{"id":538,"date":"2025-03-31T19:46:16","date_gmt":"2025-03-31T19:46:16","guid":{"rendered":"https:\/\/blog.sitecurve.com\/?p=538"},"modified":"2025-04-02T17:45:11","modified_gmt":"2025-04-02T17:45:11","slug":"winners-losers-march-2025","status":"publish","type":"post","link":"https:\/\/blog.sitecurve.com\/winners-losers-march-2025\/","title":{"rendered":"March 2025 Google Core Update (Winners &amp; Losers)"},"content":{"rendered":"\n<p>I analyzed 151,939 websites across 40,623 keywords to figured out who won and who lost in the March 2025 Google Core Update.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"March 2025 Google Update: 151,939 Websites Analyzed\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/obfMaj0U-YY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>In this report I review some of the biggest winners and losers along with any changes to key search widgets (i.e., AI Overviews) and offer some of my thoughts on what it all means for SEOs going forward.<\/p>\n\n\n\n<div class=\"wp-block-greenshift-blocks-accordion gs-accordion gspb_accordion-id-gsbp-a14c585\" id=\"gspb_accordion-id-gsbp-a14c585\" itemscope itemtype=\"\">\n<div class=\"wp-block-greenshift-blocks-accordionitem gs-accordion-item gspb_accordionitem-gsbp-bbb029d gsopen\" id=\"gspb_accordionitem-gsbp-bbb029d\" itemscope><div id=\"gs-trigger-gsbp-a14c585-0\" class=\"gs-accordion-item__title\" aria-expanded=\"true\" role=\"button\" tabindex=\"0\" aria-controls=\"gspb-accordion-item-content-gsbp-bbb029d\"><span class=\"icontitle\"><svg class=\"\" style=\"display:inline-block;vertical-align:middle\" width=\"15\" height=\"15\" viewBox=\"0 0 704 1024\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path style=\"fill:#565D66\" d=\"M352 160c-105.88 0-192 86.12-192 192 0 17.68 14.32 32 32 32s32-14.32 32-32c0-70.6 57.44-128 128-128 17.68 0 32-14.32 32-32s-14.32-32-32-32zM192.12 918.34c0 6.3 1.86 12.44 5.36 17.68l49.020 73.68c5.94 8.92 15.94 14.28 26.64 14.28h157.7c10.72 0 20.72-5.36 26.64-14.28l49.020-73.68c3.48-5.24 5.34-11.4 5.36-17.68l0.1-86.36h-319.92l0.080 86.36zM352 0c-204.56 0-352 165.94-352 352 0 88.74 32.9 169.7 87.12 231.56 33.28 37.98 85.48 117.6 104.84 184.32v0.12h96v-0.24c-0.020-9.54-1.44-19.020-4.3-28.14-11.18-35.62-45.64-129.54-124.34-219.34-41.080-46.86-63.040-106.3-63.22-168.28-0.4-147.28 119.34-256 255.9-256 141.16 0 256 114.84 256 256 0 61.94-22.48 121.7-63.3 168.28-78.22 89.22-112.84 182.94-124.2 218.92-2.805 8.545-4.428 18.381-4.44 28.594l-0 0.006v0.2h96v-0.1c19.36-66.74 71.56-146.36 104.84-184.32 54.2-61.88 87.1-142.84 87.1-231.58 0-194.4-157.6-352-352-352z\"><\/path><\/svg><\/span><div class=\"gs-accordion-item__heading\"> Key Takeaways<\/div><meta itemprop=\"name\" content=\" Key Takeaways\"\/><span class=\"iconfortoggle\"><span class=\"gs-iconbefore\"><\/span><span class=\"gs-iconafter\"><\/span><\/span><\/div><div aria-labelledby=\"gs-trigger-gsbp-a14c585-0\" class=\"gs-accordion-item__content\" itemscope id=\"gspb-accordion-item-content-gsbp-bbb029d\" aria-hidden=\"false\"><div class=\"gs-accordion-item__text\" itemprop=\"text\">\n<p style=\"font-size:16px\"><strong>Brand\/Service Provider Movement<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-text-color has-link-color wp-elements-b565dbd3e575d6be720a0d8881ffebce\" style=\"color:#545c6a;font-size:14px\">Brands with robust and diversified SEO strategies are winning big (Deltadental +360%, Chewy +336%)<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-c984a694e3de82cc6a86f63ba408e823\" style=\"color:#545c6a;font-size:14px\">Brands with bad SEO are still winning in spite of themselves because Google is favoring brands over affiliates (PNC +466%, Aetna +85%)<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-1e88efb6b4407ddda91687662dc4b2b5\" style=\"color:#545c6a;font-size:14px\">Overall Google is prioritizing brands at the top of SERPs for keywords that traditionally saw affiliate rankings (i.e., best banks in California) <\/li>\n<\/ul>\n\n\n\n<p style=\"font-size:16px\"><strong>Affiliate\/Publisher Movement<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-text-color has-link-color wp-elements-9667bd55e880b5f4f6775d53016746fe\" style=\"color:#545c6a;font-size:14px\">Most affiliates lose as brands take share and big affiliates like Forbes\/CNET push out small affiliates (e.g., Healthgrades -74%, Sleepfoundation -92%, Smartasset -50%)<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-00f6d463808c7dfdbe06cf70649c9d7c\" style=\"color:#545c6a;font-size:14px\">Some select affiliates with bespoke human written guides are still prospering (thegoodtrade.com +180%)<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-09b098147531ba14591cf818d78df12f\" style=\"color:#545c6a;font-size:14px\">Forbes continues its resurgence into affiliate via publishing in the \/forbes-personal-shopper\/ subfolder<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-56a385f64d06084ca227e598f48b5a26\" style=\"color:#545c6a;font-size:14px\">SEO recoveries are still possible (chowhound.com +744%)<\/li>\n<\/ul>\n\n\n\n<p style=\"font-size:16px\"><strong>Search Widgets<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-text-color has-link-color wp-elements-ea1b0d7bed72b28394beb2fdf2024181\" style=\"color:#545c6a;font-size:14px\">Reddit\/Quora have declined in visibility in the organic listings, but still dominate in the discussions &amp; forums widget with Reddit owning 41.78% and Quora owning 25.47% share of voice<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-4e1da0f2431038af5c5997a118e55f9c\" style=\"color:#545c6a;font-size:14px\">Tripadvisor\/Facebook are both surging in the discussions and forums widget, Facebook in particular going from 0% in November to 1.42% via Google indexing and ranking Facebook group posts<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-78a9ac56e05864f610ad5a5fa4202f15\" style=\"color:#545c6a;font-size:14px\">Featured snippet visibility dropped nearly 40% from 7.6% visibility around Jan 9th to 4.53% on March 12th (the day the update hit)<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-95f52a12766c479a83a3e8ccedd53268\" style=\"color:#545c6a;font-size:14px\">Taking the place of featured snippets is AI overviews which has increased from 3.61% \u2192 13.92% visibility across all keywords<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-47b9a0ee936086dbffb52f3589047954\" style=\"color:#545c6a;font-size:14px\">The people also ask and perspectives widget have largely remained unchanged in visibility during this update<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n<\/div>\n\n\n\n<h2 class=\"gb-text gb-text-3fe77b4b\"><strong>Who Won In The March 2025 Google Update?<\/strong><\/h2>\n\n\n\n<p>In this section, I take a look at the winners in the March 2025 Google Core update. <\/p>\n\n\n\n<p>The winners range from massive affiliates like Forbes (aka Forbes Advisor) to massive recoveries (see Chowhound.com) and brands like WellsFargo\/PNC. <\/p>\n\n\n\n<p>For each domain, I did a small analysis as to what changed and why I think they may have seen a rank bump in this update.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"forbes-com-68\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=forbes.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Forbes.com<\/a>&nbsp;(+68%)<\/h3>\n\n\n\n<p>Though it doesn\u2019t look like they benefited directly from the update, Forbes continues its resurgence throughout Q1 and I felt compelled to include them as a winner in this update.<\/p>\n\n\n\n<p>They are a big affiliate for brands like Lemonade (Pet Insurance), Saatva (Mattresses), and Capital One\/Discover (Credit Cards).<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59ba4f&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/755a51e9-e8bb-458c-96dc-739547fa7cce\/Competing_Websites_All_Categories_2025-03-30_at_8.28.08_PM.jpg?t=1743381023\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Historically, they published all of their content in their \/advisor\/ subfolder keeping it at arms length with their main brand calling it \u2018Forbes Advisor\u2019.<\/p>\n\n\n\n<p>Back in November they lost almost all of their traffic as a result of this behavior with Google serving them a manual action related to site reputation abuse (see traffic drop off below).<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59bc1c&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/8e6b7191-8a82-4900-913e-1d9f79c12a69\/Overview_forbes.com_2025-03-30_at_10.32.19_PM.jpg?t=1743388352\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Their response (and its working) was to integrate Forbes Advisor into their main site Forbes.com via their \/forbes-personal-shopper\/ subfolder<strong>.<\/strong><\/p>\n\n\n\n<p>The also decided to <a href=\"https:\/\/www.theverge.com\/2024\/12\/17\/24322485\/forbes-vetted-freelance-google-search-parasite-seo\">stop hiring freelancers<\/a>.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59d8db&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/cefbf297-1059-49ba-9af6-a8b238ba7eee\/Best_Mattresses_For_Back_Pain_2025_-_Forbes_Vetted_2025-03-30_at_10.39.19_PM.jpg?t=1743388775\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>You can see a lot of this growth is from that subfolder.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59da08&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/abd6c50d-1227-4f23-a36b-1dcc74e944ef\/Overview_httpswww.forbes.comsitesforbes-personal-shopper_2025-03-30_at_10.43.04_PM.jpg?t=1743388999\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Though some is coming from the advisor subfolder.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59db26&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/dddd7322-9712-4e34-aaa0-e1cef9525acd\/Overview_forbes.comadvisor_2025-03-30_at_10.48.43_PM.jpg?t=1743389334\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"wellsfargo-com-149\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=wellsfargo.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Wellsfargo.com<\/a>&nbsp;(+149%)<\/h3>\n\n\n\n<p>Wellsfargo is a completely different story than Forbes but also surging in visibility.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59dc7e&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/Competing-Websites-All-Categories-2025-03-27-at-5.34.18-AM.jpg\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>They\u2019ve been seeing gains in visibility for super valuable keywords like \u2018best cd rates\u2019, \u2018best personal loans\u2019, and \u2018best business credit cards\u2019.