Google released the fifth version of the Google product reviews update on September 20th at around 4 am ET. This update is named the September 2022 product reviews update. Google had informed us a couple of weeks ago to expect this update, which is unusual given it comes so soon after the July 2022 product reviews update.
This marks the fifth product reviews update, a search ranking algorithm update aimed at enhancing the ranking of product review-related content to be most helpful and useful to searchers. The first product reviews update was launched on April 8, 2021, the second on December 1, 2021, the third on March 23, 2022, and the fourth on July 27, 2022. The latest is the September 2022 product reviews update.
Google announced this update referencing their updates page.
Google product reviews update aims to promote review content that provides more than just templated information typically found on the web. It will elevate these in its search results rankings.
Google is not directly penalizing lower-quality product reviews with “thin content that simply summarizes a bunch of products.” However, if your rankings drop because higher-quality content is promoted above yours, it might feel like a penalty. Technically, according to Google, it is not a penalty but a reward for sites with more insightful review content.
This update should primarily impact product review content, not other content types.
The rollout will take a few weeks. Google mentioned that the July 2022 update took five days to roll out, so some volatility in rankings should be expected in the early stages of this update.
Google said this update might eventually impact those who create product reviews in any language, though the initial rollout targets English-language product reviews. They have seen positive results from past updates and plan to support more languages in the future.
These updates can be significant, almost as impactful as core updates, though the July update was not broadly felt.
The September core update is not complete yet. Google said, “For awareness, the September 2022 core update has not fully completed but it’s mostly done. We expect it will be fully complete within a week and will share when it is done.” If you see changes, here is how to tell if they are related to the core update or the product reviews update:
– If you produce product reviews, it’s likely related to that.
– If not, it might be related to the core update.
Previous advice on the product reviews update emphasized providing users with content that includes insightful analysis and original research, written by experts or enthusiasts who know the topic well. A list of useful questions for product reviews includes:
– Do your product reviews express expert knowledge?
– Show what the product is like physically or how it’s used?
– Provide quantitative measurements on performance?
– Explain what sets the product apart from competitors?
– Cover comparable products or recommend products for specific uses?
– Discuss the benefits and drawbacks of a product?
– Describe how a product has evolved from previous models?
– Identify key decision-making factors and product performance in those areas?
– Describe key design choices and their effects beyond manufacturer statements?
– Provide evidence such as visuals or audio to support your expertise and authenticity?
– Include links to multiple sellers?
Google also provided advice on ranked lists and comparison reviews, highlighting the importance of demonstrating expertise and authenticity concisely.
They advised sharing first-hand evidence when recommending products as the best and suggested creating in-depth single-product reviews alongside high-quality ranked lists.
This is a standalone update called the product reviews update, separate from Google’s regular core updates. However, Google’s general advice for producing quality content remains relevant.
Why it matters: If your website offers product review content, you should check your rankings to see if this update has affected you. Assess whether your Google organic traffic has improved, declined, or stayed the same.
Long-term, it’s essential to put more detail and effort into your product review content to ensure its uniqueness and competitiveness in the online landscape.
Lastly, those affected by previous core updates who have improved their content may be rewarded by the September 2022 product reviews update.
