关于 2024 年 3 月核心更新和新的网络垃圾政策，网站创作者须知的信息
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2024 年 3 月 5 日，星期二
今天，我们宣布了 2024 年 3 月的核心更新。更新旨在减少让人感觉是在吸引点击的内容，显示更多对用户有用的内容，从而提高 Google 搜索的质量。
此外，我们还分享了新的网络垃圾政策，旨在更好地处理可能会对 Google 搜索结果产生负面影响的做法。在这篇博文中，我们将向创作者详细介绍此次更新和网络垃圾政策。
2024 年 3 月的核心更新
2024 年 3 月的核心更新比我们平常的核心更新更为复杂，涉及对多个核心系统的更改。这也标志着我们在认定内容实用性的方式上出现变革。
就像我们使用多个系统来识别可靠信息一样，我们也改进了核心排名系统，利用各种创新信号和方法显示更实用的结果。我们不再需要一个信号或系统来执行此操作，并且我们还添加了新的常见问题解答页面来帮助说明这一变更。
由于这次更新较为复杂，因此可能需要长达一个月的时间才会推出。与常规核心更新相比，排名的波动可能会更大，因为不同的系统会完全更新并相互加强。更新完成后，我们会将相关信息发布到 Google 搜索状态信息中心。
只要创作者们创作的内容令用户满意，就无需针对此次更新采取任何新措施或特殊举措。如果您的排名可能不太理想，我们强烈建议您阅读我们的创作实用、可靠、以用户为中心的内容帮助页面。
新的网络垃圾政策
我们的网络垃圾政策旨在处理可能会对 Google 搜索结果质量产生负面影响的做法。今天，我们宣布推出三项新的网络垃圾政策，以防范越来越常见的不良做法：滥用过期域名、滥用规模化内容和滥用网站声誉。
我们建议内容创作者查看我们的所有网络垃圾政策，确保没有从事此类行为。违反网络垃圾政策的网站可能会在搜索结果中排名较低，或者完全不会显示在搜索结果中。
如果网站受到网络垃圾人工处置措施的影响，网站所有者会通过其注册的 Search Console 账号收到通知，并且可以申请重新考虑处置措施。
除了新的网络垃圾政策之外，今天我们还发布了 2024 年 3 月的网络垃圾更新。
滥用过期域名
滥用过期域名是指购买过期域名并将其重新用于其他用途，主要目的是通过托管对用户几乎或完全没有价值的内容来操纵搜索排名。例如，用户可能会购买某个医疗网站之前使用的域名，然后将该域名重新用于托管低质量的赌场相关内容，期望利用该域名在之前所有者名下的声誉在 Google 搜索中取得成功。
滥用过期域名不是用户不小心的行为，而是希望利用域名以往的声誉，使低价值内容在搜索结果中获得较好排名的一种做法。一般而言，访问者不能通过搜索引擎之外的任何其他方式找到这类网域。对于以用户为中心的全新原创网站，可以使用旧域名。
滥用规模化内容
滥用规模化内容是指生成许多网页，主要目的是操纵搜索排名而不是帮助用户。这种滥用行为通常侧重于制作大量非原创内容，无论其制作方式如何，对用户而言都几乎或完全没有价值。
这项新政策以我们之前关于自动生成的内容的网络垃圾政策为基础，确保我们可以根据需要针对滥用规模化内容采取行动，无论是通过自动化、人工干预还是人工和自动化流程的某种组合方式制作而成的内容，都不例外。
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Google 从网络垃圾的角度看待 AI 内容的方式是否因此发生了变化？
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我们长期以来的网络垃圾政策是，如果使用自动化技术（包括生成式 AI）的主要目的是操纵搜索结果中的排名，则属于网络垃圾。更新后的政策秉承之前的政策，并基于同样的原则。我们对政策进行了扩展，以涵盖更复杂的规模化内容创建方法；在这类方法中，有时并不清楚低质量内容是否完全是通过自动化技术制作的。
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与针对“自动生成的内容”的旧政策以及针对“大规模滥用行为”的更新后政策有何不同？
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我们的新政策旨在帮助人们更清楚地认识到，出于操纵搜索排名的目的而大规模制作内容属于滥用行为，无论是自动化生成还是人工参与其中。
滥用网站声誉
滥用网站声誉是指在几乎没有或完全没有第一方监管或参与的情况下发布第三方网页，其目的是利用第一方网站的排名信号来操纵搜索排名。此类第三方网页包括赞助商网页、广告网页、合作伙伴网页或其他第三方网页，这些网页通常与托管网站的主要目的无关，或者没有托管网站密切监督或参与而制作，并且对用户几乎没有价值。
我们的新政策并没有将所有第三方内容都视为违反相关政策，只有在没有密切监督并且企图操纵 Google 搜索排名的情况下而被托管的内容被视为违规内容。例如，许多发布内容会托管面向常规读者，而不是主要操纵搜索排名的广告内容。此类内容有时称为“原生广告”或“软文广告”，当读者直接通过发布商的网站或通过 Google 的搜索结果找到这些内容时，通常不会感到困惑。不必从 Google 搜索结果中屏蔽这些内容。
我们的网络垃圾政策页面提供了一些说明性示例，说明了哪些是滥用网站声誉情况，哪些不是。您需要从 Google 搜索结果中屏蔽此类内容，以免违反我们的网络垃圾政策。为了让网站所有者有时间针对此次变更做好准备，这项新政策将于 2024 年 5 月 5 日生效。
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网站具有哪些排名信号？
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我们的核心排名系统主要在网页级运行，它会使用各种信号和系统了解如何对各个网页进行排名。我们确实会考虑一些网站级信号。请注意：有些第三方服务会对网站“声誉”或“权威性”打分。这些分数不对应 Google 自己的任何信号，也不来自 Google。
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我的网站上有一些优惠券内容是与第三方合作生成的。这是否被视为网络垃圾？
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许多发布内容都会为读者提供优惠券。读者应清楚地了解发布内容如何获取其优惠券及其运作方式，确保优惠券能为读者提供价值。
如果发布内容积极参与了优惠券版块的制作，则无需从 Google 搜索结果中屏蔽此内容。
主动或密切参与是指托管网站为了向其读者提供独特价值，直接从商家和其他为消费者提供服务的企业那获取优惠券，而非从专门重新分发优惠券的白标服务那获取优惠券，后者的主要目的是操纵搜索排名。
我们制定新政策并不断改进我们的网络垃圾处理系统，不仅仅是为了确保用户能够获得精彩、实用的内容，还为了确保提供实用内容的网站在 Google 搜索中的表现优于垃圾内容发布者。
我们将更新搜索状态信息中心，确认何时完全推出这些政策。此外，在更新结束后，我们还会宣布和发布相关表单，以便用户提供任何具体反馈。
发布者：Chris Nelson，代表 Google 搜索质量团队
进行了几项更新
- 更新于 2024 年 6 月 4 日：扩展了关于优惠券适用区域的常见问题解答篇幅，以详细说明什么是积极参与。
- 更新于 2024 年 4 月 26 日：如果您对这些排名变化有反馈意见，请使用此排名反馈表单告诉我们。
此表单的开放截止日期为 2024 年 5 月 31 日。
您的反馈可以帮助我们在未来的更新中全面改进搜索排名系统。
如未另行说明，那么本页面中的内容已根据知识共享署名 4.0 许可获得了许可，并且代码示例已根据 Apache 2.0 许可获得了许可。有关详情，请参阅 Google 开发者网站政策。Java 是 Oracle 和/或其关联公司的注册商标。
[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."]]