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59dd93&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/5a690a39-8cab-4e44-8722-5c2afea62460\/Keyword_Performance_wellsfargo.com___2025-03-30_at_4.33.29_PM.jpg?t=1743367705\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Looking at the page ranking for \u2018best cd rates\u2019, looks like WF updated their page template to be more engaging.<\/p>\n\n\n\n<p>The below image has the \u2018set your location\u2019 input, which is good and lets the user know they\u2019re going to get relevant rates for their area, but you can see that the page is actually super text heavy.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59e1cb&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"953\" height=\"1024\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-9-953x1024.png\" alt=\"\" class=\"wp-image-705\" srcset=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-9-953x1024.png 953w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-9-279x300.png 279w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-9-768x825.png 768w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-9.png 1062w\" sizes=\"auto, (max-width: 953px) 100vw, 953px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\"><small>Old page template<\/small><\/figcaption><\/figure>\n\n\n\n<p>Looking at the new template for the same page you can see they moved to an experience that has significantly less text.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59e32c&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/ada92a16-5469-4277-a97b-abf09949dd16\/Business_Bank_Accounts_Overview_Wells_Fargo_Small_Business___2025-03-30_at_4.39.59_PM.jpg?t=1743367866\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">New page template<\/figcaption><\/figure>\n\n\n\n<p>My take is they are seeing wins from the Google update but also benefiting from page template refreshing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"fidelity-com-110\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=fidelity.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Fidelity.com<\/a>&nbsp;(+110%)<\/h3>\n\n\n\n<p>Another brand seeing better visibility, in this case Fidelity.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59e4af&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/62516b18-bdf2-4f14-800a-26c89fff03be\/Competing_Websites_All_Categories_2025-03-30_at_8.36.38_PM.jpg?t=1743381424\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Seeing growth on keywords like \u2018best s&amp;p index fund\u2019<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59e5cd&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/67a3deba-46ed-4bda-b886-e2bcbe4fc9b3\/Keyword_Performance_fidelity.com_2025-03-30_at_10.53.42_PM.jpg?t=1743389635\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Looking at their template, it does look like they\u2019ve improve their UI a bit (below old screenshot)<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59e812&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"474\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-10-1024x474.png\" alt=\"\" class=\"wp-image-706\" srcset=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-10-1024x474.png 1024w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-10-300x139.png 300w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-10-768x355.png 768w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-10.png 1292w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\"><small>2023 Fidelity Page<\/small><\/figcaption><\/figure>\n\n\n\n<p>You can see the updates (below) has the pricing info and more context around the overall rating.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59ea69&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"533\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-11-1024x533.png\" alt=\"\" class=\"wp-image-707\" srcset=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-11-1024x533.png 1024w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-11-300x156.png 300w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-11-768x400.png 768w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-11.png 1292w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\"><small>2025 Fidelity Page<\/small><\/figcaption><\/figure>\n\n\n\n<p>While I don\u2019t think this UI tweak was the sole reason for the growth, I\u2019m a huge believer in UI as a means to increase traffic via SEO.<\/p>\n\n\n\n<p>We know Google looks at on-page signals, so brands should be looking to improve their page UI to improve user signals (i.e., dwell time, scroll depth, long clicks vs short clicks) and help them get to where they are trying to go.<\/p>\n\n\n\n<p>In this case, users want to know what the best index fund is, and the \u2018overall rating\u2019 indicator with star rating helps guide the user to that goal.<\/p>\n\n\n\n<p>Personally, I\u2019d enlarge that section and maybe add some comparisons with other funds vs just showing their own fund \u2018Fidelity 500\u2019.<\/p>\n\n\n\n<p>Otherwise, I think its going to be hard to get past the middle of the SERP as the intent with a query like \u2018best index funds\u2019 would be to compare options.<\/p>\n\n\n\n<p>You can see USNews and Bankrate ranking above Fidelity both with comparison experiences where Fidelity shows just one fund (its own).<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59ec46&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/7cba27c4-14aa-4b7f-9d21-90025fd3f57e\/best_s_p_500_index_fund_-_Google_Search_2025-03-30_at_11.00.49_PM.jpg?t=1743390121\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"chewy-com-336\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=chewy.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Chewy.com<\/a>&nbsp;(+336%)<\/h3>\n\n\n\n<p>If there was ever a site worth following to learn ecom-seo, Chewy might be the gold standard as they continue to reap the rewards in the brand-first algo Google is pushing.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59eda5&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/Competing-Websites-All-Categories-2025-03-27-at-5.42.04-AM.jpg\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Interestingly, they were seeing declines between July and December.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59eed0&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/dadc818c-588b-4cb6-9834-e73946bf16bd\/Overview_chewy.com_2025-03-31_at_12.35.05_AM.jpg?t=1743395736\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Now dominating on some of the most valuable keywords in the industry \u2018best fresh dog food\u2019, \u2018best dog food\u2019, and even \u2018best pet insurance\u2019.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d59ffd0&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/dbf7faf1-04d3-42be-a618-c7c720bf80b8\/Keyword_Performance_chewy.com_2025-03-31_at_12.37.33_AM.jpg?t=1743395865\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>\u2018Best pet insurance\u2019 has traditionally gone to comparison affiliate sites, like Pawlicy, Nerdwallet, or Forbes so I thought it was interesting that Chewy is getting in the game.<\/p>\n\n\n\n<p>Seen below, looks like they launched a Chewy pet insurance product.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a0128&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/ede4abdc-9237-406a-abae-fddd184e6b6e\/CarePlus_Pet_Insurance___Wellness_Chewy_Health_2025-03-31_at_12.39.13_AM.jpg?t=1743396354\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Since the page is new, I think they\u2019re benefiting from freshness, but over time they\u2019ll likely slide into page 2 along with other pet insurance companies mainly because the intent of the query is to compare, which lends comparison experiences where a user can look at multiple brands at once tend to win (see the SERP with annotations).<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a0260&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/d599ee9d-e0b7-481c-b541-4714cd4b003e\/Keyword_Performance_chewy.com_2025-03-31_at_12.50.30_AM.jpg?t=1743396772\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"chowhound-com-744\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=chowhound.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Chowhound.com<\/a>&nbsp;(+744%)<\/h3>\n\n\n\n<p>One of the more interesting winners from this update is Chowhound.com up 744% over the last 3 months,<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a03d2&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-2.png\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Zooming out a bit you can see just how this site has seeming come out of nowhere.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a0511&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/e3184845-3be7-4051-8163-75f00fe5ed44\/Overview_chowhound.com_2025-03-31_at_1.11.46_AM.jpg?t=1743397947\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Zooming out even more (tapping in AHREFs here to help show visibility pre-landscape creation) you can see this is actually the beginnings of a recovery story.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a065d&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/5a34746e-f2c4-4389-86d5-9b64115f6461\/Overview_chowhound.com_-_Ahrefs_2025-03-31_at_1.13.36_AM.jpg?t=1743398044\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Chowhound used to be one of the biggest foodie\/recipie sites on the internet with a huge UGC motion and a social media like experience, but with food.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a078a&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/8c06cfc2-03ca-46f6-9a31-92baa1e8eff2\/Recipes__Cooking_Tips_and_Resources_-_Chowhound_Food_Community_2025-03-31_at_1.27.13_AM.jpg?t=1743398866\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>They ceased operations in 2022, but then were acquired in 2023 by Static Media and the turnaround seems to be working.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/a7eb9d8c-2b8b-405d-b851-c058dd2ca4fb\/About_Us_-_Chowhound_2025-03-31_at_1.20.26_AM.jpg?t=1743398458\" alt=\"\"\/><\/figure>\n\n\n\n<p>Ill do a deep dive into this site in the future, but at a cursory glance I like their \u2018first-person\u2019 style of writing approach, though they are a bit heavy on the ads and they use infinite scroll (to increase page views) which can cause SEO issues.