How 16 Companies are Dominating the World’s Google Search Results (2024 Edition)

In the Academy Award-nominated Food Inc, filmmaker Robert Kenner reveals how the extensive range of products we see on supermarket shelves is actually controlled by just a handful of companies.

在奥斯卡提名的纪录片《食品公司》中，导演罗伯特·肯纳揭示了我们在超市货架上看到的广泛产品实际上是由少数几家公司控制的。

Today I’m going to expand on my research into how the seemingly diverse list of websites in Google search results are often owned by just a few brands, and exactly what you can learn from those brands in question.

今天我将扩展我的研究，探讨谷歌搜索结果中看似多样化的网站列表通常只属于少数几个品牌，以及你可以从这些品牌中学到什么。

I first covered this topic in 2016, resulting in the most successful article I’ve ever published. Seven years later, it was still mentioned weekly in tweets, Facebook groups, and newsletters, prompting a 2023 follow-up read by over 50,000 people.

我首次在2016年涉及这个话题，这篇文章是我迄今为止发表的最成功的文章。七年后，它仍然每周在推特、Facebook群组和通讯中被提及，促使2023年的跟进阅读，超过5万人阅读。

Many of the leading websites in that initial report are still dominant today, but the companies behind them and how they operate have massively evolved, so today I’m excited to bring you the result of weeks of work and share their exact status right now in 2024.

在最初的报告中，许多领先的网站如今仍然占据主导地位，但它们背后的公司以及它们的运营方式已经发生了巨大变化，因此今天我很高兴为您带来数周工作的成果，并分享它们在2024年的最新状态。

If you wonder where SEO and publishing content online is heading in the age of AI, there’s probably no one better to track and analyse than the companies whose search engine rankings are worth billions of dollars.

如果你想知道在人工智能时代，SEO和在线发布内容的发展方向，可能没有比那些搜索引擎排名价值数十亿美元的公司更适合跟踪和分析了。

The 16 Companies Google Sends a Combined 3 Billion+ Clicks Per Month

Google每月向这16家公司发送了超过30亿次点击

The 16 companies in this report are behind at least 588 individual brands.

这份报告中的16家公司至少拥有588个独立品牌。

Combined, Semrush estimates they pick up around 3.5 billion clicks from Google each month. An average of 5.9 million monthly clicks per site.

Semrush 估计，它们每月从 Google 获得约 35 亿次点击。每个网站平均每月约 590 万次点击。

This report is not an attempt to track every single brand doing well in Google.

这份报告并非试图追踪每个在谷歌上表现良好的品牌。

I’m primarily focused on networks with sites in a variety of niches (such as Pets, Tech, Food and Sports) that typically publish English-language content.

我主要关注在各种领域（如宠物、科技、食品和体育）拥有网站的网络，这些网站通常发布英语内容。

Many are incredibly financially successful, in no small part due to the traffic search engines like Google send their way. You’ll likely search for something today where they’ll be on the first page of results.

许多人在财务上取得了巨大成功，其中很大一部分要归功于像谷歌这样的搜索引擎带来的流量。今天你很可能会搜索某些内容，而他们会出现在搜索结果的第一页。

I think there’s a ton we can learn from them, but first they need an introduction. A graphic seemed like the best fit:

我认为我们可以从他们那里学到很多东西，但首先他们需要一个介绍。一个图形似乎是最合适的选择：

Updated March, 2024. Dozens of sites have been changed since 2023.

2024年3月更新。自2023年以来已更改数十个站点。

This might look overwhelming, and yet it doesn’t come close to the almost 600 sites we’ve analysed for them.

这可能看起来令人不知所措，但它仍无法与我们为他们分析的近600个网站相提并论。

While we track more sites for each brand than they put on their portfolio pages, we may have excluded sites for primarily being written in other languages or if they’re essentially placeholder domains for job openings or similar. You can find more information on the sites and brands we purposefully didn’t include in this supplemental Google Doc.

虽然我们追踪的每个品牌的网站数量比它们在其组合页面上展示的要多，但我们可能已经排除了一些网站，因为它们主要是用其他语言编写的，或者它们实质上只是用于招聘或类似目的的占位域。您可以在这份补充Google文档中找到更多关于我们故意未包含的网站和品牌的信息。

Combining estimated traffic numbers for each website, we can also rank each brand accordingly.

结合每个网站的预估流量数据，我们也可以相应地对每个品牌进行排名。

These numbers will never be perfect but this should give a good idea of their overall size.

这些数字永远不会完美，但这应该能够很好地体现它们的整体规模。

While Dothdash Meredith isn’t too far behind Fandom, we only track 14 websites for Fandom, but forty-nine for Dotdash Meredith. Of course, it helps that Fandom.com is by far the most popular domain we track overall.

Dothdash Meredith 落后于 Fandom，我们只追踪 14 个 Fandom 网站，但对于 Dotdash Meredith，我们追踪了 四十九 个。当然，Fandom.com 是我们总体追踪的最受欢迎的域名。

Speaking of popular domains…

说到受欢迎的领域…

The 20 Biggest Sites They’re Behind, Ranked Ascending by Estimated Monthly Search Traffic

他们背后的20个最大网站，按照预估每月搜索流量升序排名

These estimates are provided by Semrush for January of 2024, with overall rankings compared to February of 2023, and only take into account traffic from search engines.

这些估计数据由Semrush提供，截至2024年1月，整体排名与2023年2月相比，仅考虑来自搜索引擎的流量。

There are two sites here where people might have differing views on the ownership of: MayoClinic and Goal, and I will explain why later in this report. If you prefer they were excluded (that’s totally fine), the two sites at the top of the table would have been Southern Living from Dotdash Meredith and Cnet from Red Ventures.

这里有两个地方，人们可能对所有权持有不同观点：MayoClinic 和 Goal，我将在报告后面解释原因。如果您希望它们被排除在外（完全可以），表格顶部的两个地方将是来自 Dotdash Meredith 的 Southern Living 和来自 Red Ventures 的 Cnet。

Five sites no longer in the top twenty that were in 2023 are Esquire, Collider, WomensHealthMag, USMagazine and Cnet.

2023年前二十名中不再位于前二十名的五个网站是Esquire、Collider、WomensHealthMag、USMagazine和Cnet。

Three of the top four sites being in the health space brings back memories of how many people I knew profiting wildly before Google got more serious around YMYL (Your Money Your Life) topics.

在健康领域排名前四的三个网站让我想起了在谷歌在YMYL（Your Money Your Life）话题变得更加严肃之前，我认识的许多人大赚一笔的回忆。

Hopefully this gives you a better insight into the huge brands they’re behind.

希望这能让你更好地了解他们背后的大品牌。

Just How Dominant They Are in Google’s Search Results: We Have the Data

他们在谷歌搜索结果中的统治地位：我们有数据

It should be clear from search traffic estimates alone that these brands are ranking very well for a lot of keyphrases.

单单从搜索流量估计就可以清楚地看出，这些品牌在许多关键词上的排名非常靠前。

If we overlay the relevant parent company onto some high-value queries, it becomes apparent that many Google search results aren’t technically as diverse as they initially seem.

如果我们将相关的母公司叠加到一些高价值的查询中，就会发现许多谷歌搜索结果在技术上并不像最初看起来那样多样化。

Across the web these 16 companies take up the majority of search results. Note: SERP features were removed for these screenshots (like ‘People Also Ask’), but no organic listings were modified

在网络上，这16家公司占据了大部分搜索结果。注意：这些截图中已删除了SERP功能（如'人们还在问'），但没有修改任何有机列表。

You may know I regularly update our report looking at who ranks across 10,000 hand-picked affiliate keyphrases.

您可能知道，我定期更新我们的报告查看排名情况，涵盖了10000个精心挑选的联盟关键词。

I revealed that just three companies were behind 36 of the top 100 domains overall. This report also features those three companies: Dotdash Meredith, Hearst, and Future.

我揭示了仅有三家公司掌控了前100个域名中的36个。这份报告还介绍了这三家公司：Dotdash Meredith、Hearst和Future。

I decided it would be interesting to recheck all of those search results to see how often a site owned by one of these 16 companies ranks.

我决定重新检查所有这些搜索结果，看看这16家公司之一拥有的网站有多频繁地排名。

Across 10,000 terms where affiliates are ranking, which cover products in every niche you can think of (home, beauty, tech, automotive, cooking, travel, sports, education and many more), these 16 companies ranked on the first page of 6,017 (or 60%) of them.

在 10,000 个联盟会员排名的术语中，涵盖了你能想到的每个领域的产品（家居、美容、科技、汽车、烹饪、旅行、体育、教育等等），这 16 家公司在其中的 6,017 个（或 60%）上排名第一页。

That’s not all.

这并不是全部。

In 1,580 of 10,000 search results they claimed four or more of the first 10 organic rankings.

在10,000个搜索结果中的1,580个中，他们声称前10个自然排名中有四个或更多。

The most dominant brand was Dotdash Meredith, with its websites appearing in 5,496 search results. It was followed by Hearst (4,254 search results), Future (3,740 search results), and Condé Nast (3,356 search results).

最具影响力的品牌是Dotdash Meredith，其网站出现在5,496个搜索结果中。其次是Hearst（4,254个搜索结果）、Future（3,740个搜索结果）和Condé Nast（3,356个搜索结果）。

The 16 companies are actually present in fewer search results than last year, but the top four brands are present in more search results than last year.

这16家公司实际上在搜索结果中的数量比去年少，但前四个品牌在搜索结果中的数量比去年多。

On the surface this looks like great news for independent site owners (digital goliaths went from being present in 84% of search results, to 60%), but our data shows the likes of Reddit and Quora – huge brands in their own right – have picked up most of those available spots.

表面上看，这对独立网站所有者来说似乎是个好消息（数字巨头在搜索结果中的占比从84%下降到60%），但我们的数据显示，Reddit和Quora等知名品牌已经占据了大部分空缺位置。

As we recently revealed, Reddit is currently the number one affiliate review domain on the planet, and the most dominant website in Google’s ‘Discussions and forums’ SERP feature.

正如我们最近透露的那样，Reddit目前是地球上排名第一的会员评论领域，以及谷歌“讨论和论坛”SERP功能中最主导的网站。

Still, even with their presence reduced, it’s very easy to find these 16 companies taking over search results. It’s still harder to find them not ranking.

尽管它们的存在减少了，但很容易发现这16家公司占据了搜索结果。要找到它们没有排名仍然更难。

Depending on the vertical, you might see the top few results all taken by a single one of them.

根据行业不同，你可能会看到前几个结果都被其中一个独占。

Searching Google.com from the US. The ‘People Also Asked’ feature was removed for the screenshot, but no organic results were changed

在美国从 Google.com 进行搜索。截图中删除了“人们还问”功能，但没有改变任何有机搜索结果

Towards the end of 2023 I performed our most extensive analysis of search results yet, looking at 250,000 keyphrases where content-focused sites were more likely to rank.

2023年底，我进行了我们迄今为止最全面的搜索结果分析，研究了25万个关键词短语，内容为重点的网站更有可能排名。

Even as someone reporting on this topic for years, I was surprised by the results: When a content-focused site ranked first across 186,444 Google search results, 86.1% of the time it was owned by a large media brand. A “digital goliath”.

即使作为多年报道这个主题的人，我也对结果感到惊讶：当一个以内容为重点的网站在186,444个谷歌搜索结果中排名第一时，有86.1%的时间它是由大型媒体品牌拥有的。一个“数字巨人”。

The sixteen companies in this report owned 12 of the top 20 content sites and 7 of the top 10. That’s some real domination across a considerable portion of English-language results.

这份报告中的十六家公司拥有前20名内容网站中的12家，以及前10名中的7家。这在英语搜索结果的相当大部分领域展现出了真正的主导地位。

Now you know who the companies are and how dominant they’ve become, let’s see what we can learn from them.

现在你知道了这些公司是谁，以及它们已经变得多么强大，让我们看看我们能从中学到什么。

31 Specific Insights from Tracking Every Aspect of Their Content & Operations

追踪内容和运营的每个方面，获得的31个具体见解

Most of the insights below are from what I can see on the surface of a website or from trawling through interviews and press releases. There’s enough wisdom to share just focusing on that.

以下大部分见解都来自我在网站表面看到的内容，或者是通过采访和新闻稿的梳理得出的。仅仅专注于这些内容，就有足够的智慧可以分享。

I will not reveal anything private or “blackhat” they may be doing, even though I consider large brands and public companies fair game.

我不会透露任何可能涉及私人或“黑帽”行为的信息，即使我认为大品牌和上市公司都是公平竞争的对象。

I’m just focused on the interesting things I think we can learn from — most of which (as you’ll see) they proudly promote. I won’t get into specific link-building tactics because I’m not the Google police, and don’t think I need to be to make this report valuable.

我只专注于我认为我们可以从中学到的有趣事物，其中大部分（正如您将看到的）他们自豪地推广。我不会深入讨论具体的链接建设策略，因为我不是谷歌警察，也认为我不需要成为谷歌警察来使这份报告有价值。

I genuinely believe these are some of the most interesting brands on the planet to watch – especially if you care about SEO – and we’re pretty lucky they love to give interviews, write investor updates and share news about what they’re working on.

我真诚地相信这些是地球上一些最有趣的品牌，尤其是如果你关心SEO的话，观察它们是非常幸运的，因为它们喜欢接受采访、撰写投资者更新并分享他们正在从事的工作的新闻。

Let’s get going…

让我们开始吧…

Digital Trends Media Group Has Gone Quiet, But They Now Own the Number One Tech News Site in the US

Digital Trends Media Group 已经消失，但他们现在拥有美国排名第一的科技新闻网站

In 2022, Digital Trends Media Group shared seven updates about their business in their ‘Press Room’.

2022年，Digital Trends Media Group在他们的'Press Room'中分享了关于他们业务的七个更新。

In 2023, they didn’t share any.

2023年，他们没有分享任何东西。

Coupled with the fact that some of the brands they feature on the site didn’t publish a single article in 2023 (TheAngle, Toughjobs & Blissmark), it may make you question the future of their business.

除此之外，该网站上展示的一些品牌在2023年没有发布任何文章（TheAngle、Toughjobs和Blissmark），这可能会让你对他们的业务未来产生质疑。

Fortunately, their flagship brand Digital Trends is still as popular as ever, and was just awarded the title of the #1 tech news site in the US for 2024, according to third-party media firm Comscore.

