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Google Shifts Search Rankings Towards Ecommerce and User-Generated Content

What It Means for Your Online Strategy

By Wildnet Technologies Pvt. Ltd.Published 21 days ago 2 min read

In a recent study conducted by digital marketing agency Amsive, significant changes in Google’s search results have been observed over the past year. The study reveals a clear trend: Google is increasingly favoring ecommerce websites and platforms featuring user-generated content (UGC), while reducing the visibility of product review and affiliate marketing sites.

Ecommerce Sites Take the Lead

One of the most notable findings is the rise of ecommerce sites in top search positions across various commercial queries. Keywords such as "bird feeders," "laptops," and "towel warmer" now predominantly display results from ecommerce giants like Amazon and Walmart. Previously prominent product review and affiliate sites have been displaced, marking a significant shift in search engine dynamics.

The Surge of User-Generated Content

In addition to ecommerce, platforms known for UGC such as Reddit, Quora, and YouTube have seen a remarkable increase in visibility. These platforms now frequently appear at the top of search results for a range of queries, particularly those involving detailed consumer advice and recommendations.

Impact on Product Review and Affiliate Sites

Consequently, product review and affiliate sites are facing challenges as they experience diminished search visibility. Although Google hasn't explicitly discredited product review content, recent updates appear to have favored ecommerce and UGC platforms, affecting rankings for these traditional sources of consumer information.

Adapting Digital Marketing Strategies

For businesses impacted by these changes, diversifying traffic sources is crucial for maintaining online presence and relevance. Strategies recommended by the study include:

Increasing focus on digital media and public relations.

Enhancing engagement on social media platforms.

Creating video content tailored for platforms like YouTube Shorts and TikTok.

Developing podcast content to reach new audiences.

Actively participating in relevant online communities and forums to bolster visibility.

Navigating the Shift

In conclusion, while ecommerce sites stand to gain from these shifts in search rankings, product review and affiliate sites must adapt their strategies to stay competitive. Embracing user-generated content and exploring alternative traffic sources will likely be essential for sustaining visibility and traffic in the evolving landscape of online search.


Understanding and responding to these changes is crucial for any online business aiming to excel in the highly competitive digital marketplace. By aligning digital marketing services with Google's evolving search preferences and placing emphasis on strengthening ecommerce capabilities and harnessing user-generated content, businesses can position themselves for sustained growth and enhanced visibility in the future.


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Wildnet Technologies Pvt. Ltd.

India's leading IT Services, Software Development and Digital Marketing Agency

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    Wildnet Technologies Pvt. Ltd.Written by Wildnet Technologies Pvt. Ltd.

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