Recently, I’ve found myself pondering whether low-quality listicles are starting to lose their footing in Google Search. Imagining the golden days when simple top-ten lists ruled the web raises the question: will they continue to thrive or face obsolescence?
I’ve learned that Google has noticed these weak ‘best of’ lists and is actively working to combat this issue in both Search and Gemini. Interestingly, if I were to rank my own product as number one in my “best of” list, it could not only be a search-quality dilemma but also a possible violation of new FTC regulations that took effect in October 2024.
Driving the news. Lily Ray pointed out on LinkedIn that the FTC’s Consumer Review Rule (16 CFR Part 465) bans several deceptive practices involving reviews and testimonials. Examples include presenting company-managed content as independent reviews, publishing reviews of products never used, and attributing reviews to unwritten sources.
- Presenting company-controlled content as independent reviews.
- Publishing reviews of products or services never actually used.
- Attributing reviews to people who didn’t write them.
Faced with penalties reaching up to $53,088 per violation, where each page could potentially be judged separately, it’s wise to rethink our approach. Lily also shared a reference table created alongside Claude, providing further insight.
Why now? Over the past couple of years, “Best X” and “Top 10 Y” listicles have become a popular GEO tactic, performing well in search and even influencing AI-generated answers. But their heyday may now be at risk.
The backstory. Before the FTC rule was finalized, some companies faced legal challenges for producing hundreds of “best of” pages that ranked their own services top, fabricated competitor reviews, and used counterfeit testimonials.
- Ranked its own services #1.
- Included fabricated competitor reviews.
- Used fake reviews on third-party platforms.
The Better Business Bureau later reprimanded these companies for their unsubstantiated claims.
What’s happening. Today’s listicles frequently follow this pattern: publishing “best tools” lists, including untested competitors, applying subjective scoring, and placing their own brand at the top. They often give the illusion of independence or firsthand evaluation.
- A brand publishes a “best tools” list.
- Includes competitors it hasn’t tested.
- Uses subjective or invented scoring systems.
- Ranks itself #1.
The nuance. While it’s still possible to create comparison content featuring your own product, the FTC suggests heightened risk when implying objectivity, using non-genuine reviews, or failing to disclose material relationships.
- You imply objectivity, but promote your own product.
- You present reviews not based on real experience.
- You fail to clearly disclose material relationships.
What Google is saying. Google acknowledges the trend towards low-quality listicles. A spokesperson informed The Verge that Google imposes protective measures against such manipulation in both Search and Gemini. They continue to advise creating content intended for real people, ensuring it’s comprehensible to search systems.
Why we care. The strategy that once provided high visibility might now bear risks, not only from regulatory authorities but also from possible changes to Google’s search algorithms. Consequently, this former GEO mainstay might see a rapid decline as its influence diminishes.
Caveat. I must emphasize I’m not a lawyer. It’s always best to consult your own legal counsel if you’re contemplating the continued use of this tactic.
Inspired by this post on Search Engine Land.
