Signal Fraud: Getting hacked on Google and LinkedIn - via Forbes?

Navigating Trust in the Digital Age

Trust is one of the most valuable assets in today’s world, yet it’s constantly being tested. Whether it’s Google search results, LinkedIn profiles, or even the Better Business Bureau, platforms we once relied on to find credible people and organizations are increasingly compromised.

This manipulated visibility often create a false sense of trust - and, let’s be honest, we’ve all seen it happen.

This is why understanding and addressing "signal fraud" has become so essential, especially when making decisions about hiring, partnerships, strategic advisory roles, or even regulatory changes.

What is Signal Fraud?

Signal fraud is when individuals or organizations intentionally manipulate their visibility, credibility, or influence to present a misleading reputation. This is particularly common in high-stakes areas like executive recruitment, advisory council memberships, and media platforms where the spotlight is often mistaken for genuine validation.

Why Talk About This?

This isn’t just about Forbes - it’s about trust.

There’s a growing trend of legacy brands turning their credibility into a commodity. From high-ticket industry events filled with underqualified speakers to review sites ranking companies that pay to play, these practices erode the foundation of trust. Even "prestigious" evaluation frameworks are sometimes tied to hefty sponsorships, blurring the line between recognition and revenue.

Forbes helps us understand Signal Fraud with three distinct examples.

#1 De-Indexing of Forbes Advisor Pages by Google:

Google’s recent crackdown on "site reputation abuse" has impacted platforms like Forbes Advisor, whose pages were de-indexed due to perceived manipulation of domain authority for third-party content. This action reveals the risks of prioritizing paid placement over quality and oversight, damaging both visibility and trust.

#2 The "30 Under 30" Controversies:

Forbes’ "30 Under 30" list, once synonymous with young entrepreneurial excellence, has unintentionally highlighted individuals later implicated in fraud and unethical practices. High-profile cases such as Elizabeth Holmes (Theranos) and Trevor Milton (Nikola Corporation) show how unchecked hype can overshadow due diligence.

#3 Forbes Advisory Councils’ Pay-to-Play Model:

Forbes’ Advisory Councils offer paid memberships, giving members the ability to associate with the Forbes name for an annual fee of $2,500 or more. While marketed as an exclusive opportunity for thought leadership, critics argue that the pay-to-play structure undermines credibility by prioritizing payment over proven expertise or merit.

#1 De-Indexing of Forbes Advisor Pages by Google        

Google’s Crackdown on 'Site Reputation Abuse'

After years of turning a blind eye, Google has started taking decisive action against websites engaged in "site reputation abuse." Platforms like Forbes Advisor, CNN Underscored, and WSJ Buyside have already been hit with manual penalties, leading to widespread de-indexing. Even direct searches for these platforms yield far fewer results than before.

The most recent example of this comes from Google’s actions to curb "site reputation abuse." - below is a graph of a recent update where Google penalized sites for abuse.

What is 'Site Reputation Abuse'?

Google describes this as content manipulation where third-party pages are hosted with minimal oversight from the main site, often to exploit the ranking authority of the host domain. These can include sponsored or affiliate content that adds little to no real value for users. By de-indexing such content, Google is signaling that domain power cannot be misused without consequences.

The Impact on Well-Known Platforms

The fallout of this crackdown is significant:

• Loss of Visibility: Key sections of major sites have essentially disappeared from search results. Even a search for "Forbes Advisor" fails to produce the homepage.
• Erosion of Trust: For platforms like Forbes and CNN, these penalties damage their reputations as credible sources of information.
• Financial Consequences: Sponsored and partner pages, which often command high prices, have lost one of their most critical avenues for audience discovery.

