These SEO Updates Affected $20,000 Business

Imagine building a thriving online business, pouring your heart and soul into creating high-quality content your audience absolutely loves 🤩

While everything is going well, your website traffic fell overnight 😖 That's exactly what happened to Jake Fer, the creator of That Fit Friend, a fitness gear review site.

Jake's world was turned upside down when Google's ever-changing algorithms hit his website, leaving him scrambling to understand what went wrong and how to recover.

Inside are all the details you need.

Let’s go!

Background

Affiliate marketing is a business model where individuals or companies promote products or services on their websites and earn a commission when someone purchases through their affiliate link. The success of affiliate marketing depends on traffic to the website.

The more people visit the site, the higher the chances they will click on affiliate links and buy products, generating revenue. Ranking well on Google means that a website is more visible to people searching for products, leading to more clicks, sales, and revenue.

Therefore, staying on top of Google search rankings for affiliate marketers is crucial because most internet users rely on Google to search for things.

However, Google's algorithms determine search rankings. It is a complex system that evaluates websites based on hundreds of factors to provide the best results to users.

History of Google Algorithm Updates

Google frequently updates its algorithm to improve search quality. These updates often target specific issues, such as spammy practices or low-quality content, to ensure users find the most relevant information.

Over the years, several major algorithm updates have impacted affiliate marketing websites, either helping them gain traffic or causing their rankings to drop. Here are some that have affected affiliate marketing:

• Google Panda Update (2011)

The Panda update targeted websites with low-quality or thin content. It focused on removing sites that offered little value to users or relied on tricks like keyword stuffing. For affiliate marketers, this meant they had to focus on creating in-depth, valuable content to avoid being penalized.

• Google Penguin Update (2012)

The Penguin update targeted websites using manipulative link-building practices. Since backlinks are a key ranking factor in Google’s algorithm, this update impacted websites with poor-quality link profiles. Many affiliate marketers had to focus on earning natural, high-quality links.

• Google Mobile-Friendly Update (2015)

As mobile usage increased, Google introduced the Mobile-Friendly update (also called Mobilegeddon). This update prioritized websites optimized for mobile devices. Affiliate marketers had to ensure their websites were mobile-responsive with a smooth experience.

• Google BERT Update (2019)

The BERT update aimed to understand the context and intent behind search queries. Instead of focusing only on keywords, BERT helped Google understand what users asked. So, affiliate marketers had to write content that matched the searcher’s intent.

• Helpful Content Update (2022)

The Helpful Content Update targeted websites with content created primarily to rank on search engines rather than to help users. It aimed to reduce the visibility of websites that did not offer real value. It meant that affiliate marketers had to write reader-focused content.

• Google Core Updates (Ongoing)

Core updates are broad changes Google makes to its algorithm to improve search quality. They happen multiple times a year and can cause fluctuations in search rankings. Sites that offer high-quality, user-focused content tend to perform well after these updates.

For affiliate marketers, staying up-to-date with Google’s guidelines and improving content is vital to maintaining traffic and revenue.

In Jake Fer’s case, the Helpful Content Update (2023) and a subsequent Core Update (2024) affected his website’s traffic. Despite creating high-quality, original reviews, Jake’s site saw a massive drop in traffic. And this impacted his revenue.

Here’s a screenshot of a sudden drop of Jake’s website traffic:

You see the red circle in the first graph? All this shows how these regular updates can trap even well-meaning websites. So, affiliate marketers have to adapt to Google’s changes.

Jake Fer and That Fit Friend

Jake Fer is a fitness enthusiast and the creator of That Fit Friend, a website focused on honest, in-depth reviews of fitness gear, particularly shoes.

His passion for fitness and experience in the industry led him to build a website that stands out from typical affiliate marketing sites.

Unlike others, Jake personally buys and tests every product he reviews to ensure his reviews are thorough, authentic, and helpful to his audience. He aims to help fitness enthusiasts make decisions by giving unbiased reviews of products they can trust.

Before running That Fit Friend full-time, Jake was a fitness editor at BarBend. He authored over 2,000 articles and produced more than 300 videos. Many trusted his content.

Here’s a video of Jake reviewing Nike shoes on his YT channel:

However, once he began producing content under his own brand, he found it challenging to achieve the same success in Google rankings. Despite his expertise in creating high-quality content, his website struggled to maintain visibility in Google’s search results.

Impact of Google Algorithm Updates

Jake’s troubles began when Google released several algorithm updates between 2022 and 2024. The most notable were the Helpful Content Update in September 2022 and the Core Update in March 2024. These updates affected his website traffic and revenue.

Before the updates, That Fit Friend was all doing well. At its peak, he generated over 167,000 monthly visits and a monthly income of around $20,000 through affiliate commissions and ads.

However, after the Google algorithm updates, his traffic plummeted by 90–95%, taking his revenue down by 80%.

The decline in traffic was devastating for Jake, not only because of the financial impact but also because it felt like it wiped away all his hard work and passion overnight.

Even though he was not using AI-generated content or engaging in unethical practices, the algorithm changes still penalized his site. All this left him frustrated and unsure of how to recover.

Here’s the detailed story you want to know about Jake and his business:

Strategies Used to Recover

Jake knew that to survive, he needed to adapt. Rather than giving up, he began looking for ways to recover his traffic and revenue. Here’s a breakdown of the strategies he implemented:

1. Improving User Experience (UX)

One of the key insights Jake gained during his recovery process was that user experience plays a role in how Google ranks websites.

