Google has ceased applying manual actions for search engine optimization (SEO) penalties related to ‘site reputation abuse’ within the European Economic Area (EEA) following pressure from the European Commission.
The change, effective August 30, 2026, comes after the European Commission initiated a procedure under the Digital Markets Act (DMA) in November 2025, deeming Google’s policy detrimental to news publishers.
Google began notifying sites in early November 2026 that had previously faced sanctions for ‘site reputation abuse,’ confirming the discontinuation of manual actions in the EEA, according to Search Engine Land reports.
The ‘site reputation abuse’ policy was initially introduced in March 2024 to combat ‘parasite SEO,’ a practice where third-party content uses high-authority websites to achieve better search rankings.
Outside the EEA, manual actions for ‘site reputation abuse’ continue to directly affect search results, as reported by industry experts like Glenn Gabe.
Within the EEA, however, Google may still treat sections of a site engaging in such practices as separate entities for ranking purposes, even without direct manual penalties, according to Barry Schwartz writing for Search Engine Land.
The European Commission welcomed Google’s decision, stating that the original policy unfairly penalized publishers and other businesses.
Google maintains its stance against ‘parasite SEO,’ despite adjusting its enforcement within the European Union’s regulatory framework, according to Reuters.
Thomas Regnier, an SEO consultant, noted that the pressure from the European Commission forced Google to modify a policy it intended to apply globally.
The DMA aims to ensure fair and open digital markets, and the Commission’s intervention underscores its commitment to preventing dominant online platforms from imposing conditions that disadvantage smaller entities or specific industries like news publishing.
Source: Abondance
