All The Wallets Update (2025)
Adapting All The Wallets for a New Era of Everyday Carry.
The landscape of running a niche website has changed dramatically in recent years. With Google’s shifting algorithms, the rise of AI, and the challenges of keeping a small independent site afloat, many long-time projects have been forced to adapt or rethink their future. All The Wallets has been no exception. In this update, I take a candid look at where the site stands today, what’s changing, and how I see its role evolving in the world of wallets and everyday carry.
It’s been a while since I’ve written a post addressing the state of this website. Over the past few years, things have been really tough. It’s been talked about in the past among small website owners like myself how drastically different things are since AI, and especially since Google’s ‘crackdown’ on niche affiliate sites. Unfortunately, Google doesn’t care if a niche affiliate site is good or bad, doing things by the book or simply exploiting the system – we’re all lumped in together, and those adverse effects hit us all – All The Wallets included.
All The Wallets was built on trust and authority. Every wallet I review, I do so in my own time, at my own pace, and provide my own personal opinion – good or bad. I’ve had the privilege over the past 4 years to run this website full time, but in 2025, that is no longer the reality of the situation. Google has cut my traffic by up to 75% since its highs in 2022 and, as a result, my source of revenue – provided generously by my readers through ads and affiliate link clicks – has been severely reduced.
I’ve had the privilege and joy of reviewing hundreds of wallets over the years.
Since the very first algorithm update that dramatically hit my site went live, I’ve tried to follow Google’s guidelines, update my site, and do all that is possible to get back in their good books. This has been semi-successful, only for any future update to Google’s search algorithm to land me straight back at square one. On reflection, having all of one’s website traffic at the beck and call of one large corporation – that at the end of the day is a monopoly in every way but name – is a bad idea.
I’ve tried to diversify into different websites along with branching out into video with my wallet review channel, but it’s a slow process and will take time before I see any results. So where does that leave All The Wallets? The honest answer is I don’t know. It’s no longer a viable business in my opinion, and for me, it will simply become a place where I can pursue a passion and enjoy reviewing wallets for my own entertainment, whether people read them or not. If I can help one person make a better-informed decision about a purchase, help them find their perfect wallet, or stop them from getting scammed, then I’ve done my job.
NicheCarry home page: I’ll be shutting down this website.
One thing that will be changing ASAP is that I’ll be turning All The Wallets into more of a general Everyday Carry (EDC) website. I also own the website Niche Carry, which was originally built to serve as a broader site for anything and everything EDC. But I quickly learned that trying to build the authority needed in this space was far too much work, and it ended up – not a failure – but simply lying dormant most of the time.
All The Wallets already has an established website and web presence, so I see no reason, especially with traffic down, not to combine the two together and start posting a variety of content regarding everyday carry on both my YouTube and this website. What sort of reviews will I do? Well, anything that I feel I have a good understanding of and know what’s good or not: pens, watches, lighting, bags, and more. Honestly, I own a lot of EDC gear and it would be great to share my experiences with it. But don’t worry – the EDC section will be a completely separate part of the site, clearly labelled and kept apart, so to speak, from the wallets, which will remain the core aspect of the website.