The air purifier review site Housefresh dug into why sites like theirs were seeing less traffic back in the spring, and it amounts to a handful of companies buying up popular magazine/blog brands and using them as affiliate farms that cross-post to sites within their networks of brands to boost visibility:
If an air purifier review site is publishing research on their search traffic and affiliate site rings, I feel it's safe to say that their specialty is in seo, not air purifiers.
I think that's unfair. They could've hired someone to analyse this, or maybe it's just run by people who work other gigs too. I can post about dance and in-depth http traffic optimisation - people know more than one thing.
https://housefresh.com/how-google-decimated-housefresh/
On HN here:
https://news.ycombinator.com/item?id=40239811
And their previous article mentioned in that post generated a lot of discussion on HN:
https://news.ycombinator.com/item?id=39433451