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a0bae&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"743\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-12-1024x743.png\" alt=\"\" class=\"wp-image-708\" srcset=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-12-1024x743.png 1024w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-12-300x218.png 300w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-12-768x558.png 768w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-12.png 1292w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"thegoodtrade-com-180\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=thegoodtrade.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Thegoodtrade.com<\/a>&nbsp;(+180%)<\/h3>\n\n\n\n<p>One of my favorite on this list (an affiliate site) thegoodtrade.com, huge growth while competing (and winning) on competitive terms like \u2018best clean laundry detergent\u2019, and \u2018best organic mattress\u2019 with a relatively low authority.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a0d57&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/69ebe2e7-ca06-41e7-abec-51865a616a43\/image.png?t=1743368533\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>And looking at their content, its clear they\u2019ve invested in quality.<\/p>\n\n\n\n<p>You have human faces with authentic opinions and (relatively) objective stances.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a0eb8&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/ca383d48-51a5-4c55-b105-0b3aa34397f6\/10_Best_Organic_Mattresses_For_Non-Toxic_Sleep_-_2025_-_The_Good_Trade_2025-03-31_at_1.48.04_AM.jpg?t=1743400105\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Nearly all of their content is \u2018on brand\u2019 meaning its aligned with the sustainable angle (which is noted on their robust about page).<\/p>\n\n\n\n<p>They have active socials and a newsletter, all things we know Google likes to see.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a1012&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/65ec46de-a3ab-4db8-a2ae-68bc280253e1\/Newsletter_-_The_Good_Trade_2025-03-31_at_1.52.19_AM.jpg?t=1743400578\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"pnc-com-466\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=pnc.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Pnc.com<\/a>&nbsp;(+466%)<\/h3>\n\n\n\n<p>The story with pnc.com is similar to Wellsfargo noted above.<\/p>\n\n\n\n<p>It looks like they are benefiting from Google pushing actual brands and service providers into the finance SERPs.<\/p>\n\n\n\n<p>Outside of that, their UX doesn\u2019t look that different. It does look like they reduced their page count from around 22K in Jun 2024 to 14K in Feb 2025. <\/p>\n\n\n\n<p>Not on this list but also seeing gains is bankofamerica.com, again because I think Google is pushing brands to the top of the fold for more keywords.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a11c1&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/e493fd1b-3aeb-44d2-bf27-f1d0b3c051e1\/image.png?t=1743369386\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"americanexpress-com-158\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=americanexpress.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Americanexpress.com<\/a>&nbsp;(+158%)<\/h3>\n\n\n\n<p>Another brand \/ service provider, Americanexpress.com seems to be benefiting from the brand first posture though they are also upping their page experience.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a26cc&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/4b6b4239-2619-46dd-a941-090c951de7f3\/image.png?t=1743369417\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>In this landscape, amex is pulling rank for valuable and high traffic terms like \u2018best credit cards\u2019 and \u2018best balance transfer cards\u2019 where they used to not rank at all.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a27fb&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/eb615c35-67c9-465c-9ccd-4d5328169d75\/Keyword_Performance_americanexpress.com_2025-03-31_at_8.56.02_AM.jpg?t=1743425774\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Anytime I see a massive bump in visibility, I have to see what the old page looked like and in this case the new variant is definitely a step up in UX.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"983\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-13-1024x983.png\" alt=\"\" class=\"wp-image-709\" srcset=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-13-1024x983.png 1024w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-13-300x288.png 300w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-13-768x737.png 768w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-13.png 1210w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><small>page ranking for \u2018best credit card\u2019 for amex as 2024 (not ranking)<\/small><\/figcaption><\/figure>\n\n\n\n<p>Below you can see they overhauled the entire template following the style the big affiliates use like Usnews and Forbes. I love the icons, and quick navigation to other card types. It seems to be working for them.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"944\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-14-1024x944.png\" alt=\"\" class=\"wp-image-710\" srcset=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-14-1024x944.png 1024w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-14-300x277.png 300w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-14-768x708.png 768w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-14.png 1292w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><small>page ranking for \u2018best credit card\u2019 for amex as 2025 (ranking #5)<\/small><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"huntington-com-274\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=huntington.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Huntington.com<\/a>&nbsp;(+274%)<\/h3>\n\n\n\n<p>I was 50\/50 on whether to keep or remove this page from this list because it looks like a lot of their visibility gains is coming from 2-3 keywords (best cd rates).<\/p>\n\n\n\n<p>I decided to keep them because it definitely looks like they are benefiting from this update in the same way wellsfargo, pnc, and americanexpress are all benefiting. <\/p>\n\n\n\n<p>At least for these finance\/banking search results, Google is starting to prefer actual brands.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a2a61&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/4cdc2750-309a-472e-9004-637695d3bae3\/image.png?t=1743369439\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Again, you can see lots of new rankings for terms like \u2018best high yield savings account\u2019 and \u2018best cd interest rates\u2019.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a2b7a&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/6b04c38b-3e85-4ff6-8bc1-8b1a050f5925\/Keyword_Performance_huntington.com_2025-03-31_at_9.05.18_AM.jpg?t=1743426329\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>The top 10 rankings of the \u2018best cd interest rates\u2019 search result is essentially all provider brands.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a2c93&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/472190bf-124a-48a1-83c6-75d4d85e9592\/Keyword_Performance_huntington.com_2025-03-31_at_9.07.16_AM.jpg?t=1743426587\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"deltadental-com-360\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=deltadental.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">DeltaDental.com<\/a>&nbsp;(+360%)<\/h3>\n\n\n\n<p>DeltaDental has been going up for sometime. I posted on linkedin about their increased visibility related to their programmatic SEO strategy and no doubt they continue to see wins through this update as Google is preferring to show brands over affiliates.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a2dd5&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/43cfb9c0-9919-483e-ac82-ba6ec34cae8e\/image.png?t=1743369462\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>If you\u2019re not familiar, DeltaDental is an dental insurance brand and their SEO strategy is listing out all of their in-network dentists on city pages and they are winning big on mega valuable keywords like \u2018best dentist near me\u2019.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a2ee9&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/134a2a93-4e43-4582-8fab-ab3dd710d1f5\/Keyword_Performance_deltadental.com_2025-03-31_at_9.12.46_AM.jpg?t=1743426788\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>With 1000s of programmatic pages that look like this\u2026<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a2ffb&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/7604f717-0f4f-42e3-a46d-a0da9eab032e\/Best_Dentist_Near_Me_in_Little_Rock__Arkansas_Delta_Dental_2025-03-31_at_9.13.43_AM.jpg?t=1743426832\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Other insurance providers should take notes because this is a clinic in SEO excellence.<\/p>\n\n\n\n<p>In particular, I love their thoughtful site architecture building around their \u2018find a dentist\u2019 page (always linked in the breadcrumbs as a parent to the city pages).<\/p>\n\n\n\n<p>It\u2019s a pretty simple page, but nails user intent.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a313b&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/e1aa7647-346f-4166-b53a-8acdb109c200\/Dentist_Directory_Delta_Dental_Providers_Dentist_Near_Me_2025-03-31_at_9.18.14_AM.jpg?t=1743427101\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>This page and their other \u2018dentist search page\u2019 is now completely owning the top and middle of the SERPs for most of their target keywords.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a324e&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/1096e0c2-00cf-486b-8008-3498274a5a0a\/find_a_dentist_-_Google_Search_2025-03-31_at_9.16.45_AM.jpg?t=1743427030\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Though I don\u2019t love the fact they have a competing page \u2018dentist search\u2019, seen below.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a335c&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/11cb57a5-8feb-435d-bea3-2ff3ba6e3439\/Dentist_Search_2025-03-31_at_9.19.34_AM.jpg?t=1743427221\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>If I was advising them on their SEO strategy, I would nudge them to merge their \u2018find a dentist\u2019 and \u2018dentist search\u2019 into one page to combine rank signals and try overtake American Dental Association, which seems to be beating on some keywords.