HouseFresh, a small independent product review website that called out Google after being consistently overtaken by big publishers, lost 91% of its Google traffic after the March 2024 core update. Ta.
According to a new blog post, HouseFresh has effectively disappeared from Google search results. So what?, Gisele Navarro talks about the ongoing issue with Google's product search results prioritizing “affiliate-focused SEO content” for major media brands, what they learned, and what's next for the site. emphasized.
why do we care? In the wake of the March 2024 core update, there's been a lot of anger at Google for destroying websites and industries. And even more outrage is about to come in the form of Google's new reputation abuse policy, which goes into effect starting May 5th.
Keywords flock. Big media brands (Dotdash Meredith, Forbes, etc.) use a tactic called “keyword swarming” to dominate Google's search results while flooding the web with substandard content.
- Meanwhile, the hollowed carcasses of legacy brands (like DeadSpin and Money) are pumping out commercial (sometimes AI-generated) content designed to drive affiliate revenue while squeezing out any remaining brand value.
Traffic loss. HouseFresh also revealed how much traffic has dropped since October.
- “Since October 2023, we were welcoming 4,000 users a day from Google Search, but now we only have 200. And of those 200, most of them added ‘HouseFresh’ to their search and, among other things, They are finding us. ”
Google has no obligation to HouseFresh traffic. Navarro acknowledged that “Google doesn't owe us anything.” We are not entitled to search traffic simply because we exist or say we should. ”
- She also hit back at those who “gaslighted us into thinking our content wasn't useful enough for our readers.” (However, from what I saw, this was honest criticism, not gaslighting).
History repeats itself (again). SEO pioneer Mike Grehan spoke about a similar experience that occurred at a search conference in 2003, right after Google made a major update in Florida.
“So many participants felt like Google was putting them out of business.
One man…explained loudly to a packed room that he had been number one in his field at Google for two years and business was booming. Then, after an update, he was no longer visible in the SERPs.
I suggested to him that perhaps he shouldn't “bet the farm” on this one source of income to sustain his business. I also suggested, Okay, let's go to Mountain View and Google it. And if you look at either [Larry] If Page or Sergey Brin come through reception, whichever way you go, you should immediately walk up to them, kneel down, and kiss their butts. “He's been sending free customers for two years! ”
Google's latest in Florida: 20 years since the “volcanic eruption” of SEO
None of this is new. For over 20 years, people have been complaining that Google is putting them out of business. That doesn't make HouseFresh feel any better, but the truth is, Google doesn't give you traffic, rankings, or a living.
What's next for House Fresh? Navarro promises to be “relentless” on all platforms. That sounds like a bit of diversification, right?