Google has announced a new Search algorithm update called the product reviews update. This update is “designed to better reward” product reviews that “share in-depth research, rather than thin content that simply summarizes a bunch of products,” according to a spokesperson. Reviews featuring “insightful analysis and original research” will be rewarded, especially those “written by experts or enthusiasts who know the topic well.”
Google Product Reviews Update: The aim of this update is to promote review content that surpasses much of the templated information available online. Google states that such high-quality product reviews will be elevated in its search results rankings.
Google is not explicitly penalizing lower quality product reviews with “thin content that simply summarizes a bunch of products.” However, if your content is demoted due to more insightful review content being promoted above yours, it may still feel like a penalty. According to Google, this is not technically a penalty against your content; instead, it is a reward system for more insightful review content, which results in higher rankings.
This update should only affect product review content and not other types of content.
Not a Core Update: Google clarifies that this update is not a core update but a standalone update called the product reviews update. It is distinct from Google’s regular core updates. However, Google noted that the advice provided for core updates about producing quality content is also relevant here. In addition, Google has provided guidance specific to this update.
Guidance on the Product Reviews Update: The focus is on delivering content with “insightful analysis and original research,” especially content written by experts or enthusiasts familiar with the topic. This is akin to the core update recommendations, but here are some “additional useful questions to consider in terms of product reviews.” Google suggests your product reviews should address the following:
- Do your reviews express expert knowledge about products where appropriate?
- Do they show what the product is like physically or how it is used, with unique content beyond what’s provided by the manufacturer?
- Do they provide quantitative measurements about how a product measures up in various performance categories?
- Do they explain what sets a product apart from its competitors?
- Do they cover comparable products or explain which products might be best for certain uses or circumstances?
- Do they discuss the benefits and drawbacks of a particular product based on research?
- Do they describe how a product has evolved from previous models or releases to provide improvements, address issues, or assist users in making purchase decisions?
- Do they identify key decision-making factors for the product’s category and how the product performs in those areas?
For example, a car review might focus on fuel economy, safety, and handling as key decision-making factors and rate performance in those areas. - Do they describe critical design choices of a product and their impact on users beyond the manufacturer’s statements?
Google also referenced its earlier guidance on providing better product information for shoppers.
This Update is Now Live: The update is now live for English-language reviews globally.
Why It Matters: If your website features product review content, you should check your rankings to see if you were affected. Assess whether your Google organic traffic has improved, declined, or remained stable.
In the long term, ensure that you invest more detail and effort into your product review content to make it unique and stand out from the competition.
