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The powerful SEO hack you probably haven't tried: Rich Snippets

Tuesday, March 20, 2018
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Rich Snippets, Product reviews, structured data, microdata, Google, SERPs, click-through rate, SEO... Welcome to the world of reviews.

Whether you are a business owner, marketing director, SEO manager, or in any other related role, you’ve probably come across these terms from time to time.

This blog post helps you understand Rich Snippets stars and ensure best practices are adopted for your site(s). We’ll look at Rich Snippet Stars for organic search, not the Google Seller Rating stars associated with Google AdWords.

SEO doesn’t need to be complex. Yes, good SEO takes effort - and websites who make the effort are likely to benefit in the long run - but it’s best to keep SEO simple. The acid test and main question to ask yourself is this: “Is this feature useful for my users?”


First up, what are Rich Snippets?

Rich Snippets is the markup of your content with ‘structured data’ that allows search engines to better understand and index this information.

This markup allows us to make our websites stand out in both Google and Bing’s Search Engine Results Pages (SERPs) and, more importantly, can increase click-through rate.

The screenshot above is from IslandSurf.com. The yellow stars, the rating and number of product reviews show useful feedback information to the person searching. Before I click on the link, I already know upfront the business has a decent rating, albeit from two reviews. It still shows me the quality I can expect from the company.

How do I get the Rich Snippet Stars?

To set up for Rich Snippets, all you need to do is simply mark-up the product page with AggregateRating.

The data should automatically update as and when new product reviews are added.

NOTE: Rich Snippets and the benefits gained from them are entirely down to Google’s discretion. Even when you have satisfied all of their guidelines, it is still Google who decides whether they display Rich Snippets from Product Reviews in SERPs.


Rich Snippet 2019 Update

On the 16th of September 2019, Google changed the review Rich Snippet guidelines which are outlined in this blog. Here's what you need to know:

  • SEO Service Review TrustBoxes no longer display Rich Snippet stars (this impacts service reviews from all providers, not just Trustpilot).
  • Product Review SEO TrustBoxes and Google Seller Ratings (GSRs) aren't affected by this change.
  • Company Profile pages on Trustpilot.com will still display Rich Snippet stars. If you'd like to find out more, please read Trustpilot's explanatory blog post.

Find out more about Trustpilot reviews, download our free Complete guide to review below.

Download our complete guide to reviews

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