The search visibility of affiliate businesses tied to major publishers like Forbes, Wall Street Journal, CNN, Fortune, and Time has dropped sharply in recent months, according to data from search visibility firm Sistrix and several search consultants.
This decline in traffic is valued at over $7.5 million, according to Sistrix.
These publishers had been earning passive income by partnering with third-party companies such as Forbes Marketplace (separate from Forbes), Credible, and Three Ships. These companies ran affiliate programs under the publishers’ branding on their websites. For example, CNN Underscored recommends products under CNN’s name, but the operation is managed by Forbes Marketplace. Both parties share the revenue generated.
This setup blurs the lines between the publishers and third-party vendors, significantly boosting the affiliate business’s search visibility. Some critics label this strategy as “parasite SEO.”
When asked for comments, CNN and The Wall Street Journal declined, while Fortune, Time, Forbes Marketplace, Credible, and Three Ships did not respond. Forbes attributed the visibility drop to normal fluctuations in search rankings.
The July Decline
The trouble began in July, when Time’s affiliate business, Time Stamped, saw its search rankings take a major hit, according to search consultant Glenn Gabe. By late September, other publishers’ affiliate operations experienced similar declines, with the trend continuing into October.
From Sept. 12 to Oct. 31, Sistrix data showed significant drops in search visibility:
- Forbes Advisor: down 43%
- WSJ Buy-Side: down 77%
- CNN Underscored: down 63%
- Fortune Recommends: down 72%
- Time Stamped: down 97%
Revenue Impact
In the competitive world of search rankings, even small visibility drops can cause big revenue losses, said search analyst Lily Ray. These declines, however, are unusually large.
“If we dropped even one rank in SEO, my editor would hear about it from higher-ups,” said a former Forbes Advisor staffer.
Importantly, the visibility drop is limited to affiliate sections like CNN Underscored, while the main domains (e.g., CNN.com) remain unaffected. This type of targeted decline is rare, according to Sistrix’s Steve Paine, suggesting either a highly specific algorithm or manual intervention.
Google’s Policy Shift
Paine and other analysts suspect the drops are linked to Google’s new “Site Reputation Abuse” policy, introduced in May. The policy targets affiliate operations run by third-party vendors, which Google previously allowed.
A Google spokesperson explained: “We’ve updated our spam policies to address tactics where third parties misuse a site’s reputation to rank higher in search. We’re also improving our systems to recognize when a site’s affiliate content is vastly different from its main content.”
What This Means for Publishers
The fallout could have serious consequences. Forbes, for instance, is currently trying to sell itself to Koch Inc.’s private equity arm for $570 million, according to Axios. A significant loss in affiliate revenue could affect that deal. Similarly, Time’s owners, Marc and Lynne Benioff, have considered selling the company for $150 million, per CNBC.
For publishers in general, the drop in traffic and revenue highlights the risks of relying on third-party-run affiliate programs. Analysts like Ray warn this model might no longer work, as Google cracks down on these operations.
Publishers may now need to bring affiliate programs in-house, requiring more investment in staff and resources.
“This was a profitable strategy for a while,” Ray said. “But Google is putting an end to it.”
FAQ:
1. What happened to the search visibility of major publishers?
The search visibility of affiliate businesses operated by publishers like Forbes, Wall Street Journal, CNN, Fortune, and Time has dropped significantly in recent months, resulting in a cumulative traffic loss worth over $7.5 million.
2. Why did their search rankings drop?
The declines are believed to be linked to Google’s new “Site Reputation Abuse” policy, which targets affiliate programs run by third-party vendors. The policy aims to prevent the misuse of a publisher’s reputation to boost search rankings for affiliate content.
3. Which sections were affected?
Only the affiliate sections of these publishers’ websites were affected. For example, CNN Underscored and WSJ Buy-Side saw drops, but their main domains, CNN.com and WSJ.com, were not impacted.
4. What is “parasite SEO”?
“Parasite SEO” refers to the strategy of using a reputable publisher’s brand to boost the search rankings of affiliate businesses managed by third-party vendors. This practice makes the affiliate content more visible in search results, but Google is now targeting it.
5. How have publishers responded to the visibility drops?
CNN and The Wall Street Journal declined to comment. Other publishers and their third-party partners, such as Forbes Marketplace and Credible, did not respond. Forbes attributed the decline to typical fluctuations in search rankings.
6. How severe were the visibility declines?
According to Sistrix data from Sept. 12 to Oct. 31:
- Forbes Advisor’s visibility dropped by 43%
- WSJ Buy-Side by 77%
- CNN Underscored by 63%
- Fortune Recommends by 72%
- Time Stamped by 97%
7. What are the implications for publishers?
The visibility loss could significantly impact revenue and ongoing business deals. For example, Forbes is in the process of a $570 million sale, and Time is reportedly being considered for a $150 million sale. A loss in affiliate revenue could affect these valuations.
8. What does this mean for the future of affiliate programs?
The crackdown signals that publishers may no longer be able to rely on third-party vendors to manage their affiliate operations. Going forward, they might need to bring these operations in-house, which would require more investment in resources and personnel.
9. What is Google’s official stance?
Google stated that it’s targeting tactics where third parties exploit a site’s reputation to improve search rankings. They’ve updated their spam policies and are improving their systems to identify and penalize affiliate content that differs significantly from the main site’s content.
10. What’s next for affiliate SEO?
This may mark the end of the “gold rush” for outsourced affiliate programs. Publishers will need to rethink their strategies, likely shifting toward fully in-house affiliate operations to comply with Google’s policies and maintain revenue.
