Review schema markup has been out there in the SEO industry for a few years till now and its importance is growing every day, especially for those who run an online ecommerce business or a local business. Schema.org provides different types of schema and review markup is one of them which add yellow rating stars, product price and votes on a website listing.
These rating stars and votes make a website listing look appealing & useful to users. Also, review markup distinguishes a brand from others and improves the trustworthiness of it. But that is not all what it does, it also upturns the CTR of a website, but the question is how?
In this article, you will discover the ways to implement review markup and how it can improve the CTR of your website. First, let’s understand more about review schema markup.
What is Review Markup?
In simple words, a review is an opinion of someone about something and review markup describes this as text and ratings (from 1 to 5) along with a website search listing.
Schema.org supports many types of categories for which a review markup can be applied like local businesses, video objects, products, movies, events and many others. You can implement review markup into your website according to the categories mentioned above.
How to Implement Review Markup?
There are two types of review markups you can insert into your website, first is single rating markup and the second is aggregate rating markup.
- Insert Single Rating & Aggregate Rating Markup via WordPress Plugins
If you are using WordPress CMS then it is very easy to implement both kinds of review markups. There are many plugins available that can help you to implement review schema. Here is a list of some outstanding plugins:
- WP Rich Snippets (Paid)
- Schema Creator by Raven(FREE)
- SEO Ultimate (FREE)
- All In One Schema.org Rich Snippets (FREE)
These plugins have several unique features that let you easily enable both single and aggregate review markups in your website. All you need is to install them in your WordPress website and wait for Google to successfully crawl the code to show a rich review snippet.
- Manually Insert Single Rating & Aggregate Rating Markup
If you are not using WordPress or there are some CMS limitations, then you have to manually enter the review schema code. For that you can use either Raven’s schema tool or Micro Data Generator, both tools are very easy to handle. When you open the tools you get all the necessary fields to fill like name, title, reviewer date, description, author etc. When you fill out these details, then tools generate the HTML code for you which you can add to your site.
Here is a sample code of single rating markup of Nine Hertz’ Airbnb clone, which I generated from the Raven schema tool:
<a itemprop=”url” href=”http://theninehertz.com/airbnb-clone/”><div itemprop=”name”><strong>Airbnb Clone: vacation rental & lodging script by Nine Hertz</strong></div>
<div itemprop=”description”>Nine Hertz has developed Airbnb Clone which is a vacation rental & lodging open source script. 100% access to Airbnb Clone source code, buy now.</div>
<div itemprop=”author” itemscopeitemtype=”http://schema.org/Person”>
Written by: <span itemprop=”name”>Nine Hertz</span></div>
<div itemprop=”reviewRating” itemscopeitemtype=”http://schema.org/Rating”>
<span itemprop=”ratingValue”>10</span> / <span itemprop=”bestRating”>10</span> stars</div>
This review schema code will generate a preview which looks something like this on Google search results:
When you show a collection of ratings instead of single review then you need to implement aggregate rating schema into your website which shows the average rating.
Here is a sample code for aggregate review markup:
<h2 itemprop=”name”>Supreme Book </h2>
<div itemprop=”description”>Very impressive, very interesting</div>
<div itemprop=”aggregateRating” itemscopeitemtype=”http://schema.org/AggregateRating”>
<span itemprop=”ratingValue”>88</span> out of
<span itemprop=”bestRating”>100</span> with
<span itemprop=”ratingCount”>20</span> ratings
Note:- whenever you apply review schema markup code you must validate it with Google structured data testing tool to check whether the code is correct. It is needed because even a missing coma, caret can cause big problems in the whole code of review schema.
How Can Review Markup Improve the CTR?
Review schema markup can certainly increase the CTR(Click Through Rate) of a website by adding some useful information in your website such as:
- Ratings: This information shows the average rating of the item with website listing, it gives a brief idea to user about the quality of the item.
- Votes: It shows how many people voted for that item, based on this, a user can make a decision to click on the search result.
- Description: Description shows precise and meaningful information to the user that helps him getting an overview of the item.
- Author: This attribute depicts the author of that item, if it is a book, then a user can clearly get an idea of the author of the book without even clicking anywhere.
When you write all these extra information via review schema code it generates a rich snippet which grabs a user’s attention as well as helps him making a decision to click on a website listing.
You can see the review schema markup can greatly influence the CTR of a website by putting up useful opinions, and votes. The increased CTR then proves that more users are engaging with your website which is a positive ranking signal to Google, thus you can also boost your search rankings with the help of review markup.
So, are you going to implement review markup in your website? Tell me in the comments box.