Google has initiated the rollout of the third version of its product reviews update, an algorithm change aimed at enhancing the rankings of product review content that is most beneficial and useful to searchers. The first update was launched on April 8, 2021, followed by the second on December 1, 2021. The latest release occurred on March 23, 2022, and is named the March 2022 product reviews update.
Google Product Reviews Update:
The purpose of the Google product reviews update is to elevate review content that surpasses the often templated information available online. Google aims to prioritize these types of reviews in its search results rankings.
Google is not directly penalizing lower-quality product reviews with thin content that merely summarizes multiple products. However, if you provide such content and observe a drop in your rankings as higher-quality content is promoted above yours, it may feel like a penalty. According to Google, this is not a penalty but rather a reward for sites with more insightful review content.
This update is primarily intended to impact product review content and not other types of content.
What Has Changed:
With its third release, Google states that the update builds on the foundation of the first two product review updates to better identify high-quality product reviews. This enhancement aims to make it easier for users to access reliable purchasing advice and to reward creators who genuinely strive to be helpful.
Criteria for High-Quality Product Reviews:
Google has outlined the following criteria for what matters with the product reviews update:
- Include helpful in-depth details, such as the benefits or drawbacks of a certain item, specifics on how a product performs, or how it differs from previous versions.
- Reviews should come from individuals who have actually used the products and show what the product is physically like or how it’s used.
- Provide unique information beyond what the manufacturer offers, including visuals, audio, or links to other content detailing the reviewer’s experience.
- Compare products or explain what sets a product apart from its competitors.
Rollout:
This update will be rolled out over the next few weeks. Significant ranking volatility is expected to occur in the initial stages of this rollout.
Impact:
Initially, this update will affect English-language product reviews, but it may later impact reviews in other languages. Google has observed positive effects from similar updates in the past and plans to extend product review support to more languages in the future.
Previous Advice on Product Reviews Update:
According to Google, the focus should be on providing users with insightful analysis and original research. Content should be written by experts or enthusiasts who are well-versed in the topic. Here are additional questions Google suggests considering in your product reviews:
- Do your product reviews express expert knowledge where appropriate?
- Do they show what the product is like physically or how it’s used, with unique content beyond what’s provided by the manufacturer?
- Do they provide quantitative measurements of a product’s performance in various 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?
- Do they identify key decision-making factors and rate the product’s performance in those areas?
- Do they describe key design choices and their effects on users?
- Do they include evidence such as visuals, audio, or other links to support your expertise and reinforce the authenticity of your review?
- Do they include links to multiple sellers to give readers purchasing options?
New Advice:
For the third release, Google added new guidance:
- Are product review updates relevant to ranked lists and comparison reviews? Yes, they apply to all forms of review content. Due to the concise nature of ranked lists, consider demonstrating expertise and reinforcing authenticity in a more succinct manner with pertinent results and original images.
- Recommendations for reviews suggesting "best" products? If you recommend a product as "best," explain why it stands out from other options and is particularly suitable for its recommended purpose, backing up claims with first-hand evidence.
- If reviewing multiple products, should individual reviews still be created? Writing a high-quality ranked list in conjunction with in-depth single-product reviews can be effective. Ensure each piece contains enough useful content to stand independently.
Not a Core Update:
Google clarified that product review updates are distinct from core updates. This is a standalone update specifically termed the product reviews update. Although separate, the core update guidance about producing quality content remains relevant.
Why It Matters:
Websites offering product review content should monitor their rankings to see if they are affected. Enhancing the depth and uniqueness of product review content can help improve rankings and stand out from the competition.
Additionally, those impacted by previous core updates that have improved their content quality may benefit from this March 2022 product reviews update.