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a346a&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/2351de5d-df89-494f-9dda-137526c468c4\/find_a_dentist_-_Google_Search_2025-03-31_at_9.24.19_AM.jpg?t=1743427469\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Even still, DeltaDental is miles ahead of ADA on programmatic SEO.<\/p>\n\n\n\n<p>DeltaDental is kinda of a unique blend of provider, since they are the actual insurance company but also affiliate because can show their network of doctors and rank well in SERPs where users want to compare.<\/p>\n\n\n\n<p>The provide aspect means they have this massive SEO tailwind as they expand their SEO program into SERPs that traditionally went to affiliates (i.e., best dentists, etc).<\/p>\n\n\n\n<p>I\u2019ll be doing a deep dive on them soon.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aetna-com-85\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=aetna.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;domainType=domain&amp;customDateStart=2024-07-20&amp;customDateEnd=2024-07-30&amp;sort=winning&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\">Aetna.com<\/a>&nbsp;(+85%)<\/h3>\n\n\n\n<p>Speaking of insurance providers, Aetna also provides dental insurance, but they also do vision and health and they are seeing some gains.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a360b&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/850d567e-6ac3-419a-b5e7-45dd88a9a394\/image.png?t=1743369695\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Looking at the keywords they are ranking on, this feels like aetna.com is winning in spite of themselves (similar to the banking sites mentioned earlier) since Google is starting to prefer actual brands over comparison affiliate experiences.<\/p>\n\n\n\n<p>Seeing them pull rank on keywords like \u2018best dental insurance\u2019, \u2018best vision insurance\u2019, and \u2018best medicare doctors\u2019.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a3731&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/6e6cf0d4-da54-4df7-8930-6221ae69f261\/Keyword_Performance_aetna.com_2025-03-31_at_9.30.35_AM.jpg?t=1743427912\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>But if you look at their page experience, it\u2019s pretty bad.<\/p>\n\n\n\n<p>For example this is their page template for \u2018best medicare advantage plans\u2019.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a385a&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/d3d2dd18-c4ba-4f89-8ddf-bd629be8f6b5\/Aetna_Medicare_Advantage__Part_C__Plans_Aetna_Medicare_2025-03-31_at_9.36.40_AM.jpg?t=1743428210\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>When their page experience should look something more like this from NerdWallet who ranks #1 for the keyword\u2026<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a3967&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/3aaa7a0a-acaf-4cd2-bd26-4baf722e926b\/Best_Medicare_Advantage_Plans_in_2025_-_NerdWallet_2025-03-31_at_9.37.36_AM.jpg?t=1743428263\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>My gut is Aetna will see some gains in the short term but lose them over time as Google collects user signals.<\/p>\n\n\n\n<p>If I was advising Aetna, i\u2019d be rushing to refresh this page to take advantage of the tailwind Google is giving to brands (DeltaDental sure is!).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"cozyearth-com-228\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=cozyearth.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic\" target=\"_blank\" rel=\"noreferrer noopener\">Cozyearth.com<\/a>&nbsp;(+228%)<\/h3>\n\n\n\n<p>Cozyearth is an ecommerce shop that sell beddings, towels, etc. Kinda like bed bath and beyond.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a3ade&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/83a56d3e-3ff6-469a-bcd4-5c54d918211f\/image.png?t=1743369716\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>They are starting to win on keywords that would have traditionally gone to affiliate sites.<\/p>\n\n\n\n<p>For example they are pulling rank for \u2018best bamboo comforter\u2019, \u2018best pajamas for women\u2019, and \u2018best bed sets\u2019<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a3c09&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/57b3469f-e5c4-4f97-a6e4-d71f3b202250\/Keyword_Performance_cozyearth.com_2025-03-31_at_9.50.56_AM.jpg?t=1743429069\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Here is the page ranking #1 for \u2018best bamboo comforter\u2019, hardly optimized for the term. The phrase \u2018best bamboo comforter\u2019 doesn\u2019t even appear on the page.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a3d1a&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/1f2a9a80-9e2a-4056-a45b-94feea725211\/Zight_2025-03-31_at_9.52.12_AM.jpg?t=1743429202\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Double clicking into \u2018best linen blanket\u2019 you can see just how much Google prefers brands over affiliates for these keyword types.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a3e2b&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/101f4b70-6050-4db4-92ec-9faeb118c2ff\/Keyword_Performance_cozyearth.com_2025-03-31_at_9.46.13_AM.jpg?t=1743428906\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>The takeaway again is that Google wants to remove the middleman (i.e., affiliates) in as many SERPs as possible and allow users to get to the end produce they would have gott<\/p>\n\n\n\n<p>Whether that\u2019s actually good for the user is debatable.<\/p>\n\n\n\n<p>Personally, I think affiliates (like thegoodtrade.com) add value and should be rewarded for helping users on their buying journey.<\/p>\n\n\n\n<p>For now it seems like they are but for how long? Will 100% of the SERPs go to brands?<\/p>\n\n\n\n<p>Not sure, but if I am a brand, this might be the best time there\u2019s ever been to get into SEO given how much preference Google has for actual providers of service.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"orkin-com-143\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=orkin.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;domainType=domain&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Orkin.com&nbsp;<\/a>(+143%)<\/h3>\n\n\n\n<p>Rounding out my list is good ole\u2019 Orkin.com.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a3fe4&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/4e9827a7-2ef8-4ab6-b511-4bc6adf0aea4\/image.png?t=1743369742\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Orkin, like many other brands in this list are seeing wins with Google preferring brands for keywords that have traditionally shown affiliates or comparison experiences.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a40f0&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/bb83b767-8157-4dc5-a7e2-f913b1eccf4b\/Keyword_Performance_orkin.com_2025-03-31_at_10.01.15_AM.jpg?t=1743429720\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>This is especially true if there any local intent at all in the keyword. For example \u2018best pest control columbus ohio\u2019 yielded 70% brands out of the top 20 results!<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a4de8&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/ddbe6f77-92a1-4131-a033-1653726fc4ad\/Keyword_Performance_orkin.com_2025-03-31_at_10.03.36_AM.jpg?t=1743430005\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"who-lost-in-the-march-2025-google-update\"><strong>Who Lost In The March 2025 Google Update?<\/strong><\/h2>\n\n\n\n<p>In this section, I take a look at the losers in the March 2025 Google Core update. <\/p>\n\n\n\n<p>The losers range from Reddit (finally&#8230;), to affiliate site declines (see healthgrades.com) and even big name brands like T-Mobile.<\/p>\n\n\n\n<p>For each domain, I did a small analysis as to what changed and why I think they may have seen a rank decline in this update.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"reddit-com-19\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=reddit.com\">Reddit.com<\/a>&nbsp;(-19%)<\/h3>\n\n\n\n<p>First on the list is Reddit.<\/p>\n\n\n\n<p>It looks like they got dinged twice during this update once on March 12th, and again on March 24th.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a4fd7&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/2003e3f4-3604-4918-8f36-cb07655d070d\/Competing_Websites_All_Categories_2025-03-30_at_5.32.26_PM.jpg?t=1743370366\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>It\u2019s no secret Reddit has been dominating in the organic listings AND in new discussions and forums widget, where they own 43%+ share of voice (seen below).<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a50e5&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/2cd7adfa-7d96-4fad-8c49-dc34ec89b1eb\/Overview_reddit.com_2025-03-31_at_10.12.25_AM.jpg?t=1743430370\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>My take is that users are getting \u2018reddit fatigue\u2019 and that showed up in some report Google users to manage the serps and decided to pull back just how much users are getting results with Reddit in the organic listing AND the discussions forums.<\/p>\n\n\n\n<p>To be clear, Reddit hasn\u2019t lost any visibility in the discussions and forums widget, all of their visibility loss (19%) is from organic listings (the traditional search results).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"quora-com-9\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=quora.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;domainType=domain&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Quora.com<\/a>&nbsp;(-9%)<\/h3>\n\n\n\n<p>Almost an identical story here for Quora losing visibility similar to Reddit. Not going to go to deep here, just seems like Google over did it with Quora and Reddit in the organic listing AND the discussions and forums widget. I think the pull back and organic listings is 100% warranted and nice to see. Takeaway here is there is now more traffic available to go to brands\/other publishers.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a525c&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/a49b783b-377f-4d0c-99fc-cc18ab2ae4be\/Competing_Websites_All_Categories_2025-03-30_at_5.33.33_PM.jpg?t=1743370421\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"healthgrades-com-74\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=healthgrades.com&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Healthgrades.com<\/a>&nbsp;(-74%)<\/h3>\n\n\n\n<p>This may have been the most egregious decline out of this update (at least that I\u2019ve found) dropping more than 70%.