Google Search Results Shift Towards Ecommerce and User-Generated Content Sites
A recent study by the digital marketing agency Amsive has highlighted a significant change in Google’s search results rankings. The study revealed a clear trend of Google favoring ecommerce websites and platforms featuring user-generated content, while reducing the visibility of product review and affiliate marketing sites.
Ecommerce Dominance In Search Results
The research showed a substantial increase in the presence of ecommerce sites in the top search positions for various commercial queries. Previously, keywords that led to results from product review and affiliate sites now primarily showcase online retailers. For instance:
- “Bird feeders“: All top 10 positions are now held by ecommerce stores, displacing several product review sites from the previous year.
- “Laptops“: The top 10 results exclusively feature ecommerce websites, with some appearing multiple times.
- “Towel warmer“: Ecommerce giants like Amazon and Walmart have multiple listings, completely replacing affiliate websites in the top results.
Rise Of User-Generated Content
Alongside ecommerce sites, user-generated content (UGC) platforms such as Reddit, Quora, and YouTube have experienced a significant boost in search visibility. These platforms now frequently appear in top positions for various queries, filling gaps where they were previously absent or ranked lower. Notably, longer queries like “toys for 2-year-old boys” see a higher presence of UGC sites.
Impact On Product Review & Affiliate Sites
The shift in search rankings poses challenges for product review and affiliate websites, as they are now less visible for many commercial queries. While Google hasn’t explicitly labeled product review content as “unhelpful,” the data suggests that recent updates have disproportionately affected these pages.
Implications For Digital Marketing Strategies
To adapt to these changes, product review and affiliate sites may need to reconsider their strategies for maintaining visibility and traffic. The study’s authors, Lily Ray and Silvia Gituto, recommend diversifying traffic sources through:
- Increased focus on digital media and PR.
- Enhanced social media engagement.
- Creation of video content for platforms like YouTube Shorts and TikTok.
- Development of podcast content.
- Active participation in relevant online forums.
What This Means For Websites
For ecommerce sites, this shift presents an opportunity to increase visibility and traffic. Leveraging customer reviews and user-generated content could further enhance their online presence. On the other hand, product review and affiliate sites may need to pivot their strategies. By promoting themselves on social media, creating videos, starting podcasts, and engaging in online forums, they can offset potential losses in Google search traffic. Adapting to these changes, especially around user-generated content, will likely be crucial for sustained success.
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