網站的排名信號操縱搜尋排名。這類第三方網頁包括贊助商廣告、廣告、合作夥伴或其他第三方網頁。這類頁面通常與代管網站的主要用途無關，或製作過程未受到代管網站密切監督或參與，而且對使用者來說完全或幾乎沒有價值。
我們的新政策沒有將所有第三方內容都視為違規內容，只有受託管內容是在未受密切監督，且試圖操縱 Google 搜尋排名，才視為濫用行為。舉例來說，許多出版品代管了廣告內容，目的是提供給一般讀者，而不是為了操控 Google 搜尋排名。有時這種內容稱為「原生廣告」或「軟文廣告」，當一般讀者直接在發布商網站或從 Google 搜尋結果找到這些內容時，通常不會感到困惑。因此，不必在 Google 搜尋中封鎖這類內容。
我們的垃圾內容政策頁面列舉幾個示例，說明何者屬於/不屬於網站信譽濫用行為。這類內容必須在 Google 搜尋中封鎖，以免違反垃圾內容政策。為了讓網站擁有者有時間針對這項異動做好準備，這項新政策將於 2024 年 5 月 5 日起生效。
-
網站有哪些排名信號？
-
我們的核心排名系統主要是針對網頁層級運作，並採用多種信號和系統來瞭解個別網頁的排名方式。不過，我們也會將某些全網站信號納入評估。請注意，某些第三方服務會提供網站的「信譽」或「權威推薦」分數，這兩者與任何 Google 本身的信號或 Google 無關。
-
我的網站上有一些與第三方合作提供的優待券內容。這是否屬於垃圾內容？
-
許多出版品會為讀者代管優待券專區。讀者應清楚瞭解出版品如何取得優待券及其運作方式，確保優待券能為讀者提供價值。
如果出版品積極參與優待券專區的製作，就不需要在 Google 搜尋中封鎖這類內容。「主動或密切參與」是指代管網站為了向讀者提供獨特價值，直接從商家和其他為讀者提供服務的公司取得優待券，而非從專門分送優待券的白標服務取得，後者的主要目的是操控搜尋排名。
之所以制定新政策，並持續改良杜絕垃圾內容的措施，不只是為了確保使用者獲得優質實用的內容，也是為了確保提供實用內容的網站，在 Google 搜尋中的排名高於垃圾內容發布者。
我們會更新搜尋狀態資訊主頁，讓使用者確認推出作業何時完成。在更新結束後，我們也會公告及開放表單，方便使用者提供具體意見。
發文者：Google 搜尋品質團隊代表 Chris Nelson
更新
- 2024 年 6 月 4 日更新：擴展了「優待券區域常見問題」的內容，進一步說明積極參與的意義。
- 2024 年 4 月 26 日更新：如果您曾為這些排名變更提供意見，請使用這份排名意見回饋表單與我們分享。這份表單的截止日期為 2024 年 5 月 31 日。
您的寶貴意見可協助我們透過日後的更新，找出強化搜尋排名系統的方式。
除非另有註明，否則本頁面中的內容是採用創用 CC 姓名標示 4.0 授權，程式碼範例則為阿帕契 2.0 授權。詳情請參閱《Google Developers 網站政策》。Java 是 Oracle 和/或其關聯企業的註冊商標。
[null,null,[],[[["\u003cp\u003eGoogle's March 2024 core update aims to prioritize helpful content and diminish clickbait, using complex systems and a variety of signals to assess content quality.\u003c/p\u003e\n"],["\u003cp\u003eThree new spam policies target expired domain abuse, scaled content abuse (including manipulative AI-generated content), and site reputation abuse for improved search results.\u003c/p\u003e\n"],["\u003cp\u003eGoogle emphasizes that content creators focusing on people-first, helpful content needn't take specific actions for the update, while those experiencing ranking drops are advised to review Google's content guidelines.\u003c/p\u003e\n"],["\u003cp\u003eThe rollout of these changes will be gradual, taking up to a month, with potential ranking fluctuations, and site owners affected by spam actions will be notified via Search Console.\u003c/p\u003e\n"],["\u003cp\u003eContent creators are encouraged to familiarize themselves with Google's spam policies to ensure compliance and avoid negative impacts on search ranking.\u003c/p\u003e\n"]]],["Google announced the March 2024 core update, a complex change to improve search quality by prioritizing helpful content and reducing click-bait. New spam policies were introduced to combat expired domain, scaled content, and site reputation abuse. These policies address manipulative practices, including using automation or human effort to rank higher. The update will take about a month to roll out, and site owners violating spam policies may be penalized. Site owners can use a feedback form until May 31st, 2024 to give feedback.\n"],null,["# What web creators should know about our March 2024 core update and new spam policies\n\nTuesday, March 5, 2024\n\n\nToday we [announced](https://blog.google/products/search/google-search-update-march-2024)\nthe March 2024 core update. This is designed to improve the quality of Search by showing less\ncontent that feels like it was made to attract clicks, and more content that people find useful.\nWe also shared that we have new [spam policies](/search/docs/essentials/spam-policies)\nto better handle the practices that can negatively impact Google's search results. In this post,\nwe'll go into more detail for creators about both the update and the spam policies.\n\nOur March 2024 core update\n--------------------------\n\n\nThe March 2024 core update is a more complex update than our usual [core updates](/search/updates/core-updates),\ninvolving changes to multiple core systems. It also marks an evolution in how we identify the\nhelpfulness of content.\n\n\nJust as we use [multiple systems to identify reliable information](/search/docs/appearance/ranking-systems-guide#reliable-information-systems),\nwe have enhanced our core ranking systems to show more helpful results using a variety of\ninnovative signals and approaches. There's no longer one signal or system used to do this, and\nwe've also added a [new FAQ page](/search/help/helpful-content-faq) to\nhelp explain this change.