Review and rating markup
Structured data describing individual reviews and aggregate ratings for a product or service, enabling star ratings in eligible results.
EcommerceCustomer reviews
User-generated reviews
Reviews written by customers on a product or service page, which add unique content, support conversion, and feed rating markup.
In full
Reviews are one of the few scalable sources of genuinely unique content on catalogue pages, and they contribute long-tail vocabulary buyers actually use. They must be genuine: fake or incentivised reviews breach both Google policy and consumer protection law in many jurisdictions. Review content loaded only by JavaScript widgets is frequently invisible to crawlers, which wastes its SEO value entirely.
Example
Server-rendering the first ten reviews instead of loading them in an iframe adds indexable content to 20,000 product pages.
Related terms
Product detail page
The page for an individual product, carrying its description, images, price, availability, reviews and Product structured data.
JavaScript rendering
The execution of a page's client-side JavaScript by a search engine so that content and links generated at runtime become indexable.
Reviews and review velocity
Customer ratings and written reviews on a business profile, along with the rate at which new ones arrive, contributing to local prominence…
rel="ugc"
A link attribute marking links that originate in user-generated content such as comments, forum posts and profile fields.