If you’re not one of our 280,000 subscribers, you’ve missed out on some great reads!
Here’s a quick summary of my personal favorites from the last month:
Best of March 2024
How 16 Companies are Dominating the World’s Google Search Results
Author: Glen Allsopp
tl;dr
Glen’s research reveals that just 16 companies representing 588 brands get 3.5 billion (yes, billion!) monthly clicks from Google.
My takeaway
Glen pointed out some really actionable ideas in this report, such as the fact that many of the brands dominating search are adding mini-author bios.
This idea makes so much sense in terms of both UX and E-E-A-T. I’ve already pitched it to the team and we’re going to implement it on our blog.
How Google is Killing Independent Sites Like Ours
Authors: Gisele Navarro, Danny Ashton
tl;dr
Big publications have gotten into the affiliate game, publishing “best of” lists about everything under the sun. And despite often not testing products thoroughly, they’re dominating Google rankings. The result, Gisele and Danny argue, is that genuine review sites suffer and Google is fast losing content diversity.
My takeaway
I have a lot of sympathy for independent sites. Some of them are trying their best, but unfortunately, they’re lumped in with thousands of others who are more than happy to spam.
I know it’s hard to hear, but the truth is Google benefits more from having big sites in the SERPs than from having diversity. That’s because results from big brands are likely what users actually want. By and large, people would rather shop at Walmart or ALDI than at a local store or farmer’s market.
That said, I agree with most people that Forbes (with its dubious contributor model contributing to scams and poor journalism) should not be rewarded so handsomely.
The Discussion Forums Dominating 10,000 Product Review Search Results
Author: Glen Allsopp
Tl;dr
Glen analyzed 10,000 “product review” keywords and found that:
- The ‘Discussions and forums’ SERP feature was present in 7,702 of them (77%).
- Reddit was present in 97.5% of those.
- 51% of Reddit’s top-ranking threads currently have spam as a top comment.
My takeaway
After Google’s heavy promotion of Reddit from last year’s Core Update, to no one’s surprise, unscrupulous SEOs and marketers have already started spamming Reddit. And as you may know, Reddit’s moderation is done by volunteers, and obviously, they can’t keep up.
I’m not sure how this second-order effect completely escaped the smart minds at Google, but from the outside, it feels like Google has capitulated to some extent.
I’m not one to make predictions and I have no idea what will happen next, but I agree with Glen: Google’s results are the worst I’ve seen them. We can only hope Google sorts itself out.
Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro
Author: Rand Fishkin
tl;dr
63.41% of all U.S. web traffic referrals from the top 170 sites are initiated on Google.com.
My takeaway
Despite all of our complaints, Google is still the main platform to acquire traffic from. That’s why we all want Google to sort itself out and do well.
But it would also be a mistake to look at this post and think Google is the only channel you should drive traffic from. As Rand’s later blog post clarifies, “be careful not to ascribe attribution or credit to Google when other investments drove the real value.”
I think many affiliate marketers learned this lesson well from the past few Core Updates: Relying on one single channel to drive all of your traffic is not a good idea. You should be using other platforms to build brand awareness, interest, and demand.
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