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a5394&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/7b7ac622-7b72-4ebb-ab1b-1add35a7a992\/image.png?t=1743369623\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Tapping in AHREFs to show the stark decline after a long history of success\u2026<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a54b1&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/8f0e095a-cbb5-4038-83db-79992518f6ca\/Overview_healthgrades.com_-_Ahrefs_2025-03-31_at_10.59.51_AM.jpg?t=1743433224\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>After 10+ years of operations to see such a drastic decline should underscore the seismic shift Google is taking its algo away from affiliate sites toward brands,<\/p>\n\n\n\n<p>By all accounts healthgrades were executing affiliate at the highest level creating millions of highly engaging and optimized pages.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a55e1&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/3fc93ab2-4217-40c7-bb91-d0a3af2127b4\/Top_pages_healthgrades.com_-_Ahrefs_2025-03-31_at_11.08.06_AM.jpg?t=1743433707\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>To be clear, I think affiliate can still work (thegoodtrade.com is an example of this) but it can\u2019t be programmatic at-scale content with millions of pages (i.e,. healthgrades).<\/p>\n\n\n\n<p>Which brings me to my next loser on the list\u2026<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"zocdoc-com-53\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=zocdoc.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;domainType=domain&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Zocdoc.com<\/a>&nbsp;(-53%)<\/h3>\n\n\n\n<p>Another big affiliate lead gen site with a large programmatic SEO strategy (700K+ pages) seeing losses.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a5753&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/bb86742b-8810-42aa-a24f-ef4f64551f8f\/Competing_Websites_All_Categories_2025-03-30_at_5.44.04_PM.jpg?t=1743371051\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Ironically many of the wins mentioned from DeltaDental (mentioned earlier in this list) are coming at the expense of ZocDoc.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a5861&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/c61dbadf-1783-4cc2-a667-b1fb5e9ffc0a\/Keyword_Performance_zocdoc.com_2025-03-31_at_11.47.35_AM.jpg?t=1743436131\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>For example, \u2018best dentist near me\u2019 DeltaDental jumping 5 spots to push down ZocDoc.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a5976&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/e75acf2b-3b65-4b4b-8287-191b526b326f\/Keyword_Performance_zocdoc.com_2025-03-31_at_11.49.34_AM.jpg?t=1743436194\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Zooming out, the declines for ZocDoc appear to have started around November 2024 after a long and relatively positive life for the site.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a5a89&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/2a80e536-8614-49ef-8b4e-d7d66000d4de\/Overview_zocdoc.com_-_Ahrefs_2025-03-31_at_11.56.09_AM.jpg?t=1743436587\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Again, the takeaway for me, is programmatic affiliate is very high risk territory right now.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"expertise-com-92\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=expertise.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;domainType=domain&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Expertise.com<\/a>&nbsp;(-92%)<\/h3>\n\n\n\n<p>Following the trend of healthgrades and zocdoc, this might be the final bullet in the once dominate expertise.com.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a5bde&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/68b3c629-38a5-4625-99e3-feb553f560f6\/Overview_expertise.com_2025-03-31_at_2.50.14_PM.jpg?t=1743447024\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>From an SEO perspective, expertise was architected well, but again Google has no interest in ranking affiliate sites like these.<\/p>\n\n\n\n<p>They never published as many pages as healthgrades, closer to 60K pages (vs 1.8 million from healthgrades) but they were still running a large programmatic SEO strategy.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a5d0b&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/b26eecc5-44b5-496e-be32-f848aeab4891\/Top_pages_expertise.com_-_Ahrefs_2025-03-31_at_11.10.25_AM.jpg?t=1743433882\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Coupled with the fact they were running programmatic SEO AND Google is moving to a brand-first search landscape, you have a recipe for an affiliate decline like this.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"sleepfoundation-com-92\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=sleepfoundation.org&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;domainType=domain&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Sleepfoundation.com<\/a>&nbsp;(-92%)<\/h3>\n\n\n\n<p>Yet another affiliate site seeing declines, Sleepfoundation.org purchased by One Care Media a couple years back has been enjoying the mega lucrative affiliate deals that come with being in the mattress niche for years.<\/p>\n\n\n\n<p>So much so they <a href=\"https:\/\/www.prnewswire.com\/news-releases\/onecare-media-acquires-thesleepdoctorcom-and-welcomes-dr-michael-j-breus-301528483.html\">bought sleepdoctor.com<\/a> to own more share of the same serps.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a5e78&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-3.png\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>While still very large they\u2019ve lost top rankings* for many of their \u2018best mattress + x\u2019 keywords within their \/best-mattresses\/ subfolder.<\/p>\n\n\n\n<p><em>*when I say \u2018lost\u2019 they\u2019ve fallen out of the top 20, which is what SiteCurve tracks<\/em><\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a5fa1&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/f21f6aab-5de5-4fd5-b115-5ccf1a393961\/Keyword_Performance_sleepfoundation.org_2025-03-31_at_11.17.56_AM.jpg?t=1743434349\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>If you look at their broader site (via AHREFs), it seems like just a little turbulence.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a60b2&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/6a55aaf3-3ad8-426a-9b6a-2c65ec1872df\/Overview_www.sleepfoundation.org_-_Ahrefs_2025-03-31_at_11.19.40_AM.jpg?t=1743434388\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>But double clicking into their \/best-mattresses\/ subfolder, you can see their mattress empire crumbling even after a bit of a recovery in August.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a61c0&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/40967f15-86ea-4235-ae3a-de6b7349c445\/Overview_www.sleepfoundation.orgbest-mattress_-_Ahrefs_2025-03-31_at_11.20.17_AM.jpg?t=1743434447\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>I can guarantee you they care a lot more about that subfolder than the broader site.<\/p>\n\n\n\n<p>This one is harder to decipher without taking a deep dive into the site.<\/p>\n\n\n\n<p>But at a glance, it could just be an authority thing, where the remaining affiliates (forbes, consumer reports, good housekeeping) just have more raw authority and Google places less emphasis on the niche relevance of SleepFoundation.<\/p>\n\n\n\n<p>Here\u2019s the SERP for \u2018best mattress for back pain\u2019 which does have a little bit of YMYL in it (i.e., the pain aspect)<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a631d&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/1b35835e-6239-4dff-8e58-5e8deba6ec6a\/Keyword_Performance_sleepfoundation.org_2025-03-31_at_11.29.56_AM.jpg?t=1743435205\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"sleepopolis-com-62\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=sleepopolis.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;domainType=domain&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Sleepopolis.com<\/a>&nbsp;-62%<\/h3>\n\n\n\n<p>Speaking of niche sites in the mattress niche, sleepopolis is also seeing big declines along with Sleepfoundation.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a6456&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/a10bf24e-19a0-4eec-b983-596a89587458\/Competing_Websites_All_Categories_2025-03-30_at_5.47.18_PM.jpg?t=1743371247\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>You can see a similar story as with Sleepfoundation\u2026 lots of losses for affiliate keywords<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a6568&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/829561f4-b451-4098-a0a8-d4b0f01d41ab\/Keyword_Performance_sleepopolis.com_2025-03-31_at_11.36.11_AM.jpg?t=1743435395\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Again, I think this might be a matter of Google preferring brands, declining value of niche relevance, and bigger authority brands pushing out smaller authority brands.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"justia-com-27\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=justia.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;domainType=domain&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Justia.com<\/a>&nbsp;(-27%)<\/h3>\n\n\n\n<p>We\u2019ve talked about doctor lead gen (zocdoc, healthgrades), we\u2019ve talked about mattress lead gen, now its time to talk lawyer lead gen.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a66be&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/d424ff95-aa42-43bf-a6fd-6f763d1b0e06\/Competing_Websites_All_Categories_2025-03-30_at_5.47.01_PM.jpg?t=1743371232\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Justia.com, a lawyer lead gen site seeing some slight declines for keywords like \u2018best personal injury lawyer san antonio\u2019 losing visibility to actual law firms \/ service providers.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a67cf&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/8b4249be-8100-4d3d-bed0-6c5392bb2e14\/Keyword_Performance_justia.com_2025-03-31_at_12.04.22_PM.jpg?t=1743437080\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>The theme for most of this report continues. Brands are gaining visibility on keywords that affiliates and comparison sites once owned.