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Download your copy of SEO Trends 2025 and discover what to be hopeful about in a changing search world.
Join us in analyzing 3 case studies that show the importance of driving brand search behavior and engagement, and how to do it in months, instead of years.
Download this guide and learn how to optimize and manage Google Performance Max campaigns, with expert insights and actionable strategies to ensure your campaigns are effective.
Join us in analyzing 3 case studies that show the importance of driving brand search behavior and engagement, and how to do it in months, instead of years.
Join us in analyzing 3 case studies that show the importance of driving brand search behavior and engagement, and how to do it in months, instead of years.
Join us as we dive into exclusive survey data from industry-leading SEOs, digital marketers, content marketers, and more to highlight the top priorities and challenges that will shape the future of search in 2025.
In a recent JavaScript SEO Office Hours, Google’s Martin Splitt was asked to define what constituted cloaking.
Splitt discussed different ways that it was OK for content to be different and still not be considered cloaking.
The publisher asked about the “gray line” between cloaking and not cloaking.
“Can you go into more detail what is considered as cloaking and what’s not? Where’s the gray line?”
Cloaking is showing Google a page of content and showing users a different page of content.
Splitt indicated there are different levels of cloaking where one form is acceptable and another is not.
A gray line is by definition a murky area.
An example can be like dusk, where it’s neither day or night, so what part of dusk is night and what part is day?
There may have been a language issue and what the publisher may have intended was to know is where the line is that can’t be crossed.
Martin Splitt answered:
“Where’s the gray line I can’t do much in terms of giving too much detail for that.
But fundamentally cloaking means misleading the user.
That means if I see a Googlebot is requesting my website and say this website is about kittens and butterflies and then when it’s a user going to that website (instead of Googlebot) having… like an online drugstore or trying to sell knockoff products, so something like that.
That would be very much against the intention of the user and that would not match what we would show in search results if the user searches for cute kitten or something like that.
So that’s very very clearly cloaking.”
Splitt followed up with describing scenarios where showing different content is okay.
This is how Splitt explained it:
“What isn’t cloaking is if my website content is slightly different. Because we all know that with responsive web design we might have slightly different content to begin with.
On a mobile phone I might only load one product instead of ten products… and then have the user click through multiple pages or something like that.
That’s not cloaking. That’s just slightly different content depending on what the browser can do or what the device capabilities are, that is fine.”
That’s great to hear.
I know with forum software publishers are able to assign forum permissions to bots in order to keep them from seeing off-topic sub-forums that exist for social bonding and not for the core topic of the entire forum.
For something like that an admin can restrict non-registered users as well as Google.
That way, the content is the same for Google and non-registered users and never rank in Google at all.
Yet it can still exist for registered users.
So that’s a case that in my opinion should be fine according to how Splitt defines it.
Ultimately the line between cloaking and not cloaking is defined by if a publisher is misleading someone who is searching on Google.
Here’s how Splitt wrapped up his answer:
“If you show slightly different content for Googlebot than for real users like notification or a pop-up that doesn’t show when Googlebot comes in that is mostly fine.
Unless it is like a pop-up that has ninety percent of the content in it and on the actual page it is only an image, then we are again like… uhmmmm… does t hat still fall within like the user sees what the user expects or what we saw as Googlebot?
But generally speaking as long as you’re not misleading the user you’re definitely on the safe side.
What you shouldn’t be doing is you should’t be misleading your user.”
So it could be said that the line between bad cloaking and not cloaking in terms of what will get penalized, as long as you’re not misleading users then having content that is a little different is OK.
Anything that is within reasonable bounds of that is not a problem.

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Press Release – TomMcSherry.com
These SEO strategies focus on comprehensive keyword research to capture user intent, as well as optimising Google Business Profiles to enhance local search results. By implementing multi-location SEO approaches, car rental businesses with several branches …
Car rental companies are increasingly adopting specialised search engine optimisation (SEO) strategies to strengthen their digital presence and reach more potential customers. With high competition in the car rental industry, tailored SEO practices are becoming essential for businesses aiming to improve visibility in search results.
These SEO strategies focus on comprehensive keyword research to capture user intent, as well as optimising Google Business Profiles to enhance local search results. By implementing multi-location SEO approaches, car rental businesses with several branches can reach a wider audience across various regions. Such targeted efforts enable these companies to appear in relevant searches, ultimately driving higher engagement and bookings.
One of the trusted providers in this field is Tom McSherry, whose expertise and services focus on effective SEO for rental car companies. With a deep understanding of the car rental market’s digital requirements, these specialised SEO strategies offer a pathway for car rental businesses to improve their online footprint and stay competitive.
As car rental businesses look to boost their visibility in an evolving digital landscape, industry-specific SEO practices have proven effective in helping them reach customers precisely when they’re needed most. The focus on local and multi-location SEO supports car rental companies in enhancing their presence within the communities they serve, aligning with search trends that prioritise proximity and relevance.
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Google has released a new algorithm update the search company is naming the Google June 2024 Spam Update yesterday, on June 20, 2024. This update does not have anything new specific changes that we are aware of, like some previous updates. Google just wrote, “Today we released the June 2024 spam update. It may take up to 1 week to complete, and we’ll post on the Google Search Status Dashboard when the rollout is done.”
Google did link to its generic spam updates page on its help documentation but that page was no updated with any new details. Google did say on LinkedIn, “It’s a normal spam update, it’s not the algorithmic part of reputation abuse. We’ll inform when that happens.” Also, this is not link related, because Google has separate link spam updates and this was labeled just a “spam update.” Google also confirmed that for me on X.
I will say the early reaction to this update is not positive. I mean, a lot of content creators and SEOs are fed up with Google search quality and these updates. Of course, these Google updates aim at improving overall search quality, while spam updates aim to remove spam that is manipulating those search results.

