Major Decline in Affiliate Search Rankings
Google’s latest policy update targeting “Site Reputation Abuse” has shaken the affiliate businesses of prominent publishers like Forbes, CNN, Time, and The Wall Street Journal. According Sistrix, these publishers collectively lost $7.5 million in search-driven revenue. This was after their affiliate-focused directories experienced sharp declines in visibility.
The policy aims to combat practices where third-party vendors exploit the reputation of trusted domains to rank higher in search results. For instance, CNN’s affiliate arm, CNN Underscored, operates in partnership with Forbes Marketplace, managing product reviews and splitting the resulting revenue. Such arrangements blur the lines between the original site and its affiliate arm, a tactic critics call “parasite SEO.”
Time Stamped dropped by 97%, WSJ Buy-Side by 77%, CNN Underscored by 63%, and Forbes Advisor by 43% between September and October. The decline is isolated to affiliate directories, leaving the main news domains unaffected. SEO experts consider this highly unusual, suggesting swift action by Google.
What Prompted Google’s Policy Shift?
Google’s new “site reputation abuse” policy directly addresses the use of established domains to promote third-party product reviews outside their core expertise. In a statement, Google described the tactic as damaging to the search experience, with a spokesperson adding, “We’re working to combat tactics where third parties exploit a site’s reputation to rank well in search.”
This strategy allowed third-party companies to carry on the domain authority of trusted brands like Forbes or CNN. For example, Forbes Marketplace dominated search terms like “best CBD gummies” and “best pet insurance” by utilizing Forbes’ reputation. When users clicked on these affiliate pages and purchased products, both parties shared the profit.
Critics, including SEO analysts like Lily Ray and Lars Lofgren, argue this practice unfairly disrupt rankings. Google’s manual reviews now flag such content as spam, resulting in search visibility losses. However, traditional forms of third-party content, such as syndicated articles or marked sponsored content, remain unaffected under the updated guidelines.
Implications for Publishers and the Affiliate Model
The fallout from Google’s crackdown could change the affiliate business for publishers. With revenue streams shrinking, industry analysts predict an end to outsourcing affiliate operations to third-party vendors. Publishers like Forbes and Time could see these losses affect their valuations.
Forbes, which is reportedly seeking a $570 million sale to Koch Industries, may struggle to maintain its affiliate business’s value amidst declining revenues. Similarly, Time’s $150 million sale talks could face hurdles as its affiliate arm struggles to recover.
Looking ahead, SEO analysts like Ray believe publishers must internalize affiliate operations to avoid further penalties.“The days of easy, outsourced affiliate revenue are over,” said Ray.
Google’s move, through its Site Reputation Abuse rule, hints a broader push for transparency and user trust in search results. This policy marks a significant adjustment for media giants familiar with utilizing their reputations for profit.