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a7538&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/0136b767-9a7f-4e68-98d9-884c181365c7\/Keyword_Performance_justia.com_2025-03-31_at_12.07.23_PM.jpg?t=1743437327\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Taking a slight tangent\u2026 the other lawyer lead gen sites in these screenshots, namely bestlawyers.com (-31%), superlawyers.com (-15%) are much smaller and also seeing losses. Bcgsearch.com appears to be the only stable one for now, though again, they are relatively small by comparison.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"t-mobile-com-29\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=t-mobile.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;domainType=domain&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">T-mobile.com<\/a>&nbsp;(-29%)<\/h3>\n\n\n\n<p>The first non-affiliate loser on the list and the first time its clear there\u2019s an SEO strategy problem this brand CAN control.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a76ee&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/921d5ed1-0fd7-4271-bb8f-8edde5301f46\/Competing_Websites_All_Categories_2025-03-30_at_6.12.42_PM.jpg?t=1743372771\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Most of the losses for t-mobile in this landscape are coming from keywords like \u2018best cell phone deals\u2019, \u2018best phone deals when you switch\u2019<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a782b&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/ef86f45a-c56f-4021-bf46-15101b2389e2\/Keyword_Performance_t-mobile.com_2025-03-31_at_12.27.47_PM.jpg?t=1743438492\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Looking at \u2018best phone deals when you switch\u2019 Verizon had a HUGE jump +15 positions.<\/p>\n\n\n\n<p>Looking at their old page (below)<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a7966&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/f288c1f8-47f2-4a64-ac43-e9f81a7fecdb\/Switch_to_Verizon_Phone_Plans___Deals_2025-03-31_at_12.29.46_PM.jpg?t=1743438599\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>And comparing it to their new page that saw a +15 position jump (below)<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a7a80&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/1fbb0c27-a108-4b16-b9f8-2f4b5ddaa950\/Switch_to_Verizon_from_T-Mobile__AT_T_Deals___Phone_Plans_2025-03-31_at_12.30.16_PM.jpg?t=1743438633\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>It\u2019s pretty clear the new page is perfeclty optimized to in in this SERP nailing the intent. Whereas T-mobile\u2019s page went from this (old page)<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a7b93&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/693733e4-b7ab-4e64-91aa-843d00330dce\/Switch_to_T-Mobile_Deals_Transfer_Your_Number___Phone_Online_2025-03-31_at_12.31.54_PM.jpg?t=1743438742\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>To this new page in 2025 (below)<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a7ca4&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/9b1e7139-dfc0-43c2-b63d-2b419a47b841\/Switch_to_T-Mobile_from_Verizon_or_AT_T_Our_Best_Switch_Deals_2025-03-31_at_12.32.38_PM.jpg?t=1743438765\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Can you see the difference? Yeah, there\u2019s no difference, Verizon ate T-mobile\u2019s lunch with better SEO via better UI\/UX.<\/p>\n\n\n\n<p>This is a matter of a brand being flat footed on a keyword that I\u2019m sure drive material commercial value for their business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"highspeedinternet-com-46\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=highspeedinternet.com&amp;locations=all&amp;devices=all&amp;sovTypes=gross&amp;dateRange=last3Months&amp;widgetTypes=organic&amp;domainType=domain&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Highspeedinternet.com<\/a>&nbsp;(-46%)<\/h3>\n\n\n\n<p>Highspeedinternet is an affiliate site owned by ClearLink who also owns Move.org and SafeWise.com, two other affiliate sites that have seen big declines.<\/p>\n\n\n\n<p>In the case of highspeedinternet, the story is the same with most affiliates, they are losing share to brands and higher authority sites.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a7e38&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/0b0d8813-f81f-4696-9311-2a2ddbdb0305\/Competing_Websites_All_Categories_2025-03-30_at_6.13.25_PM.jpg?t=1743372812\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Looking at their keywords they rank for terms like \u2018best internet provider\u2019 and \u2018best internet deals\u2019.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a7f4e&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/2fff88cd-39da-4fcf-ac50-6c1d005a3444\/Keyword_Performance_highspeedinternet.com_2025-03-31_at_12.39.53_PM.jpg?t=1743439239\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>You can see that Cnet (a much larger affiliate site) has rolled out their own pages targeting the same keywords.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a8068&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/4fd9ab26-40fd-4bdd-8359-155687d3e575\/Keyword_Performance_highspeedinternet.com_2025-03-31_at_12.42.34_PM.jpg?t=1743439362\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Google opted keep reddit in the #2, which means highspeedinternet gets slotted at #3 losing a lot of traffic.<\/p>\n\n\n\n<p>You can also see providers like spectrum, t-mobile, at&amp;t, and earthlink starting to creep up among the affiliates<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a8191&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/18a4ad00-203a-4100-ba7d-1e62b41f0696\/Keyword_Performance_highspeedinternet.com_2025-03-31_at_12.42.34_PM.jpg?t=1743439601\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"smartasset-com-50\"><a href=\"https:\/\/sitecurve.com\/landscape\/sitecurve40k\/site-curve?domain=smartasset.com&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Smartasset.com<\/a>&nbsp;(-50%)<\/h3>\n\n\n\n<p>To round out this list, we have another affiliate site, Smartasset.com.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a82cf&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/3ead6c67-a09d-4cd9-b015-afe49d1a2b50\/Competing_Websites_All_Categories_2025-03-30_at_6.13.58_PM.jpg?t=1743372845\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Smartasset has historically owned keywords like \u2018best money market rates\u2019 and \u2018best checking accounts\u2019.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a83e5&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/74fa8fa8-6501-4378-8fa0-adcca09aa6ae\/Keyword_Performance_smartasset.com_2025-03-31_at_1.01.34_PM.jpg?t=1743440520\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Similar to previous affiliates, they\u2019ve lost share to either a) bigger affiliate sites or b) brands or c) both. Seen below you can see its roughly 50\/50 affiliate to brand ratio as of 3\/31<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a84f5&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/9afc157d-00a7-4f14-b5d1-1f92cd1f6182\/Keyword_Performance_smartasset.com_2025-03-31_at_1.02.56_PM.jpg?t=1743440720\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Comparing that to 7\/30\/2024 for the same keyword (best banks in California), the SERP went from 5 affiliates in the top 5 positions to just 2 as of 3\/31\/2025. Smartasset actually owned 2 of the 5 as well!<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a8605&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/894afcbd-5589-434d-a375-f76e1912c486\/Keyword_Performance_smartasset.com_2025-03-31_at_1.07.17_PM.jpg?t=1743440932\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"were-there-any-changes-to-search-widget-visibility\"><strong>Were There Any Changes To Search Widget Visibility?<\/strong><\/h2>\n\n\n\n<p>In this section, I take a look at the specific movements of widget visibility on Google search.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"ai-overview-285\">AI Overview (+285%)<\/h3>\n\n\n\n<p>AI Overviews are now showing up on 13.92% of the 40K keywords, up from 3.61% (285% increase) in September.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a87a8&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/Search-Engine-Visibility-All-Categories-2025-03-30-at-1.29.41-PM-1024x489.jpg\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Worth noting that the vast majority of keywords being tracked in this landscape are commercial keywords such as &#8216;best dental insurance no waiting period&#8217;.<\/p>\n\n\n\n<p>Though many keywords are showing AI Overviews more, some keywords were seeing AI overviews show up less &#8216;best medicine for arthritis pain in knees&#8217; and &#8216;best psoriasis treatment&#8217;, which are definitely in the YMYL bucket, which makes sense, Google doesn&#8217;t want an LLM to get a YMYL query wrong.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"588\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-15.png\" alt=\"\" class=\"wp-image-711\" srcset=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-15.png 1024w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-15-300x172.png 300w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/image-15-768x441.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>My guess is that Google is gathering data on which keywords users are having a better &#8216;search experience&#8217; with AI Overviews, and which keywords are creating a worse experience.<\/p>\n\n\n\n<p>For my clients, this information doesn&#8217;t change my SEO recommendations, though if were seeing traffic improve\/decline for these keywords we have answers.<\/p>\n\n\n\n<p>In terms of leaderboards (i.e., who owns the most share of voice) for AI Overviews in this landscape you can see the usual suspects like YouTube, Reddit, Nerdwallet, but I\u2019m also seeing low authority domains like &#8216;weglot.com&#8217; ranking well in AI Overviews for high MSV terms like &#8216;best machine translation translation software&#8217; but then don&#8217;t rank as well for it organically.<\/p>\n\n\n\n<p>The takeaway for me being, you can jump 10+ positions and get cited in the AI Overviews even though you don&#8217;t rank as well organically.