Google’s latest update could have an impact on the way your business ranks in search so it is important to keep up to date with any changes they make. Google’s latest update directly affects product reviews and they have announced that they have designed the product reviews update to reward content that users find the most helpful.
Google explains its reasoning for this as: “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”.
Firstly this update directly targets product reviews and not all core search results, it is specifically designed to rank thoroughly researched content. Be aware your business’ site traffic and rankings may already be being affected by the changes since they came into play on April 8th 2021. Initially, only English language search results will be affected but observing your traffic if you do post product reviews is vital to be sure you don’t miss any drastic changes.
Like many businesses product reviews are a great way to generate interest in products but they are only useful if they are relevant and informative. It is this that Google are targeting. Google want companies to focus on content that adds value, that is well researched and considered, and therefore beneficial to consumers. To do this you need to start by evaluating the product reviews you already have on your site.
Reviewing your content is the first step in ensuring your business is not impacted by Google’s latest updates and below you will find a few ideas to help you improve your product review content.
Time and effort will certainly reward so take time to read through your content and look at how it can be improved. Firstly, are your reviews relevant? Do they skim the surface or provide expert knowledge? Does the information provided go beyond the basic blurb of a product’s packaging and are you reaching a broad audience of consumers?
If you can’t answer these questions confidently then you have some work to do to be sure you don’t miss out. Start by enhancing reviews with well-researched content, when it comes to research the more you find out the better. What makes your product, business or service stand out from competitors? If you rely on e-commerce then this is a vital question to answer as the online market place has never been more competitive and fierce.
Secondly, what makes your product more advanced, developed or researched to others on the market? By showing consumers in a variety of ways such as written content, videos or demos you bring the product closer to the consumer, a great way to draw consumers in and build trust and confidence.
Many buyers are often considering more than one version of the same item, for example a vacuum cleaner. Therefore, finally provide the pros and cons of different models. This is a good way to enhance a buyer’s decision and provide confidence in why your product is the right option. Quantitative measures can help here, enriching your reviews with these measures will provide much more valuable information.
These are just a few ideas to get you thinking about the value of your content and its quality but what is most important is that you remember to go beyond the basics when it comes to writing a product review.
The key to increased rankings is well-researched content that adds value. It is clear that Google is keeping an eye on this so don’t let your business fall behind. Update those product reviews to stay ahead!