Over the past few weeks, the SEO world has been shaken by monumental shifts. Major affiliate giants, including some surprising names like Forbes Advisor and CNN, have been hit hard by Google's algorithm updates. Entire sections of these massive websites have been de-indexed, wiping out millions of pages. For someone like me, who's spent over 20,000 hours working on SEO, this isn't just another update—it's a fundamental shift in how the game is played.
But here's the good news: this change is a massive opportunity for small businesses. Google is moving away from prioritizing affiliate-heavy websites, favouring real, service-providing businesses. This shift is a wake-up call to adapt and embrace a more focused, trust-driven approach to SEO.
The Decline of Affiliate Dominance
For years, affiliate websites have dominated search engine results by curating lists and earning commissions through referral links. These sites acted as middlemen, connecting users with the services or products they were searching for. While this worked for a long time, Google has started to crack down on the model.
The algorithm updates now prioritize trust and authenticity. Ranking a website that doesn't directly provide doesn't provide a service or product is becoming increasingly difficult. For me, this shift feels overdue. The days of ranking generic "Top 10" listicles for every suburb or industry without offering real value are finally ending.
This isn't to say affiliate marketing is dead—it's not. It's evolving. Affiliates must avoid scattershot strategies and focus on high-quality, niche-specific content that genuinely serves their audience.
Why This is Great News for Small Businesses
These changes represent a level playing field for small businesses. Instead of competing with massive affiliate sites, small businesses now have a better chance of ranking based on their merit as service providers.
For example, if someone searches for "best marketing agency" or "plumber in Sydney," Google now prioritizes businesses that provide these services rather than websites aggregating recommendations. It's no longer about who can game the system but who can genuinely meet user intent.
I see the difference as someone who has worked on countless small business websites. My clients benefit because their authentic, localized content aligns with what Google's algorithm seeks. This shift reinforces a simple truth: the businesses that put in the effort to showcase their value and expertise are the ones that will thrive.
Building for Long-Term Success
Adapting to these changes isn't optional—it's necessary. I've emphasized diversification as a key strategy for years, and this shift only reinforces that belief. Relying solely on organic search traffic is risky, especially given how algorithms can change overnight.
Here's what I focus on:
Relevance and Trust:
Content must align with user intent and demonstrate expertise. This includes optimizing for local SEO and showcasing reviews, case studies, and testimonials that establish credibility.
Omnichannel Marketing:
Organic SEO is just one part of the puzzle. I also invest in Google Ads, Facebook campaigns, YouTube content, and TikTok. Platforms like YouTube Shorts and TikTok have become legitimate search engines, and being visible there is crucial.
AI Optimization:
With tools like ChatGPT and Google's AI-driven summaries shaping search results, it's more important than ever to structure content so that both users and algorithms easily understand.
Lessons from the Big Players
Sites like Forbes Advisor's mistakes offer a valuable lesson. These platforms relied on their domain authority to rank for unrelated topics, publishing content that had little to do with their niche. Google caught on, and the results were catastrophic for them.
I've made similar mistakes in the past. Early in my career, I built directory-style websites for various niches—weddings, dental services, financial advice, you name it. While these sites performed well initially, they were eventually penalized for being too broad. That experience taught me to prioritize relevance and focus.
My strategy is simple: I build assets that serve specific purposes. For instance, I create niche-focused sites that attract traffic and generate high-quality backlinks for my client campaigns. This approach is independent and reliant on a single strategy or platform.
Diversification is the Key
One of the biggest takeaways from these changes is the importance of diversification. Relying solely on one channel for leads—organic search, social media, or paid ads—is no longer sustainable.
I've always embraced a multi-channel approach. For example, I'll use Google Ads to drive immediate traffic while working on long-term SEO strategies. At the same time, I create content for platforms like YouTube and TikTok to reach audiences where they spend their time.
It's wild to think that business owners now need to embrace platforms like TikTok, but that's the area you're behind if you're not creating content that resonates, staying caught up behind. Whether it's short videos, blog posts, or email campaigns, consistent, high-quality content is non-negotiable.
The Path Forward
The changes in SEO might seem daunting, but they're a golden opportunity. Small businesses now have a chance to shine, provided they focus on building trust and offering genuine value. For affiliate marketers, the message is clear: evolve or risk being left behind.
Here's how I'm adapting:
- Focus on User Intent: Understand what your audience is searching for and deliver content that meets their needs.
- Invest in Trust: Build authority by showcasing expertise and providing real solutions.
- Diversify Your Efforts: Spread your resources across multiple channels to ensure long-term success.
SEO is no longer about shortcuts—it's about authenticity, relevance, and adaptability. The future is incredibly bright for those willing to put in the work. As someone deeply invested in this space, I'm excited to see where this evolution takes us. Small businesses, this is your moment. Let's seize it together.