幸运的是，他们的旗舰品牌Digital Trends仍然像以往一样受欢迎，根据第三方媒体公司Comscore的数据，刚刚被评为2024年美国第一科技新闻网站。

The homepage of Digital Trends

Digital Trends 的主页

Their Editor-in-Chief gave an interview on hitting that goal, making comments like:

他们的总编辑在接受采访时谈到了实现这一目标，发表了以下评论：

Strategy-wise, we are going to stay the course, but throw some fuel on the fire. We’re enjoying the gains from the groundwork of simplification and focus that we laid years ago, and I want to maintain this momentum. I want to be able to go even deeper into the existing topics that we cover, and reach out to that same kind of audience in more places. We want to be available to readers wherever they want to consume our content. So while we will stay true to our roots and expertise in tech topics, I would love to expand on social media, through newsletters, and possibly totally new avenues.

在战略上，我们将继续保持现状，但会加把劲。**我们正在享受多年前我们奠定的简化和专注基础所带来的收益，我希望保持这种势头。我希望能够更深入地探讨我们已经涵盖的主题，并在更多地方接触到同类受众。**我们希望能够让读者在任何想要消费我们内容的地方都能找到我们。因此，虽然我们将继续坚守我们在技术领域的根基和专业知识，我很乐意在社交媒体、通过通讯简报以及可能是全新的途径上进行拓展。

He also touched on AI, but more about how the technology might impact our lives in the future, rather than how it might impact Digital Trends as a brand.

他还谈到了人工智能，但更多地是关于这项技术将如何影响我们未来的生活，而不是它将如何影响 Digital Trends 作为一个品牌。

It wouldn’t be Detailed if I didn’t go into more depth on this one, because there are two little aspects of the Digital Trends website I really like.

如果我不深入探讨一下，这就不够详细了，因为数字趋势网站有两个我真的很喜欢的小方面。

First of all, I love that they go to the level of detail where specific categories have their own editor.

首先，我喜欢他们在细节上下了功夫，以至于特定类别有自己的编辑。

It’s such a small thing but if you’re passionate about a brand and particularly a specific section of their website, I would imagine this helps build some form of relationship with the site you keep coming back to.

这只是一件小事，但如果你对一个品牌特别是他们网站的某个特定部分充满热情，我想这有助于建立与你一直回头的网站之间的某种关系。

How many websites could you name off the top of your head that do this?

你能脱口而出地说出多少个网站来做到这一点？

Another touch I like is how they style related posts at the end of an article.

我喜欢的另一个细节是他们如何在文章末尾设计相关文章。

Instead of related articles being a list of link cards, they fade into the beginning of each article, giving you a teaser of what you’re about to read. Once again, it’s a subtle, small thing, but I’ve seen it in use on a few of their sites and I’m a fan.

相关文章不再是链接卡片列表，而是淡入到每篇文章的开头，为您提供即将阅读内容的预告。再次强调，这是一个微妙而细小的改变，但我在他们的一些网站上看到过，并且我很喜欢。

This screenshot really doesn’t do it justice

这张截图真的无法展现它的全部魅力

This screenshot doesn’t do it justice since there are multiple posts stacked in a row that look like this, rather than a single one.

这个截图并不能完全展示，因为有多个帖子堆叠在一行，看起来像这样，而不是单独一个。

Finally, I can’t forget to mention I love how much detail they put into their design at times. Just look at the styling of this category:

最后，我不能忘记提到我喜欢他们在设计中投入的细节。只需看看这个类别的风格：

There’s a list of articles if you scroll past that header. The page almost looks like the introduction to a Netflix show.

如果您滚动到标题下面，会看到一列文章。该页面几乎看起来像是 Netflix 节目的开场。

Of course, you don’t have to go to these lengths to be successful in Google, but they continue to be one of my favourite brands to monitor.

当然，你不必如此费力才能在谷歌取得成功，但他们仍然是我最喜欢监测的品牌之一。

Two Specific Things Future Are Doing To Grow Affiliate Revenue (Both Were Mentioned on A Recent Earnings Call As Working Well)

未来正在做的两件事以增加联盟营收（这两项在最近的收益电话会议中被提及，并且表现良好）

If you follow me on Twitter or LinkedIn you’ll know I’ve now read and listened-in on hundreds of earnings calls, particularly from digital-first brands.

如果你在 Twitter 或 LinkedIn 上关注我，你就会知道我现在已经阅读并听取了数百次收益电话会议，特别是来自数字优先品牌。

I never miss an update from Future, and their latest update was especially interesting, particularly because they highlighted two specific things they’re doing to grow affiliate revenue.

我从未错过 Future 的任何更新，他们最新的更新尤其有趣，特别是因为他们强调了他们正在做的两件事情来增加联盟收入。

The first is that they started adding “Buy If” and “Don’t Buy If” boxes to their product reviews, and are now rolling these out to more sites.

他们首先开始在产品评论中添加“购买条件”和“不购买条件”框，并现在正在将其推广到更多网站。

Here’s an example of how those look:

这里是这些是什么样子的示例：

They previously had a bit more colour to them which I preferred, but they’re still pretty prominent throughout their reviews.

他们以前有更多的颜色，我更喜欢，但它们在评论中仍然非常突出。

The second thing they mentioned as working well is news surge content, taking the angle of “buy this thing before it’s no longer available”.

他们提到的第二个运作良好的事情是新闻激增内容，以“在它不再可用之前购买这个东西”的角度。

It definitely helps that they pick up a lot of traffic that isn’t keyword focused, but they can tie this approach back to terms to rank for as well.

它确实有助于他们吸引大量与关键词无关的流量，但他们也可以将这种方法与要排名的术语联系起来。

This is the specific example they shared on their earnings call, but you can see they repeat this angle often across most sites in their network.

这是他们在财报电话会议上分享的具体例子，但你可以看到他们经常在他们网络中的大多数网站上重复这个角度。

Affiliate Revenue is Crucial For The Other Brands As Well, So Here’s Some Ways They’re Trying to Stand Out

联盟收入对其他品牌也至关重要，因此这里有一些它们正在尝试脱颖而出的方式

Anyone who’s searched for a product review has likely seen a site owned by one of these sixteen companies populate their results.

任何搜索产品评论的人都可能看到由这十六家公司之一拥有的网站出现在他们的搜索结果中。

You’re probably aware they write a lot of Best [product] of 2024 content, but you might not be aware of the other ways they promote their affiliate links.

你可能知道他们写了很多《2024年度最佳[产品]》的内容，但你可能不知道他们推广联盟链接的其他方式。

One smart touch from Allure is to show recommended product picks, right in the middle of category pages.

《Allure》的一个聪明之处是在类别页面的中间展示推荐产品选择。

This isn’t something you typically see, yet is used on several sites in the Condé Nast network.

这并不是您通常会看到的东西，但在康泰纳仕网络的几个网站上被使用。

Notice how this is in the middle of a category page and traditionally just a list of links

注意这是在类别页面的中间，传统上只是一个链接列表

To reiterate, a standard category page is usually just a list of links, but this one has a prominent affiliate CTA right in the middle of it.

再次强调，标准的类别页面通常只是一个链接列表，但这个页面中间有一个突出的会员联盟 CTA。

There’s a lot to like about Elite Daily’s design – even if it’s not one you would ever try to replicate yourself – and how they brand their affiliate section is no exception.

Elite Daily 的设计有很多值得喜欢的地方 - 即使这不是你会尝试复制的设计 - 他们如何打造其联盟部分的品牌也是毫无例外的。

I love the “What’s the deal with?” angle and how that is peppered throughout. From its own dedicated page to subtle references to it on every review:

我喜欢“怎么回事？”的角度，以及它在整个内容中的点缀。从专门的页面到每篇评论中对它的微妙提及：

This angle feels so much more trustworthy

这个角度感觉更加可靠

Using headlines like “I Tried X and X Happened” also makes the review more memorable and trustworthy than a typical best products list. At least to me.

使用标题如“我试过X，结果发生了X”也比典型的最佳产品清单更加令人难忘和可信。至少对我来说是这样。

The Strategist section of Vox Media’s NY Mag also does something unique.

Vox Media的NY Mag的《The Strategist》栏目也有独特之处。

Not only do they quickly show you at a glance how many products are being featured, but there’s a smart sense of urgency tied to how many of those items are currently part of a sale.

不仅可以快速让您一目了然地看到有多少产品正在推广，而且与当前有多少这些商品正在促销相关联的是一种智能的紧迫感。

I would be curious to know if this tends to increase their conversion rate with people not wanting to miss out on a deal.

我很好奇是否这会增加他们的转化率，因为人们不想错过优惠。

Condé Nast’s Glamour magazine does something interesting: They double up their homepage navigation bar and highlight more general product topics.

Condé Nast的Glamour杂志做了一些有趣的事情：他们将主页导航栏设置为双层，并突出更多一般性产品主题。

It’s not typical to see this on a homepage

这在主页上并不常见

If I’m honest, I don’t think this looks great and feel it “cheapens” their homepage design, but it must work well.

如果我坦率地说，我认为这看起来不太好，感觉它“廉价化”了他们的主页设计，但它一定效果很好。

Another Condé Nast brand, GQ, can use the traffic coming to their site directly and via channels like email and social media to make sales that don’t have a keyword focus.

另一家康泰纳仕品牌 GQ，可以利用直接访问其网站以及通过电子邮件和社交媒体等渠道带来的流量，进行不以关键词为重点的销售。

I thought this angle was quite smart, mainly because it can be (and is) updated every month.

我认为这个角度相当聪明，主要是因为它可以（而且也确实）每个月更新一次。

If you spend time clicking around GQ, you’ll see many non-keyword-focus angles like this they regularly update.

如果你花时间在 GQ 点击浏览，你会看到许多像这样的非关键词焦点角度，它们会定期更新。

There are a few more unique angles I saw which are already in SEO Blueprint, but those are some of the main ones which recently caught my eye.

我看到了一些更独特的角度，这些角度已经在SEO Blueprint中，但最近引起我注意的是其中一些主要角度。

The Collaboration I Never Saw Happening (But Makes Total Sense): Hearst and Vox Media Are Working Together on Puzzles

我从未想到的合作（但完全合理）：Hearst 和 Vox Media 正在共同合作解决难题

In my second quarterly report on the playbook of Digital Goliaths, Detailed Q2, I mentioned how Hearst is taking on other media brands with their puzzle site, Puzzmo.

在我关于数字巨头战略的第二季度报告中，我提到了Hearst如何通过他们的拼图网站Puzzmo挑战其他媒体品牌。详细Q2

Hearst is the publisher behind brands like Cosmopolitan and Elle, and they’ve likely seen the success that Puzzles and Crosswords have had for The New York Times, The Independent and The Guardian newspapers.

Hearst 是《大都会》和《Elle》等品牌背后的出版商，他们很可能已经看到了《纽约时报》、《独立报》和《卫报》等报纸的字谜和填字游戏取得的成功。

I had previously reported how around 10 million people each week visit The New York Times website to play games.

我之前报道过，每周大约有1000万人访问《纽约时报》网站玩游戏。

I don’t know about you, but those numbers are higher than I would have guessed.

我不知道你怎么看，但这些数字比我猜测的要高。

What I hadn’t considered is that Hearst would open up Puzzmo to allow other brands to have their own sections on the site, and I think it’s a brilliant move.

我没有考虑到的是赫斯特会让Puzzmo开放，让其他品牌在网站上拥有自己的专区，我认为这是一个聪明的举措。

First of all, it stops media goliath competitors from being as likely to build out their own solution. It also grows the brand awareness of Puzzmo as a whole, and builds their relationship with other media brands if that’s ever on their agenda.

首先，这样做可以阻止传媒巨头竞争对手更有可能自行开发解决方案。这也有助于提升Puzzmo品牌的知名度，并在必要时与其他传媒品牌建立关系。

One recent new partner of Puzzmo is Polygon, a brand under Vox Media ownership.

Puzzmo最近的新合作伙伴之一是_Vox Media_旗下的品牌_Polygon_。

Notice the clear Polygon (Vox Media) branding on Puzzmo (Hearst)

注意 Puzzmo（Hearst）上清晰的多边形（Vox Media）品牌

I’ve probably taken some liberties with the headline of this section by saying the two companies have partnered up, but Hearst owns the Puzzmo platform, and Vox’s Polygon is heavily promoting its presence there.

我可能在这一部分的标题上有些自作主张，因为Hearst拥有Puzzmo平台，而Vox的Polygon在那里大力推广其存在。

The Polygon-branded section of the site was launched with commentary on how they might benefit:

Polygon品牌的网站部分是以对它们可能受益的评论而推出的：

While you can play for free, a subscription to Puzzmo Plus allows a game’s scores to ladder into daily, weekly, and monthly leaderboards so you can compete against friends, family or, perhaps, fellow readers of this very publication.

尽管您可以免费玩游戏，但订阅 Puzzmo Plus 可以让游戏的得分进入每日、每周和每月排行榜，这样您就可以与朋友、家人或者也许是这份刊物的其他读者竞争。

I presume Vox will get a decent cut of the $40/yr subscription price for anyone who becomes a paid subscriber.

我认为 Vox 将从任何成为付费订阅者的人的每年 40 美元的订阅价格中获得可观的份额。

The partnership was only announced in December of 2023 so it will be interesting to see if they’re still pushing it a year from now, and whether any other Vox Media sites follow suit.

这项合作伙伴关系仅于2023年12月宣布，因此很有趣的是，明年他们是否仍在推动这一合作，以及是否会有其他 Vox Media 网站效仿。

If You Haven’t Been to Red Ventures’ Cnet in a While, It Might Be Worth Checking Out (Their Redesign Went Live This Week)

如果你有一段时间没去过 Red Ventures 的 Cnet，现在或许值得一看（他们的重新设计本周上线）

I won’t claim to be a regular reader of Cnet, nor do I have any insights on whether they get their hands on every product they promote.

我不会声称自己是 Cnet 的忠实读者，也不清楚他们是否真的接触过他们推广的每个产品。

That said, after spending some time on the Red Ventures brand recently, I was impressed by several elements throughout its site.

话虽如此，最近花了一些时间了解 Red Ventures 品牌后，我对其网站中的几个元素印象深刻。

As I was about to hit publish on this 2024 report, they went live with a new homepage and look, which was a total coincidence and not why I was writing this section.

当我正要发布这份2024年报告时，他们刚好更新了主页和外观，这完全是巧合，并不是我写这部分的原因。

Instead, I had actually wanted to show you how they handle all of the different parts of product review pages.

相反，我实际上想向您展示他们如何处理产品评论页面的各个部分。

Take a look:

看一看：

Of course, 48 hours after I put this together, they’ve redesigned the site.

当然，在我整理好这个之后的48小时，他们重新设计了网站。

Of course, 48 hours after I put together this graphic, they redesigned their site. The elements annotated above are still there — they just have a darker design.

当然，在我制作这个图形的48小时后，他们重新设计了他们的网站。上面标注的元素仍然存在-它们只是有了更深的设计。

Not all of these elements are unique to Cnet of course, but they’ve been blended together in a really aesthetic way.

