Self-promotional “best of” listicles — blog posts where a brand ranks itself or its products at the top of a category — have become a popular SEO strategy in recent years.
By crafting a “Best [X] for [Y]” page on their own domain and positioning their own offerings first, some companies have been able to secure strong rankings in Google search results and visibility within large language model (LLM) outputs.
However, emerging data suggests that Google may be tightening how it evaluates these pages, and that reliance on them could be increasingly risky for long-term search visibility.
What Self-Promotional Listicles Are and Why They Got Popular
Self-promotional listicles differ from traditional editorial roundups in that they often lack independent evaluation. Instead of objectively ranking the best products or services in a category, the publisher places its own brand at No. 1, sometimes with partner companies listed further down.
This tactic has historically worked well for search rankings because list formats are easy for Google to parse, naturally contain keyword signals like “best [topic],” and frequently earn featured snippets or prominent placement in search results.
Moreover, these listicles have shown high visibility not only in traditional search results but also in AI-driven summaries and overviews, including those generated by LLMs that pull from Google’s index. That dynamic has made them particularly attractive as a shortcut to influence both organic search and AI outputs.
Signs Google Could Be Changing the Rules
Analysis of recent search ranking volatility following Google’s December 2025 core update suggests that sites heavily reliant on self-promotional listicles are experiencing significant drops in search visibility. SEO expert Lily Ray notes that multiple SaaS and B2B sites saw steep declines in organic performance that coincided with algorithm movement — and that many of these sites shared a common pattern of extensively publishing “best” listicles with self-ranked positions.
This pattern may reflect Google’s ongoing efforts to refine how it assesses the quality and intent of review-style content. Google’s broader ranking guidelines have long discouraged content created primarily for search engines rather than for human users, and trends in recent updates indicate a stronger emphasis on signals of expertise, trustworthiness, and user value.
While Google has not publicly announced a specific penalty targeting self-promotional listicles, the recent visibility shifts suggest these pages may now be weighed less favorably compared to genuinely independent reviews or content grounded in original research and transparent methodology.
Why the Strategy Is Considered Risky
Listicles that position a publisher’s own company or products as “best” inherently carry bias: they lack third-party validation, clear evaluation methodology, or evidence of objective testing. Google’s own guidance has emphasized the importance of content that serves users first and avoids being created primarily to rank in search.
Content that prioritizes SEO over user value sits in what many SEO practitioners describe as a “gray area.” Gray-area tactics can work temporarily but are vulnerable to algorithmic changes that increasingly reward quality and authenticity over manipulative structures.
What This Means for Content Strategy
For marketers and SEO professionals, the emerging pattern around self-promotional listicles underscores a broader shift: Google appears to be refining how it interprets quality and relevance, especially for review-style content that influences decision-making. Pages that deliver transparent evaluation, independent research, user reviews, or expert insights are more likely to align with Google’s quality principles and maintain visibility over time.
Rather than relying on self-ranking listicles as a primary growth tactic, brands should invest in content that demonstrates authority and trust. This could include case studies, original comparisons, verified data, and content that clearly articulates evidence-based recommendations. Such approaches not only serve users better but also align with how search engines are evolving to detect and reward genuine value.
Preparing for Future Search Ecosystems
Search and AI discovery are increasingly intertwined, with Google’s rankings influencing the outputs of LLM-based experiences and vice versa. As the search landscape evolves, strategies that work today — especially those prioritizing quick visibility gains — may become liabilities if they lack editorial integrity. Investing in high-quality content that meets user needs and aligns with Google’s quality guidelines offers a more sustainable path to visibility and authority in 2026 and beyond.
In the end, what works short-term might not last long in an ecosystem where search engines continuously refine how they evaluate trust, relevance, and helpfulness. Marketers who embrace user-first content are better positioned to thrive in a landscape where authenticity and quality increasingly drive visibility.
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