Written by Michael Fiil   01.05.2023

How to boost your SEO and SERP with review snippets.

Review snippets, product reviews, structured data, microdata, Google, search results pages (SERP), click-through rate, SEO ... Welcome to the world of reviews.
Whether you own a business, are a marketing director, SEO manager or similar, you have probably come across the above terms?
The goal of this blog post is to help you understand review snippet stars and ensure that you use them in the best way on your website and in your online marketing.
But first: What are review snippets?
Review snippets can be translated into review excerpts. You get review snippets by marking up your content with structured data, which gives search engines a better chance to understand and index the information.

Markup can make your website stand out in both Google and Bing search results and, more importantly, increase your click-through rate.

The screenshot shown shows a search for "divorce lawyer". The yellow stars, the rating and the number of reviews are useful information for a consumer who has searched for this service. Even before the person clicks on the link, he or she knows that the provider in the link has a good rating, even if it is only based on twelve reviews. However, it still gives an idea of ​​quality and credibility.

Review Snippets are customer reviews displayed as stars.

People will do business with people they know or feel they can trust!

The customers who know your business do not search - they call, book online or send an e-mail - new or potential customers find your business online in the search that is relevant. Therefore, it all starts on the search engines, where your business visibility is important (SEO) but the ranking in the search results (SERP) is even more important.


Content is the most important thing to master in terms of SEO. If the search engines do not find the content interesting, then the pages are not displayed or with poor ranking (on page 5 or above). Review Snippets can affect the display in the search results (SERP) because the search engine algorithms include markups or structured data. If the web page has qualified content and has structured data, then the search engines read the page's markups and display the coveted stars in the search result itself. That is, as in the example with divorce lawyers. The display of stars in the search result on Google or Bing means that half of new customers fail to check further on, for example, Trustpilot.


Ratings or Review Snippets are often associated with products or e-commerce, because it is on the product or service pages that you want to show customer reviews. Reviews should be displayed on all websites because you don't know which page the search engines will choose to display. My recommendation is therefore to implement review snippets on all web pages and this is where automation comes into play.


Structured data, markup or Schema.org appear "heavy" because the markup script is mostly static. It is copied onto the website, but continues to show a 3.7 rating and 312 reviews until the page is manually refreshed. This is where au2matic.com gets its correction because it is a dynamic script that is copied onto the web pages. A script that retrieves updated customer review data from the database and makes review snippets dynamic instead of static.


If the search engines judge that the website content is interesting, then au2matic.com ensures that review snippets are displayed - customer reviewers' stars in the search results (SERP) and thus the websites' SEO is optimised. Isn't it just getting started?


On September 16, 2019, Google changed their review snippets guidelines for reviews, as described in this blog. The most important changes are the following:


⦁ SEO TrustBoxes for service reviews no longer show review snippet stars (this affects not only Trustpilot, but all service review providers).


⦁ SEO TrustBoxes for product reviews and Google Seller Ratings are not affected by the change.


Here in 2023, au2matic scripts work better than ever and without the impact of Google's changes.

This article was written by Michael Fiil, who since 1997 has worked with SaaS solutions, e-commerce and data-driven marketing.

In 2023, many will call him a specialist in the concept of ROPO (Research Online Purchase Offline), but his experience with and insight in digitization, started at the same time as the beginning of the Internet. In 1999, he headed the first International Business Partner at IBM Global Network and the thesis was EDI. Michael's first e-commerce platform, in 2001, was a Retail Management Platform, which per EDI could collect sales data from the stores' cash registers.

"The goal of marketing is to retain current customers or acquire new ones" and in the "new normal" offline and online merge. Data-driven marketing
is about utilizing known data and automating the display", Michael Fiil has stated, and more than 50.000 views of his blog articles support the topicality.

COVID-19 has shown with great force how important online visibility is when the physical store is closed down. That is why ROPO really became a concept during CORONA and important to master when talking about the "new normal".
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