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Google December 2021 product reviews update is rolling out now

Google is now rolling out a new search algorithm update named the December 2021 products reviews update. This is the second time Google is pushing out a products reviews update this year; the first one rolled out in April 2021.

This update is “designed to better reward” product reviews that “share in-depth research, rather than thin content that simply summarizes a bunch of products,” a spokesperson told Search Engine Land in April. Reviews that are written in a way that has “insightful analysis and original research” will be rewarded, especially “content written by experts or enthusiasts who know the topic well,” Google said.

What is changing. Google said that if you made changes between now and the last update, you may see improvements to your rankings since the last update. Google wrote “if you have made positive changes to your content, you may see that improvement reflected as part of this latest release.”

Google also said the search company has “received more feedback from users on what type of review content is deemed trustworthy and useful, motivating us to provide additional product review guidance. Users have told us that they trust reviews with evidence of products actually being tested, and prefer to have more options to purchase the product.”

More advice. Google provided two new best practices around this update, one saying to provide more multimedia around your product reviews and the second is to provide links to multiple sellers, not just one. Google posted these two items:

  • Provide evidence such as visuals, audio, or other links of your own experience with the product, to support your expertise and reinforce the authenticity of your review.
  • Include links to multiple sellers to give the reader the option to purchase from their merchant of choice.

Rolling out now. Google said the update is now rolling out for English-language pages. It will take about three weeks to complete.

Google product reviews update.The Google product reviews update aims to promote review content that is above and beyond much of the templated information you see on the web. Google said it will promote these types of product reviews in its search results rankings.

Google is not directly punishing lower quality product reviews that have “thin content that simply summarizes a bunch of products.” However, if you provide such content and find your rankings demoted because other content is promoted above yours, it will definitely feel like a penalty. Technically, according to Google, this is not a penalty against your content, Google is just rewarding sites with more insightful review content with rankings above yours.

Technically, this update should only impact product review content and not other types of content.

Previous advice on the product reviews update. The “focus overall is on providing users with content that provides insightful analysis and original research, content written by experts or enthusiasts who know the topic well,” Google said about this update. That is similar advice to the core update recommendations mentioned above, but here is a list of “additional useful questions to consider in terms of product reviews.” Google recommends your product reviews cover these areas and answer these questions. Do your 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 certain 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 in making 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 that fuel economy, safety, and handling are key decision-making factors and rate performance in those areas.
  • Describe key choices in how a product has been designed and their effect on the users beyond what the manufacturer says?

Google also linked to its blog post from earlier this year namedproviding better product information for shoppers.

Why we care.If your website offers product review content, you will want to check your rankings to see if you were impacted. Did your Google organic traffic improve, decline or stay the same?

Long term, you are going to want to ensure that going forward, that you put a lot more detail and effort into your product review content so that it is unique and stands out from the competition on the web.

More on Google updates

Other Google updates this year.This year we had a number of confirmed updates from Google and many that were not confirmed . In the most recent order, we had: TheJuly 2021 core update,Google MUM rolled outin June for COVID names and waslightly expandedfor some features in September (but MUM is unrelated to core updates). Then, theJune 28 spam update, theJune 23rd spam update, theGoogle page experience update, theGoogle predator algorithm update, theJune 2021 core update, theJuly 2021 core update, the Julylink spam update, and theNovember spam updaterounded ou the confirmed updates.

Previous core updates.The most recent previous core update was the November 2021 core update which rolled out hard and fast, then theJuly 2021 core updatewhich wasquick to roll out(kind of like this one) followed by theJune 2021 core updateand that update wasslow to roll out but a big one. Then we had theDecember 2020 core updateand the December updatewas very big, bigger than theMay 2020 core update, and that update was alsobig and broadand took acouple of weeks to fully roll out. Before that was theJanuary 2020 core update, we had some analysis on that updateover here. The one prior to that was theSeptember 2019 core update. That updatefelt weakerto many SEOs and webmasters, as many said it didn’t have as big of an impact as previous core updates. Google also released anupdate in November, but that one was specific to local rankings. You can read more about pastGoogle updates over here.


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