Skip to content
    Moz logo Menu open Menu close
    • Products
      • Moz Pro
      • Moz Pro Home
      • Moz Local
      • Moz Local Home
      • STAT
      • Moz API
      • Moz API Home
      • Compare SEO Products
      • Moz Data
    • Free SEO Tools
      • Domain Analysis
      • Keyword Explorer
      • Link Explorer
      • Competitive Research
      • MozBar
      • More Free SEO Tools
    • Learn SEO
      • Beginner's Guide to SEO
      • SEO Learning Center
      • Moz Academy
      • MozCon
      • Webinars, Whitepapers, & Guides
    • Blog
    • Why Moz
      • Digital Marketers
      • Agency Solutions
      • Enterprise Solutions
      • Small Business Solutions
      • The Moz Story
      • New Releases
    • Log in
    • Log out
    • Products
      • Moz Pro

        Your all-in-one suite of SEO essentials.

      • Moz Local

        Raise your local SEO visibility with complete local SEO management.

      • STAT

        SERP tracking and analytics for enterprise SEO experts.

      • Moz API

        Power your SEO with our index of over 44 trillion links.

      • Compare SEO Products

        See which Moz SEO solution best meets your business needs.

      • Moz Data

        Power your SEO strategy & AI models with custom data solutions.

      NEW Keyword Suggestions by Topic
      Moz Pro

      NEW Keyword Suggestions by Topic

      Learn more
    • Free SEO Tools
      • Domain Analysis

        Get top competitive SEO metrics like DA, top pages and more.

      • Keyword Explorer

        Find traffic-driving keywords with our 1.25 billion+ keyword index.

      • Link Explorer

        Explore over 40 trillion links for powerful backlink data.

      • Competitive Research

        Uncover valuable insights on your organic search competitors.

      • MozBar

        See top SEO metrics for free as you browse the web.

      • More Free SEO Tools

        Explore all the free SEO tools Moz has to offer.

      NEW Keyword Suggestions by Topic
      Moz Pro

      NEW Keyword Suggestions by Topic

      Learn more
    • Learn SEO
      • Beginner's Guide to SEO

        The #1 most popular introduction to SEO, trusted by millions.

      • SEO Learning Center

        Broaden your knowledge with SEO resources for all skill levels.

      • On-Demand Webinars

        Learn modern SEO best practices from industry experts.

      • How-To Guides

        Step-by-step guides to search success from the authority on SEO.

      • Moz Academy

        Upskill and get certified with on-demand courses & certifications.

      • MozCon

        Save on Early Bird tickets and join us in London or New York City

      Unlock flexible pricing & new endpoints
      Moz API

      Unlock flexible pricing & new endpoints

      Find your plan
    • Blog
    • Why Moz
      • Digital Marketers

        Simplify SEO tasks to save time and grow your traffic.

      • Small Business Solutions

        Uncover insights to make smarter marketing decisions in less time.

      • Agency Solutions

        Earn & keep valuable clients with unparalleled data & insights.

      • Enterprise Solutions

        Gain a competitive edge in the ever-changing world of search.

      • The Moz Story

        Moz was the first & remains the most trusted SEO company.

      • New Releases

        Get the scoop on the latest and greatest from Moz.

      Surface actionable competitive intel
      New Feature

      Surface actionable competitive intel

      Learn More
    • Log in
      • Moz Pro
      • Moz Local
      • Moz Local Dashboard
      • Moz API
      • Moz API Dashboard
      • Moz Academy
    • Avatar
      • Moz Home
      • Notifications
      • Account & Billing
      • Manage Users
      • Community Profile
      • My Q&A
      • My Videos
      • Log Out

    The Moz Q&A Forum

    • Forum
    • Questions
    • Users
    • Ask the Community

    Welcome to the Q&A Forum

    Browse the forum for helpful insights and fresh discussions about all things SEO.

    1. Home
    2. SEO Tactics
    3. Technical SEO
    4. Schema, aggregate ratings and trustpilot

    Moz Q&A is closed.

    After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.

    Schema, aggregate ratings and trustpilot

    Technical SEO
    4
    15
    7191
    Loading More Posts
    • Oldest to Newest
    • Newest to Oldest
    • Most Votes
    Reply
    • Reply as question
    Log in to reply
    This topic has been deleted. Only users with question management privileges can see it.
    • eyephone
      eyephone last edited by

      Hi!

      I'm looking to include rich snippets on some of my product sites, such as price etc.

      In addition, it would be nice to include our overall ratings (from Trustpilot) on the different pages. 
      However, I've been looking all over, and haven't really found a clear answer, as to if this is even in adherence with the Google guidelines.

