What websites need to check before 30 August
Do you have a website that publishes guest posts, sponsored content, comparison articles, affiliate content or pages created by partners?
So perhaps the problem isn’t what these pages are saying.
The problem may be the reason why they are published on your domain.
Since 2024, Google has been seeking to limit a practice known as site reputation abuse : publishing third-party content on a site that already has strong authority, primarily to capitalise on that reputation and achieve a better ranking in search results. Google for Developers
And Google has just made significant changes to the way this policy is applied within the European Economic Area.
From 30 August 2026, manual actions relating to ‘reputation abuse’ will continue to exist, but their effect will no longer be the same for searches carried out within the EEA as for those carried out elsewhere in the world. Google for Developers
For publishers, affiliates, media organisations and entrepreneurs building their user acquisition strategies with Google, it is therefore essential to understand one key distinction:
Google is not scrapping its policy. It is changing the way certain sanctions apply in Europe.
What is “site reputation abuse”?
Google defines ‘reputation abuse’ as a situation in which third-party content is published on a website primarily because that website already possesses significant ranking signals acquired through its own content. The aim is then to enable the third-party content to rank higher than it would on its own domain. Google for Developers
The principle is quite simple. Let’s imagine a well-known healthcare website.
For ten years, he published:
- medical articles
- educational resources
- analyses produced by its own teams
Google naturally ends up regarding the domain as an important resource for certain topics.
Then a third person arrives and suggests to him:
“We’ll be publishing our ‘Best Online Casinos 2026’ page on your site.”
Why choose this health sector rather than a new website dedicated to casinos?
Because it already has a strong reputation.
This is precisely the sort of situation Google is seeking to combat. Its documentation, in fact, uses a very similar example: a medical website hosting a low-quality third-party advertising page dedicated to the ‘best casinos’. Google for Developers
What’s changing on 30 August 2026
The change announced by Google mainly concerns the effect of manual actions depending on the location of the person carrying out the search.
For users outside the EEA
The way it works remains similar to the approach Google was already using.
If a section of a website is subject to a manual action for site reputation abuse, that part of the site may be directly affected in the results displayed to users outside the European Economic Area.
Google points out that the rest of the site is not automatically affected. Google for Developers
For users located in the EEA
Change is important.
Google states that the impact of the manual action will not apply to results displayed within the EEA.
However, Google will be able to separate the section in question from the rest of the domain within its systems so that it can be gradually assessed on its own merits, regardless of the overall reputation of the site hosting it. Google for Developers
This is probably the most important sentence in the advert.
The fact that manual action has no direct effect in Europe does not mean that the subdomain automatically inherits all the SEO power of the main domain.
Google may well try to disrupt this reputation transfer.
Why does Google make a distinction for Europe?
Google explains that it has changed its approach following discussions with the European Commission regarding the implementation of the Digital Markets Act.
The company says it remains concerned about an overly broad interpretation of the DMA which, it argues, could limit certain measures designed to protect the integrity of Search, whilst noting that the new approach allows it to continue to combat attempts at manipulation. Google for Developers
This development comes against a backdrop of regulatory tensions between Google and the European Union.
In particular, the European Commission fined Google in July 2026 for several breaches of the Digital Markets Act relating to other practices concerning Search and Google Play. This decision is separate from the Site Reputation Abuse policy, but it illustrates the current level of regulatory scrutiny to which Google is subject in Europe. European Digital Strategy
For publishers, the political debate matters less than the operational implications:
European and non-European results may now respond differently to the same manual action.
France: are websites affected?
Yes.
France is part of the European Union and the European Economic Area, which are affected by the approach announced by Google. European Union
A French website may therefore find itself in a rather unusual situation:
a single page may be subject to an action related to ‘site reputation abuse’ in Search Console, but the impact of this action may vary depending on whether the user is searching from within the EEA or from a country outside the EEA. Google for Developers
For websites also targeting:
- the United States
- Canada
- Africa
- Asia
- other markets outside the EEA
Ignoring a manual action on the pretext that ‘it no longer penalises Europe’ would therefore be a very bad idea.
Google will continue to display actions in Search Console
Another key point: manual actions do not disappear.
