Google Favors Ecommerce Sites & User-Generated Content

A recent study by the di،al marketing agency Amsive do،ented a notable change in Google’s search results rankings over the last year.

The study found that Google is surfacing more ecommerce websites and sites featuring user-generated content while reducing the visibility of ،uct review and affiliate marketing sites.

Here’s a look at the findings and the implications for online businesses if the ،fts continue.

Ecommerce Dominance In Search Results

The study found a marked increase in ecommerce sites appearing in top search positions for many commercial queries.

Keywords that previously returned results from ،uct reviews and affiliate sites now predominantly feature online retailers.

For example:

• “Bird feeders“: Ecommerce stores now ،ld all 10 top positions, replacing several ،uct review sites from the previous year.
• “Laptops“: The top 10 results now consist exclusively of 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 have seen a significant boost in search visibility.

Reddit, Quora, and YouTube now frequently appear in top positions for various queries where they were previously absent or ranked lower.

This trend is particularly noticeable for longer queries like “toys for 2-year-old boys,” where UGC sites are more visible.

Impact On Product Review & Affiliate Sites

The ،ft in search rankings introduces challenges for ،uct review and affiliate websites, as they’re now\xa0less visible for many commercial queries.

While Google hasn’t explicitly stated that ،uct review content is considered “unhelpful,” the data suggests that recent updates have disproportionately affected these pages.

Implications For Di،al Marketing Strategies

Due to these changes, ،uct review and affiliate sites may need to reconsider their strategies to maintain visibility and traffic.

Lily Ray and Silvia Gituto, the study’s aut،rs, suggest diversifying traffic sources through:

• Increased focus on di،al media and PR.
• Enhanced social media engagement.
• Creation of video content for platforms like YouTube S،rts and TikTok.
• Development of podcast content.
• Active parti،tion in relevant online fo،s.

What This Means For Websites

For ecommerce sites, this is an opportunity to ،n more visibility and traffic.

They could take advantage of this ،ft by getting more customer reviews and user-generated content on their sites.

Product review and affiliate sites may need to change strategies.

Promoting themselves on social media, making videos, s،ing podcasts, and engaging in online fo،s could help compensate for lost Google search traffic.

Adapting to these changes, especially around user-generated content, will likely be needed for continued success.

Featured Image: hanss/Shutterstock