Google said it began to enforce its new site reputation abuse policy last night. The policy went into effect on Sunday, May 5th, but Google did not announce it would take action until last night. As a reminder, this should target sites doing what some call “Parasite SEO.”

It seems some large “reputable” sites were hit by this update, including CNN, USA Today, LA Times, Fortune, Daily Mail, Outlook India, TimesUnion, PostandCourier, SFGATE and many more. Google specifically targeted these sites using manual actions, where Google manually took action on these sites and notified them of these actions with a message in Google Search Console. These are not algorithmic actions.

As a reminder, on March 5th, Google released new spam policies and a spam update including scaled content and expired domain abuse. But said the site reputation abuse policy would go live only after May 5th. That date has come and Danny Sullivan, Google’s Search Liaison, said on X yesterday:

It’ll be starting later today. While the policy began yesterday, the enforcement is really kicking off today.

Sullivan later told me on X, “we’re only doing manual actions right now.” “The algorithmic component will indeed come, as we’ve said, but that’s not live yet,” he added.

And it seems Google has already started to drop these sites from showing this type of content. CNN, USA Today, LA Times and others all left those coupon directories open for Google as of last night and then all saw those pages no longer rank in Google Search last night.

I am not seeing a lot of people share screenshots of manual actions but I did spot one site owner say they received this manual action. They posted in the Google Webmaster Help forum saying:

We have a section on the website for brands to promote.

Nofollow attribute is already implemented on these articles which falls under brand category.

Still we got manual action: Site Reputation Abuse for this category.

How to fix that?

Brodie Clark also secured a screenshot of this manual action, here is that screenshot:

Here are examples of sites hit by this site reputation abuse enforcement from last night:

You’re right. I’m seeing the same thing. USA Today, CNN, and LA Times are gone for “subway coupons” and other queries. Sure seems like the update is underway. 🙂 First screenshot is now and second is as of yesterday. pic.twitter.com/f46B5h2ccP

— Glenn Gabe (@glenngabe) May 6, 2024

Here’s another example. The query “uber promos codes” yielded CNN as #2 yesterday and Fortune at #4. Both are now gone. I can’t even find them. Wow. pic.twitter.com/0Oc48ggYeh

— Glenn Gabe (@glenngabe) May 6, 2024

As Glenn wrote, “Google has already released the Kraken.”

Has ‘Vouchergeddon’ begun? I can no longer see the Daily Mail discount code website ranking in the UK for brand and non-branded queries that the Daily Mail was previously ranking for? cc @rustybrick pic.twitter.com/2T8ffmgCFI

— Carl Hendy (@carlhendy) May 7, 2024

Seeing the “parasite” directories from Outlook India, TimesUnion, PostandCourier, and SFGATE completely deindexed from Google right now, to name a few. Note: Post and Courier added a NoIndex tag on all of its pages nested in their parasite directory: @glenngabe @rustybrick

— Vlad Rappoport (@vladrpt) May 7, 2024

This is what the rankings looked like for “Walmart coupon code” during the first half of the day today.

The SERPs are COMPELTELY different now, hours later.

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It’s still early, but it seems like Google is NOT messing around with site reputation abuse. pic.twitter.com/eawsCxUeL4

— Lily Ray 😏 (@lilyraynyc) May 7, 2024

Google has already started taking action for the new site reputation abuse policy 👀👇 See the before/after for many of the most popular “promo code(s)” queries:

* carhartt promo code
* postmates promo code
* samsung promo code
* godaddy promo code

Sites that were ranking… pic.twitter.com/Byw8DZmkQP

— Aleyda Solis 🕊️ (@aleyda) May 7, 2024

Site abuse: Google has confirmed it has taken manual actions.

I took 2,500 of the most popular search queries for discount and voucher codes from the UK and Australian markets. The data was sourced from @semrush. Using these queries, I created a ‘Share of Search’ report for each… pic.twitter.com/00zMCdeW5g

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— Carl Hendy (@carlhendy) May 7, 2024

Good Morning Google Land! Well, we had a pretty exciting end to yesterday as Google released the Kraken with the “Site reputation abuse” update — starting with a flurry of manual actions on some of the most authoritative sites on the web. The manual actions were pattern-based,… pic.twitter.com/xDEpm2sdCE

— Glenn Gabe (@glenngabe) May 7, 2024

Google said it will take action on this policy abuse both algorithmically and through manual actions. Many sites, not all, already removed sections of their sites that would get hit by this penalty prior to Google enforcing it. This includes sites like Forbes coupons, but many many more big brands removed these types of sections on their websites.

As a reminder, site reputation abuse “is when third-party pages are published with little or no first-party oversight or involvement, where the purpose is to manipulate Search rankings by taking advantage of the first-party site’s ranking signals,” Chris Nelson from the Google Search Quality team wrote. This includes sponsored, advertising, partner, or other third-party pages that are typically independent of a host site’s main purpose or produced without close oversight or involvement of the host site, and provide little to no value to users, he explained.

