December 2022 Google Link Spam Update: Rollout & Analysis

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Google's first link spam update to use SpamBrain ran December 14, 2022 to January 12, 2023. It neutralized spammy links at scale, and Google said any credit passed by unnatural links would be lost.

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Google announced the December 2022 link spam update on December 14, 2022 in a Search Central blog post, estimating about two weeks to roll out. It actually took 29 days, completing on January 12, 2023, the same day as the December 2022 helpful content update that had been rolling out alongside it. Google's Danny Sullivan explained the delay: "Rollouts can slow or pause when we get into the holiday periods."

It was the first link spam update to lean on SpamBrain, Google's AI-based spam prevention system, for links: Google said SpamBrain can "detect both sites buying links, and sites used for the purpose of passing outgoing links". The update applied to all languages, and Google warned that rankings may change as spammy links are neutralized and "any credit passed by these unnatural links are lost". In other words, links gained through spam were devalued at scale, not just ignored.

Because neutralization removes benefit rather than imposing a penalty, a drop during this window most likely meant a site had been gaining from unnatural links, and there was no manual action to lift. Google's advice was to focus on producing high quality content and improving user experience rather than chasing links, and to make sure affiliate or paid links are properly qualified.

Rollout log

  • Announced via the Google Search Central blog: SpamBrain is deployed against link spam, with an estimated two-week rollout across all languages.

  • Search Engine Land reports the update is still rolling out well past the two-week estimate; Google points to holiday-period slowdowns.

  • Rollout marked complete after 29 days.

Sources

Frequently asked questions

What did the December 2022 link spam update target?

Link spam in all languages. Google used SpamBrain, its AI-based spam prevention system, to detect both sites buying links and sites that exist to pass outgoing links, then neutralized those links so any ranking credit they passed was lost.

When did the December 2022 link spam update finish rolling out?

It started December 14, 2022 and completed January 12, 2023, a 29-day rollout against an announced estimate of about two weeks. Google said rollouts can slow or pause during the holiday periods.

How do I recover from a link spam update?

There is no penalty to lift: the update neutralized unnatural links, so rankings that depended on them dropped. Google's guidance was to focus on high quality content and user experience, earn links naturally, and properly qualify affiliate or paid links.

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Cite this page: Keywords Everywhere, "December 2022 Google Link Spam Update: Rollout & Analysis", last updated 12th Jan 2023, https://keywordseverywhere.com/news/google-algorithm-updates/december-2022-link-spam-update/