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 summarizes 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.
This update is going out today and only involves English language reviews for now. We believe this will further help those producing rich content in the product reviews area.
Although this is separate from our regular core updates, the advice that we provide about producing quality content for those is also relevant here. The overall focus is on providing users with content that provides insightful analysis and original research, and is written by experts or enthusiasts who know the topic well.
As anyone who has ever gone through the process of creating content can attest to, it can be a lot of work. But if you're creating product reviews, there are additional questions you should be asking yourself to ensure that your reviews are as comprehensive and professional as possible.
For example, does your review express expert knowledge about the product? Do you show what the product is like physically or how it is used, with unique content that goes beyond what the manufacturer provides?
It's also important to provide quantitative measurements about how a product performs in various categories. This can help set the product apart from its competitors and give readers a more complete picture of what they're considering purchasing.
Of course, it's also helpful to discuss the benefits and drawbacks of a particular product, based on research. And if applicable, it can be useful to describe how a product has evolved from previous models or releases.
Identifying key decision-making factors for the product's category is another way to provide valuable information to potential buyers. For example, if you're writing a car review, factors like fuel economy, safety, and handling might be key deciding factors for many people. By rating the performance of a car in these areas, you're giving readers information that can help them make an informed purchase decision.
In a recent blog post, Google offers guidance on how to create better product descriptions for shoppers. The post covers key choices in product design and their effect on users, beyond what the manufacturer says. Google provides resources on creating good content, including tools, help pages, and forums.