A review snippet is a short excerpt of a review or a rating from a review website, usually an
average of the combined rating scores from many reviewers. When Google finds valid reviews or
ratings markup, we may show a rich snippet that includes stars and other summary info from
reviews or ratings. In addition to the text of the review, a rating is an evaluation described
on a numeric scale (such as 1 to 5). Review snippets may appear in rich results or Google
Knowledge Panels. You can supply ratings for the following features:
- Book
- Course list
- Event
- Local business (only for
sites that capture reviews about other local businesses; see the guidelines about self-serving reviews) - Movie
- Product
- Recipe
- Software App
Google also supports reviews for the following schema.org types (and their subtypes):
CreativeWorkSeasonCreativeWorkSeriesEpisodeGameMediaObjectMusicPlaylistMusicRecordingOrganization
(only for sites that capture reviews about other organizations; see the
guidelines about self-serving reviews)
How to add structured data
Structured data is a standardized format for providing information about a page and classifying the page
content. If you’re new to structured data, you can learn more about
how structured data works.
Here’s an overview of how to build, test, and release structured data.
- Add the required properties. Based on the
format you’re using, learn where to insert structured data on the page. - Follow the guidelines.
- Validate your code using the
Rich Results Test
and fix any critical errors. Consider also fixing any non-critical issues that may be flagged
in the tool, as they can help improve the quality of your structured data (however, this isn’t necessary to be eligible for rich results). - Deploy a few pages that include your structured data and use the URL Inspection tool to test how Google sees the page. Be sure that your page is
accessible to Google and not blocked by a robots.txt file, thenoindextag, or
login requirements. If the page looks okay, you can
ask Google to recrawl your URLs. - To keep Google informed of future changes, we recommend that you
submit a sitemap. You can automate this with the
Search Console Sitemap API.
Examples
There are several ways you can add Review structured data to a page:
- Add a simple review.
- Nest a review into another schema.org type using its
reviewproperty. - Add aggregate ratings. You can omit the rating for an individual review if your marked-up
content contains both an author and a review date. For aggregate reviews, you must supply
the average rating for the rich snippet to display. - Nest aggregate ratings into another schema.org type using its
aggregateRating
property.
Simple review
Here’s an example of a simple review.
JSON-LD
RDFa
Microdata
Nested review
Here’s an example of a review that’s nested in a Product. You can copy and
paste the example to your own HTML page.
JSON-LD
RDFa
Microdata
Aggregate rating
Here’s an example of an aggregate rating.
JSON-LD
RDFa
Microdata
Nested aggregate rating
Here’s an example of an aggregate rating that’s nested in a Product. You can copy and paste the
example to your own HTML page.
JSON-LD
RDFa
Microdata
Guidelines
Your content must follow these guidelines to be eligible to appear as a rich result.
Technical guidelines
- Make sure to mark up an aggregate evaluation of an item by many people with
schema.org/AggregateRating. Google may
display aggregate ratings as rich snippets or, for certain types of items, answers in
search results. - Refer clearly to a specific product or service by nesting the review within the markup of
another schema.org type, such as schema.org/Book o
schema.org/Recipe, or by using a
schema.org type as a value for theitemReviewedproperty. - Make sure the review content you mark up are readily available to users from the
marked-up page. It must be immediately obvious to users that the page has review
content. For example, if you marked up reviews, users should be able to see the text of the
review and associated rating. If you useAggregateRating, users should be able to
see that aggregate rating on the page. - We recommend only accepting ratings that are accompanied by a review comment and author’s name.
While not required, this approach can help your users see supporting details that explain the
rating. - Provide review information about a specific item, not about a category or a list of
items. - If you include multiple individual reviews, also include an aggregate rating of the individual reviews.
- Don’t aggregate reviews or ratings from other websites.
- Don’t include fake or undisclosed incentivized reviews on your page or in your structured
data markup. Examples include:- Reviews that aren’t based on a genuine experience of a product or service
- Reviews written in exchange for a benefit (such as money, discounts, vouchers, or free
products) that don’t clearly and prominently disclose the incentivization
- If the review snippet is for a local business or an organization, you must follow these additional guidelines:
- If the entity that’s being reviewed controls the reviews about itself, their pages
that useLocalBusinessor any other type ofOrganization
structured data are ineligible for star review feature. For example, a review about entity A is placed on
the website of entity A, either directly in their structured data or through an
embedded third-party widget (for example, Google Business reviews or Facebook reviews widget). - Ratings must be sourced directly from users.
- Don’t rely on human editors to create, curate, or compile ratings information for
local businesses.
