In 2017, a Google algorithm update that was not confirmed but was nonetheless seismic, known colloquially as “Fred,” completely changed the SEO landscape. Sites with poor-quality content and too many ads were penalized overnight. Though Google did not officially acknowledge “Fred,” his legacy continues. Fred’s core principles will remain relevant even after 2024.
What Is the Google Fred Update?
Google Fred is a series of algorithmic changes that were first observed by March 2017. Barry Schwartz, SEO expert and entrepreneur, named it after Google’s tradition of playful updates (e.g., Panda; Penguin). Fred targeted sites that violated Google Webmaster Guidelines. In particular, it targeted those who put monetization before user value.
Uncover the impact of the 2011 Google algorithm update and its influence on search rankings. Learn more in this detailed analysis
Key Characteristics in Sites Affected by the Fred
- low-value content thin, affiliate heavy articles with minimal uniqueness.
- Overload of Ads: The ads that dominate the above-the-fold area.
- Mobile experience is poor. Slow loading time due to ad scripts.
Why Fred still Matters in 2020
Google’s updates, such as the Helpful Content update or the Page Experience, reflect Fred’s goals. Sites with aggressive ads or weak EEAT (experience and expertise) risk penalties even if Fred doesn’t actively participate.
Historical Impact of Fred: Lessons from 2017
Industries that are most affected by Fred
- affiliate marketing. Sites that have product review spam will lose 50–90% of their traffic.
- Ad-Driven Blogs. Pages with more advertising than content will be deindexed.
- Clickbait portals: The curated list without original analysis has plummeted.
Silent Confirmation of Google
John Mueller, who was later the spokesperson for Google, hinted at “targeted enforcement against sites that violated policies” in line with Fred’s observations.
Identifying a Google Fred Penalty
Fred Penalty: Signs and Symptoms
- Sudden drop in traffic. Sharp declines (check Google Analytics) in organic traffic.
- Keyword Search Ranking Collapse is the loss of ranking for pages with a high amount of ads or affiliates.
- Indexing Google filters out low-quality sites from search results.
Fred Issues Diagnosed with Tools
- Google Search Channel : Check “Coverage report” for excluded Pages
- Competitive Analysis Tools Like Ahrefs/SEMrush. Track keyword ranking and traffic trends.
- WebSpeed Insights. Find out about speed-related issues.
Auditing Your Site for Fred Vulnerabilities
Step 1: Content Quality Assessment
- Screaming Frog is a great tool to help you find content that’s under 500 words.
- Analysis of Affiliate Links: Export URLs that contain excessive links outbound (e.g., ten or more per page).
- Duplicate Content Check: Use Copyscape to identify unoriginal text.
Step 2: Ad Placement Audit
- Above-the-fold analysis. Use browser tools to visualize ad intensity.
- Test Mobile Experience Check mobile pages for annoying pop-ups and sticky ads.
Step 3: Technical SEO Audit
- Core Vitals. Use Lighthouse when assessing LCP FID and CLS.
- Mobile Indexing. Check responsiveness through Google’s “Mobile-Friendly Tool.”.
Fixing Low-Value Content: A Step-by-Step Guide
1. Remove or Merge Thin Text
- Delete Pages that Are Unredeemable remove posts less than 300 words or with more than 80% affiliate links.
- Consolidation of Content: Merge related posts into one guide (e.g., combine 5 thin articles on “Best VPN”).
2. Improve depth and originality in content
- Add Media: Embed videos and podcasts.
- Expert Contributions: Interview industry professionals for unique insights.
- Data-backed updates include recent statistics, surveys, and case studies.
3. Optimise for E-E.A.T
- Author Bios: Highlight credentials (e.g., “John Doe, Certified Financial Planner”).
- Cite reputable sites such as government websites or peer-reviewed articles. Boost Your Website Authority
Resolving Ad Overload: 2024 Best Practices
1. Adopt the Coalition for Better Ads Standards
- Advertisement Types Banned: Avoid flashing banners or pop-ups.
- Ad density
2. Prioritize User experience
- Lazy Loading Ads: Delay ad loading until users scroll.
- Static Ads. Use sparingly. Avoid covering content.
3. Page Speed
- Ad Script Optimizer: Use Asynchronous Loading for Ad Networks.
- CDN Integration: Serve ads via content delivery networks (e.g., Cloudflare).
Technical SEO Adjustments Post-Fred
1. Core Web vitals Optimization
- Largest Compressible Paint (LCP). Compress images while deferring non-critical code.
- (Culative Layout Switch): reserved space for ad-placeholders.
2. Mobile-First Fixes
- Mobile Accelerated Pages (AMP). Implement AMP when you have ad-heavy pages.
- Receptive Design: Verify that ads are resized properly on mobile phones.
3. Enhancing Security
- is a secure version of that encrypts pages.
- Check your ranking on SEO Tools.
Case Studies: Recovering from Fred Penalties
Case Study 1: Affiliate Site Recovery
Problem. Due to 200+ thin affiliated pages, a tech review site lost 70 percent of traffic following Fred.
Solution:
- Merge 100-page guides into 20 comprehensive ones.
- Add video reviews and reduce the number of ads to 2.
- Editor credentials will be added to the “Expert Picks.”.
Result. 60% traffic recovery after 6 months.
Case Study No. 2: News Portal Turnaround
Problem An ad-heavy news website’s homepage suffered from ranking drops.
Solution:
- Remove pop-ups & auto-play video.
- The ads now load slowly, and the native advertising has been switched.
result Core Web Vitals scores improved 40%, rankings restored.
Preventing Future Penalties: E-E-A-T & Beyond
1. Adopt E-E-A-T Principles
- Expert: experienced content creators.
- Keyword research: align content according to user intent.
2. Monitor Algorithm Updates
- Google’s Basic Updates. Track changes like or Page Experience.
- SERP tracker. Use third-party software to correlate traffic.
3. Diversify Traffic Sources
- Check backlinks: Audit your site and get high-quality links.
- social media Repurpose content for YouTube. LinkedIn. TikTok.
FAQs About Google Fred
1. What does the Fred update mean?
The FRED update, which was unconfirmed by Google in 2017, targeted low-quality and ad-laden sites. It’s important to compare it with Google’s main updates.
2. How can I determine if a penalty is due for Fred?
Google Analytics helps you to detect traffic declines, and Google Search Engine can assist with indexing issues. If you want to go deeper, please read our Google Penalty Identification Guide.
3. How can I recover from my Fred penalty?
Yes! Reduce ad-content, improve E.E.A.T., and remove low-value content. Follow our Step-by-Step Recovery Plan.
4. Does Fred affect mobile ranking?
Indirectly, mobile-first indexing will penalize rankings for poor mobile experiences (e.g., ads).
5. How does Fred relate to Helpful Content Update?
Yes. Both prioritize user-centric content. Explore our HCU Survival Guide for tips.
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