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。
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。
网站具有哪些排名信号？
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。
[[["易于理解","easyToUnderstand","thumb-up"],["解决了我的问题","solvedMyProblem","thumb-up"],["其他","otherUp","thumb-up"]],[["没有我需要的信息","missingTheInformationINeed","thumb-down"],["太复杂/步骤太多","tooComplicatedTooManySteps","thumb-down"],["内容需要更新","outOfDate","thumb-down"],["翻译问题","translationIssue","thumb-down"],["示例/代码问题","samplesCodeIssue","thumb-down"],["其他","otherDown","thumb-down"]],[],[[["\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."]]
