Lily Ray published research last week showing a pattern across SaaS and B2B brands hit by Google’s January volatility. The common thread: sites with large numbers of “best X” articles where the company ranks itself as the #1 option.
The visibility drops were significant. 30% to 50% in some cases. But they weren’t site-wide. The losses were concentrated in blog, guide, and tutorial subfolders. The rest of these sites’ content was unaffected.
This isn’t a penalty. Google isn’t punishing these sites. It’s devaluing a specific content type that, until recently, worked extremely well.
Why This Was Always Fragile
Google’s guidance on review content has always emphasized first-hand experience, independent evaluation, and clear methodology. Self-promotional listicles conflict with all three. When you publish “Best Project Management Software of 2026” and rank yourself first, some would argue you’re not providing independent evaluation. You’re advertising.
(I on the other hand always maintained that if you don’t think your product is the best, that says a lot.)
The tactic worked because Google hadn’t enforced its own guidelines consistently. Many sites built significant traffic from these pages. Some had hundreds of them.
The window appears to be closing. Ray’s research shows the pattern clearly: sites that went heavy on self-promotional listicles are seeing those specific pages lose visibility. Whether this reflects a reviews system update or broader quality signals, the direction is clear.
The Search Demand Isn’t Going Away
People still search for “best CRM for small business” and “best accounting software for startups.” These queries have real commercial intent. They’re valuable.
What’s changing is who Google trusts to answer them. If you’re ranking yourself #1 on your own blog, Google is now less likely to surface that content. If a third party with editorial independence ranks you #1, that still carries weight.
The opportunity shifts from publishing this content yourself to being featured in content Google actually trusts.
What to Do Instead
Get Listed on Third-Party Review Platforms
For SaaS and B2B, this means G2, Capterra, TrustRadius, and Software Advice. For other industries, look for the comparison sites and directories that consistently rank for “best X” queries in your space.
These platforms have editorial independence that Google recognizes. They aggregate real user reviews. They apply consistent evaluation criteria across products.
Tactics:
Claim and complete your profile on every relevant platform. Incomplete profiles get overlooked in roundups.
Actively solicit reviews from customers. Most platforms allow you to send review request links. Build this into your post-purchase or post-onboarding flow.
Keep your information current. Pricing, features, and screenshots go stale. Outdated profiles lose placements.
Respond to reviews, especially critical ones. Engagement signals that you’re active and attentive.
Pitch Industry Publications and Comparison Content
Trade publications, niche blogs, and industry newsletters publish comparison content regularly. Unlike your own blog, their recommendations carry third-party credibility.
Medium can work for this, though domain authority varies by publication. A post on a well-established Medium publication with editorial standards is different from a post on your company’s Medium page.
Guest posts on relevant industry sites can also position you in “best of” content you don’t control, which is increasingly the point.
Tactics:
Search your target “best X” queries and note who’s ranking on page one. These are your pitch targets.
Look for sites that update their roundups regularly. Annual or quarterly updates mean recurring opportunities.
Pitch with value, not just a request. Offer exclusive data, customer case studies, or access to your product for testing.
Build relationships before you need them. Comment on their content. Share their work. Be a known quantity before you ask for inclusion.
Reach Out to Existing High-Ranking Articles
This is the most underused tactic. Articles already ranking for your target queries are the ones shaping buying decisions right now. Getting into them, or improving your placement in them, is higher leverage than publishing your own content.
If you’re already listed:
Reach out to the author or publication with updated information. New features, recent awards, updated pricing, or fresh case studies can all justify a placement improvement.
Frame it as helping them keep their content current, not as asking for a favor. Something like: “I noticed your 2025 roundup on [topic] is still ranking well. We’ve shipped some significant updates since you last reviewed us, and I wanted to share what’s changed in case it’s useful for your next update.”
Offer assets that make their job easier: screenshots, comparison data, customer quotes they can use.
If you’re not listed:
Identify why you might belong. What’s your differentiator? What gap do you fill that their current list doesn’t cover?
Pitch inclusion with specifics, not generalities. “We’re the only option in this category with [specific feature]” is better than “we’d love to be included.”
Provide everything they’d need to add you: product description, pricing, key features, a customer quote, and images. Make the addition effortless.
Don’t be pushy. A single well-crafted outreach is fine. Following up once is fine. Repeatedly asking after being ignored is counterproductive.
What to Do With Your Existing Content
If you have self-promotional listicles on your site, don’t panic. This content isn’t dragging down your other pages. The impact is isolated to the listicles themselves.
You have a few options:
Remove the self-ranking. Keep the comparison content but take yourself out of the #1 spot. This converts it from self-promotional to potentially useful comparison content, though it may feel strange to publish a “best of” list that doesn’t include you.
I don’t love this approach, but I’m including it as an option. If you don’t believe in your own product or service, why are you offering it?
If you are going to go this route, I would include yourself before the end of the article as an alternative to everyone on the list.
Add real methodology and transparency. Disclose that you’re included in your own list. Explain your evaluation criteria. Include genuine pros and cons of competitors. This doesn’t guarantee Google will trust it, but it aligns with what their guidelines actually say.
Convert to a different content type. Turn “Best X” into “How to Choose X” or “What to Look for in X.” Educational content about the category can rank without the self-promotional angle.
Leave it alone. If the traffic is already gone, there’s no urgency. The content isn’t actively hurting you. You can revisit it when you have bandwidth.
The Bigger Picture
Google is enforcing what it has always said about review content. First-hand experience, independent evaluation, and transparent methodology matter. Self-promotional listicles fail on all three.
The play now is being featured in trusted content, not publishing it yourself. That means investing in third-party review platforms, building relationships with publications that cover your space, and doing outreach to content that’s already ranking.
This is more work than publishing your own listicles. It’s also more durable. When you’re featured in content you don’t control, you’re not one algorithm update away from losing it.
