When we encounter terms like "Spam Score," it can trigger anxiety.
I know I was wrecked when a website I had been working on for a while reported a spam score of 36 out of 100.
However, understanding these metrics provides valuable opportunities to enhance your site's trustworthiness and search visibility.
It turns out that my site was fine, I had just made some silly mistakes along the way that had contributed to the spam score being unnecessarily high.
Your Spam Score is an arbitrary number determined by Moz when they do a Domain analysis on your website domain name. The report gives three helpful numbers. One is your DA (Domain Authority), another is your PA (Page Authority), and the third is your Spam Score.
The Spam Score is simply Moz saying "Hey, sites that Google has penalised in the past for being spammy looked like this, and yours might look a little like that too."
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In this article, I'll walk you through Moz's 27 spam signals and show you how to transform potential red flags into positive trust indicators.
Moz's Spam Score identifies the percentage of sites with similar characteristics that have been penalised by Google. Rather than viewing these as accusations, consider them diagnostic tools that highlight areas for improvement.
The 27 Spam Signals and How to Address Them
Site Structure and Technical Elements
1. Low number of pages found
While having few pages (on your website) isn't inherently problematic, it correlates with spam sites. Consider expanding your content strategically with valuable resources, guides, or a blog that addresses your audience's needs.
2. TLD correlated with spam domains
If possible, opt for trusted TLDs like .com, .org, .net, or country-specific domains like .com.au rather than newer TLDs that have been abused by spammers (.download, .stream, .win, .biz).
3. Domain name length
Choose concise, memorable domain names that reflect your brand. Excessively long domains can appear suspicious to both users and algorithms.
4. Domain name contains numerals
When possible, avoid using numbers in your domain name as they're common in automatically generated spam domains. Look at recent spam emails you've received and they're often from reputablecompanyname3.com
5-7. Presence of modern web technologies
Implementing Google Font API, Google Tag Manager, and Doubleclick Ads (if appropriate for your site) signals that you're investing in user experience and professional site management.
I had actually not used any of these tags (for page load efficiency) on a recent website build and didn't realise that it was actually hurting me.
Contact Information and Verification
8. Phone number present
Including a legitimate contact number builds trust with both visitors and search engines. It demonstrates accountability and accessibility.
9. Links to LinkedIn
Connecting your website to professional profiles validates your business's legitimacy. Consider adding LinkedIn profile links for key team members or your company page.
10. Email address present
Providing a contact email (preferably with your domain rather than free services) shows transparency and willingness to communicate.
Put these contact details in the footer and on your contact page.
Security and Best Practices
11. Defaults to HTTPS
Secure your site with SSL certification. This fundamental security measure protects user data and has become a standard trust signal.
12. Use of meta keywords
This outdated practice correlates with spam. Focus instead on comprehensive meta descriptions and well-crafted title tags.
13. Visit rank
While you can't directly manipulate visit metrics, increasing genuine traffic through quality content and promotion helps distinguish your site from low-traffic spam domains.
Technical SEO Elements
14. Rel canonical
Use canonical tags appropriately to manage duplicate content, but avoid manipulative practices like pointing to unrelated domains.
15-17. Meta element lengths
Craft title elements (50-60 characters), meta descriptions (120-155 characters), and avoid meta keywords altogether for optimal SEO practices.
18. Browser icon
A custom favicon enhances brand recognition and shows attention to detail—a simple but effective trust signal. I always chuckle when I visit a website and the default Squarespace 📦 favicon is in the browser window or tab title.
19. Facebook pixel
Implementing tracking pixels demonstrates sophisticated marketing practices and integration with established platforms. Another tag I'd avoided and have since implemented.
Link Profile and Content
20-22. Link patterns
Maintain natural linking patterns—neither excessive nor nonexistent. Aim for a balanced ratio of external links to content, and diversify the domains you link to when appropriate.
Domain Name Characteristics
23-24. Domain name composition
Avoid domains with unusual vowel/consonant patterns or multiple hyphens which often characterise spam domains.
25. URL length
Create clean, descriptive URLs of moderate length. Overly long URLs with excessive parameters can appear suspicious.
26-27. Content quality signals
Avoid using "poison words" associated with typical spam topics, and don't manipulate anchor text with high-CPC keywords unrelated to your content. I'm not going to use any, but you can use your imagination and think about the pills that spammers are often selling, the services they're offering, or the products they'd claim to be legitimate.
Understanding how these signals work alongside Domain Authority (DA) and Page Authority (PA) provides a comprehensive view of your site's health. These metrics help search engines and answer engines determine whether to trust your website.
Practical Steps You Can Take
- Conduct a full site audit using your own tools - or ask me - to identify which spam signals might be affecting your site
- Prioritise fixes based on ease of implementation and potential impact
- Document improvements to track progress over time
- Focus on user experience first—many spam signals disappear naturally when you build with users in mind
- Maintain consistency in your improvement efforts, as trust builds over time
Rather than seeing Moz's spam signals as threats, view them as opportunities to strengthen your website's foundation. By systematically addressing these areas, you're not just avoiding penalties—you're actively building a more trustworthy, authoritative online presence that users and search engines alike will value.
Remember that improving your site's trust signals is a marathon, not a sprint. Each improvement contributes to a stronger overall digital presence that will benefit your visibility and credibility for years to come.
Every week make an effort towards increasing your domain authority, a page authority, and reducing your spam score.