In recent months, Google has implemented significant adjustments to its ranking systems, specifically targeting sites with varied content , that is, content considered “independent or markedly different” from a site’s main theme.
This new approach has led to a significant drop in organic traffic to sections on major portals such as Forbes Advisor, Fortune Recommends and APNews Buyline. These changes have sparked great interest and concern, particularly among website managers who operate across different content fronts.
According to Google's official statement , the goal of this new system is to make the user experience more relevant by displaying only content aligned with the core purpose of each site. This measure aims to ensure that the material presented in searches is aligned with the platform's specialty and main focus.
Below, understand how this change directly impacts ranking, what student data criteria are adopted and how companies can prepare to maintain good visibility on Google.
What is independent content and how does Google rank it?
Google has stated that it has developed mechanisms capable of identifying content that deviates from the predominant editorial or thematic line of a website .
According to Glenn Gabe , one of the SEO consultants who has closely followed these changes, Google's new approach focuses on making search more useful for users by differentiating sections that could confuse or disperse the browsing experience.
Historically, Google has indicated that websites can cover a variety of topics without compromising their rankings. However, recent drops in traffic indicate a reevaluation of how the algorithm differentiates sections of content.
One of the justifications presented by Google is that this system seeks to increase the usefulness of information. Thus, when detecting “independent or markedly different” material, the algorithm begins to consider that the relevance of that section for the user may be lower, impacting its position in the results.
Examples of impacted sites: drop in organic traffic
Sites that have been heavily impacted by the ranking changes include platforms known for hosting diverse content and sections focused on affiliate links. Examples include Forbes Advisor , CNN Underscored and Marketwatch Guides , which reported drops of up to 67% in search engine visibility.