Google’s John Mueller has offered advice on handling domains with a negative history.
This topic was discussed in a Google Webmaster Central hangout, where a site owner expressed concern about purchasing a domain previously associated with piracy.
The question asked was:
“We acquired a domain for our brand and later found out it was used for piracy content by a previous owner. The Google transparency report shows numerous issues with the domain. Is there a way to reset this with Google? We have no ties to the former owner and do not host any piracy content. What should we do?”
Mueller replied that the issue typically resolves itself over time.
The resolution depends on the length and severity of the domain’s negative history. A brief period of bad history will naturally fade away, according to Mueller.
However, if the bad history spans over ten years, it may be concerning. Mueller recommends using Archive.org to investigate the domain’s history.
In cases of extensive negative history, site owners might need to consider starting anew with a different domain. For domains with only a short period of poor activity, focusing on regular business operations is advised.
Mueller elaborated:
“This issue will settle down over time. Since your site is new, past issues will diminish gradually. Nevertheless, a domain with significant bad history can be tricky. Examine the domain’s history to determine if it’s problematic or a temporary issue… Decide whether you need to take action or continue focusing on your business. Over time, previous history will naturally fade.”
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