In February, HouseFresh managing editor Gisele Navarro called out publishers like BuzzFeed and Rolling Stone as some of the culprits that publish content about air purifiers despite a lack of expertise — but Google rewards these sites with high rankings all the same. The result is a search results page filled with SEO-first content, designed to do not much more than rank highly on Google.
In a piece published today, she says HouseFresh has “virtually disappeared” from search results: search traffic has decreased 91 percent in recent months, from around 4,000 visitors a day in October 2023 to 200 a day today.
“We lost rankings we held for months (and sometimes years) for articles that are constantly being updated and improved based on findings from our first-hand and in-depth testing, our long-term experience with the products, and feedback from our readers,” Navarro writes. “Our article [previously ranked at #2] is now buried deep beneath sponsored posts, Quora advice from 2016, best-of lists from big media sites, and no less than 64 Google Shopping product listings. Sixty. Four.”
SEO-first affiliate content is being deployed ruthlessly at countless sites.
There is no obvious editorial necessity for Forbes to write articles like “Top 20 Largest Dog Breeds” or “What Fruits Can Dogs Eat?” — until you take a look at the sidebar of these stories, which are filled with dozens of affiliate links for pet insurance that Forbes gets a kickback from every time someone signs up.
Last year, when CNET was discovered to be using artificial intelligence tools to produce dozens of stories, it was SEO-heavy “evergreen” articles it focused on first. In the cases of Sports Illustrated and USA Today’s AI content debacles, it also was product reviews that were being churned out using automation tools.
The aggressive targeting of top Google search spots — with or without AI — by big media outlets affects small sites like HouseFresh the most. A significant loss of traffic for independent publishers is often enough to shutter an outlet entirely.
It sucked back then, but it sucked happily. Now it’s just sad.
Back then it was messy, you couldn’t find anything, but at least everything worked as intended. Hell you could do a whois on something and actually get data back. You could email the netadmin of whatever place you had trouble with. Now it’s just a wasteland of content free corpo sites.
I think it works as intended now, but it’s just that the intended audience has changed. We all work for advertisers now.
At least if you follow the mainstream web experience. Luckily there are still nice places like this! :)
The Internet has been gentrified. Sure, there were some tough places that you had to be careful about wandering into, but there were great experiences. Now it’s this homogenous, cultivated experience.
Although at least your computer doesn’t slow to a crawl every time you go to the wrong Geocities or Tripod page with a million gifs and a custom cursor. Also, would you like to install Bonzi Buddy?
Also, for all of you who lived through the Eternal September, “me too!”
Power corrupts. And those corrupted by power then redirect it to corrupt all they don’t outright conquer.