Google has rolled out a new search engine algorithm update dubbed the December 2021 Product Reviews Update, December 1, 2021. As the second product reviews update of the year (the first was in April 2021), this update seeks to improve upon the previous update. Ideally, Google plans to emphasize and reward product reviews that feature in-depth research over simple, thinner reviews that merely summarize a group of products.
Essentially, this means Google will reward product reviews that provide truly insightful analysis and original research. Though anyone can post a product review, Google pays special attention to reviews written by experts or enthusiasts who know a particular topic or product well.
What Will The December 2021 Product Reviews Update Change?
With the update fully rolling out over the next three weeks, Google has stated that you may see changes or improvements to your rankings. This is especially relevant if you’ve made positive changes to your content since the previous update. Since the April 2021 update, Google has received increased user feedback regarding the type of content they deem trustworthy and valuable. As a result, Google felt compelled to provide additional product review guidance, stressing that users vastly prefer product reviews where products are legitimately tested.
What Does Google Recommend?
Google has provided two new best practices to go along with this update:
- Provide More Multimedia: Tangible product evidence such as visuals, audio, or other media can help add relevance and make your product reviews more user-friendly. Whether it’s your own experience with the product or supporting expertise from another party, reinforcing the review’s authenticity is your top priority.
- Include Links to Multiple Sellers: Users and readers always want more options, which naturally extends to purchase links or links to additional product information. Whenever possible, be sure to include links to multiple sellers, as this will give users the opportunity to purchase from a merchant that more closely matches their shopping preferences.
What Should Your Business Do?
How can your business prepare and navigate this new update? To help, Google has put forth a list of questions you should ask yourself to ensure you cover all of your bases.
Ask yourself, does your content…
- Express expert knowledge about products where appropriate?
- Show what the product can physically do? Ideally, your content should uniquely show how the product is used beyond the information provided by the manufacturer.
- Offer details about a product’s performance across various categories?
- Adequately explain what sets a product apart from its competitors?
- Consider comparable products? Does it explain which products are best used under certain circumstances?
- Discuss the benefits and drawbacks of a particular product based on thorough research?
- Fully describe how a product has evolved from previous models/releases? Does it list the improvements or address issues that might help users make better purchase decisions?
- Help identify key decision-making factors for the product’s category and how the product performs in those areas?
- Provide information on important aspects of a product’s design beyond what the manufacturer provides, along with how those design aspects might affect users?
To add to this list of questions, Google provided a link to its guide on writing high-quality reviews. Use this guide to learn more about how to help shoppers discover your products in Google Search and other Google devices.
Affected by Google’s December 2021 Product Reviews Update? VELOX Media Can Help
Bottom line, if your website offers product review content, you should check your rankings to see if they’ve changed. If you have any questions or concerns about your organic search traffic following the update, we’d love to help.
As a Google Premier Partner, we work with a variety of clients across multiple industries, helping them improve and optimize their SEO strategies following all of Google’s algorithm updates. Contact the search marketing experts at VELOX Media to learn how we can guide your SEO strategies moving forward.