当然，并非所有这些元素都是 Cnet 独有的，但它们被以一种非常美学的方式融合在一起。

Some are just smart to have, like the call to action that follows you as you scroll. If you’re an SEO Blueprint member, you will have seen me mention some other sites that do this.

有些只是聪明地拥有，比如随着你滚动而跟随的行动号召。如果你是SEO Blueprint的会员，你会看到我提到一些其他也这样做的网站。

Another thing I like about their site is that different content types are styled entirely differently.

我喜欢他们网站的另一点是，不同类型的内容被完全不同的风格所呈现。

A product review, a list of the best banking apps and a report on the features of a new tech product look nothing alike. If you’re a fan of the brand already then there won’t be much that’s new to you, but if it’s not part of your usual online visits, I recommend taking a quick look.

产品评论、最佳银行应用程序列表以及新科技产品功能报告看起来完全不同。如果你已经是该品牌的粉丝，那么对你来说可能没有太多新鲜内容，但如果它不是你通常上网浏览的一部分，我建议你快速浏览一下。

When You Can Rank for Anything, What Keywords Do You Target? Wordle Answers, Among Other Things

当你可以排名任何关键词时，你会选择哪些关键词？Wordle答案，以及其他内容

It’s an interesting scenario: You have a network of sites with enough authority to stand a good chance of ranking for most topics you cover, so what should you be writing about?

这是一个有趣的情景：您拥有一系列具有足够权威性的网站，有很大机会在您涉及的大多数主题上排名，那么您应该写些什么呢？

For many of the 16 companies, one obvious choice is the answers to Wordle, the popular game The New York Times acquired in January of 2022.

对于这16家公司中的许多公司来说，一个明显的选择是《Wordle》的答案，这是《纽约时报》在2022年1月收购的热门游戏。

There are more examples than I put on this screenshot but here’s a few of them that appear on page one and two of Google:

这个截图上有更多的例子，但这里列出了一些出现在谷歌的第一页和第二页的例子：

Future alone share daily answers to Wordle on:

未来独自在以下网站每天分享 Wordle 的答案：

• Tom’s Guide
• Tom’s Hardware
• TechRadar
• PCGamer
• GamesRadar

• Tom's Guide
• Tom's Hardware
• TechRadar
• PCGamer
• GamesRadar

And I’m sure many more, but I had to get back to writing this report before scrolling through many more search results.

而且我相信还有更多，但在浏览更多搜索结果之前，我必须回去继续写这份报告。

Before I continue, I want to be clear that I’m not judging these brands for this tactic.

在我继续之前，我想明确表示我并不是在评判这些品牌使用这种策略。

If Ahrefs estimates are even close to accurate, there are 3.5 million searches every month for ‘Wordle today’, and that’s not even including any variants, of which there are many.

如果 Ahrefs 的估计接近准确，每个月都有 350 万次搜索“Wordle today”，甚至还不包括其中的任何变体，而变体有很多。

People want the answers, and these sites are providing them. It’s probably some of the easiest ad revenue they make, but it seems like a fair deal to me.

人们想要答案，这些网站提供了答案。这可能是他们最容易获得的广告收入之一，但对我来说，这似乎是一个公平的交易。

As someone who has spent more than half of his life looking at search results, I find this question interesting: What topics should you cover when you can rank for anything (within reason)?

作为一个花费了一生中超过一半时间查看搜索结果的人，我觉得这个问题很有趣：在可以排名任何内容（在合理范围内）时，你应该涵盖哪些主题？

And in specific scenarios like this, should you create a new page each day or update a single page daily? (Hint: Both are prevalent, but one page that gets updated often seems to be the best approach, even if it makes for some confusing comment sections).

在这种特定情况下，您应该每天创建一个新页面，还是每天更新一个页面？（提示：两者都很常见，但经常更新的一个页面似乎是最佳方法，即使这样可能会导致一些混乱的评论部分）。

If you’re ever in the position of owning or working on sites with such authority in the eyes of Google, it’s worth going through the type of content these brands are publishing because I think a lot of it would surprise you.

如果你曾经拥有或在谷歌眼中具有权威性的网站上工作，值得浏览这些品牌发布的内容类型，因为我认为其中很多内容会让你感到惊讶。

Trending Nav Bars Are As Popular As Ever (And Great for Market Research)

流行的导航栏仍然非常受欢迎（也非常适合市场研究）

One design element common on the brands owned by digital goliaths, but not so much by sites with independent owners, is the trending navigation bar element.

数字巨头拥有的品牌常见的设计元素，但独立所有者网站上并不那么常见的是 trending 导航栏元素。

Valnet’s TheGamer has as simple an example as you can imagine, but it’s prominent on every page of their site:

Valnet的TheGamer提供了一个你可以想象到的简单示例，但它在他们网站的每一页上都很显眼：

Pocket-lint, another Valnet brand, takes a very similar approach:

Pocket-lint，另一个 Valnet 品牌，采取了非常相似的方法：

Fit&Well from Future implement a similar style, but this time they don’t take positioning away from the standard navigational links like the above examples:

Fit&Well from Future 实现了类似的风格，但这次他们没有像上面的例子那样从标准导航链接中取走定位：

Then there’s a site like Gamespot, where the links aren’t marked as trending but all point to articles that have been updated recently:

然后还有像Gamespot这样的网站，链接没有标记为热门，但都指向最近更新的文章：

Other brands where this kind of bar is in place include:

其他采用这种形式的品牌包括：

• Digital Trends (Digital Trends Media Group)
• Collider (Valnet)
• BGR (Penske)
• Tom’s Guide (Future)
• PC Mag (Ziff Davis)
• Digital Spy (Hearst)

• Digital Trends（Digital Trends Media Group）
• Collider（Valnet）
• BGR（Penske）
• Tom’s Guide（Future）
• PC Mag（Ziff Davis）
• Digital Spy（Hearst）

If a brand uses it on one of its sites, you can likely find it on many more. For instance, Future has these trending bars on over 30 of their brands.

例如，Future 在他们的 30 多个品牌网站上都有这些流行的导航栏。

Trending topics shouldn’t dictate the entirety of your keyword and content research but they can be a great source of inspiration for what you might write next.

热门话题不应该主导你的关键词和内容研究的全部，但它们可以成为你下一篇文章的灵感来源。

How Much Money Is There in Dominating Google? If You’re Ziff Davis, Up to One Billion Dollars A Year

如果你是 Ziff Davis，主导 Google 能赚多少钱？最高可达每年十亿美元

I originally started this “Companies dominating Google” series back in 2016 because I was fascinated by how Google allowed companies to quickly turn one website into multiple and dominate countless search results.

我最初在2016年开始了这个“主导谷歌的公司”系列，因为我对谷歌如何允许公司快速将一个网站变成多个并主导无数搜索结果感到着迷。

One primary reason I’m still excited to follow them today is because I want to know how well they’re performing from a business perspective, especially in a time when people are a little more fearful about the future of SEO.

我今天仍然很兴奋地关注他们的一个主要原因是，我想了解他们在商业层面的表现如何，尤其是在人们对SEO的未来有些担忧的时候。

As only some of these companies are public we don’t have accurate revenue numbers for all of them, but I can share some insights from what I was able to find.

由于只有其中一些公司是上市公司，我们并没有所有公司的准确营收数据，但我可以分享一些我找到的见解。

Keep in mind of course that revenue is not profit, and not every company making a lot of money is thriving.

当然要记住，收入并不等同于利润，并非每家赚很多钱的公司都是蓬勃发展的。

Here’s an important disclaimer for everything said below: I will source my data and I’ve done the research but please do your own if you’re using these figures to make any decisions (especially as a few of them are public companies). Many of these are estimates.

以下是以下所有内容的重要免责声明： 我会提供数据来源，我已经做过研究，但如果您要使用这些数据做出任何决定，请自行查证（尤其是其中一些是上市公司）。其中许多是估计数据。

Here are the most recent numbers I was able to find:

以下是我能找到的最新数据：

Unfortunately, we don’t have any up-to-date estimates for Penske, Accelerate 360, Digital Trends or Valnet. Digital Trends was last reported to be making $30M in revenue with $8-10M in profit, but that was back in 2016.

很遗憾，我们没有 Penske、Accelerate 360、Digital Trends 或 Valnet 的最新估算数据。Digital Trends 上次报告的营收为 3000 万美元，利润为 800-1000 万美元，但这是在 2016 年。

Ziff Davis, behind brands like IGN, PCMag and RetailMeNot, reported digital media revenue of $1Bn for 2023.

Ziff Davis，IGN、PCMag和RetailMeNot等品牌背后，报告称其2023年的数字媒体收入达到10亿美元。

Of course, search traffic is not their only source of website visitors, which is where the ‘up to’ in the headline comes from.

当然，搜索流量并非他们网站访问者的唯一来源，这也是标题中“最高达到”的含义所在。

As I say, not all companies will be profitable, but I hope these numbers give you a small sense of how lucrative search traffic can be.

正如我所说，并非所有公司都会盈利，但我希望这些数字能让你对搜索流量的盈利潜力有一点了解。

If You Need Some Inspiration for Stylish Internal Linking, I’ve Got You Covered

如果您需要一些时尚内部链接的灵感，我可以帮您

Internal linking has become an increasingly popular topic in SEO in recent years, which is a little bit strange as it has been a thing since the dawn of websites. How else would people find other pages of your site?

内部链接在最近几年已成为SEO中越来越受欢迎的话题，这有点奇怪，因为自从网站诞生以来，它就一直存在。否则，人们怎么找到您网站的其他页面呢？

Of course, I get it: As websites get bigger and the topics they cover become more diverse, it can be hard to “keep up” with remembering to both link to past articles and update the links from them.

当然，我明白：随着网站规模的扩大和涵盖的主题变得更加多样化，要记得既链接到过去的文章又更新这些链接可能会有些困难。

I don’t view the following examples as replacements for great in-content links, but they can be smart ways to show crawlers and users additional sections of your site.

我不认为以下示例可以取代内容中的优质链接，但它们可以是向网络爬虫和用户展示站点其他部分的聪明方式。

On certain categories of Digital Trends, where relevant, they have clean links to additional subcategories:

在某些数字趋势类别中，如果相关，它们会有干净的链接到其他子类别：

Articles on Hearst’s Bicycling.com have an extra navigation bar with clear links to other posts on the site:

Hearst's Bicycling.com 网站上的文章有一个额外的导航栏，其中包含清晰的链接指向站点上的其他文章：

If you’re on a PCMag article which has several similar but more specific alternatives, they link to them nicely with a Related bar:

如果您在 PCMag 的一篇文章中，有几个类似但更具体的替代方案，它们会通过一个 Related 栏目很好地链接到这些替代方案：

I get that there’s nothing particularly remarkable about each example, but keep in mind that category pages on most sites on the web have nothing more than a list of their latest articles.

我知道每个例子都没有什么特别引人注目的地方，但请记住，大多数网站上的类别页面上除了列出最新文章外没有其他内容。

Here are the 18 (+1) Dotdash Meredith Brands That Receive “Nearly 100% of Our Investment in Content & Technology”

这里是接收“近100%的投资用于内容和技术”的18 (+1) 个Dotdash Meredith品牌

In their Q3 2023 earnings release, IAC’s Dotdash Meredith revealed there are 19 core brands which drive 80% of their website traffic and receive almost all of their content and technology investments.

在他们的2023年第三季度财报中，IAC的Dotdash Meredith透露，有19个核心品牌占据了他们80%的网站流量，并几乎获得了所有的内容和技术投资。

Their earnings release mentioned nineteen companies but only listed eighteen, so I contacted their investor support for an update.

他们的收益发布提到了十九家公司，但只列出了十八家，所以我联系了他们的投资者支持以获取更新。

The font color in their emails is an interesting choice.

他们电子邮件中的字体颜色选择得很有趣。

They revealed the missing ‘core’ site from their update was Health.com, leaving the following as their complete list of primary brands (in alphabetical order):

他们透露，更新中缺失的“核心”网站是Health.com，以下是他们按字母顺序排列的主要品牌完整列表：

1. AllRecipes
2. Better Homes & Gardens
3. Byrdie
4. EatingWell
5. Food & Wine
6. Health.com
7. InStyle
8. Investopedia
9. Martha Stewart
10. Parents.com
11. People
12. Real Simple
13. SeriousEats
14. Southern Living
15. SimplyRecipes
16. The Spruce
17. Travel & Leisure
18. Verywell Health
19. Verywell Mind

Interestingly, they referred to sites not in the list above as having “experienced pronounced traffic declines [..] and represent a small (and declining) portion of our revenue”.

有趣的是，他们提到上面列表中未列出的网站，称其“经历了明显的流量下降[...]，并且占我们收入的一小部分（且在减少）。”

Presumably this means brands like TreeHugger, The Balance, Brides.com and Lifewire.

据推测，这意味着像TreeHugger、The Balance、Brides.com和Lifewire这样的品牌。

As a Reminder, Your Headline Can Be a Lot More Personal Than Your Title Tag, and Digital Goliaths Know This Better Than Anyone

作为提醒，您的标题可以比标题标签更个性化，数字巨头比任何人都更了解这一点

I have to be careful with what I’m about to say because I understand you can “break the rules” when you have as much authority as the brands we’re covering.

我必须谨慎地说出我即将说的话，因为我明白在涉及我们正在报道的品牌时，当你拥有如此多的权威时，你可以“打破规则”。

That, and I don’t want you to start messing around with title tags for well-ranking pages or on pages that don’t need any help.

而且我不希望你开始在排名良好的页面或不需要任何帮助的页面上乱改标题标签。

Still, what I’m about to share seems far more common on authority sites than niche sites, so I wanted to show how Goliaths change their headlines to be far more personal than their title tags.

尽管如此，我要分享的内容似乎在权威网站上比在利基网站上更为常见，因此我想展示一下巨头是如何将标题改得比它们的标题标签更加个性化的。

As a perfect example, Vox Media’s The Cut has an enticing title tag for search engine results and a more personal headline atop its article.

作为一个完美的例子，Vox Media的The Cut在搜索引擎结果中有一个吸引人的标题标签，文章顶部有一个更个人化的标题。

Our free SEO extension, which recently passed 250,000 weekly users (thank you!) is responsible for that title tag screenshot

我们的免费SEO扩展，最近已经突破了25万每周用户（谢谢！）负责那个标题标签的截图

Some more examples I came across during this research include:

在这项研究中我遇到的一些更多的例子包括：

| <TITLE> | The 11 Best Brow Gels of 2024 | | ------------------------------------------------------------------ | ---------------------------------------------------------------------- | | <H1> | 11 Brow Gels That Are Tester-Approved for Touchable, Long-Lasting Wear | | | | | <TITLE> | 61 Best Gifts for Teen Boys | The Strategist | | <H1> | The Best Last-Minute Gifts for Teenage Boys, According to Teenage Boys | | | | | <TITLE> | The 15 Best Wireless Earbuds of 2024 — Bluetooth Earphone Reviews | | <H1> | The 15 Best Wireless Earbuds, According to 500+ Hours of Testing | | | | | <TITLE> | 14 Best Acne Treatments Recommended by a Dermatologist – 2024 | | <H1> | The Best Acne Treatments and Products for All Types of Breakouts | | | | | <TITLE> | 16 Best Bed Sheets of 2024, Tested & Reviewed | | <H1> | The Best Sheets, According to Bedding Experts | | | |

Finally, Google is known to rewrite titles quite dramatically these days so there’s no guarantee that your more enticing title tag will be chosen over your headline.