\n\n\nAs this is a complex update, the rollout may take up to a month. It's likely there will be more\nfluctuations in rankings than with a regular core update, as different systems get fully updated\nand reinforce each other. We'll post to our [Google Search Status Dashboard](https://status.search.google.com/)\nwhen the update is finished.\n\n\nThere's nothing new or special that creators need to do for this update as long as they've been\nmaking satisfying content meant for people. For those that might not be ranking as well, we\nstrongly encourage reading our [creating helpful, reliable, people-first content](/search/help/helpful-content-faq)\nhelp page.\n\nOur new spam policies\n---------------------\n\n\nOur [spam policies](/search/docs/essentials/spam-policies) are designed to address\npractices that can negatively impact the quality of Google's search results. Today, we're\nannouncing three new spam policies against bad practices we've seen grow in popularity: expired\ndomain abuse, scaled content abuse, and site reputation abuse.\n\n\nWe encourage content creators to review all of our spam policies and ensure they aren't engaging\nin such practices. Sites that violate our spam policies may rank lower in results or not appear in\nresults at all. If affected by a [spam manual action](https://support.google.com/webmasters/answer/9044175),\nsite owners will receive a notice through their registered [Search Console](https://search.google.com/search-console/about)\naccount and can apply to have the action [reconsidered](https://support.google.com/webmasters/answer/9044175).\n\n\nAlong with our new spam policies, we are also launching the March 2024\n[spam update](/search/updates/spam-updates) today.\n\n### Expired domain abuse\n\n\n[Expired domain abuse](/search/docs/essentials/spam-policies#expired-domains) is where\nan expired domain name is purchased and repurposed primarily to manipulate Search rankings by\nhosting content that provides little to no value to users. For example, someone might purchase a\ndomain previously used by a medical site and repurpose that to host low quality casino-related\ncontent, hoping to be successful in Search based on the domain's reputation from a previous\nownership.\n\n\nExpired domain abuse isn't something people accidentally do. It's a practice employed by people\nwho hope to rank well in Search with low-value content by using the past reputation of a domain\nname. These domains are generally not intended for visitors to find them in any other way but\nthrough search engines. It's fine to use an old domain name for a new, original site that's\ndesigned to serve people first.\n\n### Scaled content abuse\n\n\n[Scaled content abuse](/search/docs/essentials/spam-policies#scaled-content) is when\nmany pages are generated for the primary purpose of manipulating Search rankings and not helping\nusers. This abusive practice is typically focused on creating large amounts of unoriginal\ncontent that provides little to no value to users, no matter how it's created.\n\n\nThis new policy builds on our previous spam policy about automatically-generated content, ensuring\nthat we can take action on scaled content abuse as needed, no matter whether content is produced\nthrough automation, human efforts, or some combination of human and automated processes.\n\n\n#### Is this a change in how Google views AI content in terms of spam?\n\n\n:\n Our long-standing spam policy has been that use of automation, including generative AI, is\n spam if the primary purpose is manipulating ranking in Search results. The updated policy is in\n the same spirit of our previous policy and based on the same principle. It's been expanded to\n account for more sophisticated scaled content creation methods where it isn't always clear whether\n low quality content was created purely through automation.\n\n\n#### What's different from the old policy against \"automatically-generated\ncontent\" and the updated policy against \"scaled abuse\"?\n\n\n:\n Our new policy is meant to help people focus more clearly on the idea that\n producing content at scale is abusive if done for the purpose of manipulating search rankings\n and that this applies whether automation or humans are involved.