Google's new Pros and Cons feature is a game changer for Product Review websites.
Product reviews are a valuable resource for users researching which product to buy. Product reviews often contain a list of pros and cons, which Google’s research has shown to be popular with shoppers when making purchasing decisions. Because of their importance to users, Google Search may highlight pros and cons in the product review snippet in Search results.
Currently, only editorial product review pages are eligible for Google’s new pros and cons feature enhancement in Search, not merchant product pages or customer product reviews. An Editorial Product is content published that is designed to inform, educate or entertain and is not explicitly aimed at selling something. At the moment, Merchants are not eligible for the pros and cons enhancement in Search, nor are customer product review pages. Whether that will change over time, we don’t know just yet.
This is big if you’re an affiliate, for example, because this update affects product review websites, including product review affiliate sites, that do not sell the products themselves but are focused on reviewing the products.
Right now there are also only ten languages that are eligible to be shown this new enhancement in search: Dutch, English, French, German, Italian, Japanese, Polish, Portuguese, Spanish, Turkish.
This is not a bad deal, considering more than 60% of all websites are in English. So if yours is or any of the other nine languages, you’re in luck.
Google has published some guidelines around this enhancement which says, in order for you to be eligible, you must have at least two pros/cons. This could be two pros, two cons or one of each. And, the pros and cons MUST be visible to the user on the page. So keep that in mind.
So, how do you add this? If you’re using a Plugin, they would definitely be adding this new structured data, so you wouldn’t have to worry about any code to do this.
If you’re using RankMath SEO, you will already be able to this with the Pros and Cons Review Schema. It’s already baked into the Product Schema template.