Google states that owners will continue to be notified in Google Search Console when an action relating to the Site Reputation policy is applied. Google for Developers
This still allows:
- to identify the relevant section
- to fix the problem
- to submit a request for reconsideration
Google also plans, for certain eligible websites and following a request for reconsideration, to offer a mediation process as part of this new European approach. Google for Developers
So even if your audience is predominantly European, A Search Console alert must be taken seriously.
The SEO parasite has not become legal or “authorised” by Google
This is probably the wrong headline that we’ll see doing the rounds:
“Google allows SEO spamming in Europe.”
That would be misleading. The policy still exists.
Google continues to regard as abusive the practice of placing third-party content on a domain primarily to take advantage of its ranking signals. Google for Developers
What has changed is the Procedure for applying the manual action in the European results.
Above all, Google retains the option to treat this section of the site as a separate entity, meaning it does not necessarily benefit from the full reputation of the main domain. Google for Developers
In other words:
you do not automatically gain the SEO benefits of the host domain simply because the manual action no longer affects European search results in the same way.
This does not apply to any third-party content
This is where politics becomes much more interesting for blogs and the media.
Google explicitly states that Publishing third-party content is not, in itself, a breach. Google for Developers
Several perfectly normal practices may continue to exist.
Editorial articles or columns
A media organisation may publish an opinion piece written by an external expert. A blog may feature an analysis produced by a specialist.
A post may feature columnists or guest authors. This type of editorial content is not automatically considered to be site reputation abuse. Google for Developers
Syndicated content
Media organisations may republish or syndicate content from other publications in legitimate contexts.
Google specifically cites press services and news syndication as examples of cases that are not considered abusive by default. Google for Developers
User-generated content
Forums. Comments. Community platforms.
The mere fact that content is user-generated does not mean that it breaches this policy. Google for Developers
Native advertising and advertorials
Even commercial content produced by a third party is not automatically problematic if its genuine purpose is to be shown to the site’s readers rather than to artificially exploit the domain’s ranking. Google for Developers
This distinction is fundamental.
Affiliation is not automatically targeted either
Another important point for content creators and monetised media outlets:
Google does not state that affiliate marketing constitutes website reputation abuse.
Its documentation states that using affiliate links within a page is not automatically a breach of this policy, provided, in particular, that the links are handled correctly. Google for Developers
So the problem is not:
“This page contains an affiliate link.”
The real problem is more that:
“This section exists primarily on this domain because it benefits from the SEO reputation already built up elsewhere on the site.”
This is an extremely important distinction.
Valid example
A blog specialising in coffee publishes:
‘The 7 best coffee grinders we’ve tested’
with:
- real tests
- photos
- methodology
- benefits
- disadvantages
- affiliate links correctly labelled
The content remains consistent with the editorial line.
A much riskier example
A well-known parenting website suddenly posts:
/comparisons/best-casinos-2026
written and managed by an external partner. The subject has almost no connection with the site’s identity.
The only thing that really justifies its presence on the site is:
its SEO power.
This is precisely the sort of scheme that Google wants to prevent.
How can you tell if a section of your website poses a risk?
Here’s the test I recommend. Ask yourself this question:
‘If my domain had no Google authority, would this partner still want to publish this exact page on my site?’
If the answer is clearly ‘no’, we need to take a closer look.
Sign No. 1: a complete departure from your editorial line
Your website is about marketing. Then, suddenly, the following appears:
- casinos
- credits
- insurance
- promo codes
- financial products
without a credible editorial relationship. This is not automatically a breach.
But this is a signal that needs to be investigated.
Sign No. 2: the partner controls the entire section
The content is written by a third party. The pages are selected by them. They are responsible for monetisation.
Your team does almost no editorial work. And yet the whole thing is hosted on your domain.
Sign No. 3: the pages look like another website
A different design. A different tone. Different authors. A different strategy.
Sometimes even an internal search engine or a completely separate infrastructure.
Technically, the content belongs to you. Editorially, it hardly does anymore.
Sign No. 4: your main selling point is your SEO
If a partner explains to you:
“Your domain is very powerful; we can rank quickly on it”,
you should look into this matter immediately.
Sign No. 5: identical content published elsewhere
Google cites as a problematic example third-party content distributed across several websites, primarily for the purpose of improving search rankings. Google for Developers
Are creative websites affected?
