In February, HouseFresh managing editor Gisele Navarro called out publishers like BuzzFeed and Rolling Stone as some of the culprits that publish content about air purifiers despite a lack of expertise — but Google rewards these sites with high rankings all the same. The result is a search results page filled with SEO-first content, designed to do not much more than rank highly on Google.
In a piece published today, she says HouseFresh has “virtually disappeared” from search results: search traffic has decreased 91 percent in recent months, from around 4,000 visitors a day in October 2023 to 200 a day today.
“We lost rankings we held for months (and sometimes years) for articles that are constantly being updated and improved based on findings from our first-hand and in-depth testing, our long-term experience with the products, and feedback from our readers,” Navarro writes. “Our article [previously ranked at #2] is now buried deep beneath sponsored posts, Quora advice from 2016, best-of lists from big media sites, and no less than 64 Google Shopping product listings. Sixty. Four.”
SEO-first affiliate content is being deployed ruthlessly at countless sites.
There is no obvious editorial necessity for Forbes to write articles like “Top 20 Largest Dog Breeds” or “What Fruits Can Dogs Eat?” — until you take a look at the sidebar of these stories, which are filled with dozens of affiliate links for pet insurance that Forbes gets a kickback from every time someone signs up.
Last year, when CNET was discovered to be using artificial intelligence tools to produce dozens of stories, it was SEO-heavy “evergreen” articles it focused on first. In the cases of Sports Illustrated and USA Today’s AI content debacles, it also was product reviews that were being churned out using automation tools.
The aggressive targeting of top Google search spots — with or without AI — by big media outlets affects small sites like HouseFresh the most. A significant loss of traffic for independent publishers is often enough to shutter an outlet entirely.
I initially thought about installing UBlacklist on Firefox and block the spam, but then I had a thought? Let us do the HouseFresh.com test on Duck Duck Go and see how far up it is?
Apparently, Housefresh.com stands behind world famous Air Purifier reviewers like:
Well, nevermind guess. I can have either HouseFresh and literally nothing else. Or an ocean of spam, intermixed with the rare human written article that was produced by the main branch of the publisher, rather than its SEO garbage chute.
The web search is a lost cause. No wonder Kagi keeps growing in popularity.
(Also keep in mind, in that giant list? Some of those websites are so GOOD at their Air Purifying review job that they get to be featured more than once, thrice even at times)
Yeah I have been using DuckDuckGo for about a decade. I noticed a drop in quality as soon as the Microsoft Bing partnership. Now it is mostly just a Bing clone. Which is really sad. They were really good and really cared about consumers privacy. I have been moving over to Startpage but have yet to do a full read up on its policies and do a full test of the quality of the search results. Though so far I am quietly optimistic.