Google’s July 2022 Product Reviews Update Shows Minimal Ranking Volatility, Data Providers Report
On July 27th, Google launched its fourth product reviews update, known as the July 2022 product reviews update. This update was rolled out efficiently over six days and concluded on August 2nd. For most data providers we surveyed, this update showed minimal impact, with scarcely any significant signs of change during that period.
However, it’s important to acknowledge that for sites affected by this update, it felt like a major overhaul, with some experiencing traffic changes upwards of 80%. While this narrative highlights the overall mild nature of the update compared to previous ones, individual sites that were impacted might have seen drastic changes.
Data providers indicate the update was minor
Semrush data reflected that the July product reviews update was “incredibly mild,” according to Mordy Oberstein, Semrush’s communications advisor. Compared to the March 2022 product reviews update, the changes in rank volatility with the July update were minimal. Some niches barely showed any notable fluctuation.
Charts comparing the July and March 2022 product reviews updates depict July as relatively insignificant. This trend is consistent even when isolating peak periods of volatility during the update.
Moreover, Semrush adjusted its Sensor’s sensitivity levels around June 15th. While changes in the Sensor might affect data perception, similar findings from other tools corroborate the minor nature of this update.
RankRanger/Similarweb also reported minimal rank fluctuations. Shay Harel from RankRanger confirmed that both RankRanger and its parent company Similarweb found limited volatility during this period.
A comparison between the December update and the July update by RankRanger showcased that the latter was less significant. Breaking down positions and niches, the volatility remains minimal, affirming the minor impact of the July update.
Sistrix’s analysis aligns with this consensus. Steve Paine from Sistrix mentioned that the update didn’t greatly impact SERPs. Examples of site movements post-update showed both increases and decreases.
Both seoClarity and Moz observed minimal changes. Mitul Gandhi from seoClarity mentioned that changes were hard to distinguish from standard fluctuations. Dr. Pete Meyers from Moz also noted the difficulty in pinpointing significant differences with this update.
Insights on the July 2022 product reviews update
The Google product reviews update focuses on elevating high-quality review content that surpasses basic templated information. Although it doesn’t directly penalize lower-quality reviews, sites with more insightful content are rewarded with higher rankings.
Google’s guidance suggests focusing on in-depth details, firsthand experience, multimedia evidence, and multiple seller links to enhance review authenticity and thoroughness.
The update rolled out from July 27 to August 2. Despite the limited changes observed, a few sites reportedly faced substantial impacts. Nonetheless, the SEO community did not see widespread ranking changes.
For those affected, Google advises enhancing the quality and depth of product review content. Suggested practices include more multimedia, links to various sellers, and detailed comparisons.
Why it matters
For websites featuring product reviews, it is crucial to monitor rankings to determine impact. Whether you observed changes in Google organic traffic or not, it’s essential to ensure future reviews are detailed and unique to distinguish them from competitors. We hope this update has been beneficial to you, your business, and your clients.
