You might have seen how many review/affiliate sites, whether niche or even overall/big ones, like the Wirecutter, Business Insider dropped in their search visibility.
But which sites have benefited the most from this?
Unlike what you might think, is not really the overall retailers/marketplaces!
(Google doesn’t seem to like the middlemen, whether reviews sites or generic retailers/marketplaces).
Sites like Walmart, Best Buy, Macys, Target … have only seen a relatively small positive shift if any.
In fact, most of them also have a negative visibility trend too since last year’s Qs updates, as you can see in the screenshots.
The winners have been the brands’ sites, such as Nike, or Gymshark.
Google is ranking the brands directly instead.
Also, smaller but authoritative niche brands for the relevant sector.
A few examples:
- “Snowboarding”: REI dropped in rankings, while Burton and SkiCanada increased.
- “Camping Equipment”: REI and Walmart dropped, while CampingWorld increased.
- “Waterproof running shoes”: REI decreased, while FleetFeet increased, and Nike started ranking
- “Best Gaming Laptops”: Best Buy decreased, Games Radar increased.
- “Best Laptops for College”: Toms Guide dropped, Lenovo increased.
- “Best Running Shoes for Women”: Vogue decreased, Outdoor Gear Lab increased.
- “Home Security Systems”: The NY Times decreased, Ring and Cnet increased.
