Definition
In SEO, a manual action is a penalty issued by a search engine’s human reviewers—rather than through an automated algorithm—when a website is found to violate that search engine’s quality guidelines. Typically associated with Google Search, a manual action can significantly reduce a site’s visibility in search results or even completely remove it from the index. These penalties are intended to discourage manipulative or deceptive practices such as link schemes, cloaking, thin content, and keyword stuffing. Site owners are notified of manual actions via platforms like Google Search Console and are expected to resolve the issues before submitting a reconsideration request for review.
Is It Still Relevant?
Yes, manual actions remain a critical aspect of search engine optimization even in today’s AI-driven SEO environment. While Google’s algorithms have become more sophisticated at detecting and filtering low-quality content automatically—such as through updates like the Helpful Content Update and SpamBrain—manual actions continue to serve as a remedy for egregious or nuanced violations that algorithms might not yet detect reliably. In fact, in the most recent Google Search documentation and transparency reports, manual actions are still reported as active enforcement methods used in cases of confirmed spam, link manipulation, and deceptive practices.
Recent trends show a decrease in the prevalence of manual actions overall, which suggests that Google’s automated systems are doing a better job of preemptively identifying quality issues. However, when manual actions do occur, their implications remain severe—making them especially relevant for SEO professionals, affiliate marketers, and webmasters alike.
Real-world Context
Manual actions are regularly encountered across various industries and site types. For example:
1. Blog Network Penalty:
A group of travel blogs was using private blog networks (PBNs) to artificially inflate domain authority and rankings. Google’s reviewers issued a manual action for “unnatural links to your site,” and the blogs saw a dramatic drop in organic traffic. The sites were required to dismantle the link schemes and disavow spammy backlinks before submitting a reconsideration request.
2. E-commerce Thin Content:
A fashion retail site duplicated manufacturer descriptions across hundreds of product pages with minimal original content. Google applied a “thin content with little or no added value” manual action. To resolve this, the site increased the quality and uniqueness of its product copy, improved category pages, and added user-generated reviews.
3. Cloaking Penalty:
A financial services website was showing different content to users and search engines—known as cloaking—with the aim to rank for competitive keywords. This led to a manual action for “cloaking and/or sneaky redirects.” The site had to remove the deceptive scripts and update its transparent content strategy before reconsideration was granted.
These real-world cases illustrate how manual actions can impact even well-performing websites, and why proactive compliance with guidelines is essential.
Background
Google first introduced manual actions alongside the Google Webmaster Guidelines in the early 2000s as a way to maintain the integrity of search results. The widespread manipulation of search rankings—through tactics like link farms and hidden text—prompted Google to assign human reviewers to assess and penalize non-compliant websites manually.
The introduction of Google Search Console (formerly Webmaster Tools) in 2006 made it easier for site owners to receive notifications and address manual actions. Since then, the concept has evolved in tandem with algorithmic updates like Google Penguin (which targeted link-based spam) and Panda (which focused on content quality). Manual actions now act as a complementary enforcement mechanism when algorithmic filters fail or require human judgment.
Over time, Google refined its approach, adding predefined categories for manual actions such as “pure spam,” “hacked site,” and “user-generated spam,” among others. This provides clarity to webmasters and encourages remediation.
What to Focus on Today
To avoid manual actions and maintain search visibility, today’s SEO professionals should prioritize the following:
1. Adhere to Google Search Essentials (formerly Webmaster Guidelines):
Ensure your content is original, user-focused, and not created solely to game the algorithm. Avoid link schemes, cloaking, and manipulative redirects.
2. Regular SEO Audits:
Use tools like Screaming Frog, SEMrush, or Ahrefs to audit your site for backlink quality, duplicate content, technical issues, and thin pages. Regular audits help identify risks before they lead to penalties.
3. Monitor Google Search Console:
Set up alerts for manual actions, crawl errors, and security issues. If a manual action is reported, act quickly by identifying the issue, correcting it, and submitting a well-documented reconsideration request.
4. Emphasize E-E-A-T:
Google’s algorithm increasingly values Experience, Expertise, Authoritativeness, and Trustworthiness. Improve author bios, cite reputable sources, and showcase social proof to align with this framework.
5. Disavow Harmful Links (If Necessary):
While Google’s systems often ignore low-quality links, in some cases—especially if you’ve engaged in link-building previously—it may be wise to disavow spammy or unnatural links via Google Search Console.
6. Transparent Reporting for Clients:
If you’re an SEO agency or consultant, include manual action checks in your regular reporting to clients. This builds trust and ensures early actions can be taken if needed.
By staying informed about the ever-evolving landscape of search engine guidelines and committing to ethical SEO practices, marketers can drastically reduce the risk of manual actions and build lasting, search-friendly digital properties.