The Product Reviews Update

Launched in April 2021, the Product Reviews Update was a significant algorithm change specifically targeting product review content. This update was designed to reward in-depth, high-quality product reviews over thin, affiliate-heavy content.

 

Fallouts and Highlights from the Update

The Product Reviews Update caused considerable ranking fluctuations for websites featuring product reviews, particularly in the affiliate marketing space. Unlike core updates that affect a broad range of sites, this update was specifically targeted at product review content.

One notable impact was on large affiliate sites that relied heavily on product comparisons and reviews. Some of these sites reported traffic losses of up to 50-60%. Conversely, sites that provided more comprehensive, hands-on reviews often saw significant gains in visibility.

For instance, a well-known tech review site that was known for its in-depth, lab-tested reviews reportedly saw a 35% increase in organic traffic following the update.

The update sparked intense discussion in the SEO and affiliate marketing communities about the future of product review content. Many speculated that Google was trying to prioritise reviews from actual product users over aggregated or curated reviews.

Google provided specific guidance for this update, which was unusual for them. They suggested that review content should provide in-depth research, insightful analysis, and original content beyond what the manufacturer provides.

 

Strategy Evolution

The Product Reviews Update necessitated several shifts in content strategy, particularly for affiliate marketers and review sites:

1. Increased focus on providing first-hand, experience-based product reviews
2. Greater emphasis on including specific product details, pros and cons, and comparisons to other products
3. More attention to incorporating original images, videos, and other media in reviews
4. Development of strategies to demonstrate expert knowledge about the products being reviewed
5. Renewed importance of updating and refreshing older review content

This update marked a significant shift in how Google assessed product review content. It encouraged content creators to move beyond simply summarising product features and instead provide genuine value to potential buyers.

For many affiliate sites, this meant completely overhauling their content strategies. Instead of creating large volumes of thin, aggregated reviews, they needed to focus on producing fewer, but more comprehensive and insightful reviews.

The update also led to an increased emphasis on demonstrating actual product testing and use. Many review sites began to include more detailed accounts of their experiences with products, including specific scenarios and use cases.

Overall, the Product Reviews Update pushed the affiliate marketing and product review industries towards more user-centric, value-focused practices. It underscored Google’s commitment to surfacing genuinely helpful content for users making purchasing decisions, and highlighted the limitations of thin, affiliate-heavy content in search results.