# Site reputation and expired domain abuse

> The site reputation policy covers third-party content placed on a host site mainly to exploit its ranking signals; third-party content alone is fine. Since August 2026, such pages in the EEA may be ranked separately instead of getting a manual action. Expired domain abuse repurposes an expired domain for low-value content.

- URL: https://geo.casa/content-structured-data/site-reputation-abuse/
- Reference · Officially documented
- Reviewed: 2026-10-26

## Site reputation policy

> **Officially documented:**
> The policy "applies where third-party content is published on a host site mainly because of that host's already-established ranking signals". Third-party content means content from an entity separate from the host, such as users, freelancers or white-label services. Hosting third-party content alone does not break the policy.
>
> Sources: [Google Search Central: Spam policies for Google web search](https://developers.google.com/search/docs/essentials/spam-policies)

> **Officially documented:**
> Google lists several cases that are not inconsistent with the policy. They include wire and press release services, syndicated news, forums and comment sections, and "Columns, opinion pieces, articles, and other work of an editorial nature". Affiliate links that are treated appropriately are also fine.
>
> Sources: [Google Search Central: Spam policies for Google web search](https://developers.google.com/search/docs/essentials/spam-policies)

When Google reviews a case, it looks at how far the host controls the content. It checks whether design, formatting and quality are consistent with the main site. It also checks whether authorship and editorial responsibility are clear.

## Different enforcement inside the EEA

> **Officially documented:**
> Outside the EEA, pages out of line with the policy may get a manual action. Within the EEA, they "may be categorized as separate from the main domain but won't be subject to the impact of manual action". The different parts of the site can then rank independently, each on its own merits.
>
> Sources: [Google Search Central: Spam policies for Google web search](https://developers.google.com/search/docs/essentials/spam-policies)

> **Officially documented:**
> Google recorded the change on August 28, 2026: "We've adjusted our enforcement approach within the European Economic Area (EEA)."
>
> Sources: [Google Search Central: Latest Google Search documentation updates](https://developers.google.com/search/updates)

Google also lifted earlier manual actions under this policy for EEA results. It states that neither the categorization nor a past manual action is used as a ranking signal.

## Expired domain abuse

> **Officially documented:**
> "Expired domain abuse is where an expired domain name is purchased and repurposed primarily to manipulate search rankings by hosting content that provides little to no value to users." Google's examples include casino-related content on a former elementary school site.
>
> Sources: [Google Search Central: Spam policies for Google web search](https://developers.google.com/search/docs/essentials/spam-policies)

## Why it matters for AI search

Google's spam policies apply to all of Google Search, including generative AI responses ([Google Search AI feature changes](https://geo.casa/ai-search/google-search-changes/)). Placing content on high-authority third-party sites to get into AI answers runs into the same policy as it does for ranking.

## Sources

- [Google Search Central: Spam policies for Google web search](https://developers.google.com/search/docs/essentials/spam-policies)
- [Google Search Central: Latest Google Search documentation updates](https://developers.google.com/search/updates)