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a8992&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/Traffic-All-Categories-%F0%9F%94%8A-2025-03-30-at-2.07.55-PM-1024x560.jpg\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>In this specific case, it looks like weglot.com (below) was the first &#8217;roundup&#8217; style article that listed &#8216;Google Translate&#8217; as a reliable option. Takeaway for me is to recommend Google products to be featured #1 in AI Overviews.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"872\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/best-machine-translation-translation-software-Google-Search-2025-04-01-at-11.44.41-AM-1024x872.jpg\" alt=\"\" class=\"wp-image-743\" srcset=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/best-machine-translation-translation-software-Google-Search-2025-04-01-at-11.44.41-AM-1024x872.jpg 1024w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/best-machine-translation-translation-software-Google-Search-2025-04-01-at-11.44.41-AM-300x255.jpg 300w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/best-machine-translation-translation-software-Google-Search-2025-04-01-at-11.44.41-AM-768x654.jpg 768w, https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/best-machine-translation-translation-software-Google-Search-2025-04-01-at-11.44.41-AM.jpg 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"discussions-forums-21\">Discussions &amp; Forums (-21%)<\/h3>\n\n\n\n<p>Discussions &amp; Forums has definitely declined going from 66% visibility to 52% (21% drop).<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a8b3e&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/Search-Engine-Visibility-All-Categories-2025-03-30-at-2.24.44-PM-1024x506.jpg\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>When the widget does show, Reddit is still the king in terms of visibility along with quora.com owning 66%+ of the visibility in this landscape but seeing Tripadvisor and Facebook starting to creep up.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a9c28&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/Traffic-All-Categories-2025-03-30-at-2.27.31-PM-1024x559.jpg\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Facebook in particular has gone from 0% visibility in November 2024 up to 1.42%.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a9d37&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/Overview-facebook.com-2025-03-30-at-2.29.01-PM-1024x571.jpg\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Mainly through its Facebook group posts.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a9e41&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/Overview-facebook.com-2025-03-30-at-2.29.42-PM-1024x515.jpg\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>For example I&#8217;m seeing Facebook with 2 links in the discussions and forums widget for the term &#8216;best turkey bacon&#8217;.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5a9f57&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/Keyword-Performance-facebook.com-2025-03-30-at-2.36.06-PM-1024x563.jpg\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5aa049&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/best-turkey-bacon-Google-Search-2025-03-30-at-2.37.47-PM-1024x820.jpg\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>With their facebook group post that looks like this&#8230;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5aa155&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blog.sitecurve.com\/wp-content\/uploads\/2025\/03\/10-The-AlphaGal-Kitchen-Whats-the-best-turkey-bacon-out-there-Facebook-2025-03-30-at-2.31.32-PM-1024x831.jpg\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>As far as I can tell, nothing has changed related to Facebook, Google is now just indexing and ranking these posts in the discussions and forums widget.<\/p>\n\n\n\n<p>The takeaway for me being there is traffic to be captured in the discussions and forums widget and if you are a brand, you should consider adding a forum to your website.<\/p>\n\n\n\n<p>A popular forum software (being used by mattressunderground noted above) is discourse. You can just install that as a subdomain (i.e.,&nbsp;forum.yourdomain.com) and immediately start accessing the discussions and forums widget.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"people-also-ask-no-change\">People Also Ask (No Change)<\/h3>\n\n\n\n<p>Many people I talk to often overlook optimizing for the people also ask widget (PAAs) in favor of the featured snippet widget or now AI Overviews.<\/p>\n\n\n\n<p>Don\u2019t get me wrong, ranking in those widgets is important, but there is MUCH more visibility to be had if you can secure rankings in the PAA widgets.<\/p>\n\n\n\n<p>Below you can see the PAA widget existed 87% the time between 12\/31 &#8211; 3\/31 and held steady.<\/p>\n\n\n\n<p>This is showing me Google likes PAAs and it doesn\u2019t seem like they are going away anytime soon.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5aa32e&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/04c68794-ee8f-44e2-bfc7-a43e8693ee50\/Search_Engine_Visibility_All_Categories_2025-03-31_at_2.00.14_PM.jpg?t=1743444051\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Surprisingly Quora actually outpaces reddit for visibility in the PAA widget owning 5.18% of the visibility with Nerdwallet, USNews, and Wikipedia #3, 4, and 5 respectively.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5aa43b&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/9dcb98ee-1325-443b-88a8-b071aa630d10\/Overview_All_Categories_2025-03-31_at_2.02.48_PM.jpg?t=1743444212\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>During my time at Three Ships, we spent A LOT of time trying to optimize for PAAs.<\/p>\n\n\n\n<p>Like with anything in SEO, the best way to optimize for a PAA is to create a dedicated page for it. <\/p>\n\n\n\n<p>This might also be why Quara dominates, since their &#8216;question and answer&#8217; format creates a lot of content for PAA answer boxes.<\/p>\n\n\n\n<p>This &#8216;create a page&#8217; strategy is exactly what Nerdwallet did here ranking in both the 1st organic position and the 1st PAA position allowing them to \u2018double dip\u2019 for the query \u2018best business credit cards\u2019 which has a MSV of 38K!<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5aa594&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/8a70d988-5b39-4b15-852b-95f9685fff70\/best_business_credit_cards_-_Google_Search_2025-03-31_at_2.07.51_PM.jpg?t=1743444516\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>The insight here is they created this dedicated page even though \u2018best credit card for llcs\u2019 has almost no search traffic.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5aa6a0&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/e0a49838-0569-4c58-919b-439953b67c6a\/Keywords_Explorer_-_Ahrefs_2025-03-31_at_2.11.09_PM.jpg?t=1743444710\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>You build the page to give you more access to the PAA on the keywords with high search traffic, which again, is whats happening for Nerdwallet on \u2018best business credit cards\u2019 which has 38K search volume.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5aa7cf&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/b0ee6736-91b2-4a47-9d8b-744e626a4f16\/Keywords_Explorer_-_Ahrefs_2025-03-31_at_2.12.13_PM.jpg?t=1743444746\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"featured-snippet-40\">Featured Snippet (-40%)<\/h3>\n\n\n\n<p>Similar to \u2018discussions and forums\u2019 it looks like Google has pulled back its use of the featured snippet widget starting around March 12th, dropping nearly 40% from 7.6% visibility around Jan 9th to 4.53% on March 12th (the day the update hit)<\/p>\n\n\n\n<p>This is most likely to make room for their increased use of AI Overviews.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5aa947&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/dc60d8f8-664b-4df4-b507-c856db1ab788\/Search_Engine_Visibility_All_Categories_2025-03-31_at_2.16.52_PM.jpg?t=1743445023\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"perspectives-8-5\">Perspectives (+8.5%)<\/h3>\n\n\n\n<p>Shifting gears to the perspectives widget, a relatively new widget, which similar to PAAs, can give you access on high MSV SERPs with the right experience.<\/p>\n\n\n\n<p>Below is an example of this widget on the keyword \u2018best s&amp;p 500 index fund\u2019<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5aaab3&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/18a8cf4c-9412-4f44-91e6-193cf9af0dfb\/best_s_p_index_fund_-_Google_Search_2025-03-31_at_2.20.50_PM.jpg?t=1743445364\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>And here you can see the visibility trend for this widget in this landscape\u2026 increasing about 3% or 8.5% overall between 12\/31 and 3\/31.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5aabf3&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/7d71cb07-eff0-4d2a-9fd9-efb9eee8adbc\/Search_Engine_Visibility_All_Categories_2025-03-31_at_2.23.25_PM.jpg?t=1743445414\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>It seems like Google has no intention of pulling back on this widget, which means brands should be looking to optimize for it.<\/p>\n\n\n\n<p>In my research, it looks like the best path forward is through content published on social media, YouTube and Reddit in particular have the most visibility in this widget.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;67f117d5aad25&quot;}\" data-wp-interactive=\"core\/image\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/media.beehiiv.com\/cdn-cgi\/image\/fit=scale-down,format=auto,onerror=redirect,quality=80\/uploads\/asset\/file\/7f8dfe2d-dfbd-438d-a740-23bd0aabd65a\/Overview_All_Categories_2025-03-31_at_2.28.05_PM.jpg?t=1743445713\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge image\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on-async--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-i-conducted-the-analysis-in-this-report\"><strong>How I Conducted The Analysis In This Report<\/strong><\/h2>\n\n\n\n<p>To do this analysis I analyzed 151,939 websites across 40,623 keywords.<\/p>\n\n\n\n<p>I have been tracking these keywords and every single website ranking on these keywords everyday in a landscape I launched on SiteCurve on July of 2024.<\/p>\n\n\n\n<p>The common thread behind these 40,623 keywords is that they are all made up of the top keywords by cost-per-click (CPC).<\/p>\n\n\n\n<p>Keywords like \u2018best credit card\u2019, \u2018best car insurance\u2019, and \u2018best accident attorney\u2019 are examples of the keywords being tracked with very high &gt;$4 cost per click if you were to pay for ads in search for these keywords.