Significant Drop in Google Traffic: Small Review Site’s Loss of 91% to Affiliate-Focused SEO Content
HouseFresh, a small independent product review website, recently experienced a devastating blow to its Google traffic. Following the March 2024 core update, the site saw a staggering loss of 91% of its Google traffic. This decline has raised concerns about Google’s favoritism towards larger publishers and their affiliate-focused SEO content.
In a blog post titled “HouseFresh has virtually disappeared from Google Search results. Now what?”, Gisele Navarro, a representative from HouseFresh, shed light on the ongoing issues with Google’s product search results. She highlighted how big media brands, such as Dotdash Meredith and Forbes, are utilizing a tactic called “keyword swarming” to flood the web with subpar content. This flood of content allows these brands to dominate Google’s search results, leaving smaller websites like HouseFresh struggling to compete.
Navarro also discussed the hollowed-out carcasses of legacy brands, like DeadSpin and Money, that produce commercial and sometimes AI-generated content solely for the purpose of driving affiliate revenue. These practices squeeze out any remaining brand value and further exacerbate the challenges faced by smaller websites.
HouseFresh revealed the extent of its traffic loss since October 2023. The website went from welcoming 4,000 daily visitors from Google Search to a mere 200. Even more troubling is the fact that most of these 200 visitors are specifically searching for “HouseFresh” rather than discovering the site through organic search.
Navarro acknowledged that Google doesn’t owe HouseFresh traffic. She emphasized that the website doesn’t deserve search traffic simply because it exists or claims it should. Additionally, she dismissed claims that HouseFresh’s content is not helpful enough for readers, stating that such critiques were honest rather than gaslighting.
Interestingly, this isn’t the first time businesses have felt the impact of Google’s updates. SEO pioneer Mike Grehan shared an anecdote from a search conference in 2003, where attendees believed that Google was putting them out of business. One attendee, who had been the number one result in his niche, found himself completely absent from the search engine results page after an update. It serves as a reminder that relying solely on one source of revenue can be risky.
While HouseFresh may be disheartened by its loss of Google traffic, it’s important to remember that Google doesn’t owe anyone traffic, rankings, or a living. Navarro promises to be “relentless” on every platform where it makes sense for HouseFresh to be present, hinting at a potential diversification strategy for the website.
Overall, the story of HouseFresh’s significant drop in Google traffic highlights the ongoing challenges faced by smaller websites in competing with larger media brands and their affiliate-focused SEO content. As the industry evolves, it becomes increasingly important for businesses to adapt and diversify their strategies to survive in an ever-changing digital landscape.