\n\n### Site reputation abuse\n\n\n[Site reputation abuse](/search/docs/essentials/spam-policies#site-reputation) is when\nthird-party pages are published with little or no first-party oversight or involvement, where the\npurpose is to manipulate Search rankings by taking advantage of the first-party site's ranking\nsignals. Such third-party pages include sponsored, advertising, partner, or other third-party\npages that are typically independent of a host site's main purpose or produced without close\noversight or involvement of the host site, and provide little to no value to users.\n\n\nOur new policy doesn't consider all third-party content to be a violation, only that which is\nhosted without close oversight and which is intended to manipulate Search rankings. For example,\nmany publications host advertising content that is intended for their regular readers, rather than\nto primarily manipulate Search rankings. Sometimes called \"native advertising\" or \"advertorial\",\nthis kind of content typically wouldn't confuse regular readers of the publication when they find\nit on the publisher's site directly or when arriving at it from Google's search results. It doesn't\nhave to be [blocked from Google Search](/search/docs/crawling-indexing/control-what-you-share).\n\n\nOur [spam policies page](/search/docs/essentials/spam-policies#site-reputation) lists\nsome illustrative examples of what is and isn't site reputation abuse. Such content needs to be\n[blocked from Google Search](/search/docs/crawling-indexing/control-what-you-share)\nto avoid violating our spam policies. To allow time for site owners to prepare for this change,\nthis new policy will take effect starting May 5, 2024.\n\n\n#### What ranking signals does a site have?\n\n\n:\n Our core ranking systems are primarily designed to work on the page level, using a variety of\n signals and systems to understand how to rank individual pages. We do have some site-wide signals\n that are also considered. Please note: some third-party services provide \"reputation\" or \"authority\"\n scores for sites. These don't correspond to any of Google's own signals nor come from Google.\n\n\n#### My site has a coupon area that we produce in part by working with a third party. Is\nthis considered spam?\n\n\n:\n Many publications host coupons for their readers. Readers should clearly understand how the\n publication sources its coupons and how it works to\n ensure that the coupons provide value to readers.\n\n If the publication is actively involved in\n the production of the coupon area, there's no need to [block this content from Google Search](/search/docs/crawling-indexing/control-what-you-share).\n Active or close involvement is when the hosting site is providing unique value to\n its readers by directly sourcing coupons from merchants and other businesses that serve\n consumers, not from white-label services that focus on redistributing coupons with the\n primary purpose of manipulating search rankings.\n\n\nOur goal with our new policies and our constant improvements to our spam fighting systems is not\njust to ensure that users get great, helpful content. It's also to ensure those producing helpful\ncontent are succeeding in Search ahead of those who engage in spam.\n\n\nWe'll update the [Search Status Dashboard](https://status.search.google.com/)\nto confirm when the rollouts are complete. We'll also announce and open up a form after the update\nhas concluded for any specific feedback people might have.\n\nPosted by [Chris Nelson](/search/blog/authors/chris-nelson) on\nbehalf of the Google Search Quality team\n\n*** ** * ** ***\n\nUpdates\n-------\n\n- **Update on June 4, 2024** : Expanded on the [FAQ about coupon areas](#coupons) to explain more about what active involvement means.\n- **Update on April 26, 2024** : If you have input on these ranking changes, use this [ranking feedback form](https://docs.google.com/forms/d/e/1FAIpQLSf76Nm3Xsd5NoOPzFajem2sIdwgeewlqAH7XknhycaqP6myRA/viewform) to let us know. This form will remain open until May 31, 2024. Your feedback may help us find ways to improve our search ranking systems generally through future updates."]]