- If the entity that’s being reviewed controls the reviews about itself, their pages
Structured data type definitions
You must include the required properties for your structured data to display in search
results. You can also include the recommended properties to add more information to your
structured data, which could provide a better user experience.
Review
The full definition of Review is available at
schema.org/Review.
The Google-supported properties are the following:
| Required properties | |
|---|---|
author | The author of the review. The reviewer’s name must be a valid name. For example, This field must be shorter than 100 characters. If it’s longer than 100 characters, To help Google best |
itemReviewed (if review is not a Nested Review) | One of the valid types The item that is being reviewed. However, if the review is nested into another The valid types for the reviewed item are: |
itemReviewed.name or parent item name in Nested Review | The name of the item that is being reviewed. If the review is nested into another |
reviewRating | The rating given in this review. The rating can be a nested |
reviewRating.ratingValue | A numerical quality rating for the item, either a number, fraction, or percentage (for For decimal numbers, use a dot instead of a comma to specify the value (for example |
| Recommended properties | |
|---|---|
datePublished | The date that the review was published, in |
reviewRating.bestRating | The highest value allowed in this rating system. If |
reviewRating.worstRating | The lowest value allowed in this rating system. If |
AggregateRating
The full definition of AggregateRating is available at
schema.org/AggregateRating.
The Google-supported properties are the following:
| Required properties | |
|---|---|
itemReviewed (if aggregate rating is not a Nested Aggregate Rating) | One of the valid types The item that is being rated. However, if the aggregate rating is nested into The valid types for the reviewed item are: |
itemReviewed.name or parent item name in Nested Aggregate Rating | The name of the item that is being reviewed. If the review is nested into another |
ratingCount | The total number of ratings for the item on your site. At least one of |
reviewCount | Specifies the number of people who provided a review with or without an accompanying |
ratingValue | The average rating for the item’s quality using a numerical rating of either a number, For decimal numbers, use a dot instead of a comma to specify the value (for example |
| Recommended properties | |
|---|---|
bestRating | The highest value allowed in this rating system. If |
worstRating | The lowest value allowed in this rating system. If |
Monitor rich results with Search Console
Search Console is a tool that helps you monitor how your pages perform in Google Search.
You don’t have to sign up for Search Console to be included in Google Search results,
but it can help you understand and improve how Google sees your site. We
recommend checking Search Console in the following cases:
- After deploying structured data for the first time
- After releasing new templates or updating your code
- Analyzing traffic periodically
After deploying structured data for the first time
After Google has indexed your pages, look for issues using the relevant
Rich result status report.
Ideally, there will be an increase of valid items, and no increase in invalid items. If you find issues
in your structured data:
- Fix the invalid items.
- Inspect a live URL to check if the issue persists.
- Request validation using the status report.
After releasing new templates or updating your code
When you make significant changes to your website, monitor for increases in structured data invalid items.
- If you see an increase in invalid items, perhaps you rolled out a new template that doesn’t work, or your site interacts with the existing
template in a new and bad way. - If you see a decrease in valid items (not matched by an increase in invalid items), perhaps you are
no longer embedding structured data in your pages. Use the
URL Inspection tool to learn what is causing the issue.
Analyzing traffic periodically
Analyze your Google Search traffic using the Performance Report.
The data will show you how often your page appears as a rich result in Search, how often users click on it and what is
the average position you appear on search results. You can also automatically pull these
results with the Search Console API.
Troubleshooting
If you’re having trouble implementing or debugging structured data, here are some resources that
may help you.
- If you’re using a content management system (CMS) or someone else is taking care of your site,
ask them to help you. Make sure to forward any Search Console message that details the issue to them. - Google does not guarantee that features that consume structured data will show up in search results.
For a list of common reasons why Google may not show your content in a rich result, see the
General Structured Data Guidelines. - You might have an error in your structured data. Check the
list of structured data errors
and the Unparsable structured data report. - If you received a structured data manual action against your page, the structured data on
the page will be ignored (although the page can still appear in Google Search results). To fix
structured data issues, use the Manual Actions report. - Review the guidelines again to identify if your content isn’t compliant
with the guidelines. The problem can be caused by either spammy content or spammy markup usage.
However, the issue may not be a syntax issue, and so the Rich Results Test won’t be able to
identify these issues. - Troubleshoot missing rich results / drop in total rich results.
- Allow time for re-crawling and re-indexing. Remember that it may take several days after
publishing a page for Google to find and crawl it. For general questions about crawling and indexing, check the
Google Search crawling and indexing FAQ. - Post a question in the Google Search Central forum.
Cómo lo aplicamos
Review snippet markup must reflect reviews genuinely collected on the client’s own property. Self-serving markup on your own products is the violation we see most often and it removes eligibility site-wide.
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