Yes, potentially. A designer can spend several years developing their website.
He posts:
- guides
- analyses
- original content
- interviews
- comparisons
- resources
The site eventually gains good authority. Then brands or agencies start to approach us:
“We’ll pay you to host this pre-written article.”
This practice is not automatically problematic. However, the developer must consider:
- who writes
- why the content is published
- what value it brings to its readers
- its connection to the site’s theme
- and especially if the actual objective is editorial or primarily SEO-related
A good editorial partnership must still make sense even without the domain’s Google authority.
VIFLY’s recommendations for creators and publishers
The best approach is not to close your website off to any external partnerships.
That would be going too far. Above all, three levels need to be clarified.
Level 1: Your editorial identity
Specify exactly:
- your topics
- your audiences
- your publication criteria
- your formats
The clearer your editorial identity is, the easier it becomes to spot a page that doesn’t belong on your site.
Level 2: Your business rules
Sponsored content should not be accepted simply because it is paid for.
Ask:
- who writes it
- which validates it
- why it’s of interest to your audience
- which links are present
- what control you retain
Level 3: Your infrastructure
If your creator business relies on organic traffic, you should monitor Search Console regularly.
Alerts of the type Manual Actions are among the few Google signals that warrant immediate action.
Don’t turn your blog into an SEO rental property
This is perhaps the most important message for creators who are starting to rank well.
At first, nobody wants to publish on your site. Then your traffic increases. Your Domain Rating improves.
Your pages are ranking. And suddenly, you receive:
“Hello, we’d like to publish a sponsored article on your website. Budget: €250.”
Then a second one. Then ten.
Money seems easy. But what you’re actually selling isn’t just a page.
You may be starting to let out the reputation you have built up over several years.
This is precisely the kind of economy Google is observing. Your SEO reputation must therefore be managed as an asset.
Not like an unlimited advertising space.
Affiliates: prioritise content that you can stand behind
Affiliate marketing can fit perfectly into an excellent editorial model. But it works best when it follows this approach:
expertise → content → recommendation → affiliation
and not:
Commission available → automatic page creation.
For example, a coach using several booking tools might post:
“I’ve tested five booking solutions for consultants: here’s the one I recommend, depending on your situation.”
It provides:
- an experience
- a comparison
- a contextualised recommendation
This is very different from a page generated solely because an affiliate programme pays €80 per sign-up.
Monetisation comes after the value.
AI SEO does not change this rule
This logic remains valid in generative engines.
In 2026, Google reiterated that its recommendations for AI experiences still rely heavily on SEO fundamentals and on unique, useful and non-generic content. Google for Developers
Artificially creating hundreds of third-party pages to boost visibility in Search and then tweaking them slightly in the hope of being cited by AI is therefore not a sustainable strategy.
The best asset remains:
genuinely recognisable and documented expertise.
This is also why tools such as VIFLY AI should be used to improve the searchability, structure and verification of content, rather than to mass-produce pages without any genuine editorial justification.
LinkHub plays a different role: centralising without attempting to “rank by proxy”
It is also important to distinguish between an editorial website and a centralisation tool.
A VIFLY LinkHub is used to organise:
- links
- content
- offers
- bookings
- resources
- CTA
It is not based on the principle of publishing third-party pages to artificially capitalise on a domain’s SEO authority.
The logic is different:
the creator remains at the centre of their space and uses the page to guide their audience. Vifly
This is exactly the sort of infrastructure that a creator can control without turning their blog into a catalogue of partner pages.
What if your SEO traffic were to turn into business?
Protecting your visibility is only part of the story. If an article generates traffic but never leads to any action, its business impact remains limited.
For a consultant, coach or freelancer, the career path might look like this:
Google → article → trust → offer → booking.
VIFLY Booking enables you to turn this intention into a booking, complete with details of services, availability, payment options and booking tracking. Vifly
The aim, therefore, is not to create more pages solely for Google’s sake. It is to create the best pages, and then link them to a useful action.
Action plan by 30 August
You can audit your website today in under an hour.
1. Open Search Console
Check:
Security and manual actions → Manual actions.
If nothing happens, that’s great.
