How do you add Review structured data to your pages?

What are Review and AggregateRating structured data?

Structured data is a standardized format that provides information about a page and classifies its content. For example, on a recipe page, structured data can specify ingredients, cooking time, and calories. This information helps search engines understand the page's content.

Schema.org defines a Review as a critique of an item, such as a restaurant, movie, or store. This type of structured data describes a single review. When Google finds valid reviews or ratings markup, it may show a rich snippet that includes stars and other summary information from these reviews or ratings.

AggregateRating structured data, also defined by Schema.org, represents an overall rating based on a collection of multiple reviews or ratings. For rich snippets to display, you must supply the average rating. This rating system also defines properties for the highest and lowest allowed values.

How do you add Review structured data to your page?

Google recommends using JSON-LD to add structured data to your pages. JSON-LD is a JavaScript notation that you embed within a <script> tag in either the <head> or <body> elements of an HTML page. This method allows you to provide structured information about your page's content.

When implementing structured data, you must include all the required properties for an object to be eligible for enhanced display in Google Search. It is more important to supply fewer but complete and accurate recommended properties rather than trying to provide every possible recommended property with less complete, badly-formed, or inaccurate data.

What content is eligible for review snippets?

Google may show a rich snippet, which includes stars and other summary information, when it finds valid reviews or ratings markup on your page. For this to happen, the review content you mark up must be readily available and visible to users directly on that page. Do not add structured data about information that is not visible to the user, even if the information is accurate.

It is crucial not to include fake or undisclosed incentivized reviews on your page or in your structured data markup. Furthermore, Google documents that if the entity being reviewed controls the reviews about itself, their pages that use LocalBusiness or any other type of Organization structured data are ineligible for the star review feature.

What are the requirements for displaying review snippets in Google Search?

To be eligible for review snippets in Google Search, you must provide valid and accurate structured data. Google may show a rich snippet with stars and other summary information when it finds such markup. All required properties for an object must be included for it to appear with an enhanced display.

For aggregate reviews, you must supply the average rating for the rich snippet to display. It is more important to provide fewer but complete and accurate recommended properties than to include many properties with incomplete or inaccurate data. The review content you mark up must also be readily available to users from the marked-up page; do not add structured data about information not visible to the user.

Google also states that you should not include fake or undisclosed incentivized reviews. Additionally, if the entity being reviewed controls the reviews about itself, pages using LocalBusiness or any other type of Organization structured data are ineligible for the star review feature.

How do you check your Review structured data?

After adding Review structured data to your pages, you should validate your code. Google's Rich Results Test is an easy and useful tool for this purpose. It helps you identify and fix any critical errors in your structured data.

The Rich Results Test can also, in some cases, provide a preview of how your feature might appear in Google Search results, helping you confirm your implementation is correct.

What are product snippets and ratings?

When you add structured data to your product pages, your product information can appear in richer ways in Google Search results, including Google Images and Google Lens. These enhanced displays are known as product snippets. Users can see details such as price, availability, review ratings, and shipping information directly in search results.

Product snippets are also applicable for product pages where people cannot directly purchase the product. This type of markup offers more options for specifying review information, such as identifying pros and cons on an editorial product review page, which can then be highlighted in search results. Providing customer reviews and ratings through structured data enhances the appearance of your search result.

Google notes that providing both structured data on web pages and a Merchant Center feed maximizes your eligibility for these experiences and helps Google correctly understand and verify your data.

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