As many feared, the update may cause web traffic fluctuations. However, if you adapt accordingly, not only will your traffic stabilize, but you’ll also outperform sites that overlook the new guidelines. Google might even penalize their pages, thus handing you higher SERP rankings.
But if you haven’t had a chance to check out the new Product Reviews Update—don’t worry. We’ll flesh out the guidelines in this article.
What Is the Product Reviews Update?
The 9/20 Product Reviews Update is Google’s eighth 2022 broad core update. Since it has already rolled out three updates on how to write helpful content and product reviews, you might encounter similar guidelines. Nonetheless, we think the update is worth reviewing, especially if you have a career in ecommerce.
Based on the guidelines, it seems that Google rolled out the 9/20 product review to filter low-quality reviews and ads from spammy overseas shops. After all, many ecommerce startups dropship products nowadays. They create multiple shops with hundreds of random products—which they have never owned, tested, or even seen. Unfortunately, this trend hurts the online shopping industry.
After the update fully rolls out, Google’s crawl bots should penalize shops that share spam links, copy-paste product reviews, and recycle advertisements.
How Will the Update Affect You?
The 9/20 update affects eCommerce professionals, such as:
Affiliate Marketers
Affiliate marketers often write multiple product reviews simultaneously. For example, they sign up for a brand’s affiliate program, do a few minutes of research, and then write their product review.
Unfortunately, this tactic won’t yield results anymore. Even if you write engaging pieces, Google might not rank your posts if they comprise generic information that already exists elsewhere.
Recommendation: Strive to provide unique comments and insights.
Independent Product Review Bloggers
Only write about products and services you’ve tried yourself. You need first-hand insights to provide helpful insights and position your blog as a trusted authority figure. Google crawl bots can easily spot redundant information. Think about it—if independent bloggers reference the same resources, they’ll ultimately end up with similar product reviews.
Also, generic advice doesn’t attract visitors. If readers have already seen your insights on other blogs or videos, they’ll have no reason to finish your blogs.
Recommendation: Only write about products and services you’ve tried yourself.
Social Media Influencers
Don’t just talk about brands. Instead, publish unfiltered, legit footage of you trying out whatever product or service you’re endorsing. Google rewards vloggers who provide original visual reviews.
Let’s say you’re endorsing a beauty cream. Your video might rank higher if you include footage of using it, plus some before and after pictures.
Recommendation: Show, don’t just tell.
Media Outlet Writers and Editors
Suppose your media outlet accepts endorsements, request trial products for your writers and editors. Otherwise, they won’t be able to write original, high-quality content. Of course, you can always return trial products afterward if your publication has rigid restrictions against accepting gifts.
Google will also rank your website if you include high-DR backlinks to verified resources and authorized product resellers. Just make sure the client’s okay with you referring to their partner sellers.
Recommendation: Use trial products for original research.
How to Adapt to Broad Core Updates
Don’t stress too much over broad core updates. As you already know, Google rolls out changes regularly, so it’s not unusual for some updates to hurt your web traffic. Remember: Google continuously develops ways to provide better search results.
The best you can do is to familiarize yourself with significant changes. Although you don’t have to flesh out every new guideline, at least study their effects on SEO and SERP ranking.
Also, leave room in your digital marketing plan for adjustments. Considering the frequency of recent broad core updates, you can’t guarantee how long your tactics will yield results.
Revamp Your SEO Strategy for Product Reviews
Overall, the 9/20 update focuses on eliminating spammy product reviews. As such, strive to produce original content with unique, first-hand insights instead of doing multiple reviews based on third-party information.
For best results, adopt Google’s SEO updates as well. High-quality, SEO-driven pieces will consistently rank higher on SERPs, regardless of what broad core updates Google executes.
