Google is rolling out its third update to its product review algorithm in search results, building on the product review update it rolled out last year.
The first product review algorithm update, designed to reward content through first-hand research, goes live in April 2021. The second product review update took place in December.
Today’s update continues Google’s efforts to show higher-quality product reviews in search results.
“Today, we’re building on this work with another update to enhance our ability to identify high-quality product reviews. This will make it easier for us to get sound purchase recommendations in front of our users and reward those who are eager to help creator.”
Google said the update would take weeks to roll out and could affect the ranking of English-language product reviews on “many” sites.
Google’s new guidelines for writing product reviews
With the March 2022 product algorithm update rolling out, Google is publishing new guidelines on writing reviews to ensure they meet the search engine’s quality thresholds.
Google recommends meeting the following criteria when creating product reviews:
- Include useful in-depth details, such as the strengths or weaknesses of an item, details of product performance, or how the product differs from previous versions
- From people who have actually used the product and show how the product looks or is used
- Include unique information beyond what the manufacturer provides – such as visuals, audio, or links to other content detailing the reviewer’s experience
- Cover comparable products, or explain how products differ from competitors
Google’s review guidelines for multiple products
Since the rollout of the first product algorithm update, it’s not always been clear whether it applies to reviews of a single product, or reviews that include multiple product listings.
Google confirmed that the product review update does apply to ranking listings and comparison reviews.
“Yes. Product review updates apply to all forms of review content. The best practices we share also apply. However, due to the short nature of ranking lists, you may want to showcase expertise and enhance authenticity in a more concise manner. Citing relevant results and including original images of the tests you conducted on the product can be a good way to do this.”
If you’re writing a review of multiple products with the goal of recommending the “best” product overall, Google provides additional guidance.
When recommending a product as the best overall or best for a specific purpose, be sure to include the following information in your review:
- What sets this product apart from others on the market
- Why is this product particularly suitable for its recommended use?
- First-hand evidence to support your claims
Finally, Google added that it’s perfectly fine to create reviews for products individually, even if they’ve also been reviewed in the ranking list.
If you choose to create multiple reviews, make sure there is enough useful content for each review to stand on its own. Don’t just repeat the same points you’ve already made.
For more information on writing product reviews that meet Google’s quality standards, see the advice shared with last year’s update:
Featured image: Olivier Le Moal/Shutterstock
