How Google's December 2020 Update Affects Affiliates

TL;DR

Google's December 2020 Core Update significantly impacted affiliate websites, with many experiencing decreased traffic. The update appears to favor authority sites and may penalize those with excessive commercial content or affiliate links. Recommendations include increasing informational content and focusing on topical relevance to recover from traffic losses.

Transcript

• In this video, I'm gonna share my analysis and data on December 2020's Google Core Algorithm Update, particularly focusing on the effects that the update had on affiliate websites. We crawled over 600 affiliate sites to tease out what were the commonalities on sites that went up versus sites that went down. And I know I'm a little bit late to the... Read More

Key Insights

• Google's December 2020 Core Update was a site-wide update affecting entire websites rather than individual pages.
• Authority remains crucial, with sites having strong backlinks and authority seeing positive impacts.
• The update seems to have targeted affiliate sites, particularly those with high proportions of commercial content.
• Doorway Pages, or pages primarily existing to redirect users, may have been penalized by the update.
• A correlation was found between sites with a high percentage of monetized pages and traffic declines.
• Google's guidelines discourage sites primarily made for affiliation without added value or original content.
• There is no strong correlation between having affiliate links above the fold and being penalized.
• To adapt, sites should increase informational content and ensure topical relevance to support commercial pages.

Questions & Answers

Q: How did Google's December 2020 Core Update affect affiliate sites?

The December 2020 Core Update significantly impacted affiliate websites, with many experiencing traffic declines. The update appears to have targeted sites with a high proportion of commercial content or affiliate links, potentially penalizing those perceived as providing less value to users. Authority and backlink quality were emphasized, with authoritative sites seeing improvements.

Q: What is a Doorway Page and why might it be penalized?

A Doorway Page is a site or page created primarily to rank highly for specific search queries, often leading users to similar pages with little added value. Google may penalize these pages as they can diminish user experience by offering redundant content that redirects users without providing substantial information or unique value.

Q: What strategies can affiliate sites use to recover from the update?

To recover from the update, affiliate sites should focus on increasing the proportion of informational content, ensuring it adds value and relevance to their commercial content. Emphasizing topical relevance and interlinking between related articles can support commercial pages. Additionally, sites should consider monetizing informational content with display ads and maintaining a balanced content structure.

Q: What role does authority play in Google's algorithm updates?

Authority plays a significant role in Google's algorithm updates, with sites possessing strong backlinks and recognized authority often seeing positive impacts. The December 2020 Core Update reinforced this, with authoritative sites experiencing traffic gains. Building and maintaining high-quality backlinks and establishing topical authority are crucial for favorable search rankings.

Q: Why might affiliate links above the fold not correlate with penalties?

The analysis found no strong correlation between having affiliate links above the fold and being penalized. This suggests that while the placement of affiliate links is a consideration, it may not be a primary factor in Google's evaluation. The overall content quality and user value likely play more critical roles in determining penalties.

Q: What is Google's stance on sites primarily made for affiliation?

Google discourages sites primarily made for affiliation, especially those with limited original content or added value for users. Such sites may be considered thin affiliates and are potentially subject to penalties. Google emphasizes the importance of providing unique, informative content that enhances user experience beyond simple product affiliations.

Q: How can sites ensure topical relevance in their content?

Sites can ensure topical relevance by creating content that thoroughly covers a subject area, interlinking related articles, and addressing both informational and commercial aspects of a topic. This holistic approach can improve site authority and support commercial content, aligning with Google's emphasis on providing comprehensive and valuable information to users.

Q: What does the update imply for the future of affiliate marketing?

The update implies that affiliate marketing must evolve to prioritize content quality and user value. Affiliates should diversify content, balancing commercial and informational articles while focusing on authority and topical relevance. This approach can mitigate risks of future penalties and align with Google's ongoing focus on rewarding high-quality, authoritative content.

Summary & Key Takeaways

• Google's December 2020 Core Update affected many affiliate websites, with a noticeable trend of decreased traffic for sites with high proportions of commercial content. The update favored authority and penalized sites that might resemble Doorway Pages.

• Authority and backlink quality remain key factors, with authoritative sites seeing improvements. The update may have devalued sites with excessive affiliate links or commercial content, suggesting a need for more informational content.

• Recommendations for recovery include increasing informational content, focusing on topical relevance, and possibly monetizing with display ads. The update highlights the importance of not over-relying on commercial content and maintaining a balanced site structure.