Market Mix - 👨‍⚖️ Google Judge & Jury

Google’s Judge & Jury On Authority

There’s still lots of chatter around on Google’s recent Helpful Content Update (discussed last week) which has devastated many previously successful niche sites who thought they were producing, well, helpful content.

Instead they now find themselves outranked by (in their view) low-quality user-generated content from the likes of Reddit and Quora.

So what gives?

One clue comes from this recent Twitter exchange between one of our favourite commentators, Anne Moss of yeys.com, and Google’s John Mu.

John states how there are ‘authority’ blogs written by people who are not an authority, and Anne responds asking why should Google be so judgmental:

Anne’s point is valid - why does the writer’s motivation or prior knowledge matter if the content is great?

Regardless, this plays into our larger point from last week of owning your audience rather than renting it. Don’t be at the mercy or the whims of platforms

You can read Anne’s passionate defence of niche Sites in her follow-up post:

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Huge End-User Domain Acquisition

Axios reported that James Mawhinney has invested $20M into the acquisition of the media.com domain name and brand, to use for his reputational management platform.

Elliot Silver from DomainInvesting.com reached out to James for a comment:

A release by GlobalNewswire also discusses how you can leverage such a powerful domain:

Whether or not the reputation management business will be successful at controlling misinformation, the domain on which it sits is an incredible asset.

Platform Risk

Not only should you own your audience and diversify away from Google, you should do the same with any platform that is giving the majority of your traffic.

Axios just posted a chart showing how referral traffic from Meta and X have fallen dramatically over the last year:

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