Google offers two forms of stars in its search engine results:

Seller ratings is an automated Google extension that informs search engine users which advertisers are highly rated for their service. If your business has a Google AdWords campaign, Feefo can send your reviews directly to Google for inclusion in the search results. Assuming your Feefo account is correctly configured, each night we send Google any reviews received in the previous 24 hours, and every quarter a full update of all reviews is submitted.

Google will display a star rating as part of your Google Shopping ads but only once 100 unique high-quality reviews in a 12 month period have been gathered from the country where the ads will be displayed, and the average rating of these reviews is greater than 3.5 out of 5 stars. Once this minimum threshold has been achieved, Google will begin to display a star rating alongside the search results in the ad at the top of the search engine results page (SERP) but it can take up to a month after the threshold is reached for Google to begin displaying the stars. The results will look similar to:

Google Shopping ads are displayed in the following countries: 

  • Australia, Austria, Belgium, Brazil, Canada, Czechia, Denmark, France, Germany, Italy, Japan, Mexico, Norway, Poland, the Netherlands, Russia, Spain, Sweden, Switzerland, Turkey, the UK and the US: In Google Shopping, Google Search and some Google Search Partners.
  • India: In Google Search and some Google Search Partners.
  • Ireland, Malaysia, New Zealand, Portugal, Singapore, South Africa and the United Arab Emirates: In Google Search.
  • Argentina, Chile, Colombia, Hong Kong, Indonesia, Philippines and Taiwan: Currently in beta.

Note that the reviews sent by Feefo are tied to the originating site domain name. For example, if you have three sites subscribed to Feefo as sub-brands, reviews will only be applied to the originating site. For more information of Google’s policy on domains and sub-domains, see https://support.google.com/adwords/answer/2375474.

To check which of your website reviews Google has already received, take a look at the Google Shopping URL: 

https://www.google.com/shopping/seller?q=base_domain_name_of_the_website

where base_domain_name_of_the_website = the URL of the website being checked but with the ‘www.’ removed (e.g. www.examplesupplier.com, the base domain name of the website would be examplesupplier.com).

Organic stars using rich snippets is the alternative method for displaying stars. Google can generate a rich snippet for inclusion in an organic or natural SERP which can also include stars alongside the result. Organic stars are totally independent of the stars associated with AdWords and Feefo has no control over whether they are displayed or not. The website will need to be fully indexed by Google before the stars appear, and even then it’s at Google’s discretion as to whether they are displayed or not. When displayed, they will look similar to:

Top Tips For Integrating FeefoIntegration And Google Organic Stars