TECHNICAL · SEO GLOSSARY
Product Reviews Schema
The `AggregateRating` and `Review` schema.org properties used within `Product` schema to express customer review aggregate data and individual reviews — enabling review star display in Google product rich results, Shopping listings, and AI-generated shopping citations.
Definition
`AggregateRating` within `Product` schema communicates the aggregate customer review rating directly to Google: `"aggregateRating": {"@type": "AggregateRating", "ratingValue": "4.7", "reviewCount": "312", "bestRating": "5", "worstRating": "1"}`. Individual `Review` objects can supplement the aggregate: `"review": [{"@type": "Review", "reviewRating": {"@type": "Rating", "ratingValue": "5", "bestRating": "5"}, "author": {"@type": "Person", "name": "Jane D."}, "reviewBody": "Great quality and fast delivery.", "datePublished": "2026-06-10"}]`. Google\'s product rich result guidelines for reviews: (1) Reviews must be genuine — synthesised, duplicated, or incentivised reviews may cause Google to suppress star display and may violate review policies; (2) `ratingValue` and `reviewCount` in schema must match the visible review data on the page — mismatches between schema and visible content cause structured data to be ignored; (3) Multiple `Review` objects increase the likelihood of star display but are not required — `AggregateRating` alone is sufficient for star eligibility; (4) Platform-hosted reviews (Trustpilot, Reviews.io, Yotpo) may have separate structured data standards — check whether the platform widget server-renders `AggregateRating` or injects it via JavaScript; (5) Google\'s "product snippets" policy prohibits review schema on category pages that aggregate products — `AggregateRating` is for individual product pages only.
Why it matters for SEO
Product review stars in Google organic results and Google Shopping listings provide a strong CTR advantage — products with 4.5+ star display convert at significantly higher rates from search results than unrated products. Star display requires correctly structured, server-rendered `AggregateRating` within `Product` schema with matching visible review data. This star display affects both organic product rich results and Shopping listing CTR.
How DeepSEOAnalysis checks this
DeepSEOAnalysis validates `AggregateRating` within `Product` schema — checking `ratingValue` is numeric and within the `bestRating`/`worstRating` range, `reviewCount` is present as a number, and the schema is server-rendered. Also checks whether review widget JavaScript injection means the aggregate rating is only in client-side HTML (not the initial server response).
Useful tools and resources
GLOSSARY
Related terms
technical
Ecommerce Structured Data
The full set of schema.org markup types relevant to ecommerce websites — Product, Offer, AggregateRating, Review, BreadcrumbList, ItemList, Organization, SearchAction — used to enable rich results (product carousels, review stars, price drops, availability badges) and product-level AI search citation.
Read definition →technical
Product Availability Schema
The `availability` property within `Offer` schema — using schema.org values `InStock`, `OutOfStock`, `PreOrder`, `BackOrder`, `Discontinued` — to communicate real-time product availability to Google for Shopping rich results, price drop alerts, and inventory-aware search features.
Read definition →technical
Merchant Listing Schema
Google\'s term for the structured data (Product + Offer schema) submitted on merchant product pages and used to populate Google Shopping, the Shopping tab, and AI-powered shopping features — distinguishing retailer-specific product data from manufacturer specification data.
Read definition →technical
Shopping Feed SEO
The optimisation of product data feeds submitted to Google Merchant Center for Google Shopping — ensuring title, description, GTIN, brand, condition, price, and availability attributes are accurate, complete, and keyword-optimised to maximise product visibility in Google Shopping and Performance Max campaigns.
Read definition →See how your site scores on Product Reviews Schema.
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