Google has initiated the rollout of the fourth version of its product reviews update, a search ranking algorithm enhancement aimed at elevating product review-related content that is most helpful and useful to searchers. The initial product reviews update was launched on April 8, 2021, followed by the second on December 1, 2021, and the third on March 23, 2022. The fourth update has now been released on July 27, 2022, and is known as the July 2022 product reviews update.
Google made this announcement on Twitter and offered guidance on writing product reviews.
Google Product Reviews Update: The aim of the Google product reviews update is to promote review content that goes beyond much of the templated information found on the web. According to Google, this update will enhance the search results rankings for these types of product reviews.
Google is not directly penalizing lower-quality product reviews that have “thin content that simply summarizes a bunch of products.” However, if the content provided is not as insightful as others and sees a drop in rankings, it may feel like a penalty, although technically it is not. Google is simply rewarding more insightful review content with higher rankings.
This update is expected to impact only product review content, not other types of content.
What’s New: Unlike the March product reviews update, no specific changes to ranking criteria appear to have been made with this update. Google seems to be refreshing the algorithm and making slight adjustments.
The Rollout: This rollout will take “2-3 weeks to complete,” according to Google. Both this and core updates typically take a few weeks to fully roll out, so expect most ranking volatility to occur in the early stages.
What is Impacted?: Google mentioned this update might eventually impact those who “create product reviews in any language,” but the initial rollout will target “English-language product reviews.” The company plans to extend product review support to more languages in the future, having seen “positive effects” from this update in the past.
These updates can be very substantial, nearly as significant as core updates.
Previous Advice on the Product Reviews Update: Google has repeatedly emphasized providing users with content that offers insightful analysis and original research, preferably written by experts or enthusiasts. This advice mirrors the recommendations for core updates, with additional useful questions to consider in terms of product reviews. Google suggests that product reviews should:
- Demonstrate expert knowledge about products where relevant
- Show what the product is like physically or how it is used, using unique content beyond what the manufacturer provides
- Offer quantitative measurements about product performance in various categories
- Explain what sets a product apart from its competitors
- Discuss comparable products and explain which are best for specific uses or circumstances
- Cover the benefits and drawbacks of a product based on thorough research
- Describe how a product has evolved from previous models or releases
- Identify key decision-making factors for the product’s category and evaluate performance in those areas
- Explain significant design choices and their impact on users
- Provide evidence such as visuals, audio, or other firsthand experiences to support the review’s authenticity
- Include links to multiple sellers to offer readers purchasing options
Google added additional advice for this update, emphasizing the relevance of product review updates to ranked lists and comparison reviews. Best practices should be applied comprehensively, with shorter content requiring concise demonstrations of expertise and authenticity. Original images and results from product tests can be effective. When recommending the “best” products, reviewers should clearly explain why the product stands out and offer supporting evidence. Moreover, high-quality ranked lists should be complemented by detailed single-product reviews where feasible.
Not a Core Update: Google clarified that product review updates are different from core updates. This standalone update focuses specifically on product reviews, separate from regular core updates. Nonetheless, the previously provided advice for core updates regarding quality content is also applicable here, along with additional guidance for this specific update.
Why We Care: If your website features product review content, it is important to monitor your rankings to see if you were impacted. Check whether your organic traffic from Google improved, declined, or remained unchanged.
Long-term, ensure that more detail and effort are invested in your product review content to make it unique and stand out from competitors. Websites impacted by previous core updates that have improved their content may benefit from this July 2022 product reviews update.
