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How to Get Star Ratings to Google Search Results in 2021

How to get review star ratings on Google search results

How can we take advantage of rich snippets in Google search results to increase click-through rates

In September 2019 Google announced that reviews that may be perceived as “self-serving” are not in the best interests of users. 

Google refers to reviews as “self-serving” when a review on entity A is placed on entity A’s website – either directly in its markup or through an embedded third-party widget. 

Therefore, with this change, review-rich-results are no longer displayed for the LocalBusiness and Organization Schema types if the entity under review controls the reviews itself.

That makes so much sense from a user perspective. But what about all the poor SEO’s whose click-through rates are suddenly go up in smoke?

Here’s the good news: It´s still possible to leverage Schema Markup and create review-rich-results on Google’s SERP. Thank me later 😉 

The answer is: Product Schema.

Product Schema allows us to create a markup about a specific product. However, it doesn’t literally have to be a product. It can be a service, too. 

Attention: This whole blog post is for learning purposes only. I want to emphasize this: You have to stick to Google’s structured data guidelines to avoid penalties. I think using product Schema including accurate information (accurate star ratings from GMB, correct descriptions etc) is not a misleading action and doesn’t interfere with the rules. However, it’s important to understand that Google will penalize you if you abuse this feature. Also, I’m not responsible for any penalties you could face or any troubles the implementation may cause you. It’s totally up to your own discretion.

Review Star Rating on Google Search Results
Example Review Star Rating on Google Search Results

Product Schema is the way to go

Product Schema enables you to show pricing, availability, and review ratings on search results. Google would normally encourage its users to use Product Schema on pages that describe a single product or a product along with the information about its different sellers. 

We, however, can use it to spice up our search results and increase click-through rates for all kinds of products and services. 

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3 Ways to add review rich results via Product Schema to SERP

There are probably a few more ways to add product schema to your website – I only want to show you the 3 easiest ways. I even give you something you can copy, modify, and paste straight to your page header. 

1. Schema Markup Generator (J-SON)

This is a really nice tool that enables you to create all sorts of Schema types. You can easily use it to create your own product Schema. 

https://technicalseo.com/tools/schema-markup-generator/

2. SEO-Plugins for WordPress like "RankMath" or "SEOPress"

SEO-plugins for WordPress llike Rankmath, Yoast, and SEOPress are all great allround solutions for all kinds of Schema markups including the great Product Schema. 

RankMath Product Schema Rich Snippets
RankMath Schema Markup

3. Copy & Paste Product Schema Manually

This is a Product Schema code snippet I created myself. It was showing up in search results just 4 hours after I implemented it. Feel free to copy this code and paste it into the head of your html code on the respective page. 


< script type="application/ld+json">
{
  "@context": "https://schema.org/", 
  "@type": "Product", 
  "name": "Service Name",
  "image": "https:/ImageURL.png",
  "description": "Insert Meta description",
  "brand": "Insert Business Name",
  "sku": "InsertService/ProductName",
  "mpn": "RandomNumber",
  "offers": {
    "@type": "AggregateOffer",
    "url": "Insert product/Service URL",
    "priceCurrency": "USD",
    "lowPrice": "10",
    "highPrice": "",
    "offerCount": "1"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "5",
    "bestRating": "5",
    "worstRating": "1",
    "ratingCount": "121",
    "reviewCount": "121"
  },
  "review": {
    "@type": "Review",
    "name": "Last Google Review",
    "reviewBody": "Insert Example Review",
    "reviewRating": {
      "@type": "Rating",
      "ratingValue": "5",
      "bestRating": "5",
      "worstRating": "1"
    },
    "datePublished": "2021-01-31",
    "author": {"@type": "Person", "name": "Insert Reviewer's Name"},
    "publisher": {"@type": "Organization", "name": "Google"}
  }
}

< /script>

 

Be sure to remove the space at the beginning in <_script type=”application/ld+json”> and <_/script> (underscore marked red).

Here’s an additional image that explains in detail what you need to change/add in order for the code to work.

product schema review ratings code

 

I hope that little guide will help you skyrocket your click-through rates. Please leave a comment if you liked the article or if you have any questions regarding the implementation of this code.

Also, learn how to increase click-through rates on local Search.

Disclaimer: I’ve tested the code myself on several web pages. It works really well and I didn’t face problems. However, the results may vary and the author of this post is not responsible for any troubles this may cause you or penalties you may get through the implementation of the code provided in this blog post.

Thank you and happy testing 🙂 

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