最后，谷歌现在以大幅改写标题而闻名，因此不能保证您更具吸引力的标题标签会被选择而不是您的标题。

Most examples I come across get their title tag selected but it isn’t always the case.

我遇到的大多数示例都选择了它们的标题标签，但并非总是如此。

Sites Owned By Digital Goliaths Still Make a Lot of Mistakes (Not a Critique, But Rather a Reality Check). Here’s 15 of Them…

数字巨头拥有的网站仍然存在许多错误（不是批评，而是现实检验）。以下是其中的15个……

I don’t think there’s a website I currently advise, including my own, which is technically “perfect” (though we certainly strive to get most of the way there).

我认为目前没有一个网站是完全完美的，包括我的网站在内，尽管我们努力使其接近完美。

When you’re working on large sites, continue to produce a lot of content and have multiple people with access to make changes, mistakes happen, things get overlooked, or potential upsides come second to budget.

在处理大型网站时，继续产生大量内容并让多人访问以进行更改，错误会发生，事情会被忽视，或者潜在的好处会被预算排在第二位。

In the 2023 edition of this report, I highlighted how some of the most popular health websites on the internet had footer links to an external website which was shut down. They were fixed days after the report went live despite being in place for months.

在2023年的报告中，我强调了互联网上一些最受欢迎的健康网站在页脚链接到一个已关闭的外部网站。尽管这些链接已经存在数月，但在报告发布后的几天内得到了修复。

I will keep the following examples simple as I’m not trying to make them look bad, and I wanted to show issues that most people reading this could find within minutes of looking at the sites. To be respectful, I passed some of these on directly before hitting publish on the article.

我将保持以下示例简单，因为我并不想让它们看起来很糟糕，我想展示的是大多数读者在查看这些网站几分钟后就能发现的问题。为了尊重，我在发布文章之前直接传达了其中一些问题。

Hopefully that’s all cleared up.

希望一切都澄清了。

1 Some articles on WebMD have canonicals pointing to their staging website.

1 WebMD上的一些文章具有指向其分级网站的规范链接。

Here’s a specific example.

这里是一个具体示例。

To check this at scale you could use a tool like ScreamingFrog, and you can use our own Detailed SEO Extension (yes, I’m biased) to check things on a page-by-page basis.

要在大规模上检查这一点，您可以使用像ScreamingFrog这样的工具，也可以使用我们自己的详细SEO扩展（是的，我有偏见）逐页检查事项。

As promised, I let them know about this otherwise I feel a bit weird mentioning it:

按照承诺，我告诉了他们，否则我提起这件事会感到有点奇怪：

I did the same for examples below where I could find an email address to notify.

我在下面的示例中做了同样的事情，如果找到电子邮件地址，我会通知。

2 A Red Ventures brand, Greatist, has homepage links to pages which result in server errors.

2 红风投品牌Greatist的主页链接指向导致服务器错误的页面。

For instance, as I write this, they’re currently linking to /skin-conditions which gives the following message:

例如，当我写这篇文章时，他们目前正在链接到 /skin-conditions，显示以下消息：

3 Hearst’s Popular Mechanics brand still has articles with Latin placeholder text in place.

3 赫斯特的Popular Mechanics品牌仍然有拉丁占位文本的文章。

4 When Byrdie takes down an article, they don’t have the most enticing error message for users.

当Byrdie撤下一篇文章时，他们并没有为用户提供最吸引人的错误信息。

Here’s an example from an article they took down about protein powders.

这里有一个他们撤下的关于蛋白粉的文章示例。

This was recently a page on the best protein powders for women

最近这是一个关于最适合女性的蛋白粉的页面

Their 404 pages look fine, so the way they’re currently removing articles (which result in 410 status codes) must be a different process.

他们的404页面看起来很好，所以他们目前删除文章的方式（导致410状态码）必须是一个不同的过程。

5 Older articles on Hearst’s Bicycling.com don’t have any title tags.

在赫斯特的Bicycling.com上，旧的文章没有任何标题标签。

In all fairness, this appears to happen to articles written almost a decade ago. I imagine they got overlooked in the various redesigns and site restructuring over the years.

公平地说，这似乎发生在近十年前撰写的文章上。我想它们在多年来的各种重新设计和网站重组中被忽视了。

6 GQ have a sitewide footer link to their RSS feed which doesn’t actually let you subscribe to their RSS feed.

6 GQ 在其整站页脚链接到他们的 RSS 源，但实际上无法让你订阅他们的 RSS 源。

Instead, the link results in a 500 server error.

相反，该链接导致500服务器错误。

It’s such a simple thing, but how many regular readers are they potentially losing because of this?

这是一件如此简单的事情，但因为这个原因他们可能失去了多少常规读者？

A lot of their article category links take you to straight 404 pages as well, but I don’t want to hone in on one site too much so that’s all I’ll say.

很多他们的文章类别链接直接跳转到404页面，但我不想过多聚焦在一个网站上，所以就说这么多吧。

7 Every single author bio on Future’s Games Radar is linked to with a double slash, meaning they each canonicalise elsewhere.

7 未来的Games Radar上的每个作者简介都使用双斜杠链接，这意味着它们各自在其他地方进行了规范化。

It’s not a big deal, of course, but it’s not something they would have done intentionally.

当然，这不是什么大不了的事，但这并不是他们故意要做的事情。

8 The Arena Group’s Parade Pets has a sitewide link to their Hamsters page but calls it Ham_p_sters (hey, I did tell you these were just for fun to show Goliath isn’t perfect).

8 竞技场集团的游行宠物页面有一个指向仓鼠页面的全站链接，但称其为 Ham_p_sters（嘿，我告诉过你这些只是为了展示歌利亚并不完美）。

What’s slightly odd is that I ran multiple spell checkers on the page and not one of them brought this up.

有点奇怪的是，我在页面上运行了多个拼写检查器，但没有一个提出这个问题。

9 ZDNet’s sitemap canonicalises through a redirect, and links don’t update, so they all mention previous years.

ZDNet的站点地图通过重定向进行规范化，链接不会更新，因此它们都提到了以前的年份。

Not only does their sitemap canonicalise elsewhere, but the canonical link is also a redirect.

他们的站点地图不仅在其他地方进行了规范化，而且规范链接也是一个重定向。

What’s more, unlike most websites where even text-based sitemaps are updated automatically, this may have been set up manually because links use years like ‘2022’. In contrast, the articles they’re referencing have already been updated for 2024.

此外，与大多数网站不同，即使是基于文本的站点地图也会自动更新，但这可能是手动设置的，因为链接使用了像“2022”这样的年份。相比之下，他们引用的文章已经更新到了2024年。

10 Valnet’s CBR reports on the world’s most creative industry, yet has the least creative sitewide opt-in.

Valnet的CBR报告涵盖了世界上最具创意的行业，但其整体最缺乏创意的站点选择加入。

Personally, I would spend time trialling lots of different variations to make this more enticing. Just consider how many millions of times it’s being seen each month and what even a tiny increase in conversion rate could do for the size of their audience.

就个人而言，我会花时间尝试许多不同的变体，使其更具吸引力。只需考虑每个月被看到的次数有多少百万次，即使是转化率的微小增加对于扩大受众规模会有何影响。

11 The canonical tags for pagination on Condé Nast’s Self brand are missing a slash.

11 康泰纳仕的《Self》品牌分页的规范标签缺少斜杠。

I’m sure Google is still following these just fine, but it is the kind of thing a very quick site crawl would detect in minutes.

我相信谷歌仍然可以很好地遵循这些规则，但这是一种非常快速的网站爬行可以在几分钟内检测到的事情。

12 Some fonts don’t appear to be loading properly on WebMD’s Symptoms subdomain, meaning sponsored content looks…odd.

12 WebMD 的症状子域上某些字体似乎未能正确加载，导致赞助内容看起来有些奇怪。

I believe it may be because they’re incorrectly referencing two of them in their source code:

我相信这可能是因为他们在源代码中错误地引用了其中的两个：

It’s not a huge problem – their pages and articles are still readable – but the fonts that aren’t loading correctly mean the styling of this section doesn’t match the rest of their brand.

这不是一个很大的问题 - 他们的页面和文章仍然可读 - 但是字体加载不正确意味着这一部分的样式与他们品牌的其他部分不匹配。

And of course, like the rest of us, most generally have common issues like:

当然，和我们其他大多数人一样，他们通常也会有一些共同的问题，比如：

• 13 Sitewide / homepage links which have to go through redirects
• 14 Heavily promoting best product guides still focused on previous years like 2022
• 15 Key internal links which often canonicalise elsewhere (like adding or removing a trailing slash)

• 13个整站/主页链接需要经过重定向
• 14个大力推广的最佳产品指南，仍然聚焦在之前的年份，比如2022
• 15个关键内部链接经常会在其他地方进行规范化（比如添加或删除尾部斜杠）

When I highlighted some issues in last year’s report, they were fixed very quickly, so I’m curious if that will happen again here.

当我在去年的报告中指出了一些问题时，它们得到了很快的解决，所以我很好奇这次会不会再次发生。

As I say, this was just for “fun” and a reminder that Goliath isn’t some perfect operation without things to improve.

正如我所说，这只是为了“好玩”，提醒大卫并非完美无缺，还有需要改进的地方。

One Affiliate Article, Three Hearst Websites. When You Have Multiple Brands, You Can Share a Single Story Across Them.

一个联盟文章，三个赫斯特网站。当您拥有多个品牌时，您可以在它们之间共享一个故事。

If you aren’t solely reliant on traffic from search engines, it seems pretty smart to me that if you are going to review a product with an affiliate link, to put that review on multiple sites.

如果你不完全依赖于搜索引擎的流量，我觉得如果你要评价一个带有推广链接的产品，把这篇评价放在多个网站上是相当明智的。

That’s precisely what Digital Goliath Hearst have done in the example below, and do for a lot of non-review content as well.

这正是数字巨头赫斯特在下面的示例中所做的，也是许多非评论内容的做法。

Hearst isn’t alone in this approach.

Hearst在这方面并不孤单。

We can also see two brands from Condé Nast doing the same thing:

我们还可以看到康泰纳仕旗下的两个品牌在做同样的事情：

Two Condé Nast brands with the same article from the same author

两个康泰纳仕品牌发布了同一位作者撰写的文章

I’ve also seen examples from Red Ventures, where their brands Greatist and Healthline.com will share the same content.

我还看到了来自Red Ventures的例子，他们的品牌Greatist和Healthline.com将共享相同的内容。

If you’re wondering how they handle these from a technical SEO point of view, then all the examples I’ve come across canonicalise to a single version.

如果你想知道他们如何从技术SEO的角度处理这些问题，那么我所遇到的所有示例都会规范化为单个版本。

So in the first example where Popular Mechanics, House Beautiful and Country Living publish the same story, the latter two sites have canonical tags pointing to Popular Mechanics.

在第一个例子中，Popular Mechanics、House Beautiful 和 Country Living 发布了相同的故事，后两个网站使用 canonical 标签指向 Popular Mechanics。

Tooltip Author Bio’s (With a Smart Addition) Are Used By At Least Three of the Brands

工具提示作者简介（带有智能添加）至少被三个品牌使用

Including detailed author bios in your content will not magically improve your website’s rankings, but it is generally a good idea for readers to know who is giving them advice.

在您的内容中包含详细的作者简介并不能神奇地提高您网站的排名，但让读者知道给他们建议的人是谁通常是个好主意。

There are also indirect benefits, such as people feeling more connected to your brand and tending to link to people they like.

还有间接的好处，比如人们感觉更加与您的品牌联系紧密，倾向于链接到他们喜欢的人。

Content-focused sites, owned by media companies and independent webmasters alike, have made significant changes in recent years to make their article authors more prominent.

内容为重点的网站，无论是媒体公司还是独立站长，近年来已经做出了重大改变，以突出他们的文章作者。

An interesting trend I’ve followed from large publications is that author bios, at least in summary form, are starting to show just by hovering over an author’s name.

我一直关注的一个有趣趋势是，大型出版物的作者简介，至少在摘要形式上，开始在将鼠标悬停在作者姓名上时显示。

For a good example we can look at Health.com, one of the most popular brands in the Dotdash Meredith family.

作为一个很好的例子，我们可以看看 Health.com，这是 Dotdash Meredith 家族中最受欢迎的品牌之一。

To clarify, the difference from a typical author bio is that you don’t have to click through to another page to learn more about who’s behind what you’re reading.

澄清一下，与典型的作者简介不同的是，您无需点击转到另一页来了解您正在阅读的内容背后的人是谁。

There’s a smart addition to this, which you may have spotted: They also include a call to action for the brand’s editorial guidelines , which I think is a nice touch.

这里放翻译好的文字：他们还包括了品牌编辑指南的号召行动，我认为这是一个不错的点缀。

PCMag, a Ziff Davis brand, have implemented something very similar:

PCMag，Ziff Davis旗下品牌，已经实施了非常类似的功能：

Other sites where this hover effect is present include RollingStone, Byrdie, Billboard.com, VeryWellFit and more.

此悬停效果出现在其他网站上，包括RollingStone、Byrdie、Billboard.com、VeryWellFit等等。

As a bonus tip, I’m quite a big fan of mini author bios within an actual article as well.

作为额外提示，我也非常喜欢在实际文章中加入作者简介。

Vox Media’s The Verge implements this quite nicely on their individual articles:

Vox Media的_The Verge_在他们的单独文章中实现得非常好：

Another Vox Media brand, NYMag, has implemented something similar:

另一家 Vox Media 旗下的品牌 NYMag 也实施了类似的做法：

I prefer the mini author bios at the start of an article over the author tooltip boxes, but you could technically implement both.

我更喜欢文章开头的迷你作者简介，而不是作者工具提示框，但你理论上可以同时实现两者。

Here’s How Reliant They Are On Search Traffic (Based on Checking 200 Sites)

他们对搜索流量的依赖程度有多高（基于检查了200个网站）

In Future’s full year 2023 earnings call they revealed that search traffic was 58% of their overall traffic, compared to 72% three years ago. They’re happy about this decrease as they want to diversify platform risk.

