Google maintains a Spam Policies page that it regularly updates. While it’s strongly recommended that all webmasters follow these guidelines, there’s more to it than just compliance. After 22 years in the industry, I can confidently say that Google doesn't add anything to that page unless it has a meaningful impact on rankings.
Take March 2012, for example. That’s when Google started issuing manual actions for keyword-rich anchor text, what was then a widely used tactic. A few weeks earlier, Matt Cutts, the head of Google’s Webspam team at the time, hinted at this shift. He said:
“We are trying to level the playing field a bit. All those people doing, for lack of a better word, over-optimization or overly SEO, versus those making great content and great sites.”
The message was clear: keyword-rich links were so influential that they needed to be penalized to keep the algorithm fair. Abusing anchor text was later added to Google’s link spam section.
That context helps us understand a broader truth: Google’s spam updates reveal how search engines really work. These aren’t just rules to avoid penalties; they serve as a roadmap to what the algorithm truly values.
One important takeaway from what Matt Cutts said is that great content on its own is not enough to rank in Google. The algorithm has improved since then, but if you still believe that simply publishing great content without links, mentions, or authority signals is enough, it’s time to rethink that assumption.
Here are a few spam-related signals that are still relevant today, and what they tell us about search engine behavior, Google and beyond.
1. Site Reputation Abuse
Some websites have built such strong authority that they can rank for almost any content, even content copied from others. Many publish “Top 10” or “Best of” lists completely unrelated to their main business, simply to generate ad revenue or insert affiliate links.
What this tells us: Off-page signals still matter. Backlinks, brand references, and social shares help establish authority, and Google relies on them, sometimes more than the content itself to determine rankings.
2. Expired Domain Abuse
Buying expired domains with strong link profiles and publishing new content on them can still produce fast results. These domains often carry over enough domain authority to outrank newer, more relevant sites.
What this tells us: Domain reputation continues to influence search performance. Link equity, trust, and history are important ranking signals.
3. Keyword Stuffing
What was once considered normal SEO (targeting 5%, then 2% keyword density) is now outdated. But in response, some have swung too far the other way ignoring keyword usage entirely.
What this tells us: Keywords still matter, especially in strategic areas like title tags, headers, and body copy. Use them intentionally and naturally, without overdoing it.
4. Link Spam
Many in the SEO world claim that links are obsolete and have been replaced by E-A-T. But when you dig into how to actually improve E-A-T, one of the few tangible, measurable tactics is still earning quality backlinks.
Anchor text, which sparked the 2012 penalties, remains a key factor.
What this tells us: Links are not dead. You don’t have to buy them, just be proactive. Many companies miss opportunities for legitimate backlinks from suppliers, partners, or directories. A simple ask can go a long way.
Why This Applies to All Search Engines
Google’s game-changing move was introducing off-page scoring, such as PageRank, into its algorithm. Previous search engines relied mostly on on-page signals like meta tags, which were easy to manipulate..
Think of it like this: on-page SEO is your résumé. Off-page SEO is your list of references. Anyone can claim they’re the best, but only trusted third parties can back it up.
Any successful future search engine or answer-generation system will need to rely on off-page signals to succeed. There is no other way. These systems do not invent content or information; they crawl existing material and generate answers. Considering that thousands of pages may address the same question, the only effective way to differentiate between them is through off-page factors.
Final Thoughts: What to Focus on Today
In a search landscape shaped by AI and fierce competition, focusing on what’s easy won't give you an edge. Your competitors already have fast, mobile-friendly websites and well-written content, often generated with the help of AI.
Instead, concentrate on what’s hard to replicate:
- Earn backlinks from high-quality, relevant websites.
- Deliver exceptional user experiences. With Google Chrome holding a 66% market share, there’s a good chance user behavior is a ranking signal. Tools like Microsoft Clarity or Hotjar can help you understand how users engage with your content—use that data to refine and optimize the experience.
Success in search today comes down to combining technical SEO, great content, and undeniable authority. Google’s spam playbook just happens to show you how.
About the Author: Wisam Abdulaziz
