Google Reviews
Google updates Review Rich Snippet Results algorithm in Search
September 18, 2019
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3 min read
Although all the stars you see in Google may look the same, many come from slightly different sources and have different purposes too.
There are a few ways to get stars to appear in Google Search Results, both of the paid and unpaid variety. Today we're going to talk you through the different options so you can find a perfect fit and maximise your visibility in the SERPs.
Google Star Ratings show your average customer rating as stars (up to five) in search results. They help build trust by giving people quick, visual proof that your business is reliable.
When users see star ratings next to your listing, they’re more likely to click. It’s a powerful way to stand out and make a strong first impression in search.
In today’s hyper-competitive search landscape, visibility alone isn’t enough. Every click counts—and the difference between being noticed or ignored often comes down to one simple thing: star ratings.
When a user types a query into Google, they’re met with a flood of choices. Your goal? Stand out fast. Star ratings act as visual trust signals—those little gold stars next to your listing can instantly communicate credibility, quality, and authenticity before a user ever clicks.
Think of them like social proof at scale. Just as a customer might choose a busy café over an empty one, users gravitate toward businesses with visible, verified endorsements. Those golden stars catch the eye and give people a reason to stop scrolling.
Star ratings don’t just make your listing look pretty—they impact performance. Here’s how:
Google is continuously evolving to prioritize authenticity, relevance, and experience. It’s no longer just about keywords—it’s about how trustworthy and useful your content appears. That’s why rich results like review snippets, star ratings, and visual enhancements are being emphasized in SERPs.
In fact, with the rise of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), Google is rewarding content that reflects genuine user feedback and experience. Star ratings directly feed into this trend by showcasing real-world validation of your business.
Google Seller ratings are stars displayed under paid advertising (Adwords & Google Shopping) in Google Search Results.
You'll no doubt be familiar with Seller Ratings as they feature at the top of results in many Google results pages. In Google Shopping ads, you'll see both You'll no doubt be familiar with Seller Ratings as they feature at the top of results in many Google results pages. In Google Shopping ads, you'll see both company and product ratings together, which are aimed at selling individual products - if you're an eCommerce company then you should really be selling on Google Shopping.
Now you know what they are, it’s time to learn how to get them. Unfortunately, Seller Ratings don’t come for free. The only way for your business to get stars in Google with Seller Ratings is by collecting genuine reviews with a Google Licensed Partner. This is to ensure reviews are verified and carry some trust.
There are two steps:
To increase the likelihood of receiving a positive review, it is crucial to actively solicit feedback from satisfied customers. Businesses are not permitted to simply collect reviews themselves and upload them to Google, they permit only Licensed Review Platforms such as REVIEWS.io to submit Merchant Review Feeds on behalf of their customers. If Google Seller Ratings aren’t showing up on your ads, chances are you’ve not reached the requirements or aren’t collecting reviews with a Licensed Partner.
Unlike Google Seller Ratings, Review Rich Snippets are displayed exclusively in organic search results (your bog-standard Google search results page) and therefore, provide a free way of showing stars in Google. They generally appear in a couple of places: below organic search listings and also across to the right-hand side of a search page (those large boxes you often see when you search for a company by name).
Google relies on various structured data within web pages to make extraction and understanding easy. Review Rich Snippets (check out the comprehensive guide here) are one such form of structured data. When featuring things such as recipes, reviews or authors on your site, inputting Rich Snippets mean Google is able to read the structured data and extract important information. For Review Rich Snippets, this includes the review rating, user name and additional comments.
How to install Review Rich Snippets
When it comes to installing Rich Snippets, there are several options available to you.If you're using a Review Platform, they'll usually have widgets available for you to use which already contain Review Rich Snippet HTML. If this is the case, simply follow the instructions provided to you by your Review Platform.
If you're not using a Review Platform, you can either:
Your site is generally crawled by Google every 7-14 days, so you should see begin to see your stars in Google Search Results in no time at all.
When it comes to installing Rich Snippets, there are several options available to you.If you're using a Review Platform, they'll usually have widgets available for you to use which already contain Review Rich Snippet HTML. If this is the case, simply follow the instructions provided to you by your Review Platform.
If you're not using a Review Platform, you can either:
Your site is generally crawled by Google every 7-14 days, so you should see begin to see your stars in Google Search Results in no time at all.
If you run a business—whether in eCommerce, hospitality, or services—your Google Business Profile is a vital part of your online visibility. These profiles appear on the right-hand side of Google Search (the Knowledge Panel) or in local map results on Google Maps.
To manage your profile and start collecting reviews, just search for your business name in Google while logged into your Google account. You’ll see a panel that lets you update your info, add photos, and respond to reviews—all without needing a separate app.
Once verified, your profile becomes a powerful social proof tool. Customers can easily leave reviews, and their feedback (especially if positive and frequent) boosts your local SEO, builds trust, and helps your business stand out.
Google’s ability to surface relevant, reputation-based content from across the web is part of what makes it so powerful. In fact, it doesn't just rely on what you say about your business—it pulls signals from what others are saying too.
Third-party reviews are customer reviews collected on external platforms like:
Google’s algorithms index this content and sometimes include it in search results—especially for branded or product-specific queries.
You may have noticed yellow stars under results like:
These stars originate from the source platform and are not added by you—they're part of how Google crawls and displays review-rich content across the web.
For Google to show stars in Search Ads and Google Shopping, reviews must be collected by licensed third-party partners—like REVIEWS.io. These reviews are submitted to Google’s Merchant Center, where they contribute to your Seller Rating.
REVIEWS.io is a licensed Google Partner, which means your collected reviews can power gold stars in ads and lower your CPC by up to 20%.
If your product pages or business pages use structured data (Schema.org) and contain reviews, Google may show Review Snippets (stars) in the organic search results.
However, Google can also show stars directly under listings on other review platforms, depending on the query and context.
Example: A search for “Jimmy’s Iced Coffee reviews” may surface their REVIEWS.io or Trustpilot profile, complete with star ratings pulled directly from that platform.
It varies. Once you've implemented structured data (for review snippets) or meet the criteria for Google Seller Ratings, it can take anywhere from a few days to several weeks for stars to appear.
Google doesn't guarantee display even if your setup is technically correct. The search algorithm evaluates freshness, content quality, compliance, and trust signals before displaying stars.
Pro tip: To speed things up, ensure your structured data is valid using Google’s Rich Results Test and submit your updated page via Google Search Console.
No. You must have real customer reviews to qualify for either review snippets or Google Seller Ratings. Here’s how they differ:
Tip: Don’t fabricate or import fake reviews—Google’s systems can detect inauthentic content and may penalize your site.
No, and that’s by design. Stars will only appear if the page meets Google’s eligibility criteria. Generally, stars can appear on:
They will not appear on pages that are:
No, they are not permanent and can disappear for several reasons:
Think of stars as a dynamic trust signal—they need to be actively maintained through consistent review collection and proper technical implementation.
Best practice: Set up automated review requests and periodically audit your structured data to keep your eligibility strong.
It's critical to maintain a consistent review score throughout all these web platforms. If someone searches for your company online and is presented with a number of search results containing Rich Snippets, then see your Facebook listing with poor reviews just below, they'll question your reputation.
When it comes to reviews and your online reputation, consistency is key. There are so many places to collect customer feedback and it's important you're proactive across the spectrum.
Whatever your business size or purpose, it has the ability to get stars in Google. They key is to understand your options then implement a review collection strategy that covers multiple platforms to enable visibility and consistency across the web.
Still not sure how to get stars in Google Search Results? Head over to our website or jump on live chat with one of our advisors - they'll be able to help you with anything you want to know.