      As it is our company overall, and not the specific products that are being rated, I have done it likes this (on product pages):

      name of organization
      248
      8,2
      10.

      • other product-specific information

      Would this be against guidelines?

      1 Reply Last reply Reply Quote 0
      • eyephone
        eyephone @max.favilli last edited by

        Okay, but I would just like to follow guidelines, in case Google spots it 🙂

        1 Reply Last reply Reply Quote 0
        • max.favilli
          max.favilli @eyephone last edited by

          That's a common cheating technique (Product schema in place of Organization), so far I never saw google spotting it.

          eyephone 1 Reply Last reply Reply Quote 0
          • eyephone
            eyephone @DirkC last edited by

            I will test it, Dirk, and get back to you. At the moment, we have star ratings for a specific product page in SERP. Today I've changed the classification from

            toand I will keep an eye on what happens to the stars.

            Thank you all for your help 🙂

            1 Reply Last reply Reply Quote 0
            • eyephone
              eyephone @max.favilli last edited by

              It is clear - however maybe not what I hoped for 🙂
              On Trustpilot, it is our company's services AND products that are being rated, and not a specific product, necessarily.
              So maybe in this case I should stick to one aggregate rating for the company.

              I will however test it. By mistake I classified the aggregate rating on the product page with

              instead of , and in Google, star ratings have appeared for this specific product. However, since this is not accurate, I have changed it to the "organization", and I will check if/when Google removes the star rating from the product page in SERP

              max.favilli 1 Reply Last reply Reply Quote 0
              • max.favilli
                max.favilli @eyephone last edited by

                I would expect product pages to have AggregateRating markup for that specific product. Not for the organization. Google is not going to show that rating anyway, so why put it there?

                Keep in mind, you want star rating to appear in SERP because will improve CTR.

                To have star rating appear in SERP you need markup and a user query matching the target of the rating.

                Let's assume you sell vegetables and your organization name is "Veggie Inc".

                Would you expect the product page for "Early Girl Tomato" to show up in SERP when people search for "Veggie Inc."? Unlikely. So if you add organization aggregate rating markup on that page no one will see that.

                Do you think the star rating will appear on "Early Girl Tomato" page for other queries? No way.

                Best practice is Organization AggregateRating on 1 page, usually the homepage, which people will likely search for using your brand as query, a query which will match your Organization name...

                Hope I was clear.

                eyephone 1 Reply Last reply Reply Quote 1
                • DirkC
                  DirkC last edited by

                  You can put in all your product pages. It seems a logical thing to do both for your company & and your users - a good score from a reliable source will reassure potential buyers that you're a serious company that can be trusted to buy stuff.

                  I am not sure if the aggregate rating will be displayed in the SERP's (most examples you see are ratings & reviews for individual products), but it will certainly do no harm.

                  rgds,

                  Dirk

                  eyephone 1 Reply Last reply Reply Quote 1
                  • eyephone
                    eyephone @max.favilli last edited by

                    Thank you!

                    I'm definitily using the aggegate rating, only, at the moment. If I'll include reviews at a later point, I will be sure to add an additional schema.

                    Question - can I use the aggregate rating for my organization on more than one of my (product) pages, as long as it is only one time per page?

                    max.favilli 1 Reply Last reply Reply Quote 0
                    • max.favilli
                      max.favilli last edited by

                      In addition to all the good things said by others. Be careful about the following:

                      1. if you add AggregateRating markup for "ACME Inc." it will probably (as you may know google takes into account a variety of factors, not just the markup presence) show up, when people are querying for "ACME Inc.", but if your organization is "Potato and Tomato Inc.", and the user query is "Potato Tomato" won't show up.
                      2. don't confuse google guidelines for "Reviews" with "AggregateRating", you may have multiple reviews on the same page all nicely marked up, it's perfectly fine for google, but you may have only one AggregateRating markup per page.

                      Of course you can have AggregateRating plus additional schema.org markup on the same page, like reviews, but only one AggregateRating markup.

                      eyephone 1 Reply Last reply Reply Quote 2
                      • eyephone
                        eyephone @DirkC last edited by

                        Thank you so much Dirk
                        That helps 🙂

                        Kind regards
                        Trine

                        1 Reply Last reply Reply Quote 0
                        • DirkC
                          DirkC last edited by

                          It is inline with Google policies as long as you add the rating to your organisation & not to an individual product.