June 2024 Google Spam Update Quick Facts

Here are the most important things that we know right now in short form:

• Name: Google June 2024 Spam Update
• Launched: June 20, 2024 at about 11:15 am ET
• Rollout: Will take about a week to fully rollout.
• Completed: This update finished on June 27, 2024 at about 12:10 pm ET
• Targets: Sites violating some of the Google search spam policies.
• Does Not Target: This update does not target link spam, it does not target the site reputation abuse policy and some other policies.
• Penalty: It penalizes some of spam techniques that are against Google’s spam policies.
• Global: This is a global update impacting all regions and languages.
• Impact: Google would not tell me what percentage of queries or searches were impacted by this update.
• Recover: If you were hit by this, Google said you should review its spam policies to ensure they are complying with those.
• Refreshes: Google will do periodic refreshes to the spam update. It can take many months to recover, Google said.

Tracking Tools On June 2024 Spam Update

The tools are mostly calm, so it does not seem to be picking up big changes from this update yet. I don’t expect it to, since this is a spam update and not a core update. That being said, some tools have been heated for many days now.
Semrush:

SimilarWeb:

Advanced Web Rankings:

Mozcast:

Accuranker:

Algoroo:

SERPmetrics:

Mangools:

Wincher:

SERPstat:

Cognitive SEO:

Previous Google Spam Updates

Here are the documented previous spam updates:

• June 2021 spam update on June 23, 2021 – one day rollout
• June 2021 spam update on June 28, 2021 – one day rollout
• July 2021 link spam update started on July 26, 2021 and completed 29 days later on August 24, 2021
• November 2021 spam update started on November 3, 2021 and completed 8 days later on November 11, 2021
• October 2022 spam update started on October 19, 2022 and completed 48 hours later on October 21, 2022
• December 2022 link spam update started on December 14, 2022 and completed 19 days later on January 12, 2023
• October 2023 spam update started on October 4, 2023 and completed 15 days later on October 20, 2023
• March 2024 spam update started on March 5, 2024 and completed 15 days later on March 20, 2024

Spam Update Details

Google’s very own spam update help documentation says:

While Google’s automated systems to detect search spam are constantly operating, we occasionally make notable improvements to how they work. When we do, we refer to this as a spam update and share when they happen on our list of Google Search ranking updates.
For example, SpamBrain is our AI-based spam-prevention system. From time-to-time, we improve that system to make it better at spotting spam and to help ensure it catches new types of spam.
Sites that see a change after a spam update should review our spam policies to ensure they are complying with those. Sites that violate our policies may rank lower in results or not appear in results at all. Making changes may help a site improve if our automated systems learn over a period of months that the site complies with our spam policies.
In the case of a link spam update (an update that specifically deals with link spam), making changes might not generate an improvement. This is because when our systems remove the effects spammy links may have, any ranking benefit the links may have previously generated for your site is lost. Any potential ranking benefits generated by those links cannot be regained.

Other Spam Update Information

I do wonder if this spam update caused those indexing issues last night?
Everyone is just a bit feisty right now but here is the confirmation about it not being related to the site reputation abuse and not a link spam update:

It’s not. As I’ve shared before, I have ever confidence that when it is, we’ll share about that. Also, apologies for my original response below, which I’ve deleted but will also screenshot for the context. I know the important work you do (especially because we used to work… pic.twitter.com/xMurvQadlq

— Google SearchLiaison (@searchliaison) June 21, 2024

It’s not. As I’ve shared before, I have ever confidence that when it is, we’ll share about that. Also, apologies for my original response below, which I’ve deleted but will also screenshot for the context. I know the important work you do (especially because we used to work… pic.twitter.com/xMurvQadlq
Forum discussion at X, Black Hat World and WebmasterWorld.
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This work by Search Engine Roundtable is licensed under a Creative Commons Attribution 3.0 United States License. Creative Commons License and YouTube videos under YouTube’s ToS.