<\/p>\n\n\n\n<p>I am tracking these keywords specifically because they are incredibly valuable and incredibly competitive, which means the SEO strategies used to rank on these keywords are going to be some of the most advanced out there.<\/p>\n\n\n\n<p>Learning what ranks on these keywords may also indicate Google\u2019s preference when it comes to search results where there are many domains competing for the same keywords.<\/p>\n\n\n\n<p>There\u2019s a lot to learn from sites jockeying for position on competitive keywords which then can inform your own SEO strategy.<\/p>\n\n\n\n<p>The winning and losing sites noted in this list does not include every single winner\/loser but rather is (what I think) a representative sample providing a directional assessment of where Google is taking its algorithm.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"a-word-on-localized-results\">A Word On Localized Results<\/h3>\n\n\n\n<p>All keywords are tracked \u2018nationally\u2019 in the United States, meaning they are not localized and you may see slightly different rankings depending on where you live and where you are when you Google a keyword.<\/p>\n\n\n\n<p>For example, if you Google \u201cbest pest control near me\u201d you will see localized results specific to your geo which may not agree with the rankings noted in some of the reports below. This is to be expected.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"what-traffic-cpc-sov-and-msv-mean-in-this-report\">What Traffic, CPC, SoV, and MSV Mean In This Report<\/h3>\n\n\n\n<p>The \u2018traffic\u2019 in SiteCurve and the screenshots below is specific to the landscape the domain is in and not indicative of the overall traffic the site receives from Google. It is meant to be a directional measure of visibility growth\/decline.<\/p>\n\n\n\n<p>SiteCurve calculates estimated traffic via a click curve where the 1st organic position gets 38% of the clicks, 2nd position get 15%, and 3rd gets 8%, etc. SiteCurve then aggregates all estimated traffic for all keywords a domain ranks on.<\/p>\n\n\n\n<p>You might see share of voice (SoV) in this report, which is a percentage of the traffic a domain has relative to all of the traffic a domain could acquire in a landscape. For example, a domain might have 1,000 traffic, but the total addressable market for a landscape could be 100,000 traffic, in which case the domain would have 1% SoV.<\/p>\n\n\n\n<p>Monthly search volume (MSV) and cost-per-click (CPC) data-points are both pulled from Google keyword planner API for the keyword depending on its location.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"comparing-results-to-ahrefs-semrush-etc\">Comparing Results to AHREFs, SEMRush, etc<\/h3>\n\n\n\n<p>Some of the traffic charts noted in this report will not look anything like what you would see in AHREFs, SEMRush, etc.<\/p>\n\n\n\n<p>This is expected behavior and happens because those tools track every single keyword a domain ranks on (which could be millions in some cases).<\/p>\n\n\n\n<p>SiteCurve is a <a href=\"https:\/\/help.sitecurve.com\/en\/articles\/10512608-what-are-landscapes\">landscape tracker<\/a> and is only concerned with the specific keywords inside a landscape. In the case for this report, we are tracking a set of 40,623 keywords and then all domains who rank on those keywords.<\/p>\n\n\n\n<p>These 40,623 keywords are made up of the top keywords by cost-per-click (CPC). Keywords like \u2018best credit card\u2019, \u2018best car insurance\u2019, and \u2018best accident attorney\u2019.<\/p>\n\n\n\n<p>From those keywords we estimate how much traffic a site receives just from those keywords based on our click curve (see section above).<\/p>\n\n\n\n<p>Each day we estimate the traffic for a site, which translates into our traffic trend charts seen in this report.<\/p>\n\n\n\n<p>Personally, I like this method better of seeing visibility for domains I\u2019m competing with because it filters out all of the noise from keywords I don\u2019t care about, which you might find with an AHREFs or SEMRush report.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-websites-search-widgets-i-reviewed-in-this-report\"><strong>The Websites &amp; Search Widgets I Reviewed In This Repor<\/strong>t<\/h2>\n\n\n\n<p>Below are all of the sites I reviewed in this report along with the % change in visibility.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Domain<\/th><th class=\"has-text-align-center\" data-align=\"center\">Landscape Traffic<\/th><th class=\"has-text-align-center\" data-align=\"center\">3 month % \u0394&nbsp;<\/th><\/tr><\/thead><tbody><tr><td>forbes.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">128.9K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+68%<\/td><\/tr><tr><td>wellsfargo.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">40.8K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+149%<\/td><\/tr><tr><td>fidelity.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">18.9K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+110%<\/td><\/tr><tr><td>chewy.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">&nbsp; 27.5K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+336%<\/td><\/tr><tr><td>chowhound.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">4.4K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+744%<\/td><\/tr><tr><td>thegoodtrade.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">8.1K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+180%<\/td><\/tr><tr><td>pnc.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">&nbsp;11.5K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+466%<\/td><\/tr><tr><td>americanexpress&#8230;<\/td><td class=\"has-text-align-center\" data-align=\"center\">12.4K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+158%<\/td><\/tr><tr><td>huntington.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">13.1K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+274%<\/td><\/tr><tr><td>deltadental.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">21.7K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+360%<\/td><\/tr><tr><td>aetna.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">4.8K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+85%<\/td><\/tr><tr><td>cozyearth.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">4.9K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+228%<\/td><\/tr><tr><td>orkin.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">5.4K<\/td><td class=\"has-text-align-center\" data-align=\"center\">+143%<\/td><\/tr><tr><td>reddit.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">1.5M<\/td><td class=\"has-text-align-center\" data-align=\"center\">-19%<\/td><\/tr><tr><td>quora.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">148.3K<\/td><td class=\"has-text-align-center\" data-align=\"center\">-9%<\/td><\/tr><tr><td>zocdoc.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">16.0K<\/td><td class=\"has-text-align-center\" data-align=\"center\">-53%<\/td><\/tr><tr><td>healthgrades.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">6.5K<\/td><td class=\"has-text-align-center\" data-align=\"center\">-74%<\/td><\/tr><tr><td>expertise.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">281<\/td><td class=\"has-text-align-center\" data-align=\"center\">-92%<\/td><\/tr><tr><td>sleepfoundation.org<\/td><td class=\"has-text-align-center\" data-align=\"center\">4.8K<\/td><td class=\"has-text-align-center\" data-align=\"center\">-92%<\/td><\/tr><tr><td>sleepopolis.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">13.1K<\/td><td class=\"has-text-align-center\" data-align=\"center\">-62%<\/td><\/tr><tr><td>justia.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">14.1K<\/td><td class=\"has-text-align-center\" data-align=\"center\">-27%<\/td><\/tr><tr><td>t-mobile.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">6.0K<\/td><td class=\"has-text-align-center\" data-align=\"center\">-29%<\/td><\/tr><tr><td>highspeedinternet&#8230;<\/td><td class=\"has-text-align-center\" data-align=\"center\">5.7K<\/td><td class=\"has-text-align-center\" data-align=\"center\">-46%<\/td><\/tr><tr><td>smartasset.com<\/td><td class=\"has-text-align-center\" data-align=\"center\">5.3K<\/td><td class=\"has-text-align-center\" data-align=\"center\">-50%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Want to track these domains yourself?&nbsp;<a href=\"https:\/\/sitecurve.com\/share\/portfolio\/67e97b8f1e25fb3f965d76bc?sid=81d4fc50-84ad-4b1b-9a70-597b17c690fc&amp;utm_source=shanes-newsletter-6fbcef.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=winners-losers-march-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Add these domains to your portfolio to in SiteCurve.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I analyzed 151,939 websites across 40,623 keywords to figured out who won and who lost in the March 2025 Google<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"#gspb_accordion-id-gsbp-a14c585 .gs-accordion-item.gsclose>.gs-accordion-item__content{overflow:hidden;opacity:0}#gspb_accordion-id-gsbp-a14c585 .gs-accordion-item.gsopen>.gs-accordion-item__content{opacity:1;max-height:5000px}#gspb_accordion-id-gsbp-a14c585 .gs-accordion-item>.gs-accordion-item__title>.gs-accordion-item__heading{outline:0;text-decoration:none;margin:0!important;padding:0!important;flex-grow:1}#gspb_accordion-id-gsbp-a14c585 .gs-accordion-item>.gs-accordion-item__title{z-index:1;margin:0;cursor:pointer;transition:all .3s ease-in-out;position:relative;display:flex;justify-content:space-between;align-items:center;flex-wrap:nowrap}#gspb_accordion-id-gsbp-a14c585 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&amp; Losing In SEO<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"March 2025 Google Core Update (Winners &amp; Losers) - The SiteCurve Blog - See Who&#039;s Winning &amp; Losing In SEO\" \/>\n<meta property=\"og:description\" content=\"I analyzed 151,939 websites across 40,623 keywords to figured out who won and who lost in the March 2025 Google\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.sitecurve.com\/winners-losers-march-2025\/\" \/>\n<meta property=\"og:site_name\" content=\"The SiteCurve Blog - See Who&#039;s Winning &amp; Losing In SEO\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-31T19:46:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-02T17:45:11+00:00\" \/>\n<meta property=\"og:image\" 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