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Conch House's SEO Strategy: A Game Changer or a Gamble?

Dive into the captivating story of Conch House's SEO strategy. Discover how it dominated Google search results, the ensuing backlash, and the valuable insights it provides for SEO professionals.

Maricor Bunal

by Maricor Bunal

June 29, 2023

In the dynamic Search Engine Optimization (SEO) world, few stories have captivated the community as much as the SEO Conch House Story. This tale revolves around a website that, for a brief period, managed to dominate Google search results by leveraging scraped Amazon reviews. This article delves into the intriguing details of this story, offering valuable insights into the potential and pitfalls of certain SEO strategies and Digital Marketing Trends.

Background of the SEO Conch House Story

The Conch House website emerged as an unexpected player in the SEO landscape. The site's strategy was simple yet controversial - scrape Amazon reviews and repurpose them as content. This approach, while ethically questionable, led to a surprising success. The website dominated Google search results for several months, ranking for over 250,000 "best+[product]" keywords and acquiring 14,000 number #1 rankings.

Analysis of the SEO Strategy

The Conch House's SEO strategy was a masterclass in exploiting loopholes. The site's operators understood that Google's algorithm favored fresh, user-generated content. By scraping Amazon reviews, they could generate a vast amount of such content at a minimal cost.

Affiliate marketing also played a crucial role in their success. The Conch House Story is a tale of how to make $1,000,000 in affiliate marketing. The site's high rankings for product-related keywords allowed it to drive significant traffic to Amazon, earning substantial affiliate commissions.

However, the strategy was not without its flaws. The reliance on scraped content raised severe ethical and legal concerns. While this allowed the Conch House to achieve short-term success, it also made the site vulnerable to algorithm updates and penalties.

SEO Performance in Numbers

We'll quantify the impact of Conch House's SEO strategy. We'll explore key metrics and trends that clearly show the strategy's effectiveness and influence on organic traffic value.


• The data represents the organic traffic and organic traffic value for Conch House from June 15, 2022, to June 15, 2023.

• There is a significant increase in organic traffic and organic traffic value starting from June 23, 2022, peaking around August 2022, and then declining towards the end of the year.

• The organic traffic and its value start to increase again from January 2023, peaking in May 2023, and then decline towards June 2023.

• The number of referring domains is generally increasing, suggesting that more websites link to Conch House's website, despite declining organic traffic and organic traffic value over time.

• The Conch House lost approximately 2,147,822 in traffic value from the sudden drop in August 2022 to now.

Geonode Prediction

Conch House SEO Traffic Value.png

Using the method of linear regression fitted to the data from January 2022 to July 2022, the estimated organic traffic value for each month up to June 2023 (if the Organic Traffic Value didn't drop in August 2022) would be as follows:

• August 2022: $3.2M

• September 2022: $3.6M

• October 2022: $4.0M

• November 2022: $4.4M

• December 2022: $4.8M

• January 2023: $5.2M

• February 2023: $5.6M

• March 2023: $6.0M

• April 2023: $6.4M

• May 2023: $6.8M

• June 2023: $7.2M

Please note that this is a simple linear regression estimate, and results could vary based on many factors.

Geonode’s Methodology

  1. Data Collection: We used Ahrefs to gather data on key metrics such as organic traffic, traffic value, and the number of referring domains from June 2022 to June 2023.

  2. Identify Key Events: We identified several key events during this period:

July 2022: Organic traffic started to peak. This coincided with the rollout of Google's Product Reviews Update, which prioritizes content demonstrating firsthand knowledge and expertise of the products.

August 2022: Organic traffic started to decline. This coincided with the rollout of Google's Helpful Content Update, which promotes more original, helpful content written by people, for people, rather than content made primarily for search engine traffic.

September 2022: Organic traffic further declined. This coincided with the rollout of Google's Core Update, which involved significant changes to Google's algorithm to improve the results. This update focused on E-A-T (Expertise, Authoritativeness, and Trustworthiness) and can cause substantial shifts in ranking. Another Product Reviews Update was also rolled out during this time.

  1. Correlate Events with Actions: We correlated these events with Conch House's content strategy, which involved scraping Amazon reviews. We noted that the decline in organic traffic and traffic value started around when Google rolled out updates that prioritize original, helpful content and penalize content needing firsthand knowledge and expertise of the products.

  2. Analyze Impact of Actions: We calculated the change in traffic value before and after implementing the content hijacking strategy. We also examined the relationship between the increase in referring domains and the drop in organic traffic.

Implications for SEO

The Conch House Story had a profound impact on the SEO community. It demonstrated the potential of unconventional SEO strategies and highlighted the limitations of Google's algorithm. However, it also underscored the risks associated with such approaches.

Their success in exploiting loopholes in the algorithm led to significant changes in how Google ranks websites. In response to the Conch House's tactics, Google rolled out algorithm updates designed to penalize websites that used similar practices. These updates rewarded high-quality, original content, while sites using scraped or duplicate content were penalized1.

While the Conch House's tactics led to short-term success, the long-term consequences were detrimental. The site's eventual downfall was a cautionary tale about the risks associated with "black hat" SEO techniques. It highlighted the importance of adhering to ethical practices and creating high-quality, original content that provides value to users.

The story also highlighted the dynamic nature of SEO and Digital Marketing Trends. It served as a reminder that what works today might not work tomorrow. Google's algorithm constantly evolves, and SEO strategies must adapt accordingly. The Conch House Story underscored the need for SEO professionals to stay abreast of the latest field developments and continually refine their strategies.

The Downfall and Aftermath

Despite its initial success, the Conch House website eventually fell from grace. Google's algorithm updates and the SEO community's backlash led to a significant drop in its rankings.

Geonode theorizes that these four significant Google updates affected Conch House the most:

• July 2022 Product Reviews Update

• August 2022 Helpful Content Update

• September 2022 Product Reviews Update

• September 2022 Core Update

The SEO community also played a role in the Conch House's downfall. As word spread about the site's tactics, backlash from the community grew. Many SEO professionals criticized the site for its unethical practices, arguing that it undermined the integrity of the SEO field. This criticism further tarnished the site's reputation and contributed to its decline.

How are they ranking now?


The current status of the Conch House website is quite different from its heyday. The website has undergone significant changes after being penalized by Google's algorithm updates. It has shifted its focus from being an affiliate site that scraped Amazon reviews to a more traditional website offering information about a marina resort in St. Augustine, Florida.

The website now features pages about the resort's motel, lounge, and banquet facilities. It also includes pages about area attractions and motel policies. The website maintains affiliate marketing roots, with pages reviewing various products.

However, the website's visibility on Google's search results could be much higher. A Google search for "" returns only a handful of results, and the website does not appear to rank highly for any significant keywords. This is a stark contrast to the site's previous status.

Key Takeaways from the SEO Conch House Story

The SEO Conch House Story offers several critical takeaways for SEO professionals. First, while unconventional strategies can yield short-term success, they often carry significant risks. Second, ethical SEO practices are not just morally right - they are also more sustainable in the long run. Finally, the story offers valuable lessons on the potential pitfalls of SEO strategies as we navigate the ever-evolving landscape of SEO.