Forbes has announced it will stop hiring freelance writers for certain types of content, pointing to recent changes in Google’s search policies as the reason behind this shift. This decision primarily impacts the product review section, Forbes Vetted, and marks a significant change in the company’s content strategy.
Google’s updated policies blamed for the change
Freelancers writing for Forbes Vetted have recently been informed about the change. An editor at Forbes cited Google’s “site reputation abuse” policy as the main reason. This policy targets websites that exploit their ranking power by publishing irrelevant or off-brand content, a practice often called “parasite SEO.”
Parasite SEO involves flooding a reputable site with content that may not align with the brand’s core identity solely to boost its visibility in search results. In many cases, such content is hidden from regular site visitors and is created by third-party marketing firms hired to churn out search-friendly articles. Examples of this practice include obscure coupon codes that appear in search results but aren’t visible on a site’s main pages.
Despite multiple requests for comment, Forbes has yet to provide an official statement on the matter. It’s unclear whether this decision will affect other sections of the site. However, journalist Cassandra Brooklyn, who has contributed to Forbes, reported receiving similar news last week.
Impact on freelancers and the Forbes Contributor network
Freelance writers play a significant role in the operations of many news outlets, including Forbes. While some freelancers are seasoned journalists producing high-quality content, Forbes is also known for its contributor network. This network includes thousands of marketers, CEOs, and other external experts who publish under Forbes’ name. Critics argue that the credibility of some content produced within this network has been questionable.
Google’s recent updates to its site reputation abuse policies have likely placed additional scrutiny on platforms like Forbes. In November, Google tightened its rules around parasite SEO, explicitly targeting content created by third parties exploiting host websites’ ranking strength. The company stated that such content, regardless of editorial oversight, is inherently problematic due to its exploitative nature.
Financial and editorial fallout
Freelancers affected by the changes have shared insights into Forbes Vetted’s rigorous editorial process. Writers tested products, conducted interviews, and went through multiple rounds of edits to ensure quality. However, the changes mean that some previously published articles may require complete rewrites by Forbes’ in-house team.
One freelance writer noted the significant investment Forbes had made into Forbes Vetted. They revealed that large product review pieces could earn freelancers US$3,000 each. Rewriting these articles with in-house staff would be costly and time-consuming.
However, Google’s policies clarify that freelance content does not violate its rules. A breach occurs only when the content is designed to manipulate the site’s ranking signals. Google spokesperson Davis Thompson directed inquiries to an FAQ section explaining the company’s position on freelancer-created content.
Forbes’ decision highlights the growing pressure on publishers to comply with evolving search engine policies. While Google’s stricter stance on parasite SEO aims to improve search quality, it also challenges platforms that rely on external contributors. The move could prompt other publishers to rethink their reliance on freelance networks and adopt stricter editorial oversight.
