Google’s Product Reviews Algorithm Update Was Significant but Not on Par with Core Updates, Say Data Providers
On April 8, 2021, Google released a targeted search algorithm update known as the "product reviews update." According to Google, the rollout was planned to be completed within two weeks, by April 22, 2021. Early observations indicate that most of the changes took place within the first few days, though there have been some site variations recently.
We consulted several data companies that monitor Google’s search results for their impressions of this update. While consensus is that the update was significant, it was not as impactful as a typical core update. For websites focused on product reviews, this could be a substantial change. However, across Google’s entire search index, the update pales in comparison to major updates like the December 2020 core update.
Details of the Update
Google stated that this update aimed to promote high-quality review content that goes beyond generic templated information, impacting rankings of sites dedicated to product reviews. This could also influence a site’s overall performance in Google Discover.
Data Providers on the Product Reviews Update
RankRanger
Shay Harel, CEO of RankRanger, described the update as significant but milder than the December 2020 Core Update, due to its narrower focus on specific content types. RankRanger provided charts comparing the two updates, illustrating that while the product reviews update felt big, its effect was limited to a smaller content range compared to core updates.
Semrush
Semrush data showed that the update was substantial but not on the scale of a core update. The most notable volatility was observed on April 9, 2021, particularly affecting finance, law, government, jobs, education, autos, vehicles, and health categories on desktop results. An increase of 30% in URLs changing positions was noted compared to pre-update days.
SISTRIX
Steve Pain from SISTRIX mentioned that the update did not show an exceptional level of Visibility Index movement. However, individual cases, like experiencedmommy.com, did experience significant visibility changes.
Searchmetrics
Marcus Tober from Searchmetrics could not find a distinct pattern indicating that review sites were predominantly affected. He shared data on gains and losses within the product review space, but the insights remained inconclusive.
SEOClarity
Mitul Gandhi from SEOClarity highlighted the niche nature of this update, making it harder to derive insights. They observed significant gains for domains like TechRadar, CNET, TheVerge, PCMag, and GSMArena. Notable losses were more distributed, with platforms like eBay, Walmart, and Bestbuy being affected. Additionally, YouTube lost rankings and traffic for product-related keywords.
SEO Community Reactions
There was notable discussion within the SEO community post-update, particularly on April 9, 2021. Reports ranged from traffic drops as low as 25% to as high as 60%, with some sites seeing recent upsurges.
What to Do if You Are Hit
Google has provided guidance for sites negatively impacted by this update, emphasizing the need for more detailed and unique product review content. Websites should assess their rankings and adjust their content strategies accordingly.
Why We Care
If your website features product review content, check your rankings to understand the impact of this update. If your rankings and traffic have declined, consider revising your content strategy to add more detail and stand out from competitors.
Postscript
It’s important to note that, as of now, the rollout might still be in progress. Danny Sullivan from Google confirmed that the update had not been fully completed.
Ensure your content remains unique, detailed, and competitive to navigate future algorithm updates effectively.