                          If you check the different guidelines
                          (sources: https://developers.google.com/structured-data/policies & https://developers.google.com/structured-data/rich-snippets/reviews)

                          • When you have multiple entity types on a page, we recommend you mark up all entities on that page to help Google algorithms better understand and index your content  
                            => OK -both organisation & product are being tagged
                          • Make sure the review or ratings markup refers clearly to a specific product or service as shown in the examples above
                            => OK - aggregate reviews are done on item: organisation
                          • Review and rating markup should be used to provide review and/or rating information about a specific item, not about a category or a list of items.
                            => same as above
                          • Make sure the reviews and ratings you mark up are readily available to users from the marked-up page. It should be immediately obvious to users that the page has review or ratings content.
                            => I imagine you put the rating quite visible on the page, you probably also provide a link to the original source (trustpilot)

                          Don't see any issue here.

                          rgds,

                          Dirk

                          eyephone 1 Reply Last reply Reply Quote 1
                          • eyephone
                            eyephone @DirkC last edited by

                            Hi Dirk

                            Thank you for you answer

                            The product-specific info would be in a separate markup, but on product-basis, as that info relates to that specific product:

                            and so on

                            The mark-up is working, according to Googles testing tool, so I guess my question is rather focused on, whether or not I'm following Google's guidelines, inserting aggregated ratings for the organization (collected through a third party app) on my product pages

                            /

                            1 Reply Last reply Reply Quote 0
                            • DirkC
                              DirkC last edited by

                              Hi,

                              The tagging seems to be on organisation level and looks ok on first sight (you can always check the tag inside WMT or using this tool . From your question I do not really understand where you add the product specific info. Normally they should be in two separate itemtypes: organisation / product (the one for the product should be without the aggregate rating - as this only exist for the organisation & not for the product).

                              You could check the example on https://schema.org/LocalBusiness (scroll to the bottom) for the tagging of your organisation. For the product - you could check the tagging on https://schema.org/Product (idem).

                              Hope this helps,

                              Dirk

                              eyephone 1 Reply Last reply Reply Quote 1
                              • eyephone
                                eyephone @PatrickDelehanty last edited by

                                Hi Patrick,

                                Thank you for your reply

                                It is the ratings from a third party app (called Trustpilot).
                                Every time a person makes a purchase on our site, they get an invitation to rate our business (webshop, products, service).

                                My site is an online webshop, and not a local business, so the info listed is metatags (RDFa's) from schema.org.
                                So basically, what I want to do is to include these ratings on my product pages.

                                Did that make sense?

                                1 Reply Last reply Reply Quote 0
                                • PatrickDelehanty
                                  PatrickDelehanty last edited by

                                  Hi there

                                  Are these ratings on the website? If not, you can look into tags. Here is more information on the Schema.org site.

                                  You may also want to look into Google+ Business pages, verifying that page, and linking it to your website.

                                  From there, you can see snippets appear in your SERPs. I would also look into Moz Local to help you get on listings that assist in these reviews.

                                  Hope this helps! Let me know if you have any questions or comments, or if I am missing the point of the question. Good luck!

                                  eyephone 1 Reply Last reply Reply Quote 1
                                  • 1 / 1
                                  • First post
                                    Last post

                                  Got a burning SEO question?

                                  Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.


                                  Start my free trial


                                  Browse Questions

                                  Explore more categories

                                  • Moz Tools

                                    Chat with the community about the Moz tools.

                                  • SEO Tactics

                                    Discuss the SEO process with fellow marketers

                                  • Community

                                    Discuss industry events, jobs, and news!

                                  • Digital Marketing

                                    Chat about tactics outside of SEO

                                  • Research & Trends

                                    Dive into research and trends in the search industry.

                                  • Support

                                    Connect on product support and feature requests.

                                  • See all categories

                                  Related Questions

                                  • agrier

                                    Product Schema Markup for All Products

                                    Hi Team, Google search console used to allow you to use their structured data markup helperhttps://www.google.com/webmasters/markup-helper/u/0/ to markup multiple product pages at once that were similar. I do not see this feature anymore with the new search console. Does anyone have a recommendation for marking up multiple product pages without having to have schema markup firing in GTM for each product page?

                                    Technical SEO | | agrier
                                    0
                                  • AL123al

                                    Size of image for article Schema

                                    Hi, I implemented schema markup for an article and all tested fine and I can see it being fired in preview mode of Google Tag Manager. But when I run the URL which has it applied through Google Structured Testing tool it is not appearing. I have now read that the image needs to be a certain size. For AMP articles this appears to be 12oo pixels wide http://www.thesempost.com/google-changes-image-size-requirements-amp-articles/ But what about non-AMP articles? Does it need to be that big too?