在未来全年2023年的收益电话会议中，他们透露搜索流量占其整体流量的58%，相比三年前的72%。他们对这种减少感到高兴，因为他们希望多样化平台风险。

Dotdash Meredith CEO Neil Vogel stated in a February 2024 interview that they’re probably the least reliant publisher when it comes to search traffic, but it is still hugely important for them.

Dotdash Meredith首席执行官Neil Vogel在2024年2月的一次采访中表示，当涉及到搜索流量时，他们可能是最不依赖搜索流量的出版商之一，但对他们来说仍然非常重要。

I ran the numbers in Similarweb to get an idea of just how reliant these brands are on the traffic source they’re dominating.

我在Similarweb中运行了数据，以了解这些品牌在主导的流量来源上有多么依赖。

I checked 20 sites from each and averaged out the estimates.

我检查了每个网站的20个，并对估算值取平均。

The least reliant – at least based on the twenty sites we checked for them – was Vox Media, with organic search traffic estimated to make up 45.4% of their visitors.

至少根据我们为它们检查的二十个网站，最不依赖有机搜索流量的是 Vox Media，其访问者中有机搜索流量估计占45.4%。

Across our small sample size, Hearst was the most reliant, with organic search accounting for 71.8% of visitors.

在我们的小样本中，Hearst是最可靠的，有机搜索占访问者的71.8%。

While estimates will never be perfect, Future’s admission of a 58% reliance on search traffic is pretty close to the 61% we’ve shown here from third-party tools.

尽管估计永远不会完美，Future承认依赖搜索流量达58%，与我们从第三方工具显示的61%非常接近。

Remember that I didn’t check every site from every brand, and third-party tools like Similarweb will never be perfect, so think of these as a rough estimate.

请记住，我没有检查每个品牌的每个网站，而像Similarweb这样的第三方工具永远不会完美，所以请将这些视为粗略估计。

If I Write This Report Again in 2025, Digital Trends and Recurrent Probably Won’t Be In It

如果我在2025年再次撰写这份报告，数字趋势和循环可能不会包括在其中

In 2016, when I first published this report, I wrote about companies like Purch and Dennis Publishing.

2016年，当我首次发布这份报告时，我写了关于Purch和Dennis Publishing等公司的内容。

Both were acquired by Future in 2018 and 2021 respectively, which is how brands like Tom’s Guide, Tom’s Hardware, IT Pro and Kiplinger came to be owned by the public company.

Future分别于2018年和2021年收购了这两家公司，这就是为什么像Tom’s Guide、Tom’s Hardware、IT Pro和Kiplinger这样的品牌现在归属于这家上市公司。

In 2025, the companies I may no longer write about here include Digital Trends Media Group and Recurrent Ventures (and possibly Bustle Digital Group), but not because I have insights on someone acquiring them.

到了2025年，我在这里可能不再写关于Digital Trends Media Group和Recurrent Ventures（可能还包括Bustle Digital Group），但并不是因为我有关于它们被收购的见解。

I would omit DTMG primarily because they no longer fit my philosophy of what it takes to be featured here: You should own a lot of content sites in lots of different niches, so you truly dominate a lot of Google’s search results.

我会主要忽略DTMG，因为它们不再符合我认为应该被列为特色内容的哲学：你应该拥有许多不同领域的内容网站，这样你才能真正主导谷歌搜索结果的很多内容。

It’s why I don’t include a brand like ReedPop, which has a lot of successful sites but is very focused on gaming and entertainment and not much else.

这就是为什么我不包括像 ReedPop 这样的品牌，该品牌拥有许多成功的网站，但非常专注于游戏和娱乐，而其他方面则不多。

With that said, as I was working on this report I noticed DTMG started publishing content on sites they haven’t updated for over eighteen months.

在这种情况下，当我在撰写这份报告时，我注意到 DTMG 开始在一些长达十八个月未更新的网站上发布内容。

I honestly didn’t expect them to come back, but it’s notable they’ve started up again. Perhaps even more notable is that they don’t assign any other names to most of the new content.

我坦白说并没有期待他们会回来，但值得注意的是他们又重新开始了。也许更值得注意的是，他们并没有给大部分新内容指定其他名称。

It has been a while since Digital Trends Media Group updated some of their sites

Digital Trends Media Group 更新其一些网站已经有一段时间了

Due to the numbers they’re currently pulling in, they won’t be here next year unless they revive the traffic to some of those brands or launch new ones.

由于他们目前的业绩不佳，除非他们恢复某些品牌的流量或推出新品，否则明年他们将不会在这里。

As a note important enough to make purple, I should make it clear I have no private insights on DTMG and their current business success (and revealed in the first point in this report they now own the number one tech site in the US). I’m simply reporting on whether they will fit our criteria for coverage here – many big, successful brands don’t – and it’s not at all a slight on their operations.

作为一个足够重要以至于需要标记为紫色的注释，我应该明确指出我对 DTMG 及其当前的业务成功没有私人见解（正如本报告中第一点所透露的，他们现在拥有美国排名第一的科技网站）。我只是在报告他们是否符合我们在这里报道的标准 - 许多大品牌、成功的公司并不符合 - 这并不是对他们运营的贬低。

Recurrent is in a similar situation: They now have too few sites dominating search results – at least according to the third-party metrics we use for this report – and it doesn’t look like that will turn around.

Recurrent 处于类似的情况：现在有太少的网站主导搜索结果 - 至少根据我们用于此报告的第三方指标 - 看起来不会好转。

Thanks to excellent reporting from Mark Stenberg at Adweek (paywall), we know that one of the brands we previously reported on—Field & Stream—is no longer owned by them.

感谢 Adweek 的 Mark Stenberg 做出的出色报道（付费墙），我们知道我们之前报道过的品牌之一——Field & Stream——不再属于他们所有。

Couple this with new ownership for their other titles, like MEL Magazine and Saveur, and they’re just not dominating search results like they were in the past.

再加上他们其他刊物的新所有权，比如MEL杂志和Saveur，他们就不像过去那样主导搜索结果了。

While things looked positive in 2021, with various outlets reporting they generated around $15M in EBITDA, they’ve recently gone through another round of layoffs and named their third CEO in just three years.

尽管2021年的情况看起来积极，各方报道称他们在EBITDA方面产生了约1500万美元的收入，但最近又经历了另一轮裁员，并在短短三年内任命了第三位CEO。

They’re still behind some sites worth following, like PopPhoto, Popular Science, Dwell and Bob Vila, but right now that’s not enough for them to stay in this report next year.

他们仍然落后于一些值得关注的网站，比如PopPhoto、Popular Science、Dwell和Bob Vila，但目前这还不足以让他们明年继续留在这份报告中。

The most likely to replace one of them is Bauer Media Group, but I’ll wait to see how things stand 12 months from now before making that decision.

最有可能取代其中之一的是Bauer Media Group，但在做出决定之前，我会等待看看12个月后的情况。

Product Review SERPs Are Changing, And That Has to Be a Concern for All of Them

产品评论搜索结果页面正在发生变化，这对所有人都应该是一个关注点

2023 was a turbulent year for search engine results pages—perhaps the most turbulent since I started writing about SEO over a decade ago.

2023年对搜索引擎结果页面来说是一个动荡的一年，也许是我十多年前开始撰写关于SEO的时候以来最动荡的一年。

Not only do digital publishers have to be ready for the potential emergence of AI in search results, but the standard product review search results—which provide a great source of revenue for them—have also massively changed.

数字出版商不仅需要准备好应对搜索结果中人工智能的潜在出现，而且标准产品评论搜索结果——这为他们提供了巨大的收入来源——也发生了巨大变化。

Standard ‘best [product] queries are now littered with filters that take even more attention away from the top results. That’s just in the US for now, but I wouldn’t be surprised if it gets rolled out further soon.

标准的“最佳[产品]查询”现在充斥着过滤器，这些过滤器会让人们更加关注顶部结果。目前这只是在美国，但如果很快被推广到其他地区，我也不会感到惊讶。

The recent filtering options have changed product review search results massively

最近的筛选选项已经大幅改变了产品评论搜索结果

I don’t like page structure at all as a user, but that’s possibly my SEO bias kicking in.

作为用户，我完全不喜欢页面结构，但这可能是因为我有SEO偏见。

Last year we ran four separate crawls on 10,000 product review search results and made a clear statement: Sites like Reddit and Quora are dominating more than ever before.

去年我们对10,000个产品评论搜索结果进行了四次单独的抓取，并明确表示：Reddit和Quora等网站的主导地位比以往任何时候都更加明显。

I’m fortunate that we were early to this reporting so have the numbers to back it up.

我很幸运，我们在报道上很早，所以有数据支持。

While companies like Ziff Davis appear to be confident that AI in search results might benefit them, if the following example becomes the norm, we’ll be looking at a very different playing field in the near future.

尽管 Ziff Davis 等公司似乎对搜索结果中的人工智能表示信心，但如果以下示例成为常态，我们将在不久的将来面临一个非常不同的竞争环境。

My recent deep-dive into Google’s increasingly prominent ‘Discussions and forums’ SERP feature showed it was present in 77% of product review search results I looked at.

我最近对谷歌日益突出的“讨论和论坛”搜索结果功能进行了深入研究，结果显示在我调查的77%的产品评论搜索结果中都存在这一功能。

While both Future and Ziff Davis have forums in the top 100 overall, Reddit and Quora dominate the results. So much so they have 3X the presence of every other forum in the feature…combined.

尽管 Future 和 Ziff Davis 在前100名中都有论坛，但 Reddit 和 Quora 主导了结果。它们的存在甚至比其他所有论坛的总和多出3倍。

I can’t ignore that many of these companies have diversified into other fields. Ziff Davis, for example, has software and event businesses that aren’t beholden to algorithm updates.

我不能忽视这些公司中许多已经多元化进入其他领域。例如，Ziff Davis拥有软件和活动业务，不受算法更新的约束。

We also can’t forget that these publishers have offline print-based magazines as well. I don’t think that’s what they want to rely on when their focus has been so much on the shift to digital, but we can’t ignore that they exist.

我们也不能忘记这些出版商也有线下印刷杂志。我不认为他们希望依赖这一点，因为他们的重点已经如此集中在数字转型上，但我们不能忽视它们的存在。

Still, I’m obsessed with tracking this space, and everything signals these search results are crucial to them.

尽管如此，我还是着迷于追踪这个领域，一切迹象表明这些搜索结果对他们至关重要。

I don’t think Popular Science’s editor-in-chief wants to put this kind of content front and centre on its homepage.

我认为《Popular Science》的主编不希望将这种内容置于其主页的核心位置。

We can question it, but this kind of content typically funds more relevant research and insights

我们可以对此提出质疑，但这种内容通常会资助更相关的研究和见解

While I don’t have private insights on every brand, affiliate revenue for Future (Tom’s Guide, Marie Claire, etc.) came in at £268.9M for their full year 2023 report. That’s 34% of their total earnings.

Future（Tom's Guide，Marie Claire等）的附属收入在2023年全年报告中达到了2.689亿英镑，占其总收入的34%。

Similarly, in their Q3 2023 earnings call, they clarified that they will be investing even more money into reviews and shopping guides for 2024. You would only do that if it were important to your business.

同样，在他们2023年第三季度的收益电话会议中，他们澄清他们将在2024年投入更多资金用于评论和购物指南。只有当这对你的业务很重要时，你才会这样做。

Then there’s Dotdash Meredith, who has hundreds of full-time staff working on their product reviews and “50 to 60 test kitchens” around the US. Again, I think it’s fair to say you wouldn’t invest so much into this if you weren’t seeing (or expecting to see) a great return on your investment.

然后是 Dotdash Meredith，他们有数百名全职员工致力于产品评论，并在美国各地拥有“50到60个试验厨房”。再次，我认为可以说，如果你没有看到（或期望看到）投资回报，你不会投入这么多资源。

If they have any concerns for the future, changing product review search results has to be one of them.

如果他们对未来有任何担忧，改变产品评论搜索结果必须是其中之一。

Dotdash Meredith Are Still Bold About Their Social Proof (And I’m Still a Big Fan)

Dotdash Meredith 仍然坚定地展示他们的社会证明（而我仍然是一个忠实的粉丝）

In the countless audits I do of other sites, whether that’s service businesses, SaaS companies or product review brands, I often comment that I feel social proof is lacking.

在我对其他网站进行的无数次审计中，无论是服务业务、SaaS公司还是产品评论品牌，我经常评论说我觉得社会证明缺乏。

Most common is that social proof is everywhere throughout a homepage, then never to be found again on the rest of a site (which doesn’t make sense on businesses trying to grow with SEO, where lots of pages will receive entry traffic).

社会证明最常见的情况是在整个主页上随处可见，然后在网站的其余部分再也找不到（这对于试图通过SEO实现增长的企业来说是没有意义的，因为许多页面将接收入口流量）。

Lack of social proof can’t be said of the homepage of Dotdash Meredith brands, who present their reach in style.

Dotdash Meredith品牌的主页展示了他们的影响力，缺乏社会证明无法用来形容他们。

The homepage of Southern Living not only shows an impressive annual readership but a surprising number of book sales as well.

Southern Living 网站首页不仅展示了令人印象深刻的年度读者数量，还有令人惊讶的图书销量。

The more modern Health.com shows off how many experts advise on their mass of articles.

越来越现代化的Health.com展示了有多少专家在他们的大量文章中提供建议。

Home resource The Spruce not only shows off how many readers they have and how many products have been tested, but if you look in the top-right of the following screenshot, you’ll also see how many followers they have on specific social media platforms.

家居资源The Spruce不仅展示了他们的读者数量和测试产品数量，而且如果你看一下以下截图的右上角，还可以看到他们在特定社交媒体平台上的关注者数量。

While their sites all tend to follow the same pattern, the social proof on All Recipes bucks the trend slightly.

虽然它们的网站都倾向于遵循相同的模式，但All Recipes上的社交证明略有不同。

It’s far more compact than other sites in their network but still does a clear job of helping you give them a chance to stick around if it’s your first visit to the brand.

它比他们网络中的其他网站要紧凑得多，但仍然清晰地帮助您给予他们一个机会，如果这是您第一次访问该品牌的话。

When I highlighted this in the 2023 version of this report, I noticed quite a few popular niche sites follow suit. Honestly, I think this can look good on any site as long as it fits your design language.

在2023年版的报告中，当我突出显示这一点时，我注意到很多受欢迎的利基网站效仿。老实说，我认为只要符合你的设计语言，这在任何网站上都会看起来不错。

With Over 45 Million Pages of Content, Fandom.com Is Still The Most Popular Domain We Track

拥有超过4500万页内容，Fandom.com 仍然是我们追踪的最受欢迎的域名

Just like in 2023, our 2024 analysis has shown that Fandom is the most popular domain in our research when it comes to picking up search traffic (at least according to third-party estimates).