I am not posting the aggregate Google tracking tools because I posted them in my previous story and this is a targeted hit that only impacts sites with that rent out sections of their domain. So this would not hit a huge number of web sites like big algorithmic updates…

If you got hit by this, follow the instructions in the manual action notice you received in Google Search Console. There is also more documentation on this penalty over here.

I am not sure if Google will notify us of when algorithmic action will take place on this policy…

Forum discussion at X.

Google’s John Mueller said again this morning that sites hit by the old September helpful content update or even new core updates can recovery. He said on X and on LinkedIn that it is possible to recover but it is not a simple change you can tweak on your website, but rather it takes a lot of effort, over time, to recover.

John said that not only can you recover but you can grow. He said this morning, “Yes, sites can grow again after being affected by the “HCU” (well, core update now).”

Last week we covered how John said it may just take a lot of time to recover from that helpful content update. This is despite Google telling some people it can take weeks (then said several months) to recover.

I know the helpful content update is no more, it is now a core update. But many were expecting some of those hit by the September helpful content update to recover with the March 2024 core update – but that did not happen.

John Mueller from Google said on LinkedIn, “It’s just that some kinds of changes take a long time to build up, and that applies to all kinds of systems & updates in Google & in any other larger computer system.”

He wrote on LinkedIn fully:

I realize this is from the title of Barry’s post, but to be clear, it’s not that “helpful content update” “recoveries” take longer than other updates. It’s just that some kinds of changes take a long time to build up, and that applies to all kinds of systems & updates in Google & in any other larger computer system. Saying that this is specific to the helpful content system, or to core updates would be wrong & misleading.

There is, however, the additional aspect of the “core update” being about how our systems assess content overall, how we consider it to be helpful, reliable, relevant to users’ queries. This does not map back to a single change that you can make on a website, so – in my experience – it’s not something that a website can just tweak overnight and be done with it. It can require deep analysis to understand how to make a website relevant in a modern world, and significant work to implement those changes — assuming that it’s something that aligns with what the website even wants. These are not “recoveries” in the sense that someone fixes a technical issue and they’re back on track – they are essentially changes in a business’s priorities (and, a business might choose not to do that).

He added on LinkedIn:

making a site more helpful (assuming that’s what you’re aiming for) doesn’t mean you have to add more content. There’s a lot that goes into making a helpful site – content is one part, and more content is not necessarily more helpful. Think about how you use the web.

He also posted this morning on X, “Yes, sites can grow again after being affected by the “HCU” (well, core update now). This isn’t permanent. It can take a lot of work, time, and perhaps update cycles, and/but a different – updated – site will be different in search too.” He added, “Permanent changes are not very useful in a dynamic world, so yes. However, “recover” implies going back to just-as-before, and IMO that is always unrealistic, since the world, user-expectations, and the rest of the web continues to change. It’s never “just-as-before”.”

Here are some of the new posts on this topic from John over the weekend:

Permanent changes are not very useful in a dynamic world, so yes. However, “recover” implies going back to just-as-before, and IMO that is always unrealistic, since the world, user-expectations, and the rest of the web continues to change. It’s never “just-as-before”.

— John 🧀 … 🧀 (@JohnMu) May 6, 2024

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Yes, sites can grow again after being affected by the “HCU” (well, core update now). This isn’t permanent. It can take a lot of work, time, and perhaps update cycles, and/but a different – updated – site will be different in search too.

— John 🧀 … 🧀 (@JohnMu) May 6, 2024

It’s because not all changes require another update cycle. In practice, I’d assume that stronger effects will require another update. Core updates can include many things.

— John 🧀 … 🧀 (@JohnMu) May 4, 2024

(“thresholds” is a simplification for any numbers that need a lot of work and data to be recalculated, reevaluated, reviewed)

— John 🧀 … 🧀 (@JohnMu) May 4, 2024

So keep working on your site and maybe you will recover in the long run?

Forum discussion at X and LinkedIn.

I am deeply sad to report that Mark Irvine passed away unexpectedly last night. Mark was deeply involved in the search marketing community, known as being a brilliant paid search specialist who always spent his time helping others over his long career in the space.

Mark has been in the search marketing industry for well over a decade, seven years at WordStream and the last four or so years at SearchLab. He was always a bright and welcoming smile at industry events, sharing advice with colleagues and friends.

Navah Hopkins worked with Mark for many years and she sent me the following message:

“Do less”

These were the words Mark would always say to me when we worked together. Yet he was incapable of doing less. He brought so much love and care to everything he did.

I was lucky enough to work with Mark directly for about 5 years, and counted him a friend since then. Beyond being a brilliant data scientist and a natural leader, Mark was one of the most human humans I’ve ever known. He understood people at a fundamental level and always made sure others around him could shine.