How Small Businesses Can Benefit from the Affiliate SEO Crackdown
With major publishers facing setbacks, small businesses have a unique opportunity to fill the gap. Here are some strategies to capitalize on this shift:
1. Focus on Authentic Content
Google is cracking down on content that appears disconnected from a site’s core purpose. Small businesses can take advantage of this by creating authentic, high-quality content that aligns closely with their niche.
Action Steps:
- Publish product reviews, tutorials, or case studies relevant to your industry.
- Showcase real customer testimonials and user-generated content.
2. Leverage Direct Partnerships
With publishers moving away from third-party affiliate vendors, small businesses can step in to form direct affiliate partnerships.
Action Steps:
- Approach niche publishers, blogs, and influencers for direct collaborations.
- Offer competitive affiliate commissions and exclusive deals to attract partners.
3. Optimize for Niche SEO
Large affiliate directories are losing visibility, creating opportunities for smaller sites to rank for long-tail, niche-specific keywords.
Action Steps:
- Perform keyword research to identify gaps left by the decline in affiliate giants.
- Focus on localized and specific keyword phrases to gain a competitive edge.
4. Build Trust with Transparent Affiliate Models
Google is prioritizing transparency in content. Small businesses can create clear and honest affiliate partnerships to build trust with both users and search engines.
Action Steps:
- Clearly disclose affiliate relationships in content.
- Ensure affiliate links lead to high-quality, useful products or services.
5. Invest in Content Marketing and SEO
With Google penalizing poor-quality affiliate content, small businesses can focus on improving their overall site authority by publishing valuable, non-affiliate content.
Action Steps:
- Regularly update your blog with relevant, helpful articles.
- Build backlinks from reputable websites to improve domain authority.
6. Create Affiliate Programs In-House
Small businesses can launch their own affiliate programs, inviting partners to promote their products directly. This not only drives traffic but also helps build a network of loyal advocates.
Action Steps:
- Use platforms like ShareASale, Refersion, or your e-commerce platform’s built-in affiliate tools to start a program.
- Offer tiered rewards to incentivize top performers.
7. Capitalize on Social Commerce
As search algorithms change, social platforms remain key for product discovery. Small businesses can drive affiliate traffic through social media.
Action Steps:
- Partner with micro-influencers to promote affiliate links on Instagram, TikTok, or YouTube.
- Use paid ads to amplify affiliate content on social channels.
8. Monitor Google Updates Closely
Stay informed about Google’s algorithm updates to quickly adapt your strategy and avoid potential penalties.
Action Steps:
- Subscribe to SEO news sources like Search Engine Journal or Moz.
- Use tools like Google Search Console and SEMrush to track your performance and address any visibility drops.
FAQ for Small Businesses Looking to Benefit from the Affiliate SEO Crackdown
1. What is the affiliate SEO crackdown, and how does it affect small businesses?
Google’s new policies target affiliate content run by third-party vendors on large publisher sites, leading to a significant drop in their search rankings. This opens opportunities for small businesses to step in with authentic, high-quality content and direct partnerships.
2. How can small businesses create their own affiliate programs?
Small businesses can launch in-house affiliate programs by using platforms like ShareASale, Refersion, or tools built into e-commerce platforms like Shopify. These programs allow businesses to partner directly with affiliates who promote their products in exchange for a commission.
3. What type of content should small businesses focus on?
Focus on creating niche, high-quality content that provides real value to your audience. Examples include:
- Product reviews
- Tutorials and how-to guides
- Industry-specific case studies
- Customer testimonials
4. How can small businesses find affiliates to partner with?
Look for niche bloggers, influencers, and content creators in your industry. Offer them competitive commissions and exclusive deals to promote your products or services. Networking at industry events and reaching out directly through social media can also help.
5. What keywords should small businesses target?
Small businesses should target long-tail, niche-specific keywords that large competitors may overlook. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to identify these opportunities. Focus on keywords with lower competition but high relevance to your products or services.
6. How can small businesses improve their SEO?
To improve SEO:
- Publish high-quality, relevant content regularly.
- Build backlinks from reputable websites.
- Optimize site speed and mobile usability.
- Use Google Search Console to track performance and fix any issues.
7. How important is transparency in affiliate marketing?
Transparency is crucial under Google’s new guidelines. Clearly disclose any affiliate relationships in your content to maintain trust with your audience and comply with search engine policies.
8. Can small businesses use social media for affiliate marketing?
Yes! Social media is a powerful tool for affiliate marketing. Partner with micro-influencers and create engaging content to promote affiliate products on platforms like Instagram, TikTok, and YouTube. You can also run paid ads to drive traffic to affiliate content.
9. How do I stay updated on Google’s algorithm changes?
Stay informed by following SEO news sites like Search Engine Journal, Moz, or Google’s own Search Central Blog. Regularly monitor your site’s performance using tools like Google Analytics and Google Search Console to quickly adapt to changes.
10. What are the biggest benefits of in-house affiliate programs?
By running your own affiliate program, you:
- Maintain full control over your brand and partnerships.
- Build direct relationships with affiliates.
- Avoid third-party fees and increase your share of revenue.
- Adapt quickly to changes in search engine policies.
11. How can small businesses compete with larger players?
Focus on your niche and deliver value through authentic, high-quality content. Build strong relationships with affiliates, provide excellent customer experiences, and leverage localized SEO to target specific audiences that larger competitors might overlook.
12. Is affiliate marketing still viable for small businesses?
Absolutely. While Google’s crackdown is changing the landscape, small businesses that prioritize transparency, quality content, and direct partnerships can still thrive and capture new opportunities in the affiliate marketing space.