What This Means for Decision-Makers

For leaders and executives, this is a timely reminder to prioritize credibility and integrity in their partnerships and content strategies. Here’s what to keep in mind:

1. Scrutinize Partnerships: If your organization collaborates with third-party contributors or platforms, ensure they align with your values and quality standards.
2. Stay Compliant: Keeping up with evolving policies like Google’s ensures your digital presence remains safe and impactful.
3. Reputation is Fragile: Even industry leaders like Forbes and CNN are vulnerable. Prioritizing transparency and quality is non-negotiable.
4. Invest in Sustainable Strategies: Quick wins and domain authority manipulation are not long-term solutions. Build trust through authenticity.

#2 The "30 Under 30" Controversies:        

This type of Signal Fraud goes to much higher dollar amounts...

Forbes and Its Illusion of Prestige

Forbes Magazine, once celebrated as a hallmark of entrepreneurial excellence, now finds itself at the center of controversy. Its celebrated "30 Under 30" list has inadvertently shone a light on individuals later implicated in fraudulent schemes. From Elizabeth Holmes to Trevor Milton, these cases serve as cautionary tales about unchecked hype.

Notable Cases of Forbes "30 Under 30" Gone Wrong

• Elizabeth Holmes (Theranos): Convicted of fraud for misleading investors about her company’s blood-testing technology.
• Martin Shkreli (Turing Pharmaceuticals): Convicted of securities fraud unrelated to his infamous drug pricing controversies.
• Obinwanne Okeke: Sentenced to 10 years in prison for an $11 million cyber fraud scheme.
• Trevor Milton (Nikola Corporation): Convicted of fraud for misleading investors about the company’s technology.
• Charlie Javice (Frank): Charged with fabricating millions of fake customer accounts to defraud JPMorgan Chase.
• Caroline Ellison (Alameda Research): Pleaded guilty to fraud tied to the collapse of cryptocurrency exchange FTX.

#3 Forbes Advisory Councils’ Pay-to-Play Model:        

The Forbes Advisory Councils: Prestige or Pay-to-Play?

Beyond its lists, Forbes also operates Advisory Councils across various industries, like Technology, Business, and Finance. Members gain the perceived prestige of association with the Forbes name—but at a cost of $2,500 or more annually.

These council groups range from 1,872 to 125 members.

Breaking Down the Numbers

With over 5,000 members across these councils, Forbes generates upwards of $12.5 million per year. Membership promises networking opportunities, exclusive content, and the ability to publish on Forbes’ website. However, critics argue that the pay-to-play model dilutes the brand’s credibility, prioritizing revenue over genuine thought leadership.

Does generating millions of dollars for council membership create bias? Does the presence of the Forbes endorsement affect a the credibility of the profile (maybe a little???)

Questions and Conclusions?        

What Decision-Makers Should Ask

• Is membership in such councils truly prestigious, or just an expensive marketing tool?
• Does associating with pay-to-play models hurt your credibility?
• Are these platforms providing real value to users, or simply exploiting their brand reputation?

Why Sell the Brand for Money?

1. Revenue Diversification: With traditional media facing declining ad revenue, pay-to-play programs create a steady income stream.
2. Monetizing Influence: Forbes leverages its brand recognition to capitalize on professionals eager for visibility.
3. Adapting to Competition: In a competitive landscape, Forbes positions itself as a premium option for those seeking prestige.

But this strategy comes with risks. Over-reliance on paid endorsements may erode trust, draw scrutiny, and blur the line between earned and bought influence.

The Bottom Line...

Forbes’ story is a lesson in balancing short-term gains with long-term integrity. While pay-to-play models might boost revenue, they also risk undermining the credibility that built the brand’s legacy.

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Lessons for Leaders and Entrepreneurs

• Due Diligence is Key: Always validate claims and opportunities.
• Reputation is Earned, Not Bought: Accolades should enhance credibility, not define it.
• Focus on Authentic Influence: True trust comes from consistent transparency and quality.

Referenced Videos:

Forbes has a Fraud Problem.

The Fake Genius: a $30 BILLION Fraud.

Is Forbes 30 Under 30 a Scam?

If Forbes 30 Under 30 a Curse?

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