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Google Analytics & AdSense Don’t Get a Core Web Vitals Pass via @sejournal, @martinibuster



Google’s Martin Splitt discussed Google products and why they don’t get a break core web vitals scoring. Just like other third party web add-ons, Google’s products can negatively affect core web vitals scores.

Google Products Slow Websites Down

Google Ads and other products can slow a website down. It’s a source of frustration to many publishers that the Google AdSense code is one of the biggest core web vitals offenders.

One would think that Google would give its own ad network a pass. But that’s not the case and Martin explains the reasons why.

Loren Baker, founder of Search Engine Journal noted that Google Analytics, Google Ads, Google Tags can negatively affect core web vitals scores.


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Martin Splitt nodded in agreement.

All Third Party Add-ons Treated the Same

Martin explained that Google Search doesn’t differentiate between third party add-ons, even those from Google.

From the search side, when it comes to the core web vitals, everything is treated the same.

Martin explained:

“Yeah. If it makes it slower it makes it slower. It doesn’t matter where it comes from, if it’s from Google or not.”

Google Search is Separated from the Rest of Google

Martin went on to relate how Google Search is separated from the rest of the company, with no help or assistance given from the search side to the departments outside of search.


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Martin Splitt:

“And that’s something that people need to understand that Google Search as the search engine that you are using and as the search engine that you’re working with is very well separated from the rest of Google.

And that’s for the reason that it would be unfair to favor our products, right?

I would not be okay with us saying like oh yeah, no sure, we’ll give analytics and ads a pass and every other ad provider or any other analytics provider has to deal with the fact that they need to actually optimize for core web vitals.

We don’t do that. Everyone gets the same playing field and obviously sometimes people at Google try to be like, hey (garbled) can you help us with this and we’re like here’s the webmaster forum, here’s the office hours, here’s the documentation that’s what you get.

It’s public support channels for everyone including Googlers.

That’s why I find it very risky when people are like, oh well we will be using X because it’s a Google thing.

It doesn’t matter. If it makes your website slower it makes your website slower.”

Loren Baker observed:

“And then also Analytics is front-end implementation, so there are ways to change how it’s implemented on this side too.”

Core Web Vitals and Third Party Apps

Admittedly it can be somewhat of a pain to get the core web vitals scores up. The solutions for dealing with Google products is the same as with any other third party app. There is no advantage from using Google products in terms of search.


Watch Martin Splitt at the 16:45 minute mark

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Google December Product Reviews Update Affects More Than English Language Sites? via @sejournal, @martinibuster



Google’s Product Reviews update was announced to be rolling out to the English language. No mention was made as to if or when it would roll out to other languages. Mueller answered a question as to whether it is rolling out to other languages.

Google December 2021 Product Reviews Update

On December 1, 2021, Google announced on Twitter that a Product Review update would be rolling out that would focus on English language web pages.

The focus of the update was for improving the quality of reviews shown in Google search, specifically targeting review sites.

A Googler tweeted a description of the kinds of sites that would be targeted for demotion in the search rankings:

“Mainly relevant to sites that post articles reviewing products.

Think of sites like “best TVs under $200″.com.

Goal is to improve the quality and usefulness of reviews we show users.”


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Google also published a blog post with more guidance on the product review update that introduced two new best practices that Google’s algorithm would be looking for.

The first best practice was a requirement of evidence that a product was actually handled and reviewed.

The second best practice was to provide links to more than one place that a user could purchase the product.

The Twitter announcement stated that it was rolling out to English language websites. The blog post did not mention what languages it was rolling out to nor did the blog post specify that the product review update was limited to the English language.

Google’s Mueller Thinking About Product Reviews Update

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Product Review Update Targets More Languages?

The person asking the question was rightly under the impression that the product review update only affected English language search results.


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But he asserted that he was seeing search volatility in the German language that appears to be related to Google’s December 2021 Product Review Update.

This is his question:

“I was seeing some movements in German search as well.

So I was wondering if there could also be an effect on websites in other languages by this product reviews update… because we had lots of movement and volatility in the last weeks.

…My question is, is it possible that the product reviews update affects other sites as well?”

John Mueller answered:

“I don’t know… like other languages?

My assumption was this was global and and across all languages.

But I don’t know what we announced in the blog post specifically.

But usually we try to push the engineering team to make a decision on that so that we can document it properly in the blog post.

I don’t know if that happened with the product reviews update. I don’t recall the complete blog post.

But it’s… from my point of view it seems like something that we could be doing in multiple languages and wouldn’t be tied to English.

And even if it were English initially, it feels like something that is relevant across the board, and we should try to find ways to roll that out to other languages over time as well.

So I’m not particularly surprised that you see changes in Germany.

But I also don’t know what we actually announced with regards to the locations and languages that are involved.”

Does Product Reviews Update Affect More Languages?

While the tweeted announcement specified that the product reviews update was limited to the English language the official blog post did not mention any such limitations.

Google’s John Mueller offered his opinion that the product reviews update is something that Google could do in multiple languages.

One must wonder if the tweet was meant to communicate that the update was rolling out first in English and subsequently to other languages.

It’s unclear if the product reviews update was rolled out globally to more languages. Hopefully Google will clarify this soon.


Google Blog Post About Product Reviews Update

Product reviews update and your site

Google’s New Product Reviews Guidelines

Write high quality product reviews

John Mueller Discusses If Product Reviews Update Is Global

Watch Mueller answer the question at the 14:00 Minute Mark

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