There's a new "Google Jail" for independent wikis
A recent Google core update has effectively created a 'Google Jail' for new domains, preventing independent wikis from getting their non-homepage content indexed. This forces new projects to launch on subdomains of established sites, hindering their branding and independence. The discussion highlights the community's frustration with Google's increasing control over web discoverability and the challenges faced by creators of quality content.
The Lowdown
Independent wiki maintainers are sounding the alarm about a significant change in Google's indexing behavior, dubbed 'Google Jail,' which emerged after the March 2024 core update. This phenomenon severely impedes the discoverability of new websites, particularly wikis, by predominantly indexing only their main page.
- The Problem: Since March 2024, approximately 90% of wikis launched on brand new domains fail to have any pages beyond their homepage indexed by Google. This is catastrophic for wikis, which typically rely on deep linking and search traffic for 85% of their readership.
- Impact on Wikis: This issue affects both original content and material migrated from platforms like Fandom, regardless of the new domain's potential ranking or authority relative to competitors. The 'jail' duration is inconsistent, sometimes lasting up to a year, though major game updates can occasionally provide a temporary release.
- Workaround: Critically, subdomains of existing, established domains are unaffected and index successfully. This has led the author to reluctantly host new wikis like Overwatch and Fortnite on subdomains of their 'weirdgloop.org' site, despite aesthetic and branding concerns.
- Strategic Shift: The traditional strategy of moving wikis off Fandom to independent domains is now severely complicated. Organizations like Weird Gloop must now choose between ideal branding (new domain, but in Google Jail), securing a studio-backed subdomain (often difficult), or using a temporary subdomain of an existing authoritative site.
The author hopes to eventually redirect these temporarily hosted subdomains to their intended root domains once they've established Google presence, but is actively seeking data and insights from other webmasters and SEO professionals to better understand and navigate this challenging landscape.
The Gossip
Google's Grip: The Centralization Creep
Many commenters interpret Google's indexing changes as part of a broader trend towards centralization and a 'de-democratization' of the web. The sentiment is that Google is making it increasingly difficult for new or independent content to gain visibility, effectively raising the bar for indexing and stifling smaller players. Some even reference past legal battles against Google's search dominance, suggesting these actions are part of an ongoing pattern.
Fandom's Follies: Ad-Ridden Alternatives
A strong current of discussion revolves around the widely disliked Fandom platform. Users express frustration with its aggressive and intrusive advertising, even noting Fandom's recent blocking of ad-blocker users. This dissatisfaction underscores the desire for independent wiki alternatives and highlights the irony that, despite Fandom's poor user experience, Google's new policies inadvertently strengthen its entrenched position by making it harder for competitors to gain traction.
Domain Dilemmas: Indexing's Intricacies
Commenters also delve into the specifics of the 'Google Jail' phenomenon and its nuances. One user suggests the issue might be less about 'independent wikis' in general and more about new wikis trying to compete with already established, high-authority domains (like Fandom) for similar content. This leads to practical discussions about the necessity of using subdomains of trusted entities as a temporary 'bandaid' solution, even if it compromises ideal branding for the independent projects.