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Download your copy of SEO Trends 2025 and discover what to be hopeful about in a changing search world.
Join us in analyzing 3 case studies that show the importance of driving brand search behavior and engagement, and how to do it in months, instead of years.
Download this guide and learn how to optimize and manage Google Performance Max campaigns, with expert insights and actionable strategies to ensure your campaigns are effective.
Join us in analyzing 3 case studies that show the importance of driving brand search behavior and engagement, and how to do it in months, instead of years.
Join us in analyzing 3 case studies that show the importance of driving brand search behavior and engagement, and how to do it in months, instead of years.
Join us as we dive into exclusive survey data from industry-leading SEOs, digital marketers, content marketers, and more to highlight the top priorities and challenges that will shape the future of search in 2025.
Kelsey Jones talks about her 12-year journey as an SEO pro, the good times and the bad, and what she’s learned along the way.
Podcast: Download
Subscribe: Apple Podcast Google Podcasts Spotify
“If there’s anything you want to learn about, but don’t really have the excuse to, you should turn it into a writing assignment.”
Kelsey Jones likes to ask a lot of questions. And that’s a good thing. It’s the sign of an intellectually curious and creative mind.
Asking questions – plus lots of creativity and experimentation – has helped propel this entrepreneur’s career forward.
In this episode of Search Engine Nerds, I’m kicking off a new series of interviews with industry experts and authorities I’m calling Better Know an SEO Pro.
Rather than focusing on tactics and strategies – which Brent Csutoras is already doing brilliantly for Search Engine Nerds – my “Better Know” series will focus on the real-life stories of how prominent figures in our industry got started and have managed to build successful careers.
Hint: it wasn’t by accident. There’s a lot of hard work and challenges along the way.
Kelsey Jones is definitely one SEO professional you need to know.
Today, Jones’ main focus is on her own company, Six Stories, which she founded in 2008. Six Stories focuses on content strategy and development, SEO audits, and social media marketing.
She also is the founder of StoryShout, a company that provides unique news articles targeted to the client’s target audience.
You can also check out Kelsey’s live streaming course, livesocialmediacourse.com.
Jones also speaks regularly at SEO and digital marketing conferences. Some of those events include as Pubcon, State of Search, SEJ Summit, and Digital Olympus.
In addition, as a subject matter expert, Jones has helped create courses on SEO content and website optimization for Digital Marketing Institute, and wrote and revised digital marketing course materials for Grand Canyon University.
She is also the former Executive Editor of Search Engine Journal. She started at SEJ in 2013 as a news writer, and eventually worked her way up to the top role here.
SEJ didn’t have a podcast until she helped develop it some 150 episodes ago. She also raised the bar in a big way on content quality, helped launch SEJ’s webinars, and was a big part of the SEJ Summit events.
During our interview, I took her back over her 12 years in the industry – and even earlier – to revisit her journey, the good times and the bad, and what she’s learned along the way.
You definitely must hear her story about how she played blackjack to survive after she got laid off from a job in 2009. Seriously must hear stuff!
She also talks about breaking a guitar on stage with Rainn Wilson, reveals why she left Search Engine Journal, and offers plenty of tips for aspiring writers, content creators, digital marketers, and conference speakers.
How to connect with Kelsey Jones:
Twitter | LinkedIn | Instagram | Six Stories
Visit our Search Engine Nerds archive to listen to other Search Engine Nerds podcasts!
Image Credits
Featured Image: Paulo Bobita
Danny Goodwin is the former Executive Editor of Search Engine Journal. He formerly was managing editor of Momentology and editor …
Conquer your day with daily search marketing news.
In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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The Trunk has released several stills featuring Gong Yoo and Seo Hyun Jin, providing an insight on how the story will unfold.
The Trunk is an upcoming South Korean series starring the popular actor Gong Yoo alongside Seo Hyun Jin. Ahead of its release, several stills have been released featuring the lead actors and their confusing relationship. As they try to keep up the facade of a marriage, secrets emerge that change the trajectory of their lives. 
On November 13, 2024, the production team of The Trunk released several stills featuring Gong Yoo as Han Jeong Won and Seo Hyun Jin as Noh In Ji. In the images, Han Jeong Won can be seen with a tense expression as his actual relationship is in shambles, and having entered a fake marriage has further caused him turmoil. On the other hand, Noh In Ji adorns a cold expression as she is used to contractual relationships with people, which seems like just another task for her.
However, the two slowly grow closer, and they cannot deny their growing feelings for each other. Nevertheless, they face an imminent problem in the form of a truck that emerges from the lake, which puts them in a vulnerable position. The object unleashes hidden secrets that can lead to dangerous repercussions.
Based on the novel Trunk written by Kim Ryeo Ryeong, the story follows Noh In Ji, an employee for NM, a company specializing in providing spouses for fixed-term, one-year contract marriages. Having just completed her fourth contract, In Ji is matched with her next client, Han Jeong Won, a music producer whose life is marked by lingering pain and loneliness. 
However, when a mysterious trunk is discovered in a lake, unveiling hidden secrets within NM, it pulls them into a suspenseful web of mystery that threatens to shake the very foundation of their relationship.
Directed by Kim Kyu Tae and written by Park Eun Young, the show will be making its premiere on November 29, 2024.

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