Expired domain abuse is a Google spam policy, introduced in March 2024, against buying an expired domain and repurposing it mainly to rank low-value content on the strength of its previous owner's reputation. Google confirms it in its spam policies and says using an old domain for a new, original, people-first site is fine. For an auditor, the signal is a mismatch between a domain's history and backlinks and what it publishes now.
What is expired domain abuse?
Expired domain abuse is buying a domain after its registration lapses and using it to host content that would not rank on its own, relying on signals the domain earned under a previous owner. Google added it to its spam policies on 5 March 2024.
Expired domain abuse is where an expired domain name is purchased and repurposed primarily to manipulate search rankings by hosting content that provides little to no value to users.
Google, Spam policies for Google web search, Google Search Central
What does expired domain abuse look like?
Google's spam policies page gives three illustrative examples, each a mismatch between the domain's past and present use:
- Affiliate content on a site previously used by a government agency.
- Commercial medical products sold on a site previously used by a non-profit medical charity.
- Casino-related content on a former elementary school site.
What evidence is there that Google enforces expired domain abuse?
The evidence label is Confirmed. Google announced the policy with the March 2024 spam update, and violations can lead to lower rankings, removal from results or a spam manual action reported in Search Console. The same post frames it as deliberate behaviour rather than an accident, and says these domains are generally not meant to be found other than through search engines.
Google has not published figures on how many expired domain cases it has actioned, and it does not attribute its later spam updates on the Search Status Dashboard to this policy specifically.
Expired domain abuse isn't something people accidentally do.
Google Search Central, What web creators should know about our March 2024 core update and new spam policies, Google Search Central Blog
Can you still use an expired or second-hand domain?
Yes. Google's announcement says reusing an old domain for a new, original site is acceptable. The line is purpose: a business that buys a relevant, memorable name and builds a genuine site on it is fine; buying a domain for its backlinks and filling it with unrelated, low-value pages is not.
A falsifiable test: if you removed every inherited backlink, would you still publish this content on this domain? If the only reason for the domain choice is its link profile, the site fits the policy's description.
It's fine to use an old domain name for a new, original site that's designed to serve people first.
Google Search Central, What web creators should know about our March 2024 core update and new spam policies, Google Search Central Blog
Which Laurelin audit checks test for expired domain abuse?
The new check, inherited backlink profile unrelated to the current site, compares a domain's history and link anchors with what it publishes now. Related existing checks:
- Expired domain or parasite abuse: the broader guardrail this check refines.
- Toxic or spammy backlink profile: inherited links often include spam from the domain's past.
- Unnatural link velocity: repurposed domains often show a history of link spikes and drops.
- Inconsistent entity identity: the site's stated identity may conflict with what the web says the domain is.
- No About page: repurposed domains often lack a clear statement of who now runs the site.
- Redirect to an irrelevant page: bought domains are often redirected into unrelated sites.
What are the key dates for expired domain abuse?
- 2024-03-05: Google announces the expired domain abuse policy (source)
Frequently asked questions about expired domain abuse
Is buying an expired domain against Google's rules?
No. Google says it is fine to use an old domain name for a new, original site designed to serve people first. The violation is repurposing it mainly to rank low-value content on its past reputation.
When did Google introduce the expired domain abuse policy?
Google announced it on 5 March 2024, together with the scaled content abuse and site reputation abuse policies and the March 2024 spam update.