I created a free Chrome extension that block media conglomerates from appearing in Google search

Big media publishers are inundating the web with subpar product recommendations you can’t trust

Uncovering the cookie-cutter system well-known magazines and newspapers use to trick Google

Savvy SEOs at big media publishers (or third-party vendors hired by them) realized that they could create pages for ‘best of’ product recommendations without the need to invest any time or effort in actually testing and reviewing the products first.

So, they peppered their pages with references to a ‘rigorous testing process,’ their ‘lab team,’ subject matter experts ‘they collaborated with,’ and complicated methodologies that seem impressive at a cursory look.

Sometimes, they even added photos of ‘tests’ with products covered in Post-it notes, someone holding a tape measure, and people with very ‘scientific’ clipboards.

Private equity firms are utilizing public trust in long-standing publications to sell every product under the sun

In a bid to replace falling ad revenue, publishing houses are selling their publications for parts to media groups that are quick to establish affiliate marketing deals

At position #8, we have Popular Science, a magazine from 1872 that was sold to a private equity firm, North Equity LLC, in 2020. A year later, North Equity introduced Recurrent Ventures, a new arm of their business that runs all the media brands they acquired. A few months later, PopSci switched to an all-digital format. Two years later, in 2023, PopSci stopped being a magazine altogether.

Of course, most people won’t know that because the site still feels like the PopSci we all know and trust:

It doesn’t help that they have a ‘Why trust us’ section at the end of all their ‘Best of’ lists that says:

The vast majority of readers don’t know that the teams behind these product recommendations are far from the team of journalists and editors who built the brand behind the site.

It’s unfortunate because many people will click on that Popular Science article expecting a trustworthy list of products only to find a list of units that haven’t even been tested by PopSci’s team:

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

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

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.

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 8,574 (or 85%) of them.