就像在2023年一样，我们的2024年分析显示，Fandom是我们研究中最受欢迎的领域，至少根据第三方估计，它在获取搜索流量方面表现出色。

The founder of Fandom is someone you might be familiar with: Jimmy Wales, who also founded Wikipedia.

Fandom的创始人可能是你熟悉的人：Jimmy Wales，他也是维基百科的创始人。

Fandom is set up in a similar manner, where people can create and edit discussions on their favourite games, movies, TV shows, and more.

Fandom 是以类似的方式设置的，人们可以在其中创建和编辑关于他们最喜爱的游戏、电影、电视节目等的讨论。

According to their own Media Kit, their network stats are as follows:

根据他们自己的媒体包，他们的网络统计数据如下：

• Giant Bomb: 729K monthly uniques
• metacritic: 6M monthly uniques & 31M monthly pageviews
• Gamespot: 9M monthly uniques & 38M monthly pageviews
• TV Guide: 14M monthly uniques & 75M monthly pageviews
• Fandom: 350M monthly uniques

• Giant Bomb: 每月729K独立访客
• metacritic: 每月6M独立访客和每月31M页面浏览量
• Gamespot: 每月9M独立访客和每月38M页面浏览量
• TV Guide: 每月14M独立访客和每月75M页面浏览量
• Fandom: 每月350M独立访客

They also state their store, Fanatical, has over 3 million monthly customers and sold over 100M game guides.

他们还表示，他们的商店Fanatical拥有超过300万月度客户，并销售了超过1亿份游戏指南。

The current ownership in Fandom is more complex than I would like for someone reporting on them. The site was acquired by Integrated Media Co in 2018 for around $200M, which is backed by private equity firm TPG.

Fandom目前的所有权比我希望的报道对象更为复杂。该网站于2018年被整合媒体公司以约2亿美元的价格收购，该公司由私募股权公司TPG支持。

TPG also own a majority stake in Goal.com, which is why we view them as part of the Fandom network, though I understand someone might not agree with that connection.

TPG也拥有Goal.com的大部分股份，这就是为什么我们将他们视为Fandom网络的一部分，尽管我理解有人可能不同意这种联系。

Their network is so large that they can shut down sites without leaving any remnants of its past in place. Football game-focused Futhead was estimated to reach over one million visitors each month before they shut it down in 2023.

他们的网络如此之大，以至于他们可以关闭网站，而不留下任何过去的痕迹。专注于足球游戏的Futhead在2023年关闭之前估计每月可达到一百万访问量。

There aren’t many companies that could let a brand close so easily without leaving it in place to collect some ad revenue or selling it to a “rival”.

没有多少公司能够让一个品牌如此轻易地关闭，而不是让其继续存在以收集一些广告收入或将其出售给“竞争对手”。

How much search traffic they pick up is undoubtedly linked to the huge volume of content hosted on their many subdomains.

他们获得的搜索流量多少，无疑与他们许多子域上托管的大量内容有关。

Similarweb estimates they’re reliant on this search traffic, with around 73% of visitors coming from organic search and 22% coming to the site directly.

Similarweb 估计他们依赖于这些搜索流量，大约73% 的访问者来自有机搜索，22% 直接访问该网站。

I Forgot How Every Website Used to Use Polls Until I Kept Seeing Them Across the Valnet Network

我忘了每个网站过去都使用投票，直到我在 Valnet 网络上看到它们

Looking through Valnet websites again for this year’s report, I was reminded that almost every website I used to visit a decade ago appeared to have a poll on it in some form.

再次浏览 Valnet 网站，我想起了十年前几乎每个我曾经访问过的网站上都有某种形式的投票。

I also remember religiously adding them to my own sites. I wonder where or why that changed, but they’re definitely less common than they used to be.

我也记得宗教般地将它们添加到我的网站上。我想知道是在哪里或为什么发生了变化，但它们肯定比过去更不常见了。

Here’s a sample of the type of polls Valnet are currently running on their sites:

这里是 Valnet 目前在其网站上进行的调查样本：

They’re such a simple way to get feedback on your space, encourage users to interact with the page or just give them insights (‘View Results’) into what other people think.

它们是获取空间反馈的一种简单方式，鼓励用户与页面互动，或者只是为他们提供其他人的想法（'查看结果'）的见解。

‘Discuss This Poll’ is a pretty smart call to action, and the one currently live on GameRant has over 1,200 votes, so they do get used.

'讨论此投票'是一个相当聪明的行动号召，目前在GameRant上进行的投票已经有超过1,200票，所以它们确实被使用了。'

Granted, Valnet don’t use these on every site, and every site that runs them doesn’t show them continuously, but they definitely caught my eye when putting this report together.

Valnet确实没有在每个网站上使用这些，而且运行这些的每个网站也不会持续显示它们，但当我整理这份报告时，它们确实引起了我的注意。

I get that this might be a weird thing to comment on, but their omission from the wider internet—outside of social media platforms—is pretty apparent.

我明白这可能是一个奇怪的评论对象，但它们在更广泛的互联网上被遗漏——除了社交媒体平台之外，这一点非常明显。

They’re Responsible for Some of the Boldest, Original Website Designs Online

他们负责一些最大胆、原创的在线网站设计

If you’ve been through SEO Blueprint or seen my commentary on websites in the past, you’ll know how a website looks is really important to me.

如果你参加过SEO蓝图课程或者看过我对网站的评论，你会知道网站的外观对我来说非常重要。

Perhaps even more so as the years have gone by.

或许随着岁月的流逝，这种情况变得更加明显。

What I love about some of the “big 16” is that despite them having a lot of key qualities to succeed in search (tons of links, experience, great writers, advertiser relationships to monetise their traffic), they can still be quite bold when it comes to website design.

关于“大16”中的一些我喜欢的地方是，尽管它们具有许多成功搜索所需的关键特质（大量链接、经验、优秀的作者、广告商关系以实现流量变现），但在网站设计方面仍然可以非常大胆。

ZDNet, owned by Red Ventures, is one of my favourite examples.

ZDNet，由Red Ventures拥有，是我最喜欢的例子之一。

The colour scheme, site structure and headers on individual articles aren’t what you would typically find around the web.

网站的配色方案、结构和各篇文章的标题并不是你在网上通常会找到的。

I dislike how The Verge reports on the world of SEO (and particularly some of their comments on Twitter) but it would be wrong of me not to include their radical redesign here – especially when we have some insights on how well it’s working.

我不喜欢 The Verge 对 SEO 领域的报道（尤其是他们在 Twitter 上的一些评论），但不把他们的彻底重新设计包括在这里是不对的，尤其是当我们对它的运作情况有一些见解时。

Vox Media’s redesign of the brand caused a stir, and it’s not a style I would go with myself, but it appears to be working.

Vox Media对品牌的重新设计引起了轰动，这不是我会选择的风格，但看起来效果不错。

An Adweek exclusive from Mark Stenberg (paywall) saw loyal readers – defined by people who visit the site at least five times per month – increase by 62%.

《广告周刊》的独家报道来自Mark Stenberg（付费墙），忠实读者——即每月至少访问该网站五次的人——增加了62%。

Bustle Digital Groups The Zoe Report also has one of the more radical designs you’ll find on the internet.

Bustle Digital Groups The Zoe Report 也拥有你在互联网上找到的更为激进的设计。

Again, this isn’t to say I like it, but they do so many things in a unique way it’s hard not to get some inspiration for your own projects.

再次强调，这并不是说我喜欢它，但他们以独特的方式做了很多事情，很难不从中获得一些灵感用于自己的项目。

There are aspects of another BDG brand, Elite Daily, which stand out.

另一个 BDG 品牌 Elite Daily 的某些方面非常突出。

The trending news section of their homepage is no exception. I can’t get the design across properly in a screenshot (and a GIF would slow down this page), but the horizontal scrolling effect they have in place is another unique touch.

他们主页的热门新闻栏目也不例外。我无法通过截图正确展示设计（而且 GIF 会拖慢页面），但他们采用的水平滚动效果是另一个独特的亮点。

Last but not least is Lonely Planet, a Red Ventures brand.

最后但同样重要的是孤独星球，一个 Red Ventures 品牌。

Their homepage header section feels overwhelming to me but I can’t deny they have a lot of unique features throughout.

他们的主页标题部分让我感到有些压抑，但我不能否认他们在整个网站中有许多独特的功能。

I know these overall designs and specific design elements they implement won’t be for everyone – and I wouldn’t model many of them myself – but you have to admire brands not playing it safe when it’s so easy for them to do so.

我知道这些整体设计和具体的设计元素并不适合每个人 - 我自己也不会采用其中许多设计 - 但你必须钦佩那些不安于平凡的品牌，因为对它们来说，选择走安全路线是如此容易。

Parade.com’s Move to ParadePets.com May Have Been a Smart One, Even if It Doesn’t Appear to Be Paying Off

Parade.com的转变为ParadePets.com可能是明智之举，即使看起来并没有带来回报

In September of 2022, Parade, a flagship brand from The Arena Group, started redirecting its pet-related content to a new domain at ParadePets.com.

2022年9月，The Arena Group旗下的旗舰品牌Parade开始将其与宠物相关的内容重定向到ParadePets.com的新域名。

It quickly started reaching hundreds of thousands of visitors per month from search traffic alone.

仅通过搜索流量，它很快就开始每月吸引数十万访客。

Things didn’t keep going up from there though, at least not according to Ahrefs, with current search traffic levels around half of their previous highs.

然而，根据Ahrefs的数据，事情并没有继续向好的方向发展，当前的搜索流量水平大约只有之前峰值的一半左右。

Perhaps more interesting is that they appear to be culling a lot of content previously posted there:

也许更有趣的是，它们似乎正在清理之前发布的大量内容：

ParadePets has seen a considerable decline in pages on the site, according to Ahrefs

ParadePets 网站的页面数量大幅下降，根据 Ahrefs 的数据显示

The main Parade.com domain however has one of the more stable and impressive traffic graphs of sites I’ve looked at recently.

然而，Parade.com 的主要域名在我最近查看的网站中拥有更稳定和令人印象深刻的流量图表之一。

Ahrefs estimates Google sends them around 22.5 million clicks each month, which is almost as high as at any point in the last five years.

Ahrefs 估计 Google 每月向他们发送约 2250 万次点击，几乎与过去五年中的任何时候一样高。

I won’t get into a debate on whether you should be careful about branching out from your “main niche” when it comes to SEO, but their pet category was undoubtedly the one I felt fit into their brand the least.

我不会就是否应该在SEO方面谨慎扩展“主要领域”展开辩论，但他们的宠物类别无疑是我觉得最不符合他们品牌的领域。

Hearst’s ‘Save Article’ Feature is Still in Place and Probably Drives a Lot of New Email Subscriptions

赫斯特的“保存文章”功能仍然存在，可能会带来大量新的电子邮件订阅

Visit an article on Elle.com and you might be greeted with the prompt to Save it for later, with a tooltip letting you know the feature is new.

访问 Elle.com 上的一篇文章，您可能会看到提示将其保存以便以后阅读，工具提示会告诉您这是一个新功能。

I actually pointed out this feature in last year’s report, so it’s at least a testament to how well it’s working if it’s still in place a year later.

去年的报告中我实际上指出了这一功能，所以至少可以证明它的工作效果如何，如果一年后它仍然存在。

I’m surprised I haven’t noticed other brands copy this, since it seems like a smart way to collect the email addresses of your site’s visitors.

我很惊讶我没有注意到其他品牌抄袭这一点，因为这似乎是收集您网站访客的电子邮件地址的聪明方式。

What you’ll see on Esquire.com if you try to save an article

如果您尝试保存一篇文章，您将在Esquire.com上看到的内容

It’s in place on other Hearst sites like Cosmopolitan, Esquire, Delish and Country Living, but didn’t make its way to all brands like Autoweek and Car and Driver.

它已经在其他Hearst网站上使用，如Cosmopolitan、Esquire、Delish和Country Living，但并没有传播到所有品牌，比如Autoweek和Car and Driver。

I have no idea if they’re doing this, but what could be really smart is targeting the emails you send people based on the types of articles they’re saving to their accounts.

我不知道他们是否在做这个，但真正聪明的做法可能是根据用户保存在其账户中的文章类型来定向发送电子邮件。

If someone is saving articles about being an industry professional while another is simply a consumer, you could tailor completely different messages to send them.

如果有人在保存关于成为行业专业人士的文章，而另一个只是一个消费者，你可以为他们发送完全不同的信息。

Internet Brands: 80+ Sites But Primarily Dominating Health-Related Search Results

互联网品牌：80+ 网站但主要主导健康相关搜索结果

During my research for this report, it was far easier to find people talking about an Internet Brands company, WebMD, than Internet Brands itself.

在撰写这份报告期间，我发现更容易找到人们谈论互联网品牌公司 WebMD，而不是互联网品牌公司本身。

Owned by investment firm KKR, Internet Brands is behind some of the biggest health sites online.

由投资公司KKR拥有，Internet Brands 是一些最大的在线健康网站背后的推手。

A sample of them, with traffic estimates from Ahrefs, are:

其中一些样本，带有来自Ahrefs的流量估计，如下所示：

• WebMD.com – 115M monthly visitors from search
• Medscape.com – 9.2M monthly visitors from search
• RxList.com – 4.6M monthly visitors from search
• MedicineNet.com – 8.4M monthly visitors from search

• WebMD.com – 每月来自搜索的访问量为1.15亿
• Medscape.com – 每月来自搜索的访问量为920万
• RxList.com – 每月来自搜索的访问量为460万
• MedicineNet.com – 每月来自搜索的访问量为840万

It’s not uncommon to search for any kind of generic medication and find them taking up multiple search results.

搜索任何一种常见的非专利药物并发现它们占据了多个搜索结果并不罕见。

If you put IB’s Medscape into the Ahrefs competitors tool, the site it reveals they share the most top rankings with is their own RXList.

如果您将IB的Medscape放入Ahrefs竞争对手工具中，它显示的与之分享最多顶级排名的网站是他们自己的_RXList_。

They’re dominant, and we track 80+ more sites for them.

他们占主导地位，我们为他们跟踪了80多个网站。

As I’ll repeat at the end of this report, I have no problem with brands ranking multiple sites for the same queries. A site shouldn’t lose rankings just because it’s acquired and if it’s truly the best search result, then great.

在本报告结束时我会再次重申，我对品牌为相同查询排名多个网站并不反感。一个网站不应该因为被收购就失去排名，如果它真的是最佳搜索结果，那太好了。

I’m rather just trying to show the state of what’s out there and give a sense of how dominant some of these companies are.

