Google has announced updates to its ranking algorithms related to product reviews to highlight a more detailed and informative overview in search results.
As explained by Google:
“We know that people value product reviews that share in-depth research, not just thin content that summarizes a large number of products. Therefore, they share an improvement in the ranking system called product review updates. I did. Reward such content. “
The focus of the update is to increase the placement of SERPs in product reviews, including “insightful analysis and proprietary research” written by experts and enthusiasts familiar with the topic.
This may change the way brands encourage reviews from users and publications in order to improve their rankings based on this new, more detailed review ranking approach.
To help with this, Google also states that, to be precise, it will provide specific advice on what this update is trying to better surface and will focus more on review content:
Represents product expertise Shows what a product is physically and / or how it is used with unique content that goes beyond what the manufacturer offers. Provides quantitative measurements of how various categories of performance are measured. Explains which products are best suited for a particular application or situation. Based on research, the benefits of a particular product and Describe the shortcomings Explain how the product evolved from previous models or releases to provide improvements Identify key determinants in the product category and product performance in these areas
As mentioned earlier, brands may be more responsible for looking for more specialized reviews in their publications, rather than relying on comments sent by users on Amazon or similar platforms.
In fact, that might be what Google is trying to rule out-in the past year, there have been some examples of people using reviews as a means of punishing businesses they disagree with, or in other illegal ways.
For example, TikTok was significantly downgraded in India last year in the midst of a ruckus between local YouTubers and creators on emerging platforms. As a result, Google eventually had to remove millions of dishonest reviews.
In China, students who participated in online learning as a result of the COVID-19 school closure thought that they could ban the app from the Google Play store if they had enough negative votes. They used that knowledge to cast a large number of negative votes on the homework app DingTalk to avoid additional school work.
This kind of misuse may be part of Google’s motivation here, but as e-commerce usage increases, it reveals more detailed product review results to meet user requirements. Google has more responsibility.
Either way, that’s another consideration for the SEO process.
Google’s product review updates are published today and will only include English reviews at this stage.
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