Google Search has revised its product review algorithm to rank in-depth and thoroughly researched content over summaries on products. The focus of the update is to provide users with insightful analysis. As of now, the update only involves English language content. Google has shared a list of factors to consider for those creating content to produce better product reviews in its blog post. Google had also added the Full Coverage feature to its Search this March.
The latest update is different from Google’s regular core updates as this one explicitly targets product reviews. The update was rolled out this Thursday.
Danny Sullivan from Google added that this update would take about two weeks to fully rollout:
This is the timing on the rollout completing (basically two weeks). And it started today https://t.co/oTqGqOSuHZ
— Danny Sullivan (@dannysullivan) April 8, 2021
One clarification is that this update is focused specifically on product reviews but it can also potentially impact service reviews, Danny Sullivan of Google said later on.
While the focus is on products, service reviews may also benefit from this update.
— Danny Sullivan (@dannysullivan) April 8, 2021
Also, this will impact both “single reviews or round-ups” reviews, according to Danny:
It looks to improve for all types of product reviews, single reviews or round-ups.
— Danny Sullivan (@dannysullivan) April 8, 2021
Also, this is a broader update, meaning the overall site.
These kinds of changes tend to be more on broader parts of sites, or the sites overall.
— 🍌 John 🍌 (@JohnMu) April 9, 2021
These updates are periodically refreshed and Google might not communicate those refreshes:
At the moment, there's a periodic refresh. Unlike with core updates, we might not always post when a refresh happens given the more limited nature of content involved here. So overall, sites should consider the advice & keep working to it (true of core updates as well!).
— Danny Sullivan (@dannysullivan) April 9, 2021
Google explains in a blog post on its Search Central page that the latest update will reward users with content that they find helpful. “Google Search is always working to show the most useful and helpful information possible, through testing, experimenting, and review processes. From this, we know people appreciate product reviews that share in-depth research, rather than thin content that simply summarises a bunch of products. That’s why we’re sharing an improvement to our ranking systems, which we call the product reviews update, that’s designed to better reward such content,” the post reads.
The search giant also suggested a list of questions for creators to consider in terms of product reviews:
- Express expert knowledge about products where appropriate?
- Show what the product is like physically, or how it is used, with unique content beyond what’s provided by the manufacturer?
- Provide quantitative measurements about how a product measures up in various categories of performance?
- Explain what sets a product apart from its competitors?
- Cover comparable products to consider, or explain which products might be best for specific uses or circumstances?
- Discuss the benefits and drawbacks of a particular product based on research into it?
- Describe how a product has evolved from previous models or releases to provide improvements, address issues, or otherwise help users make a purchase decision?
- Identify key decision-making factors for the product’s category and how the product performs in those areas? For example, a car review might determine fuel economy, safety, and handling are key decision-making factors and rate performance in those areas.
- Describe critical choices in how a product has been designed and their effect on the users beyond what the manufacturer says?
Last month, Google also added a Full Coverage feature to its Search. It is intended to help users get a comprehensive picture of a news story from a range of sources, especially for complicated news topics marked by continuous updates.
