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Google Reviews

How To Get Organic Stars in Google With Review Rich Snippets

Alla Avgustinov
September 22, 2017
3 min read
We talk about stars in Google a lot here at Reviews.io, and for good reason - they can save you money on ads, increase your CTR, help you rise above your competitors and much more besides. The question, though, is how do you get them? Today we're going to show you exactly how to get organic stars in Google using clever Review Rich Snippets.
Please Note:
Account details may vary. The feature is now part of the subscription
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But the big question is: how do you actually get them? This guide walks you through how to get organic stars in Google Search using structured data known as Review Rich Snippets.

What are organic stars?

Organic stars are the gold star ratings you see under search listings in Google’s organic results, not in paid ads. They’re generated when Google reads structured review data (i.e. Review Rich Snippets) embedded on a webpage.

Unlike paid star ratings like Google Seller Ratings, which require 100+ verified reviews from a Licensed Review Partner,  organic stars are free and typically easier to obtain.

They increase visibility, build trust, and help your results stand out in a crowded search results page.

These ratings are pulled from structured review data on a website, often from platforms like REVIEWS.io, and can enhance a brand’s visibility and credibility.

But how do you get them to show?

What are Review Rich Snippets?

'Rich snippets' is a term used to describe the structured data which can be added to your web page's HTML.

They tell Google that your content includes review-based information, like:

  • Product or service name
  • Star rating
  • Reviewer name
  • Review text
the house of marley review

This information helps Google display star ratings in organic search results, pulling the data directly from your site.

Example: A product page using structured data might show a star rating and number of reviews right below the blue search result link.

Google Star Ratings Overview

Star Type Source Where It Shows
Seller Ratings Licensed review partners Google Ads, Shopping
Review Snippets Structured data on your site Organic search listings
Third-party stars Yelp, Facebook, REVIEWS.io Branded SERPs, Knowledge Panels

Benefits of Review Rich Snippets

Implementing Review Rich Snippets offers several key advantages for your website's visibility and performance:

  • Higher Click-Through Rate (CTR): Users are more likely to click on search results that display star ratings, making your listing more attractive.
  • Improved Trust & Credibility: Seeing star ratings increases consumer confidence in your business or website, making them more likely to engage.
  • Better Search Visibility: Rich Snippets help your website stand out in competitive search engine results pages (SERPs).
  • Potential Indirect SEO Benefits: Increased engagement and click-through rates can lead to improved rankings over time.

By leveraging Review Rich Snippets, you can enhance your search presence, build credibility, and ultimately drive more traffic to your site.

Setting up Product Review Rich Snippets

There are two ways to implement Product Review Rich Snippets:

1. Manually Editing Your HTML

If you have development experience, you can manually add structured data to your website’s HTML using Schema.org markup. Here’s how:

Step 1: Choose the Right Schema Markup

  • Use the Product schema for product reviews.
  • Ensure the markup includes required fields like name, review, rating, and author.

Step 2: Add Code to Your Product Pages

  • Insert the necessary review details within your page’s HTML.
  • Make sure each product page has unique and correctly formatted structured data.

Step 3: Validate Your Code

  • Use Google’s Rich Results Test to check for errors.
  • Ensure all required fields are included.

Step 4: Monitor Google's Crawling

  • Google typically indexes changes within 7-14 days.
  • Use Google Search Console to track rich snippet performance.

2. Using a Review Platform

For an easier, no-code approach, you can use a review platform like REVIEWS.io that provides pre-built widgets to automate the process.

Step 1: Choose a Rich Snippet-Compatible Widget

  • Ensure your review widget supports structured data markup.
  • REVIEWS.io provides widgets designed for Google-friendly review snippets.

Step 2: Install the Widget on Your Product Pages

  • Embed the widget code directly into your product template.
  • Most platforms offer simple copy-paste installation.

Step 3: Check for Proper Implementation

  • Use Google’s Rich Results Test to verify your snippet is working.

