The Pirate Update

Launched in August 2012, the Pirate Update (also known as the DMCA Penalty) was an algorithm change designed to penalise websites that received a high number of valid copyright removal notices. This update was part of Google’s efforts to combat online piracy and promote legitimate content sources.

 

Fallouts and Highlights from the Update

The Pirate Update caused significant disruption in the world of file-sharing and torrent websites. Many sites that had previously ranked well for queries related to downloadable content, such as movies, music, and software, saw their rankings plummet.

One of the most notable cases was the file-sharing site Filestube, which reportedly lost 96% of its search visibility overnight. Other well-known torrent sites like The Pirate Bay and IsoHunt also saw substantial drops in their search rankings.

The update was generally well-received by content creators and copyright holders, who had long been pushing for stronger action against piracy. The music and film industries, in particular, praised Google’s efforts to demote infringing sites.

However, some critics argued that the update could potentially be abused by competitors filing false DMCA notices. There were also concerns about the impact on legitimate sites that might receive erroneous takedown requests.

Google’s Amit Singhal announced the update in a blog post, stating that sites with high numbers of valid copyright removal notices would appear lower in search results. He emphasised that Google was striking a balance between helping users find legitimate content and respecting the rights of copyright owners.

 

Strategy Evolution

The Pirate Update necessitated several shifts in strategy for affected sites and SEO professionals:

1. Increased focus on ensuring all content was properly licensed or original
2. Greater emphasis on responding promptly and appropriately to DMCA notices
3. More attention to building a positive reputation as a legitimate content provider
4. Development of strategies to highlight original, non-infringing content
5. Shift towards promoting legal alternatives to pirated content

 

For legitimate sites that may have been inadvertently affected, this update highlighted the importance of having a clear process for handling DMCA notices and disputing false claims. It also underscored the need for robust content management systems to ensure all published material was properly licensed.

The update encouraged many sites to pivot towards becoming content aggregators or directories for legitimate sources, rather than hosting potentially infringing material themselves. This led to the rise of streaming service comparison sites and legal content discovery platforms.

For SEO professionals working with media and entertainment clients, the Pirate Update emphasised the importance of promoting official, legitimate sources of content. It also highlighted the need for proactive brand protection strategies to combat piracy and protect search visibility.

Overall, the Pirate Update marked a significant step in Google’s efforts to align its search results with copyright law and promote legitimate content sources. It pushed the digital content industry towards more responsible practices and encouraged the development of legal alternatives to piracy.