Forbes Dominates Search Terms, But at What Cost?
Under the strength of Forbes’ long-existing and well-linked site, Forbes Marketplace/Advisor has dominated the search term "best cbd gummies" for "an eternity," according to SEO analyst Lily Ray. Forbes has similarly dominated "best pet insurance," and long came up as the second result for "how to get rid of roaches," as detailed in a blog post by Lars Lofgren. If people click on this high-ranking result, and then click on a link to buy a product or request a roach removal consultation, Forbes typically gets a cut.
Forbes Marketplace’s SEO Services
Forbes Marketplace had seemingly also provided SEO-minded review services to CNN and USA Today, as detailed by Lofgren. Lofgren’s term for this business, "Parasite SEO," took hold in corners critical of the trend. Ars has contacted Forbes for comment and will update this post with response.
"The Unfair, Exploitative Nature" of "Parasite SEO"
Google writes that it had reviewed "situations where there might be varying degrees of first-party involvement" (most publishers’ review sites indicate some kind of oversight or editorial standards linked to the primary site). But however arranged, "no amount of first-party involvement alters the fundamental third-party nature of the content or the unfair, exploitative nature of attempting to take advantage of the host sites’ ranking signals."
The Consequences of "Parasite SEO"
Using third-party content in such a way as to take advantage of a high search quality ranking, outside the site’s primary focus, is considered spam. That delivers a major hit to a site’s Google ranking, and the impact is already being felt.
Google’s Response
The SEO reordering does not affect more established kinds of third-party content, like wire service reports, syndication, or well-marked sponsored content, as detailed in Google’s spam policy section about site reputation abuse. As seen on the SEO subreddit, and on social media, Google has given sites running afoul of its updated policy a "Manual Action" rather than relying only on its algorithm to catch the often opaque arrangements.
Conclusion
Forbes’ dominance of search terms has come under scrutiny, with many questioning the ethics of "Parasite SEO." While Forbes has not commented on the matter, Google has taken steps to address the issue, labeling such practices as spam and taking action against sites that engage in them.
Frequently Asked Questions
Q: What is "Parasite SEO"?
A: "Parasite SEO" refers to the practice of creating content on a third-party site, often with the intention of manipulating search engine rankings and generating revenue.
Q: Is "Parasite SEO" illegal?
A: No, "Parasite SEO" is not illegal, but it is considered a form of spam and can result in penalties from search engines like Google.
Q: Has Google taken action against sites engaging in "Parasite SEO"?
A: Yes, Google has taken action against sites that have been found to be engaging in "Parasite SEO," including giving them a "Manual Action" and demoting their search rankings.