He realized that it was not enough to have high-quality content. How content showed up and how users interacted with it was equally important. So, he:

• Simplified content layout

Jake observed that some of his competitors, like RunRepeat, ranked higher in Google despite having simpler, more concise content. Instead of writing long, detailed reviews, he gave more concise summaries at the top of each review page to dive deeper if they wanted more details.

• Added multiple purchase options

Another essential factor was letting users choose where to buy the product. Jake learned that Google’s product review guidelines favor sites that provide links to multiple sellers. Jake added links to several sellers for each product to improve user experience.

• Improved shopping experience

Jake also learned about an end-to-end shopping experience directly on the review page. By implementing similar features on his own site, Jake boosted the user experience, making it more likely that visitors would stay on his page longer and make a purchase.

2. Optimizing for Search Intent

Jake realized that one of his biggest challenges was not fully aligning his content with user intent. While he focused on providing in-depth, high-quality reviews, he had overlooked what users searched for.

For example, when users search for the best gym shoes, they look for quick comparisons and purchase options, not a long, detailed article.

• Understood user needs

By analyzing the search results for his target keywords, Jake saw that users often looked for quick answers and product comparisons. He included comparison tables, highlighting key features, prices, and links to purchase products upfront.

• Improved visual content

Jake also used more visual elements, such as high-quality images and videos of him testing the shoes. These visuals helped build trust with his audience and showed Google that his content was engaging. Likewise, Jake improved both user satisfaction and Google rankings.

Best Practices

Affiliate marketing, where marketers earn commissions by promoting other companies' products, can be profitable.

However, with Google constantly updating its algorithms to improve search quality, affiliate marketers must adapt their strategies to stay competitive. Here are some best practices to keep an eye out for:

Focus on User-Centered Content

One of the trends across Google’s algorithm updates, from Panda to the Helpful Content update, is a strong focus on content quality.

Google penalizes affiliate sites that produce thin or SEO-driven content and rewards those that deliver value to users. As an affiliate marketer, the key is to create genuine and in-depth content that solves real problems for your audience.

Action Steps:

• Write product reviews that are thorough and balanced, comparing pros and cons.

• Answer common user questions in your niche, going beyond superficial information.

• Create how-to guides that provide practical solutions rather than just promotional text.

• Update content regularly to keep it fresh and relevant, especially after algorithm updates.

Example: Instead of simply listing product features, explain how a product has helped you or others, include real-life use cases, and mention any limitations the product has.

Prioritize E-E-A-T

Google’s priority on E-E-A-T, especially after the August 2018 Medic update and the 2024 Core Update, has become critical for affiliate sites.

It means that Google prefers websites showing expertise in their field backed by authoritative sources, and build trust with their users.

Action Steps:

• Show your expertise by including a bio with your credentials and links to relevant works.

• Back your statements with data from trusted sources whenever you make factual claims or offer advice.

• Gain quality backlinks from credible websites within your niche to boost your site’s authority.

• Show privacy policies, terms of service, and user reviews to make your website more trustworthy to both Google and users.

Example: An affiliate website focused on health supplements should be written by or reviewed by someone with medical expertise or at least cite medical studies to support any health claims.

Check out this video to better understand how EEAT actually works:

Diversify Traffic Sources Beyond SEO

Google’s algorithm updates can often create sudden shifts in organic search rankings, leaving affiliate marketers vulnerable if they rely too heavily on SEO traffic. So, it is essential to diversify your traffic sources to mitigate risk.

Action Steps:

• Use email marketing to nurture leads and drive consistent traffic to your affiliate site, even if rankings fluctuate.

• Build a presence on social media platforms to generate traffic outside of organic search.

• Use paid search ads or native advertising to supplement your organic traffic, especially during volatile periods following algorithm updates.

Example: An affiliate marketer specializing in tech products could use YouTube reviews or Instagram posts to drive traffic to their product pages to ensure they are not only depending on Google for visibility.

Here’s a video that explains the fundamentals of email marketing:

Monitor and Adjust SEO Strategies

Staying on top of Google’s algorithm updates is essential for affiliate marketers. Algorithm updates often change how Google evaluates content, backlinks, and site performance, so regularly adjusting your strategy is key.

Action Steps:

• Follow websites like Search Engine Journal, Moz, and Google’s Search Central Blog for updates on algorithm changes.

• Use Google Analytics and Google Search Console to monitor traffic drops and pinpoint potential issues after updates.

• Conduct regular SEO audits of your site to align your strategies with Google’s latest guidelines.

• If rankings drop after an update, identify the specific content or backlinks causing the issue and make the needed improvements.

Example: After a core update, you might notice a dip in rankings for specific pages. You can recover lost rankings by analyzing the content and adjusting it to be more user-focused, adding expert insights, or reducing aggressive monetization strategies.

Check out this 3-minute video to learn how you can do your own SEO audit of a website:

Conclusion

Google’s algorithm updates have an impact on affiliate marketing businesses. Jake Fer’s experience shows how even perfect websites can suffer during algorithm updates.

However, affiliate marketers can recover and grow their businesses by focusing on user experience, understanding search intent, and continuously adapting to new changes.