2. List all your sections containing third-party content
For example:
- guests
- affiliation
- partners
- outsourced comparisons
- sponsored content
- user-generated pages
3. Identify editorial breaks
Ask:
‘Why does this page actually exist on my domain?’
4. Check who owns the content
Who:
- choose a topic
- post
- valid
- monetises
- updates?
5. Check your affiliate links
Affiliate marketing, sponsorship and paid links must be handled appropriately.
6. Look at the markets you’re targeting
If you receive a significant proportion of your traffic from outside the EEA, bear in mind that a manual action may continue to have its normal effect on these searches. Google for Developers
7. Maintain editorial consistency
The simplest rule:
Every page should be able to justify its existence to your audience without using the words ‘SEO’, ‘backlink’ or ‘domain authority’.
If you’re unable to do so, the audit must continue.
Conclusion: Google doesn’t stop you from monetising your authority, but it wants to know who the content really belongs to
The change announced on 28 August may give the impression that Google is radically relaxing its policy in Europe.
That’s not really what’s happening.
From 30 August 2026, a manual action for site reputation abuse will no longer have the same effect on the results displayed within the EEA.
But Google is sticking to its policy. It continues to notify websites.
Above all, it can treat the relevant section as a separate entity so that it no longer automatically benefits from the main domain’s entire reputation. Google for Developers
The best strategy, therefore, is not to test the regulatory limits. It is to keep the question extremely simple:
‘Does this page really deserve to be on my site?’
Your next step
Today, open your website and look for three things:
1. Pages written or controlled by third parties.
2. Content that has almost no connection to your main editorial focus.
3. Pages created mainly because a partner wanted to capitalise on your Google visibility.
If you find any, do not delete them automatically.
Assess their purpose, quality, integration and true value.
Then go back to Search Console and check that there are no manual actions.
Your Google traffic is an asset. So is your editorial reputation.
Don’t sacrifice the former for a few backlinks, at the risk of damaging the latter.
FAQ
What is the ‘reputation abuse’ website?
This is a practice whereby third-party content is published on a website primarily to capitalise on the ranking signals already acquired by that domain. Google for Developers
Does Google allow SEO spamming in Europe?
No. The policy remains in force. Google is only changing the effect of manual actions for users located in the EEA. The sections concerned can still be assessed independently of the rest of the domain. Google for Developers
Are guest posts banned?
No. Google states that articles, opinions, columns and other editorial content produced by third parties do not automatically contravene its policy. Google for Developers
Are affiliate links affected?
The presence of affiliate links does not automatically constitute a breach of the site’s reputation. Google explicitly states that correctly integrated affiliate links may remain compliant. Google for Developers
How can you tell if Google has applied a manual action?
Website owners continue to be kept informed in the report Manual actions from Google Search Console. Google for Developers
Can an action affect only part of the site?
Yes. Google states that an action relating to this policy may affect the relevant part of the site without automatically affecting the entire domain. Google for Developers
When does the change come into effect?
The new system comes into effect 30 August 2026.
Sources
Google Search Central: “Update to the Site Reputation Policy”, 28 August 2026. Main official source. Confirms the change effective from 30 August 2026, the difference between EEA and non-EEA countries, and the continuity of Search Console notifications. Google for Developers
View the official Google announcement
Google Search Central: “Spam Policies for Google Web Search”, updated on 28 August 2026. Official documentation defining the Site Reputation Abuse policy and setting out examples of content that is or is not considered problematic, including affiliate links, editorial articles, syndicated content and legitimate advertorials. Google for Developers
View Google’s anti-spam policies
European Commission: Digital Markets Act / Google, July 2026. Institutional source used solely to provide context regarding the European regulatory environment surrounding Google. The decision cited relates to other breaches of the DMA and does not form the direct basis for the new Site Reputation Abuse policy. European Digital Strategy
Search Engine Land: 28 August 2026. Secondary analysis confirming the operational interpretation: manual ‘Site Reputation Abuse’ actions no longer have a direct effect within the EEA, but Google can still process the section in question independently of the main domain’s authority. Search Engine Land
Google Search Central: optimisation for AI experiences, May 2026. Used to emphasise that SEO fundamentals – unique and useful content – also remain the foundation of Google’s generative experiences.