Rand Fishkin @randfish Founder @SparkToro, husband to @everywhereist, feminist, he/him, author of Lost & Founder. Formerly @Moz. I tweet ~40X/wk on marketing, tech, & startups. Aug. 12, 2019 1 min read

Google's recent series of trust updates have (perhaps unintentionally) hit @examinecome hard. Can't be 100% sure what's behind this, but a bias to known brands seems likely.

If that is the explanation, it particularly sucks b/c it makes the old SEO advice of: "build wonderful, uniquely valuable, accurate, helpful content, make it fast & accessible, earn accolades/notoriety/links from press/industry, delight users, and we'll reward you"... Wrong.

Instead, at least in YMYL spaces, the answer is "put your content on a site we already believe to be reputable or it won't rank, because we can't take the risk of having non-brands in these SERPs."
I get it - Google's between a rock & a hard place. Just a sad situation.

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