How to Use Google Business Profile Reviews to Add an Aggregate Rating to SERPs

Marketing & Content Hub Content Strategy & SEO
1

I have a service-based business website and also a Google business profile. I have many real reviews in my Google business profile. I’d like to see ratings for my service pages in the SERPs.

I looked into it, but I couldn’t find a way to schema-mark up the reviews. I am able to embed the reviews from Google business profiles onto websites using some plugins, but I am not getting how to schema markup those reviews.

I want the reviews to automatically pull from my Google Business profile and show up on the website with an aggregate rating schema. Please assist me in getting out of this situation.

2

Hello @Lakshmipathy_b thank you for posting in our Community!

I would like to invite our top experts to this conversation @trevordjones @PSullivan @JaneMoore any recommendations to @Lakshmipathy_b matter?

Thank you,

Pam

3

Hi @Lakshmipathy_b if I understand correctly, you want to associate the reviews from Google to automatically update Schema for your website.

The tricky piece of this is to get it to automatically update, that would require a developer to configure the connection from your Google business profile to the source of the schema for your website.

The easiest way to include Schema for reviews is to include the code directly in the Page Head HTML for your home page (Page Editor > Settings tab > Advanced options > Additional code snippets > Head HTML)

Where you can add something like this and keep it updated manually:

<script type="application/ld+json">
{
 "@context": "https://schema.org/",
 "@type": "Service",
 "name": "Service name here",
 "image": [
 "add a URL to the image file here"
 ],
 "description": "describe your service here",
 "brand": {
 "@type": "Brand",
 "name": "brand name here"
 },
 "aggregateRating": {
 "@type": "AggregateRating",
 "ratingValue": "4.99",
 "reviewCount": "397"
 },
}
</script>

This is a slimmed down example of schema to show how it works, this guide will walk you through how to create schema relevant to your business type

4

I’ve checked this out, I would like to download the chart , but I guess I might need to be on the app also? Thanks for sharing the link!

5

Hello Jennifer,

Thank you for that very useful method that I am seeing implemented by competitors so they have Google Business aggregate rating reflecting directly on their websites. It does show on the SERPS along with their homepage. However, I am seeing a lot of literature out there from reliable sources saying that you should never do that (hard code aggregate review rating) on a homepage or product category page…it would be against Google guidelines and potentially considered as spam. So this method (having stars appear along our homepage listing on SERPs) might improve CTR but would it potentially affect our rankings negatively?

Thanks!

6

I want to second the review mark up for the website. You just need to make sure to actually display the reviews on the page.
When implementing the schema you also need to only implement it on one page - not the entire website. Use organization schema for the entire website but local ideally on the landing page from Google Business Profile. Here’s a good example for a local exterminator who implemented this correctly.

7

You should not use Google Business Profile reviews in AggregateRating schema on your own business website.

Google considers this self serving reviews. You may display these reviews on your site for visitors, but they should not be included in AggregateRating markup.

Review schema used on a business website “must not” include third party reviews.