Leading media outlets such as Forbes, CNN, Wall Street Journal, Fortune, and Time are reeling from a dramatic drop in search visibility, impacting their affiliate businesses. According to data from search visibility firm Sistrix, the lost traffic is valued at an estimated $7.5 million. These publishers relied heavily on third-party vendors like Forbes Marketplace, Credible, and Three Ships to power their affiliate arms under their branding.
For instance, CNN Underscored recommends products under the CNN banner, but operations are outsourced to Forbes Marketplace, with revenue shared between the parties. This model, often criticized as “parasite SEO,” allows affiliate content to benefit from the host site’s established domain authority. However, this strategy is now under fire, with Google targeting such practices under its updated spam policy.
Search visibility declines began in July with Time Stamped, Time’s affiliate business, plummeting in rankings. By September, the impact spread across other publishers, with Sistrix data revealing significant drops: Forbes Advisor (43%), WSJ Buy-Side (77%), CNN Underscored (63%), Fortune Recommends (72%), and Time Stamped (97%). Analysts suggest these losses are unprecedented, with impacts confined to affiliate subdomains rather than entire websites, signaling a deliberate targeting of affiliate practices.
Google’s Policy Targets Affiliate Strategies
The dramatic declines are linked to Google’s new Site Reputation Abuse policy introduced in May, designed to combat tactics exploiting a site’s domain authority for affiliate rankings. Google stated, “We’re working to combat tactics where third parties exploit a site’s reputation to rank well in search.” The updated policy identifies affiliate practices where third-party content masquerades as original, degrading the user experience.
Google’s new approach focuses on flagging directories within sites rather than penalizing the entire domain. For publishers like Forbes, this means their affiliate arm is affected while their primary website remains unaffected. According to Sistrix’s Steve Paine, this directory-level targeting suggests advanced algorithm updates or manual interventions, marking a shift in how Google addresses such practices.
The fallout is particularly severe for search terms where publishers like Forbes had previously dominated rankings. Forbes Marketplace, for example, leveraged its domain authority to rank high for terms like “best CBD gummies” and “best pet insurance,” generating substantial affiliate revenue. This approach, however, is now deemed “exploitative” by Google’s standards.
Implications for Media and Affiliate Marketing
The crackdown signals significant challenges for publishers relying on third-party affiliate models. Experts suggest the shift could end the era of outsourced affiliate operations, pushing publishers to invest in in-house solutions. Lily Ray, an SEO analyst, stated, “This was a gold rush that worked well for a few years. Now Google is cracking down.”
Forbes, currently in negotiations for a $570 million acquisition by Koch Industries, faces potential valuation impacts due to affiliate losses. Similarly, Time, recently floated for sale at $150 million, may struggle with reduced affiliate revenue. Analysts believe these developments highlight a broader shift in affiliate marketing, where publishers must adapt or risk financial repercussions.
Google’s actions emphasize transparency and quality, targeting practices that undermine user trust. As publishers reassess their strategies, the ripple effects are likely to reshape the affiliate marketing landscape, emphasizing ethical SEO and content practices.