                                    Technical SEO | | AL123al
                                    0
                                  • AL123al

                                    Schema Markup for property listings (estate agent)

                                    Hello, I've been looking online for some help with this. An estate agent has a page of properties for sale. Is it possible to mark these individual properties up and if so would they appear as rich snippets in the SERPS - never seen anything like this for properties for sale so just wondered,

                                    Technical SEO | | AL123al
                                    1
                                  • laurenpritchett

                                    Schema markup for Webinars

                                    I'm looking for a solution to implement schema markup for our webinars. We have an events page that has a list of upcoming events, as well as a list of the webinars we've done with a link to YouTube to watch the webinar. The webinars on our events page have the title and date. What kind of schema markup can we implement for these past events? It is not really an event, but it's not a video either (unless we embed the video on our site). Any tips? (**Also, I would like to use JSON-LD instead of HTML to implement the schema). Thanks!

                                    Technical SEO | | laurenpritchett
                                    0
                                  • nowmedia1

                                    Suite Numbers and Schema

                                    A potentially stupid question. Is the suite number included within the  tag, or should it sit outside of it? The reason I ask is because (a) I've seen it where the suite number sits outside that tag and (b) Google My Business best practices, I've been told (by Google support), is to include the suite in the second address line. I'm wondering if that translates in some way to the local schema on your site. On the other hand, it makes sense to include your suite number within the streetAddress span tag, but sometimes what makes sense doesn't really make sense when you know more, so I'm just covering my bases. Thank you!

                                    Technical SEO | | nowmedia1
                                    1
                                  • MarloSchneider

                                    Is it worth adding schema markup to articles?

                                    I know things like location, pagination, breadcrumbs, video, products etc have value in using schema markup. What about things like articles though? Is it worth all the work involved in having the pages mark up automatically? How does this effect SEO, and is it worthwhile? Thanks, Spencer

                                    Technical SEO | | MarloSchneider
                                    0
                                  • BenRWoodard

                                    Javascript to manipulate Google's bounce rate and time on site?

                                    I was referred to this "awesome" solution to high bounce rates. It is suppose to "fix" bounce rates and lower them through this simple script.  When the bounce rate goes way down then rankings dramatically increase (interesting study but not my question). I don't know javascript but simply adding a script to the footer and watch everything fall into place seems a bit iffy to me. Can someone with experience in JS help me by explaining what this script does? I think it manipulates the reporting it does to GA but I'm not sure.  It was supposed to be placed in the footer of the page and then sit back and watch the dollars fly in. 🙂

                                    Technical SEO | | BenRWoodard
                                    1
                                  • derderko

                                    Schema for Price Comparison Services - Good or Bad?

                                    Hey guys, I was just wondering what the whole schema.org markup means for people that run search engines (i.e. for a niche, certain products) or price comparison engines in general. The intend behind schema.org was to help the engines better understand the pages content. Well, I guess such services don't necessarily want Google to understand that they're just another search engine (and thus might get thrown out of the index for polluting it with search result pages). I see two possible scenarios: either not implement them or implement them in a way that makes the site not look like an aggregator, i.e. by only marking up certain products with unique text. Any thoughts? Does the SEOmoz team has any advice on that? Best,
                                    schuon

                                    Technical SEO | | derderko
                                    0

                                  Get started with Moz Pro!

                                  Unlock the power of advanced SEO tools and data-driven insights.

                                  Start my free trial
                                  Products
                                  • Moz Pro
                                  • Moz Local
                                  • Moz API
                                  • Moz Data
                                  • STAT
                                  • Product Updates
                                  Moz Solutions
                                  • SMB Solutions
                                  • Agency Solutions
                                  • Enterprise Solutions
                                  Free SEO Tools
                                  • Domain Authority Checker
                                  • Link Explorer
                                  • Keyword Explorer
                                  • Competitive Research
                                  • Brand Authority Checker
                                  • Local Citation Checker
                                  • MozBar Extension
                                  • MozCast
                                  Resources
                                  • Blog
                                  • SEO Learning Center
                                  • Help Hub
                                  • Beginner's Guide to SEO
                                  • How-to Guides
                                  • Moz Academy
                                  • API Docs
                                  About Moz
                                  • About
                                  • Team
                                  • Careers
                                  • Contact
                                  Why Moz
                                  • Case Studies
                                  • Testimonials
                                  Get Involved
                                  • Become an Affiliate
                                  • MozCon
                                  • Webinars
                                  • Practical Marketer Series
                                  • MozPod
                                  Connect with us

                                  Contact the Help team

                                  Join our newsletter
                                  Moz logo
                                  © 2021 - 2025 SEOMoz, Inc., a Ziff Davis company. All rights reserved. Moz is a registered trademark of SEOMoz, Inc.
                                  • Accessibility
                                  • Terms of Use
                                  • Privacy

                                  Looks like your connection to Moz was lost, please wait while we try to reconnect.