April 2021 product reviews update
First release of the product reviews system, rewarding in-depth reviews with original research over thin round-ups.
What changed
Google launched a system that specifically evaluated product review content in English, favouring reviews demonstrating expert knowledge, original measurement or testing, and evidence such as first-hand photography. It published a set of questions for reviewers covering things like quantitative measurements, comparison against competitors and explanation of trade-offs. Thin affiliate round-ups that summarised manufacturer copy were the main losers. Google did not announce a completion date for this first release.
Timing
Rollout began 8 April 2021. No completion date was announced. Rankings typically remain unstable for the whole rollout window, so measurements taken inside it are not a reliable read on the outcome.