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Correct Use of Schema AggregateRating for WebApplication and Achieving Review Rich Snippets
Hello there,
This topic has been discussed quite a bit over the years, but I’m facing challenges locating the right advice for my specific situation. I’m sharing this in hopes of receiving some guidance.
Background
I’m currently working on a SaaS brand’s website. The site lacks structured data or markup using Schema, and I’m eager to implement this. However, I want to comprehend the possibilities and limitations regarding generating star rating rich snippets in search results.
Since this website offers a web-based SaaS product (accessible via a subdomain), my understanding is that the appropriate Schema “type” is WebApplication.
The brand doesn’t directly gather reviews on their site, but there are third-party review platforms (such as G2) that we’d like to leverage if feasible.
I’ve reviewed Google’s guidelines on Schema, including updates on ‘self-serving’ reviews for the ‘LocalBusiness’ and ‘Organization’ types. However, the guidelines for ‘WebApplication’ and other types are less clear to me.
My Questions
- Is it feasible to create star rating rich snippets for a WebApplication using AggregateRating or another method?
- If so, can this be achieved by using third-party review services like G2 or TrustPilot?
- If possible, is it necessary to embed the rating and review count directly on the product website as a widget or feed, or can it simply be referenced through Schema?
Additional Considerations
Here are some observations that have shaped my inquiries:
- I’ve noticed similar companies (using software apps) generating star rating rich snippets by utilizing the ‘SoftwareApplication’ type, with a review feed embedded on their site (though this could be coincidental).
- Additionally, some companies have achieved this on their blogs without any visible embedded review feed using the ‘SoftwareApplication’ type.
- A leading insurance comparison website has generated star rating rich snippets with the ‘Product’ type (which seems inaccurate), using an embedded review feed.
Clearly, something is possible, but I haven’t identified a consistent application, and I’m striving to fully understand the causes.
It’s crucial not to jeopardize organic performance by violating Google’s guidelines, so I aim to be especially clear on the correct approach.
After reviewing Google’s guidelines, I’m still unsure about when a manual action (which can affect performance) might be taken versus Schema/rich snippets simply being ignored. Considering the impact of manual actions related to structured data in the
2 responses to “Proper Use of Schema AggregateRating for Web Applications and Feasibility of Review Rich Snippets”
Implementing Schema.org structured data to achieve review rich snippets for a SaaS WebApplication involves a nuanced understanding of the guidelines set by search engines like Google. Here, I’ll address your questions and concerns in detail while ensuring compliance with Google’s guidelines.
Understanding Schema and Rich Snippets
Schema for WebApplication: Utilizing the WebApplication type is indeed appropriate for SaaS products. However, generating rich snippets, especially review stars, relies heavily on how structured data is implemented and the source of your reviews.
Using
AggregateRatingfor WebApplication:ProductandSoftwareApplication. This makes implementing rich snippets directly forWebApplicationchallenging, as it may not display star ratings in search results.Solution: Consider using the
SoftwareApplicationschema type as it’s more closely associated with SaaS products, especially if your service can be tangibly associated with downloadable software or has an app-like interface.Leveraging Third-Party Reviews:
Embedding reviews from third-party services like G2 or TrustPilot is acceptable, provided they are displayed clearly on the website through a widget or direct integration.
Review Embedding vs. Referencing:
Potential Approaches
SoftwareApplicationSchema:SoftwareApplicationtype.`json{
"@context": "https://schema.org",
"@type": "SoftwareApplication",
"name": "Your SaaS Tool Name",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.5",
"reviewCount": "150"
}
}
Thank you for sharing your insights on the nuances of implementing Schema markup for your SaaS website. You raise important questions that many in the industry grapple with.
To address your first question, it is indeed feasible to create star rating rich snippets for a WebApplication using the AggregateRating property. However, Google’s implementation of these snippets typically favors products or services that directly accumulate user feedback through their own platforms. Since your brand does not collect reviews directly, leveraging third-party platforms like G2 or TrustPilot can be a viable alternative, but you must be cautious about how you represent these reviews in your markup.
In relation to your second question, Google’s guidelines indicate that third-party review ratings can be referenced, but they must be done so correctly. You should ensure that the reviews are genuine, and the markup should reflect the overall consensus based on those third-party reviews rather than self-generated testimonials. Providing a direct link or widget back to the third-party source can lend credibility, but embedding a live feed may not be strictly required.
As for embedding ratings directly on your site, while it can enhance credibility and user trust, it’s not mandatory for schema markup to be effective. However, Google is more likely to promote snippets when they can verify the data on the page rather than relying solely on the markup. Therefore, having visible rating information can bolster your chances of better visibility in search results.
One additional layer of caution: adherence to Google’s structured data guidelines is crucial, as misrepresentation or negligence in accurately applying