我只是想展示目前的情况，并让人们了解一些公司的主导地位有多么显著。

The Product Review Content on Sports Illustrated Doesn’t Appear to Be Doing Well (And, Sadly, They’re Seeing Mass Layoffs)

《体育画报》上的产品评论内容似乎表现不佳（而且令人遗憾的是，他们正在面临大规模裁员）

2023 was a turbulent year for The Arena Group’s Sports Illustrated.

2023年对竞技场集团的《体育画报》来说是一个动荡的一年。

Not only did they get caught using fake AI-generated authors, but they found themselves firing their CEO in the process.

他们不仅被发现使用虚假的AI生成作者，而且在此过程中还发现自己解雇了CEO。

On top of that, third-party tools like Ahrefs seemingly show that the ‘best product’ review content that was previously ranking so well for them isn’t looking so hot in 2024.

除此之外，Ahrefs等第三方工具似乎显示，之前为他们排名很高的‘最佳产品’评论内容在2024年看起来并不那么出色。

Typically I would never report on something like this as these are third-party estimates, don’t include traffic from the likes of Google Discover, and I don’t want to worry anyone who might work at their companies.

通常我不会报道这样的事情，因为这些是第三方估计，不包括来自Google Discover等的流量，我也不想让任何可能在这些公司工作的人担心。

I don’t believe my reporting could impact this in any way in all honesty, as mass layoffs have already came about at the start of the year.

坦率地说，我不相信我的报道会对这产生任何影响，因为大规模裁员已经在年初发生了。

The difference between Sports Illustrated and other sites in this report is that they outsource a lot of their review content to another company, Pillar4 Media.

《体育画报》与本报告中其他网站的区别在于，他们将很多评论内容外包给另一家公司 Pillar4 Media。

It’s not only on SportsIllustrated where Pillar4 Media help out, but other Arena Group brands like Men’s Journal as well.

Pillar4 Media 不仅在 SportsIllustrated 上提供帮助，还在 Men’s Journal 等 Arena Group 品牌上提供支持。

Of course, this is not a criticism of Pillar4 Media in any way. I haven’t dived into the quality of their reviews and sites can perform poorly outside of the content they’re publishing.

当然，这并不是对 Pillar4 Media 的任何批评。我还没有深入研究过他们评论的质量，网站在发布内容之外的表现可能不佳。

Still, I believe it is my duty that when I report on a traffic source so many people want to grow, I should note that those already benefiting from it aren’t always getting the financial results you might expect.

尽管如此，我认为报告一个许多人想要发展的流量来源是我的责任，我应该指出那些已经从中受益的人并不总是获得你可能期望的财务结果。

It Can Take Six People to Write an Article for Valnet’s Movie Web (And It’s Not That Uncommon)

Valnet的电影网站可能需要六个人来撰写一篇文章（这并不罕见）

One advantage media goliaths have over individual publishers is that when you’re already generating a lot of revenue, you can invest that back into writers, designers and developers to help cement your position and grow it further.

传媒巨头相对于个人出版商的一个优势在于，当你已经创造了大量收入时，你可以将这些收入投资到作家、设计师和开发人员，以帮助巩固你的地位并进一步发展。

On the content side, it was interesting to continue to see how many authors might get assigned to a particular article.

在内容方面，继续看到有多少作者可能被指派到一篇特定文章是很有趣的。

One of the more extreme examples was in an article on Valnet’s Movie Web, where six authors were involved.

在 Valnet 的 Movie Web 上有一篇文章提到了一个更极端的例子，其中涉及了六位作者。

I won’t claim to know how this article was created, but there is a scenario that makes perfect sense: Multiple writers were each asked to cover some movies that made them cry.

我不会声称知道这篇文章是如何创作的，但有一种情景是很合理的：多位作者分别被要求撰写一些让他们哭泣的电影。

That said, it’s not out of the ordinary elsewhere.

话虽如此，在其他地方也并不罕见。

The same story on Hearst’s Elle brand has four authors who put it together.

Hearst的Elle品牌上的同一故事由四位作者共同撰写。

The four authors behind a single article on Elle.com

Elle.com 上一篇文章的四位作者

Similarly, three authors contributed to Parade’s guide on how to decorate your cupcakes:

同样，三位作者为《巡游》杂志的杯子蛋糕装饰指南做出了贡献：

Of course, it doesn’t happen on every article and as you might suspect, it’s far more common for an article to have a single author.

当然，并非每篇文章都会出现这种情况，正如你可能怀疑的那样，一篇文章只有一个作者的情况更为普遍。

Still, if you spend time on any of the big brands in this report then you’ll likely see something similar pretty quickly. And that’s not even touching on the people who then fact-check and review each article.

然而，如果您花时间阅读本报告中的任何大品牌，很快您可能会看到类似的内容。甚至还没有涉及那些事实核查和审查每篇文章的人。

Twelve of Future’s ~232 Brands Account for 50% of Their Revenue. They’re Also Investing an Additional £8M in News, Reviews & Shopping Guides for 2024-26

未来的 232 个品牌中的 12 个占据了其 50% 的收入。他们还将额外投资 800 万英镑于 2024-26 年的新闻、评论和购物指南。

In an earnings call to announce its results for 2023, Future Plc revealed that just twelve of its 200+ brands account for 50% of their revenue.

在2023年财报电话会议上，Future Plc透露，他们200多个品牌中的仅12个占据了50%的收入。

They didn’t reveal all twelve, but my understanding is that three of them are Tom’s Guide, Livingetc and GoCompare. GoCompare is huge in the UK for comparing insurance companies, where you’ll regularly find their ads on TV and radio.

他们没有透露全部十二个，但我的理解是其中三个是 Tom's Guide、Livingetc 和 GoCompare。GoCompare 在英国是一个很大的保险公司比较网站，在电视和广播中经常可以看到他们的广告。

Future also revealed that Livingetc grew traffic by 100% in 2023.

未来还透露，Livingetc 在2023年的流量增长了100%。

One of Future’s 12 brands that bring in 50% of revenue, Livingetc

Future旗下的12个品牌之一，贡献了50%的收入，Livingetc

Seventy of their brands account for 30% of revenue, which includes the likes of Space.com and business industry news brand, SmartBrief.

他们的七十个品牌占收入的30％，其中包括Space.com和商业行业新闻品牌SmartBrief。

If I had to guess, other sites among the top twelve include Marie Claire, Games Radar, PC Gamer, and Homes & Gardens.

如果我必须猜的话，排名前十二的其他网站可能包括《Marie Claire》、《Games Radar》、《PC Gamer》和《Homes & Gardens》。

Revealed on the same earnings call they have plans to invest an additional £8M next year in news, reviews and shopping guides, adding 150 people to their editorial team.

在同一次财报电话会议上透露，他们计划明年在新闻、评论和购物指南方面再投资800万英镑，将编辑团队扩大150人。

The new hires will be spread out across text and video.

新员工将分布在文本和视频之间。

There may be some specifics I’m missing but I can’t help think reviews and shopping guides will essentially have the same focus: Increased affiliate revenue.

我可能漏掉了一些具体细节，但我认为评论和购物指南基本上会有相同的重点：增加联盟营收。

Dotdash Meredith Merged Three Sites Into One, Going from ~9 Million Combined Monthly Visitors to 2.8M. But…

Dotdash Meredith将三个网站合并为一个，访问量从约900万下降到280万。但是...

…that’s not to say it wasn’t the right decision to make.

这并不是说这不是正确的决定。

Around September of 2022, when Parade was implementing its own site moves, the SEO team at Dotdash Meredith started combining three of their big brands into one.

2022年9月左右，当《游行》正在实施自己的网站迁移时，Dotdash Meredith的SEO团队开始将他们的三个大品牌合并为一个。

TheBalance.com, TheBalanceSMB.com and TheBalanceCareers.com merged their content and redirected to a new domain at TheBalanceMoney.com.

TheBalance.com、TheBalanceSMB.com 和 TheBalanceCareers.com 合并了它们的内容，并重定向到一个新域名 TheBalanceMoney.com。

Before the move, their combined search traffic independently was around ~9 million monthly visitors. Now, redirected to a single domain, they’re pulling in “just” 2.8 million monthly visitors today.

搬迁前，它们各自的搜索流量约为每月约900万访问者。现在，重定向到一个单一域名，今天他们只有“仅有”280万每月访问者。

On the surface, that’s a pretty significant loss.

表面上，这是一个相当重大的损失。

The reality is that search traffic to all three previous sites appeared to be on the decline and may have reached this much lower number on their own.

事实是，所有三个先前网站的搜索流量似乎在下降，并且可能已经自行达到了这个更低的数字。

TheBalanceCareers, estimated to be picking up around 14 million monthly visitors from Google in 2019, was down to around 5.8 million before the redirect.

TheBalanceCareers，据估计在2019年从谷歌每月吸引约1400万访问者，重定向前降至约580万。

You can’t discredit that it probably now requires fewer people to run these properties, and Dotdash Meredith probably didn’t have huge plans for them as they’re not part of the 19 sites they now consider their “core” brands.

你不能否认，现在可能需要更少的人来管理这些属性，而 Dotdash Meredith 可能并没有为它们制定宏大计划，因为它们不是他们现在认为是“核心”品牌的19个网站之一。

Future Use the Same Design on 30+ Sites. Now I Suspect They’re Due for an Overhaul

未来在30个以上的网站上使用相同设计。现在我怀疑它们需要进行全面改版

In the 2023 edition of this report, I shared the following graphic to highlight how 30+ of Future Plc’s websites look almost identical, except for the colour scheme they use and (of course) the content they host.

在2023年的这份报告中，我分享了以下图表，以突出未来出版集团30多个网站几乎看起来一模一样，除了它们使用的配色方案和（当然）它们托管的内容。

One site of theirs has kind of bucked the trend since, and that’s TechRadar.

他们的一个网站在某种程度上与潮流背道而驰，那就是TechRadar。

The site was given a new homepage to bring it into a more modern era, with elements of social proof and “relationship building” I think their sites were lacking.

该网站获得了一个新的主页，使其进入了一个更现代的时代，具有社会证明和“关系建立”的元素，我认为他们的网站缺乏这些元素。

TechRadar was given a design refresh in 2023. You can see how it looked previously in the screenshot above this one.

TechRadar 在 2023 年进行了设计更新。您可以在上面的截图中看到之前的样子。

Articles are generally formatted in the same way, despite a more modernised navigation bar.

文章通常以相同的方式格式化，尽管导航栏更现代化。

I can’t help but feel that 2024 will see this rollout expand to more Future sites and to be honest, I think even Techradar still has a way to go.

我禁不住感觉到2024年将会看到这一推出计划扩展到更多的未来网站，说实话，我认为即使Techradar还有很长的路要走。

While an improvement, in my opinion they’re behind lots of sites like Digital Trends and PCMag in the looks department.

在我看来，虽然有所改进，但在外观方面，他们仍然落后于Digital Trends和PCMag等许多网站。

Design is subjective, of course, but as they’ve already started making changes to their flagship brand, I would expect more to follow.

设计是主观的，当然，但由于他们已经开始对旗舰品牌进行更改，我预计会有更多的变化跟进。

Sign-In to Continue: A Recent Addition to Valnet Websites is A Free Variation on a Play by Condé Nast and Vox Media

登录以继续：Valnet 网站的最新增加是康德纳斯特和沃克斯传媒的一部免费改编剧

It’s important to me that when I put these reports together, I don’t just look at the data and analytics side of things but actually spend time on the websites I’m covering.

我觉得重要的是，在整理这些报告时，我不仅仅看数据和分析方面的内容，而且实际花时间浏览我所涵盖的网站。

Because of this, I noticed when clicking around many of them that it felt like I was being asked to pay for (or sign up for) content far more frequently than ever before.

因此，我注意到在浏览许多网站时，感觉自己被要求支付（或注册）内容的频率比以往任何时候都要高。

For instance, when clicking around tech site Pocket-lint, which Valnet acquired in 2022, I was greeted by this message:

例如，在点击科技网站Pocket-lint时，Valnet在2022年收购了该网站，我看到了这条消息：

Clicking around another Valnet-owned site, Collider, I was quickly met with the same notice.

点击浏览另一个Valnet旗下的网站Collider时，我很快就看到了相同的通知。

I don’t recall ever seeing this before, so I did some research to try and understand if it’s a new thing, and that appears to be the case.

我不记得以前见过这个，所以我进行了一些研究，试图弄清楚这是否是一件新事物，结果似乎是这样。

Of course, I have no problem if Valnet wants to do this with their brands. Content isn’t free, and it’s up to them if they want to risk alienating an audience.

当然，如果 Valnet 想要用他们的品牌来做这件事，我没有任何意见。内容并非免费，如果他们愿意冒险疏远观众，那就由他们决定。

They’re also not alone.

他们也不是孤独的。

Clicking around Vox Media’s Curbed, I’m also limited by how many articles I can read. The difference this time is that I’m being asked to pay $50 per year to keep reading.

点击浏览 Vox Media 的 Curbed，我也受到了阅读文章数量的限制。这一次的不同之处在于，我被要求支付每年 50 美元才能继续阅读。

WIRED, a Condé Nast publication, treated me with a similar message.

《WIRED》是康泰纳仕出版的一本杂志，给了我类似的消息。

Condé Nast’s WIRED limiting my reading

Condé Nast's WIRED 限制我的阅读

I should add that, smartly, WIRED doesn’t limit the number of ‘best product’ articles you can read.

我应该补充一点，聪明地，WIRED 没有限制你可以阅读的“最佳产品”文章数量。

Again, I have no issues with this. I understand the value of quality journalism, and these sites have to make money somehow. I just don’t remember it being so prevalent before.

再次强调，我对此没有任何意见。我理解高质量新闻的价值，这些网站总得想办法赚钱。只是我记得以前并不那么普遍。

Is it a smart play to get more email subscribers or a reaction to failing to monetise their audience as well as they would like? In the case of Valnet, we’ll know in a few months by seeing whether it’s still in place.

是明智的做法吸引更多的电子邮件订阅者，还是对未能像他们希望的那样实现观众变现做出的反应？对于 Valnet，几个月后我们将知道它是否仍然有效。

The Exact Niches They’re Primarily Publishing Content In

他们主要发布内容的确切领域

For the 500+ websites we track for these brands, we looked at the most popular categories in which they publish content.

对于我们追踪的这些品牌的500多个网站，我们查看了它们发布内容最流行的类别。

We used Similarweb as a starting point for this data but as they were wrong on a few occasions we made some tweaks to improve accuracy.

