According to Matt Cutts of Google’s Web Spam team, many websites that have been sending bulk advertising to multiple customers and web portals could find themselves in a hole too deep to climb out of. In fact, the damage that this habitual spamming has produced may be so severe that these organizations may be better served by creating an entirely new website.
In some cases, when a website is guilty of years of bad spamming behavior, the traditional methods of reconsideration requests, inorganic link removal and content reorganization is just not enough. Google has stated that the entirety of the website’s reputation must also be considered, and for long term spammers, if the reputation is poor enough, the path to recovery could take years. Cutts has publicly declared that for some of these organizations, it could be “quite difficult” to repair the damage that years of spam has produced.
Google has been revamping its search engine and examining the websites of many online organizations to help identify sites which are guilty of black hat SEO techniques like spamming and paid links. In the past few years, Google has introduced the Panda and Penguin updates which penalized sites that used illegitimate techniques to elevate their search engine rankings. Many of these sites subsequently received manual penalties from Google and saw their rankings drop significantly.This was also continued in their Hummingbird revision of their search engine. Hummingbird rewarded sites that produced original and valuable content. Besides emphasizing conversational or semantic search, Hummingbird was also the next step in Google’s relentless march towards a high quality internet that provides original and innovative information to users.
A variety of industries have been targeted by Google for long term spamming. The most egregious of these is the payday loans industry, while the pharmaceutical and gambling industries have also received copious amounts of scrutiny. The payday loans industry has been using widespread spamming for many years in order to bolster their search engine rankings.
In response to the renewed emphasis on spamming, SEO experts have suggested that many of these websites are likely to see a faster return to the upper ranks of SERPs by creating an entirely new site rather than attempting to rehabilitate the existing one. Google has stated that there may be so many problems and such a bad reputation associated with a bad site, that it can take years to recover from it.
Not only is this a problem for the primary organization on a website, but it can also negatively impact organizations who are on the website in a peripheral manner. These secondary organizations could see their rankings drop precipitously merely from being strongly associated with the spamming website. This penalty could occur even if they are not guilty of spamming behavior themselves.
In order to limit this, Google recommends that businesses uncouple themselves from misbehaving organizations by eliminating matching affiliate codes, WHOIS information and contact information.