Reviews are always viewed as indicators of quality, authenticity, and trust for any business, service or product. Most reviews across platforms like Facebook, Google and Yelp are submitted by users and cannot be controlled from your end; you could still find and showcase the positive ones in the SERPs thanks to schema markups.
Schema markups have been around in the SEO world for quite some time now. The term refers to a semantic vocabulary developed by the folks at Schema.org, sponsored by moguls like Microsoft, Google, and Pinterest etc. These markups are code snippets which can be integrated into your website to tell search engines how they can interpret portions of information from the site, such that it can be presented in a useful manner to the end-user. A number of schema types are very helpful for enhancing your content quality on the SERPs manifold. You could do it yourself or get the bulk email marketing services in Mumbai firm which handles most of your online marketing to do it for you. A fantastic resource for using schema markups is also available from Google Developers.
Markups for Reviews and Ratings
There are plenty of options in the markup vocabulary for reviews and ratings, and you can check them out on the website. Google has support for ratings for products, businesses, music, movies and a whole lot of things, so the possibilities are endless for how well you do by implementing a good markup. There are two types of review schema markups, single review-single rating as well as aggregate ratings.
Single Review with Single Rating
Things are pretty easy if you use markups for individual reviews. You can add all sorts of things into your code, like product name, review body, author, rating, publishing date and publisher. You will need to keep the rating scale in mind (Google uses a 5-point system by default) and customize your markups on that basis.
The aggregate rating markup can be used if you have several reviews and a calculation of the average rating. The main difference between this markup and that for single reviews is the options for rating and review counts. The default is a 5-point scale, so you will have to use a bestRating and worstRating addition in your markup if you are using a different rating system.
Creating Schema Markups and Implementing Them
The Google Structured Data Markup Helper is a fantastic tool for creating markups, but there are some other great free tools which you could use to pull all required data, model, and implement schema markups.
Schema Creator for Single Reviews
Schema-Creator.org is a great online tool available for this and it is really easy to use. Put the title of the review. The summary goes into the description, and the individual URL goes to the URL field. Next, fill in the fields corresponding to the author, item, date published, review body, rating and rating scale.
Web Code Tools for Aggregate Rating Markups
The Web Code Tools form needs you to fill in the item name, 5-star scale rating, the number of votes and total number of reviews. You can then copy the generated code onto your website.
Testing with Google Structured Data Testing Tool
This tool is fantastic- it checks all your structured data for validity so that it gets picked up by crawlers. The first set of data is usually great, but there is scope for customization to make it robust and specific, and this is where the testing tool comes in handy, as you can check how well your optimizations work and if they are correct.
Get It onto Your Website
Your code will be in HTML, so you’ve got to put it into a compatible area like the HTML window in WordPress. You can always tweak the appearance through styling features or simple break tags (<br>) for formatting.
Schema markup will not improve your rankings in terms of organic visibility but will impact organic CTR and increase traffic. You should keep an eye on Google Analytics and track your website’s performance periodically. There are a whole lot of schema markups for all sorts of things which you can use to stand out on SERPS, so you should be open to experiments.
Author bio: Walter Moore is a web developer and a blogger based in Mumbai. He is also an expert in SEO and has worked for several digital marketing firms in the past. He shares a number of posts with great resources, recommendations for services like GingerDomain.com and updates related to SEM.