If you collect reviews on either your own website or third party sites such as Google+ or Yelp, you can add schema.org mark up for a variety of schema.org types including businesses, products, recipes and different creative works such as books or movies. With this markup implemented, when Google finds valid reviews or ratings markup, it’ll show a rich snippet that includes stars and other summary information from reviews or ratings.
Customers searching online for products are becoming more trustworthy and reliant on online reviews to tell them about products and services. It’s been found that 88% of customers trust online reviews as much as personal recommendations. Online reviews present a huge opportunity for businesses to stand out in their search results and capitalize on the positive effect online reviews can have for your business.
Adding rich snippets make your search result stand out in and give your result more valuable “real estate” on the search results page. This is helpful in the fight for the top ranking website to stand out even if you aren’t the first search result. Search results with reviews that are outside of the first search result capture 76% of clicks.
You can only include ratings for products or service reviews that contain ratings on that page, so always collect a rating out of 5 stars with each review. The best way to include these reviews is to collect them from customers and publish them on your site. If you need guidance writing emails requesting reviews, read our blog with example emails to request reviews here.
For your reviews to properly display in the search results, there are a fews properties you should markup in your HTML. The item being reviews and the rating, as well as who the review is and when they wrote the review. You can also mark up the body of the review and a summary.
If you have a WordPress website with reviews, use our Schema App plugin to mark up your reviews. You can download the app here. If you don’t use WordPress, you can use a tool to mark up the data and add it to your site.
If you need to hand code your reviews due to platform limitations, there are a few sites that can help you. You can try one of these:
To be eligible for reviews and ratings rich snippets, be aware of the following extra guidelines: