Google Just Crushed Major Publishers

Summary

The recent shifts in Google's algorithm have drastically impacted major publishers like Forbes, Fortune, and CNN, mirroring the struggles faced by smaller publishers during the helpful content update. With significant traffic drops—over 60% in some cases—these changes reflect Google's intent to prioritize expertise in search results. Meanwhile, users are increasingly turning to social media and AI tools for information, challenging the traditional SEO model. As Google engages with smaller creators, questions arise about the sincerity of these efforts. Publishers must now focus on building loyal audiences and diversifying revenue streams to navigate this evolving landscape.

Takeaways

• 📉 Major publishers like Forbes and CNN have experienced significant traffic drops due to Google's algorithm changes, similar to those faced by smaller publishers during the helpful content update.
• 🔍 Google is now focusing on the quality and relevance of content, indicating that affiliate sections lacking expertise may no longer rank well.
• 📊 Specific sites such as ForbesAdvisor and Fortune have lost over 60% of their traffic in recent updates, signaling a broader trend affecting large publishers.
• ⚖️ Google claims that their recent updates are not penalties but rather adjustments to better understand content relevance across different sections of sites.
• 🏢 Smaller publishers have been invited to Google HQ, but reports indicate a lack of actionable support or understanding from Google representatives.
• 🧩 The decline in traffic for major publishers is part of a larger shift in how information is accessed, with younger audiences increasingly turning to platforms like TikTok and Instagram for local searches.
• 🤖 The rise of AI tools like ChatGPT is changing user behavior, as people prefer direct answers to queries rather than sifting through search results.
• 📉 The affiliate marketing landscape is becoming more volatile, making it challenging for new entrants to justify their ROI.
• 🔗 Google's AI overviews are expected to reduce click-through rates to traditional search results, exacerbating traffic issues for content creators.
• 🛠️ Publishers are advised to build and monetize their own loyal audiences rather than relying on traffic from search engines, as the dynamics of online information retrieval continue to evolve.

Q & A

What significant changes have occurred in Google's treatment of large publishers?

Google has implemented algorithm changes that severely impacted major publishers like Forbes, CNN, and Fortune, causing substantial drops in traffic, especially in their affiliate content sections.

What specific losses did ForbesAdvisor experience?

ForbesAdvisor lost over 5 million monthly page views, with a 24% traffic reduction occurring in less than a week after the algorithm update.

How did Fortune Recommends' traffic change in October?

Fortune Recommends experienced a 60% drop in search visibility, falling from 1.3 million monthly visitors to 535,000.

What does the term 'canary in the coal mine' refer to in this context?

It refers to ForbesAdvisor's decline as an early warning signal indicating broader changes in how Google treats affiliate content from major publishers.

What are some examples of other sites affected by these changes?

Sites like Market Watch guides and the Wall Street Journal's Buyside also saw significant drops, with declines of 60% and 75% in traffic, respectively.

What was Google's response regarding the algorithm changes?

Google stated that the changes were not related to the site reputation abuse algorithm, but aimed at distinguishing sections of sites that are independent from their main content.

What implications do these changes have for smaller publishers?

Smaller publishers may have opportunities to recover traffic as major sites lose visibility, but they must adapt to the changing landscape of search preferences and user behavior.

How are user search behaviors shifting, particularly among younger demographics?

Younger users are increasingly turning to platforms like TikTok and Instagram for local searches and information, valuing visual content and real experiences over traditional written reviews.

What impact has AI, specifically ChatGPT, had on traditional search engines?

The rise of AI tools like ChatGPT is shifting user queries away from Google, as many users find AI offers a more efficient way to obtain specific answers without sifting through multiple sources.

What strategic recommendations are provided for publishers facing these challenges?

Publishers should diversify their content formats, build direct relationships with their audiences, adapt to new technologies like AI, and explore alternative revenue streams beyond affiliate marketing.