They filled their basement with purifiers, running rigorous science-based tests and writing articles to help consumers sort through marketing hype. House Fresh 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.
"Suddenly the search terms that used to bring up House Fresh were sending people to big lifestyle magazines that clearly don't even test the products. The articles are full of information that I know is wrong."
"We just got absolutely crushed," Navarro says. Over the last few weeks, House Fresh had to lay off most of its team. If nothing changes, she says, the website is doomed.
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