With the latest update to structured data, websites that conduct product reviews are now qualified to take advantage of the Pro & Con improvement in Google Search. Google has revised the documentation for its structured data for the websites that make up Editorial Product Review. There is now a new structured data called Pros and Cons, which makes websites suitable for an improvement in search results.
This modification to Google’s structured data for product reviews has the potential to have a big effect on websites that provide product reviews.
When these new structured data attributes are used, editorial product review websites may have an upgraded listing in the search results; however, only editorial websites can have this listing.
The new pros and cons feature in Search is not available to merchants, and neither are consumer product review sites suitable for inclusion.
This indicates that this revision to the structured data impacts websites that provide product reviews, including affiliate sites that provide product reviews. These websites do not sell the items directly but rather concentrate on providing reviews of the products.
What Does It Mean to Have Structured Data, Both Pros and Cons?
The positives and negatives Google makes use of structured data in order to recognize particular information included within product evaluations and present such information inside search results.
The positiveNotes and negativeNotes Schema.org structured data attributes serve as the basis for Google’s structured data that is used for evaluating pros and drawbacks.
The fact that these structured data attributes have not yet been completely included into Schema.org is what makes them so fascinating.
Pros & Cons Guidelines
Google has now released some new standards that, in addition to placing restrictions on who is eligible for a pro/con upgrade in Search, stipulate that a minimum of two remarks must be made in either the pro or con camp.
- Pros & Cons The emphasis is placed on structured data.
Editorial review websites that do not utilize the new structured data may nevertheless be eligible for an improvement in search results if Google is able to deduce this information from the content on the editorial review webpage. Google made this announcement.
- Does Adding New Structured Data Require a Lot of Effort?
If you are using a plugin, the person who maintains the plugin need to be the one to contribute any new structured data.
If the plugin can distinguish between reviews written for editorial review sites and reviews written in the context of a merchant, then it shouldn’t be too difficult to do so.
Providing Pros and Cons to a product review and then adding the structured data for positiveNote and negativeNote to the website where the product review is hosted are pretty much all that are required to get this done.
If you want to add the new pros and cons structured data, it’s a reasonably simple approach that involves just adding the positiveNote and/or the negativeNote structured data attributes to any existing product review structured data. This will allow you to add the new pros and disadvantages structured data.
- Structured data items will be listed
When dealing with structured data, it is essential to pay close attention to the ListItem. A reference to either the Pro or the Con may be found in the ListItem.
The appropriate structured data for pros and cons will have at least two different ListItem types in the structured data.
Important: Avoid Using When Writing Reviews for Customer Products
Product review websites, often known as editorial product review websites, are the target audience for this particular kind of structured data.
Google makes it very clear that user evaluations of products do not count toward qualification.
Even while this is not expressly stated by Google as something that should not be utilized with user-generated content product evaluations, it is quite probable that this is what Google intends.
What Google refers to as “enhancements to search” will be produced as a consequence of the updated structured data. This indicates that it will produce SERP snippets, which has the potential to enhance clickthrough rates.
Product review websites, or what Google refers to as editorial product review websites, should seriously consider adding structured data for pros and negatives to their webpages in order to become eligible for search engine optimization improvements.
It is not required to do so, but it is usually useful to acquire every potential advantage in how search snippets are presented in order to optimize the amount of traffic that is generated from searches.
What Google has to say about major updates
Google usually makes one or more changes every day that are meant to make our search results better. Most of them aren’t noticeable, but they help us get better little by little.
Sometimes, a change may stand out more. We try to confirm these updates when we think there is information that site owners, content creators, or other people can use to take action. For example, when we did our “Speed Update,” we told people months ahead of time and gave them advice.
We make big, broad changes to our search algorithms and systems several times a year. These are what we call “core updates.” They’re meant to make sure that, overall, we’re doing what we’re supposed to do, which is to give searchers relevant and authoritative content. These changes to Google’s core could also affect Google Discover.
We confirm broad core updates because they usually have some effects that people all over the world notice. Some sites may keep track of losses or gains. We know that people whose sites’ traffic drops will try to find a solution, and we want to make sure they don’t try to fix the wrong things. Also, there might not even be anything wrong.
How long does it take for a site to get back to normal after a core update, if the update makes the content better?
About every few months, big changes to the core tend to happen. If improvements have been made, content that was affected by one might not be able to be fixed until the next broad core update comes out.
But we are always making changes to our search algorithms, even if they are just small changes to the core. We don’t tell everyone about all of these because most people don’t notice them. Still, when they are released, they can make content come back if they are good enough.
Keep in mind that changes made by site owners aren’t a guarantee of recovery, and neither are pages’ positions in our search results fixed or guaranteed. If there’s more good content, our systems will keep giving it a high rank.
Also, it’s important to know that search engines like Google don’t understand content like people do. Instead, we look for clues about the content that we can gather and try to figure out how those clues match up with how humans judge relevance. One well-known sign we use is how pages link to each other. But we use a lot more. We don’t say what they are because we want to protect the accuracy of our results.
Before a big core update goes live, we test it and get feedback from the search quality raters mentioned above to see if the way we weigh signals seems to be helpful.
No change we make to Search is perfect, of course. That’s why we keep making changes. Our ranking systems keep getting better because we get more feedback, test them more, and keep working on them. This work on our end could make it possible for content to come back in the future, even if the owner of the content doesn’t make any changes. If we keep getting better, we might start to like this kind of content more.