Forbes has traditionally been known as a news outlet focused on finance and economics. However, in recent years, Forbes has been dominating Google’s top search results for topics like pet insurance, CBD gummies, and cockroach control. Behind this phenomenon lies an SEO affiliate business called Forbes Marketplace, which capitalizes on the Forbes name to take top spots in Google search results, generating significant profits.
How has Forbes Marketplace leveraged the Forbes brand’s authority to dominate Google search? And what are the implications? Let’s take a look at Forbes Marketplace and its SEO strategy.
Forbes Marketplace: The Key to Success
The Birth of a Parasitic SEO Strategy
Forbes Marketplace exploits a section of the Forbes website to target various affiliate categories. As a result, in just four years, Forbes Marketplace has attracted over 20 million monthly visitors. This figure reflects Forbes’ dominance in search results on topics ranging from credit cards to cockroach control to CBD gummies.
The topics they select are those of broad public interest and contain keywords that drive substantial traffic in Google search. For instance, the keyword “CBD gummies” is part of the cannabis category, where PPC ads are scarce, yet Forbes still ranks at the top. This SEO strategy has allowed Forbes Marketplace to achieve remarkable success.
- Monthly earnings exceeding $100,000 from affiliate links related to credit cards
- Over 450,000 monthly visitors in the sports betting section
- SEO experts affiliated with Forbes precisely targeting each category
How Forbes Marketplace Operates
Forbes Marketplace may appear to be directly related to Forbes, but it is actually a separate entity. They operate independently, licensing the Forbes trademark while monopolizing the Google SEO market. Forbes itself holds only a minority stake and two board seats.
The core of their strategy is to capitalize on the trustworthiness of the Forbes brand, securing high rankings in Google search and maximizing profits. Their SEO strategy is not merely about driving traffic but generating actual affiliate income.
The Shift in Google Search Rankings: Forbes’ Overwhelming Influence
Google recognizes Forbes as an authority in nearly every field. From credit cards to cockroach control to sports betting, Forbes ranks at the top for a wide variety of topics. This is no coincidence. Forbes Marketplace’s success stems from perfect execution and a stroke of luck.
However, behind this success lies not only Forbes’ independent strategy but also significant changes in Google’s algorithms. Particularly with the introduction of the HCU (Helpful Content Update) algorithm, Google began prioritizing large media sites like Forbes, pushing small- to medium-sized websites out of competition, allowing Forbes to dominate various topics.
The Future of Forbes Marketplace: Stronger Expansion Ahead
Forbes Marketplace started as a parasitic SEO business, but its success has fueled bigger ambitions. By 2024, there is even talk of acquiring Forbes itself. Forbes Marketplace is buying shares of Forbes to gain more influence. They plan to expand their affiliate SEO business even further into areas like health, real estate, and sports, wielding even greater power.
As long as Google allows this to continue, Forbes Marketplace will keep thriving. They even have ambitions to dominate large-scale sports events like the NFL, NBA, and MLB.
Conclusion: The New SEO Frontier Shown by Forbes Marketplace
Forbes Marketplace illustrates a new frontier in SEO strategy. By maximizing Google’s algorithms and the Forbes brand’s power, they run a successful business, and their revenue model is poised for continued growth. As SEO professionals, it’s worth admiring what Forbes Marketplace has achieved, but it’s important to recognize the shift in search rankings outside of Google’s control.
Ultimately, Forbes Marketplace dominates Google search under the Forbes name, and unless Google steps in, this phenomenon will likely continue.
Source: Lars Lofgren, “Forbes Marketplace: The Parasite SEO Company Trying to Devour Its Host”