Google urges FTC complaints against fraudulent SEO services

Image credit: Search Engine Journal

Google updated its search engine optimization (SEO) guidance Tuesday, encouraging U.S. businesses to report fraudulent SEO services to the Federal Trade Commission (FTC) and cautioning against third-party SEO tools.

The revised guidance marks the first time Google has directly advised businesses to file complaints with the FTC regarding deceptive SEO practices, signaling a more proactive stance against unethical operators in the digital marketing industry.

The updated webpage, titled ‘Do you need an SEO?‘, features about seven changes and is presented in a more concise and readable format, according to the company.

Among the key additions, Google now includes ‘Optimizing for generative AI’ (AEO/GEO services) as a potentially useful SEO service, while simultaneously issuing warnings about the risk of spam associated with such offerings.

A significant portion of the new guidance is dedicated to advising businesses against relying solely on third-party SEO tools. Google recommended that businesses compare recommendations from these tools with its official guidance.

Google reiterated its long-standing warning against SEOs who guarantee top rankings or claim to have special relationships with the search engine giant.

The company clarified that unethical SEOs employing ‘overly aggressive marketing’ tactics or violating Google’s spam policies can negatively impact a website’s presence in its search index.

The move underscores Google’s ongoing efforts to maintain the quality and integrity of its search results by empowering businesses to identify and report deceptive practices.

Source: Search Engine Journal