Expired domain abuse is a Google spam policy introduced in March 2024. It covers buying an expired domain name and repurposing it mainly to manipulate rankings by hosting content that offers little value to users, for example placing casino or affiliate content on the former domain of a charity, school or government body. Google treats this as spam because searchers may trust the content based on the domain's past.
What the policy targets
The violation is the intent and the outcome: using an old domain's history and links to rank unrelated, low-value pages. Buying an expired domain is not itself prohibited. Using one to launch a genuine business, or acquiring a relevant domain and continuing similar content, is a normal practice.
Due diligence when buying a domain
If you are acquiring a domain for a rebrand or a product, check its history so you are not inheriting problems.
- Look at archived snapshots to see what it used to host
- Check its existing backlink profile for spam patterns
- Verify it in Search Console and check for manual actions
- Plan content that fits your business, not the old site's topic
Example
A rebrand domain with a past
A startup renaming itself to Tallowpine buys the matching .com. Archived snapshots show it once hosted a defunct gaming forum. The team verifies the domain in Search Console, finds no manual action, and launches its normal product site. It does not try to recreate the forum content or redirect old forum URLs to sales pages.
Common mistakes
Redirecting a bought domain to borrow its links
Redirecting an unrelated expired domain into your site for its backlinks is a known manipulation pattern and is unlikely to pass lasting value.
Questions
Buying a relevant domain is not itself against the rules. The issue is using it mainly to manipulate rankings with content that does not serve users.
