HouseFresh.com ... started in 2020 by Gisele Navarro and her husband, based on a decade of experience writing about indoor air quality products. They filled their basement with purifiers, running rigorous science-based tests ... to help consumers sort through marketing hype. HouseFresh is an example of what has been a flourishing industry of independent publishers producing exactly the sort of original content Google says it wants to promote. The website grew into a thriving business with 15 full-time employees. In September 2023, Google made one in a series of major updates to the algorithm that runs its search engine. The second Google algorithm update came in March, and it was even more punishing. It decimated us," Navarro says. "Suddenly the search terms that used to bring up HouseFresh were sending people to big lifestyle magazines that clearly don't even test the products." HouseFresh's thousands of daily visitors dwindled to just hundreds. Over the last few weeks, HouseFresh had to lay off most of its team. Results for popular search terms are crowded with websites that contain very little useful information, but tonnes of ads and links to retailers that earn publishers a share of profits. "Google's just committing war on publisher websites," [search engine expert Lily] Ray says. "It's almost as if Google designed an algorithm update to specifically go after small bloggers. I've talked to so many people who've just had everything wiped out." A number of website owners and search experts ... said there's been a general shift in Google results towards websites with big established brands, and away from small and independent sites, that seems totally disconnected from the quality of the content.