我们使用Similarweb作为这些数据的起点，但由于它们在某些情况下是错误的，我们进行了一些调整以提高准确性。

Here’s the list:

这里是清单：

• 🎨 Arts & Entertainment: 62
• 🏥 Health: 61 sites
• 🖥 Computers & Tech: 61 sites
• 📰 News & Media: 60 sites
• ⛳️ Sports: 59 sites
• 😎 Lifestyle: 42 sites
• 🏡 Home & Garden: 35 sites
• 🚘 Vehicles & Automotive: 33 sites
• 🍔 Food & Drink: 28 sites
• 🗂 Business & Consumer Services: 21 sites
• 💰 Finance: 20 sites
• 🕹 Gaming: 18 sites
• 👨‍⚖️ Law & Government: 17 sites

• 🎨 艺术与娱乐：62 个站点
• 🏥 健康：61 个站点
• 🖥 计算机与科技：61 个站点
• 📰 新闻与媒体：60 个站点
• ⛳️ 体育：59 个站点
• 😎 生活方式：42 个站点
• 🏡 家居与园艺：35 个站点
• 🚘 车辆与汽车：33 个站点
• 🍔 食品与饮料：28 个站点
• 🗂 商业与消费者服务：21 个站点
• 💰 金融：20 个站点
• 🕹 游戏：18 个站点
• 👨‍⚖️ 法律与政府：17 个站点

Sites under the Arts & Entertainment category cover movies, music, celebrity gossip, and similar topics.

艺术与娱乐类别下的网站涵盖电影、音乐、名人八卦等类似主题。

Other categories associated with sites include the likes of Jobs, Pets, Science, Travel, and Hobbies.

与网站相关的其他类别包括工作、宠物、科学、旅行和爱好。

A Bonus for Making It This Far: The Niches They Aren’t Dominating

到达这一步的奖励：他们没有主导的利基

While at least one of 16 companies’ websites was present in 60% of the 10,000 product-review keyphrases we checked, that still leaves 40% of keyphrases where they didn’t rank at all.

在我们检查的10000个产品评论关键词中，至少有16家公司的网站出现在60%的关键词中，但仍有40%的关键词根本没有它们的排名。

Not forgetting in the 6,017 search results where they were present, they never took all ten organic listings.

在 6,017 个搜索结果中，它们从未占据所有十个有机列表。

Admittedly, Reddit and Quora have taken over many of those spots in the past year, but independent websites can and do still rank well.

诚然，Reddit和Quora在过去一年中占据了许多这些位置，但独立网站仍然可以且确实排名靠前。

Before I dive into the niches they’re not as dominant in, I want to give a disclaimer of sorts.

在我深入讨论他们不那么主导的领域之前，我想先做一些免责声明。

If you want to go and compete with the digital goliaths in Google then please don’t let this report stop you. If you want to create the next big tech / sports / health site and you have a real passion for that, then you have my full backing.

如果你想与谷歌这样的数字巨头竞争，请不要让这份报告阻止你。 如果你想创建下一个大型科技/体育/健康网站，并且对此有真正的热情，那么你有我的全力支持。

I know it’s meta to say this but I proudly write about topics (link building, keyword research, etc) where hugely profitable companies, who have teams of writers and designers, are covering the same thing. A few of them are publicly listed with multiple popular brands.

我知道这样说有点元了，但我很自豪地写关于一些话题（链接建设，关键词研究等），这些话题在拥有团队作家和设计师的巨大盈利公司中也有涉及。其中一些公司是公开上市的，拥有多个知名品牌。

If someone told me that to stand any chance of attracting an audience from search I had to niche down and only cover link building, or only cover site speed, that would be pretty depressing.

如果有人告诉我，要想吸引搜索引擎的观众，我必须专注于某个领域，比如只涉及链接建设，或者只涉及网站速度，那将会让人感到相当沮丧。

These 16 companies, and those like them, don’t rank in every niche. Don’t always grow their sites. Don’t always take over the top results.

这16家公司，以及类似它们的公司，并不在每个细分市场中排名。它们的网站并不总是增长。它们也不总是占据最佳结果的位置。

There will always be opportunities available if a bigger slice of the pie is your aim.

如果你的目标是获得更大的一块蛋糕，机会总是存在的。

And if it’s your goal, who knows…you might be the next independent site they look to acquire.

如果这是你的目标，谁知道...也许你会成为他们希望收购的下一个独立网站。

Because I was primarily looking at the same keywords as 2023, a lot of my findings for 2024 are the same (though we’ve done much bigger SERP analyses since then).

因为我主要关注的关键词与2023年相同，所以我对2024年的许多发现也是相同的（尽管自那时以来我们进行了更大规模的SERP分析）。

First of all, I know this isn’t a revelation but these 16 companies are less likely to target lower volume keyphrases, such as in the affiliate space where you can change your query modifier from ‘best’ to something like ‘lightest’, ‘recommended’, ‘most reliable’ and so on.

首先，我知道这并不是一个新发现，但这16家公司不太可能针对较低搜索量的关键词进行定位，比如在联盟营销领域，您可以将查询修饰符从‘最佳’更改为‘最轻’、‘推荐’、‘最可靠’等等。

If Google are rewarding title tags and content focus with a less-popular modifier then Hearst, Dotdash Meredith and Future are less likely to be your competition.

如果 Google 正在用不太受欢迎的修饰词奖励标题标签和内容焦点，那么赫斯特、Dotdash Meredith 和 Future 就不太可能是你的竞争对手。

Because they know they can rank for the general terms that get a lot more volume, that tends to be what they target.

因为他们知道他们可以在获得更多点击量的常规词上排名，所以这通常是他们的目标。

Secondly, there are countless specific sports, industries and hobbies they don’t cover all that well.

其次，有无数特定的体育、行业和爱好，它们并不涵盖得很好。

Fishing. Fish keeping. Motorbike riding. Tennis. Sewing. Audiophiles (far beyond the ‘best headphones’ kind of query). Snowboarding. RC racing. Board games. Off-roading. Books. Coffee. Survival equipment. Horse riding. Hiking. Beard care.

垂钓。养鱼。骑摩托车。网球。缝纫。发烧友（远远超出‘最好的耳机’类型的问题）。滑雪。遥控赛车。桌游。越野行驶。书籍。咖啡。生存装备。骑马。徒步旅行。胡须护理。

There are lots more, but I think you get the idea.

还有很多，但我想你已经明白了。

If it’s not a broad top-level niche category like Sports or Tech, they don’t seem to have as much interest in building out a site to cover it. And often, at least for many of the search results I’ve looked at, Google likes to rank very specific sites that don’t stray too far out of their space.

如果不是像体育或科技这样的广泛顶级分类，他们似乎对建立一个覆盖它的网站没有太大兴趣。而且通常，至少对于我查看过的许多搜索结果来说，Google 喜欢排名非常具体的网站，这些网站不会偏离自己的领域太远。

As I say, don’t avoid niches that you want to go for just because they’re operating in them. There can’t be many topics left where there aren’t some hugely authoritative sites ranking. Just keep in mind if there’s a ton of traffic and money to be made serving a particular industry, because they have a chance to rank, they’re probably trying to.

正如我所说，不要因为已有竞争者而回避你想进入的利基市场。现在几乎没有什么话题是没有一些权威网站排名的。只要记住，如果某个特定行业有大量流量和利润可赚，因为他们有机会排名，他们很可能正在尝试。

Here’s My Current Take On This Situation, And How to Get Our Next (Free) Report on the SEO Playbook of Digital Goliaths

这是我对这种情况的最新看法，以及如何获取我们下一份（免费）关于数字巨头SEO攻略的报告

There are two obvious ways to look at this report.

有两种明显的方式来看待这份报告。

The first is to find it so demoralising that so few companies have such a strong hold on Google search results that it ultimately deters your own SEO-focused ventures.

第一是发现这种情况令人沮丧，很少有公司在谷歌搜索结果中占据如此强势的地位，最终会阻碍你自己的以SEO为重点的努力。

The second is that you can find it motivating to see what’s possible and whether there are any insights from big brands you can use on your own projects.

第二个是，你可能会发现看到可能性并从大品牌中获得一些启示，以便在自己的项目中使用，这可能会激励你。

I admit I have some bias, primarily because I write about SEO, consult for other companies and I’ve put years of work into our private training (SEO Blueprint 3 is launching this year). I’ve been doing SEO for over a decade and it would be depressing if I truly believed that the opportunity to rank new websites (and make serious money from those rankings) has disappeared.

我承认我有一些偏见，主要是因为我写关于SEO，为其他公司提供咨询，并且我已经投入了多年的时间来开发我们的私人培训（SEO Blueprint 3 今年将推出）。我从事SEO已经超过十年了，如果我真的相信排名新网站的机会（并从这些排名中赚取可观的收入）已经消失，那将令人沮丧。

I can certainly see why this report might not make SEO look the most promising venture, and please trust that I know how frustrating it is when objectively worse content outranks your own, just because it’s on a domain with much more “authority”.

我完全理解为什么这份报告可能让SEO看起来不是最有前途的投资，请相信我，我知道当客观上更糟糕的内容排名比你自己的内容更靠前时会有多么令人沮丧，只是因为它在一个拥有更多“权威性”的域上。

A few readers are thinking about Forbes right now. You didn’t see this.

现在有一些读者在想福布斯。你没有看到这个。

In all honesty though I don’t think too much has changed in the eight years since I first published this report. Quite a few big sites have switched brands, but the sites competing are mostly the same.

老实说，自从我第一次发布这份报告以来，八年过去了，我认为并没有太多改变。相当多的大型网站已更换品牌，但参与竞争的网站大多数仍然相同。

Independent publications, affiliate sites and eCommerce stores started after my first report have gone on to make life-changing sums of money.

独立出版物、附属网站和电子商务商店在我第一份报告之后开始，已经走上了创造改变生活的巨额财富之路。

There are always people who can compete, and in 2024 we’re still tracking and advising countless independent sites that are massively growing their search traffic.

总是有人可以竞争，在2024年，我们仍在追踪和为无数独立网站提供建议，这些网站的搜索流量正在大幅增长。

When I first shared my findings in 2016, most people had no idea that just a few brands controlled a lot of Google search results. I think that’s slowly creeping into webmasters’ common knowledge, so it won’t ever be the revelation it was.

当我在2016年首次分享我的发现时，大多数人都不知道只有少数品牌控制了许多谷歌搜索结果。我认为这已慢慢成为站长们的常识，因此不会再像当初那样令人惊讶。

Back then I was a lot more surprised by how Google just let them redirect different sections of individual sites to brand-new domains and completely take over niches.

那时我更惊讶的是，谷歌竟然允许他们将个别网站的不同部分重定向到全新的域名，并完全占领了各个领域。

Nothing surprises me anymore in search, so now I’m less concerned with how much they might be linking their own sites to each other and more focused on seeing if there’s anything I can learn from their actions along the way.

在搜索领域，再也没有什么能让我感到惊讶，所以现在我不太关心它们之间可能相互链接自己的网站有多少，而更专注于看看我是否能从它们的行动中学到什么。

With ever-changing search results and advancements in AI that may impact SEO, in 2023 I started writing quarterly reports to actively document the SEO playbook of these digital goliaths and the results they’re getting. Q3, with more insights than any other report, will go live this month (100% free). Please join our newsletter – opt-ins are below this article and on our homepage – to make sure you don’t miss it.

2023年，随着搜索结果的不断变化和可能影响SEO的人工智能的进步，我开始撰写季度报告，积极记录这些数字巨头的SEO策略以及他们取得的成果。Q3报告将比任何其他报告都提供更多见解，本月将发布（完全免费）。请订阅我们的通讯 - 订阅选项位于本文下方和我们的主页上 - 以确保您不会错过。

I’m biased, but if you want more actionable advice for your specific situation, check out the SEO Blueprint waiting list as well. We’re launching SEO Blueprint 3 this year for the first time ever, with new insights based specifically on what is happening in the world of search right now.

我有偏见，但如果你想获得更多针对你具体情况的可操作建议，请查看 SEO Blueprint waiting list。我们今年首次推出 SEO Blueprint 3，其中包含基于当前搜索领域发生的新见解。

Detailed Q3 is coming this month (free), joined shortly after by SEO Blueprint 3

本月将发布详细的 Q3（免费），不久之后将推出 SEO Blueprint 3

We’ve updated the training for more than four years now, and this year’s updates will be some of our best yet.

我们已经更新了四年以上的培训，今年的更新将是我们迄今为止最好的之一。

Concepts we shared years ago are still picking up attention, and we have a brand new playbook to reveal in 2024.

多年前我们分享的概念仍然受到关注，我们将在2024年揭示全新的策略手册。

I’m a big fan of both Matt and Shawna so these were amazing to read. Superpixels is one part of our training from 2022 (updated for 2024) that is more relevant than ever. A brand new framework is coming to SEO Blueprint 3 this year.

我是Matt和Shawna的忠实粉丝，所以阅读这些内容真是太棒了。超像素是我们2022年培训的一部分（更新至2024年），比以往任何时候都更相关。今年将会有一个全新的框架加入SEO Blueprint 3。

I don’t make any kind of promises or guarantees — we’re simply entirely focused on finding unique angles to do what people already know works (like link building, keyword research, creating content that gets people talking, building amazing brands and more).

我不做任何承诺或保证——我们只专注于寻找独特的方法来做人们已经知道有效的事情（比如建立链接、关键词研究、创作引人关注的内容、打造令人惊叹的品牌等）。

Finally, you can hopefully see I put my all into these reports to make them as valuable as possible, for as many people as possible. Sharing this on social media would be much appreciated (I try to ‘Like’ or comment on everything I notice across social media).

最后，希望您能看到我为这些报告付出了全部努力，使它们尽可能有价值，让尽可能多的人受益。如果您在社交媒体上分享这些内容，将会受到非常感激（我会尽量在社交媒体上点赞或评论我注意到的一切）。

We’ve turned off comments here due to an influx of AI-generated replies, but you can discuss this article on Twitter (X), LinkedIn and Facebook — these are actual thread links.

由于大量人工智能生成的回复，我们已关闭此处的评论，但您可以在Twitter（X）、LinkedIn和Facebook上讨论本文 - 这些是实际的帖子链接。

Thank you so much for being here. I don’t take it lightly.

非常感谢你的到来。我对此心存感激。

– Glen

– 格伦

Written by Glen Allsopp, the founder of Detailed. You may know me as 'ViperChill' if you've been in internet marketing for a while. Detailed is a small bootstrapped team behind the Detailed SEO Extension for Chrome & Firefox (240,000 weekly users), trying to share some of the best SEO insights on the internet. Clicking the heart tells us what you enjoy reading. Social sharing is appreciated (and always noticed). You can also follow me on Twitter and LinkedIn.

由 Detailed 创始人 Glen Allsopp 撰写。如果你在互联网营销领域有一段时间，可能会认识我为 'ViperChill'。Detailed 是一支小型自助团队，负责开发 Chrome 和 Firefox 的 Detailed SEO 扩展（每周有 24 万用户），致力于分享互联网上一些最好的 SEO 洞见。点击心形图标告诉我们你喜欢阅读的内容。欢迎社交分享（我们会一直留意）。你也可以在 Twitter 和 LinkedIn 上关注我。