I'm in a strange position here. I fundamentally agree that reviews for the most part are absolute steaming pile of crap of a space for many niches. I work in one of the worst - web hosting reviews. It's plagued by fake affiliate reviews dominating basically every search result. I've been trying for 10 years to run a company that did reviews differently in the web hosting space.

Full disclosure, I have affiliate links on companies that have them too. But I also list companies without them and it has had zero bearing on any result in 10 years. In fact, when I launched I had to beg the CEO of the top rated company to create a special affiliate program for me. Why? Because he didn't believe in review sites and affiliates in the space. It took months, but I told him if he didn't create one, what I was trying to do would never have a chance because I'd never make a dollar - you're the top rated company. I want to do something different, but it needs to remain somewhat financially viable and if you don't have a program I'm dead before it starts.

So what happened in those 10 years?

Honestly, not a whole a lot. I have mediocre rankings (often page 2-5) on some of the most competitive terms on Google. I can't afford to buy the links my competitors do because they make 10x or more what I do pushing the highest paying affiliates and designing for conversion. The site has some traction within niche communities - especially the WordPress hosting space - because I also run annual performance benchmarks (https://wphostingbenchmarks.com) where I document and thoroughly test most of the meaningful players in that space.

It makes a couple grand a month, I've disclosed the revenue publicly on IndieHackers (https://www.indiehackers.com/interview/reviewsignal-e1ddcc26...) and it's gone down since then.

The data I'm providing is almost surely the most transparent data tracking the industry and maybe the least biased (the reviews work by analyzing Twitter sentiment at scale - everything publicly documented in terms of ranking algorithm and published comments).

But outside little bubbles in communities that care, nobody noticed. Google doesn't care. Google happily ranks affiliate sites spending six figures buying links off apache.org and other open source projects (look at those sponsor lists on a lot of open source projects - hosting/gambling is a bad sign).

I got excited when my work fighting against .ORG registry price increases and sale at ICANN (https://reviewsignal.com/blog/2019/06/24/the-case-for-regula...) got a lot of press, even getting cited by the California AG in his letter which effectively killed it. I got backlinks from a lot of large news sites and traffic. I honestly saw no meaningful improvement in rankings or traffic.

So I'm stuck, I keep the sites running - part time - mostly between other projects. I've moved back heavily into consulting and other projects because being an honest affiliate - I can't compete. Providing honest, transparent data and presenting it with the goal of informing versus pushing sales is a terrible business model. The majority of people simply don't care. A lot of 'in-the-know' folks read and get informed by my work. They advise their clients using it, and I never see any financial benefit from it. The broader world, especially Google, doesn't know or care.

Is the root problem affiliate links? It certainly skews incentives and pushes manipulation. If we removed them, what fills the void? Ads? Sponsored content? Something else? I don't think the problem goes away - there is so much money in some of these industries and the stakes are so high. Companies and people will take advantage of it one way or another.

How do we identify honest / good content from the garbage seems to be the bigger question. After 10 years, I'm don't have an answer and I'm certainly not being noticed.