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Mark would often say that I was his dedicated PR team and even as I’m writing this detailing his accomplishments and his amazing (and all together too short) life, I can hear him laughing that I’m doing it again. Well – tough…just enjoy the love we have for you and sip those heavenly pumpkin spice lattes.

Mark was always put data first behind every major project at WordStream, Navah told me. He was a worldly person who traveled abroad to speak at many events. He was really good at connecting with people abroad. Mark was named the #1 PPC influencer in 2019 and was consistently was on that list year-after-year. PPCHero has recognized him as one of the top PPC Influencers every year since 2015, as did Microsoft and in 2019.

Here is Mark’s bio at SearchLabs.

He leaves behind his partner, Bobby Main and his mother, Virginia Hall.

Here are some early reactions to the sad news of Mark passing:

I can’t believe he’s gone….at least we know he has an eternity of pumpkin spice lattes and Big Brother: Heaven edition to look forward to.

Thank you for the grace and love you brought to all lucky enough to know you @MarkIrvine89. Rest in peace ♥️ pic.twitter.com/lpufASDPaO

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— Navah Hopkins (@navahf) May 3, 2024

Y’all… I can’t even.

It’s impossible to think that we’re going to live in a world without @MarkIrvine89 in it. Infinitely thankful I got to spend the last 4 years working with him and deepening our friendship…

— Greg Gifford (@GregGifford) May 3, 2024

Like many others, just enjoyed time spent with Mark @Pubcon earlier this year.

A brilliant paid search marketer, and a terrific human being, with red wine wit, and caviar personality.

Love you and miss you my friend. https://t.co/ntQzrS7jIg

— Damon Gochneaur (@DamonGochneaur) May 3, 2024

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Just saw Mark at PubCon. Cant believe he’s gone. He was a PPC legend and a friend. 💔 #ppcchat https://t.co/nF0cbQ9U51

— Kirk Williams (@PPCKirk) May 3, 2024

I can’t believe Mark is gone – feels like it was just a few weeks ago that we were all hanging out at PubCon. I can’t believe he’s gone. Mark was always kind & generous in sharing his time and talents with the PPC community, and was a genuinely wonderful person.

Thoughts to… https://t.co/G2IcsbVtCy

— Sam (@DigitalSamIAm) May 3, 2024

I’m still in nothing but shock. You were an amazing person and friend. I’m going to miss you so much. Rest in peace @MarkIrvine89 🥺💔

— Chrissabur (@ChristoferAlec) May 3, 2024

Oh so heavy hearted. Your intellect, wit, and candor were next level and you never ceased to make others smile, laugh, and deeply ponder. You were a pillar of the PPC community. May you rest in peace, @MarkIrvine89 https://t.co/ir2fOqLPOb pic.twitter.com/RRFImGlXfa

— Akvile DeFazio (@AkvileDeFazio) May 3, 2024

I’m so very sorry to see this 😔 RIP @MarkIrvine89 🙏 https://t.co/4tn8R5LbMR

— Aleyda Solis 🕊️ (@aleyda) May 3, 2024

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This is devastating news.

Mark was a truly lovely human and the world is a little less bright without him in it.

Massive hugs to his family and all who knew and loved him. He will be missed. 💔#PPCChat https://t.co/wa3u7EKRo4

— Julie F Bacchini (@NeptuneMoon) May 3, 2024

Really sad to hear the news about Mark. I remember sharing a number of posts from Mark over the years. I never got to meet him in person, but I knew he was a super-sharp paid search professional. Big loss for the industry. https://t.co/orXg1n19fY

— Glenn Gabe (@glenngabe) May 3, 2024

😢😢😢 Heartbreaking. Thoughts are with his family & friends 🙏

— Greg Finn (@gregfinn) May 3, 2024

I am gutted hearing this news. To think we were all together just 2 short months ago. He will always hold a special place in the PPC community, and for everyone he’s interacted with.

You had such a special relationship with Mark, no doubt. Sending you the biggest hug from MN.…

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— Brooke Osmundson (@BrookeOsmundson) May 3, 2024

I’m very sorry to hear this news as well. Mark was a really nice person and a brilliant marketer. My condolences to his family and friends. https://t.co/nRxIekXBGy

— Lily Ray 😏 (@lilyraynyc) May 3, 2024

I am very much so at a loss of words. I met Mark while we spoke together at PubCon. I could feel it, he had a very kind soul. He will be missed. https://t.co/zj1gsdgGFn

— Ben Fisher (@TheSocialDude) May 3, 2024

What a truly wonderful human he was. This is just devastating and so heartbreaking. Sending you a huge hug and support, Navah, and my thoughts are with his family and loved ones.

— Ginny Marvin (@GinnyMarvin) May 3, 2024

Forum discussion at X.