In order to qualify for organic stars, stand out in Google Search Engine Results Pages (SERPs), and increase your Click-through Rate (CTR), it’s important to add schema mark-up to your website. 


What schema do I need?

As it stands now (after the 2019 Google Schema Update) only correctly marked up Product schema can result in the gold star ratings in the search results and withing Product schema AggregateRating is directly responsible for the rating rich snippets in the SERP. If you collect product reviews with us through Feefo on-page integration you do not need to worry about this as we will automatically insert the schema mark-up into your code. If you go the custom integration route please see further resources on how to pull the data into your code via Feefo API.

I collect Product reviews through Feefo on-page integration, but I do not have gold star rating rich snippets in the SERP.

This can happen in the below instances:

  • More than one Product schema is on the page
  • Feefo JavaScript is not firing correctly (or no Product Schema is Inserted)
  • The page speed is too slow (Googlebot is not fetching the mark-up)

 Let us have a look at each example.


Double Schema Issue

Run the page through the Rich Result Test Tool if you see more than one Product schema sets you need to merge these. We advise merging only two of the Product schema codes. If you have more than one which you (or any of the 3rd party app/plugin) insert on your page you will need to decide which one you are leaving, and which one will be removed. At this moment Feefo schema insertion happened automatically on the product pages where on-page integration is used. In future product updates, you may have an option for switching it off. 

Hence you will have to merge Feefo schema with any other set of schema that is present on the page via @id markup. Please add the @id mark-up to your Product schema as per the below code and the two schema sets will be merged. This will allow Googlebot to pick up and crawl both Product schema sets and render them into a nice rich snippet in the SERP. Feefo schema is using the below @id mark-up for all merchants.

 

"@id": "uri #Product",

Example: "@id": "/products/inokim-quick-3-electric-scooter#Product",

 

 

 

Feefo JavaScript

Feefo JS should be firing correctly on your pages, but at times due to other resources on the page the code can be obstructed by other resources and may not be fired correctly. You can check this through your Search Console.

Press Test Live

 

Slow Page Speed

You have checked the above two points, and all looks correct however the desired gold star ratings still not appearing. Make sure that your product qualifies for the rich snippets as certain product categories do not qualify for the rich snippets like guns, cigarettes, adult nature products. 

But if all is good, we recommend that you check your site speed. This is probably the most complex issue that deserves an article of its own, but bottom line is that if your site is very heavy on the resources it needs to load with a lot of 3rdparty apps and plugins Googlebot is not making a full crawl of your resources and indexes it with a partial fetch. This is particularly important as Google announced mobile-first indexing for the whole Web meaning that it is crawling the web with its smartphone mobile bot. This means that your design and SEO optimization now must be done for smart mobile devices. 

There are a few resources where you can see how you place on the site/page speed, but we strongly recommend start optimizing your mobile speed now as it will have a positive effect not only on your rich snippets but also on your overall SEO and potentially rankings too. Unfortunately, we will not be able to assist you with your site speed optimization project but there are quite a few agencies out there that can help you to identify and solve this problem.

Site Speed Resources:

https://developers.google.com/speed/pagespeed/insights/

https://gtmetrix.com/

https://moz.com/learn/seo/page-speed

Where can I find more on Product schema mark-up?

There are several resources that we advise you to check out. 

https://developers.google.com/search/docs/data-types/product

https://www.schemaapp.com/

https://rich-snippets.io/structured-data-generator/

https://developers.google.com/search/docs/guides/intro-structured-data

https://schema.org/

https://www.semrush.com/blog/aggregate-review-schema-recovering-from-a-spammy-structured-markup-penalty/

Schema guidelines

  • Always run your page through the testing tool after implementation. If you have errors and warnings (only if AggregateRaring is missing), these could prevent your stars from displaying. In the instance of Errors, your mark-up is wrong and will not be read by Google!
  • Only add Product schema Schema to individual Product Pages.
  • Do not mark-up with individual Product schema on your category pages (multiple Product mark-up is OK). Product category pages should not carry rich snippets in SERP as this is against Google’s guidelines.