By following these steps, you can successfully display product review stars in Google’s organic search results.

If you have a team of developers on hand, it may be relatively easy for you to implement Review Rich Snippets yourself. However, what's often easy, less time-consuming and provides a cleaner, more polished result is using widgets provided by Review Platforms. The widgets will do all the work for you and often be stylised to make your reviews look pretty too.

It's worth noting that you'll need a Product Review Rich Snippet compatible widget.

Review Rich Snippets rules

In September 2019, Google updated how Review Rich Snippets are displayed. Here's what changed:

Only certain schema types are eligible to show review stars. These include:

  • schema.org/Book
  • schema.org/Course
  • schema.org/CreativeWorkSeason
  • schema.org/CreativeWorkSeries
  • schema.org/Episode
  • schema.org/Event
  • schema.org/Game
  • schema.org/HowTo
  • schema.org/LocalBusiness
  • schema.org/MediaObject
  • schema.org/Movie
  • schema.org/MusicPlaylist
  • schema.org/MusicRecording
  • schema.org/Organization
  • schema.org/Product
  • schema.org/Recipe
  • schema.org/SoftwareApplication

Self-serving reviews aren't allowed for LocalBusiness and Organization

“Google will not display review snippets for LocalBusiness or Organization schema if the reviews are controlled by the business itself - even if the markup is technically valid.”

The name field is now required in your schema for snippets to display.

What this means: If you want organic stars, focus on product-level structured data. Company and location stars only appear via paid listings (Google Ads or Shopping).

Best Practices for Getting Google to Show Review Stars

Implementing Review Rich Snippets doesn’t guarantee that Google will display review stars in search results. 

To improve your chances:

  • Use Product Schema - it’s the most reliable for organic star display
  • Display genuine, visible reviews - Google deprioritises invisible or fake content
  • Avoid incentivised or manipulated reviews - they may violate guidelines
  • Validate your markup - use tools like Rich Results Test
  • Keep data consistent - incorrect or incomplete markup can block visibility

By following these best practices, you increase the likelihood of Google displaying review stars for your pages.

How to test your Review Rich Snippets

Even if your schema is in place, Google won’t display stars unless it can read your data properly. Test and monitor regularly:

1. Use Google’s Rich Results Test

  • Paste your URL into: https://search.google.com/test/rich-results
  • Look for errors or missing fields

2. Use WC3 Validator for Code Bugs

  • https://validator.w3.org/
  • Small syntax issues (like unclosed tags) can break your markup

3. Check Google Search Console

  • Look under Enhancements > Review Snippets for indexing or warning messages

Third-Party Reviews in Organic Search

Don’t forget - Google may also show stars from external review platforms (like REVIEWS.io, Trustpilot, Yelp) in branded queries.

Example: Searching “Jimmy’s Iced Coffee reviews” may surface their REVIEWS.io profile with star ratings.

Key Tip: Maintain consistency across all platforms. A poor Yelp profile next to glowing site stars can undermine trust.

In Review

Product Review Rich Snippets are one of the smartest, most cost-effective ways to increase your visibility in search.

  • They’re free, fast to implement, and powerful for CTR.
  • Focus on product-level reviews, not company reviews.
  • Use validated schema and optimise your review collection.

‍Book a demo with REVIEWS.io to see how Organic Stars can boost your visibility and customer engagement.

Frequently asked questions

How long does it take for Google to show organic stars?

Google crawls every 7-14 days on average. If your markup is valid, stars may appear within 1-3 weeks, but display isn’t guaranteed.

What types of content support review snippets?

Content types eligible include: Product, Course, Recipe, SoftwareApplication, and more. See Google’s official schema list.

Are self-hosted company reviews still eligible for snippets?

No. If you display reviews for your own business under the LocalBusiness or Organization schema, they won’t generate stars.

Can I use REVIEWS.io widgets for organic stars?

Yes - REVIEWS.io widgets are designed to output valid structured data that supports Review Rich Snippets.

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