Google updates search snippets for product review pages

Google updates search results for product review pages by listing the pros and cons of an item in the search snippet.

Additionally, structured data comes with this update, but it’s not 100% mandatory to qualify for the new snippets.

While new structured data pros and cons are recommended, Google says it will try to automatically extract information in snippets.

Here’s what’s changing and how to manually add structured data to your product review pages.

New search snippets for product review pages

Google shows more detailed snippets for product review pages with new lines of text listing pros and cons.

In a blog post, Google states:

“Product reviews often contain a list of pros and cons, which our research shows is popular with shoppers when making purchase decisions. Due to their importance to users, the Google search can highlight pros and cons in the product review snippet in search results.”

An example of the new search snippet is shown below:

Image credit: Screenshot from developers.google.com/search/blog, August 2022.

Google can create these new snippets automatically, as long as the information appears somewhere on the page.

You can make the information clear to Google by marking up your product review pages with structured pros and cons data.

New advantages and disadvantages of structured data

Along with the product review search snippet update, Google is introducing a new kind of structured data.

As a best practice, it’s always recommended to use Google-supported structured data when possible, although it’s not required.

To manually tell Google the pros and cons of an editorial product review, add the element Positive Ratings and or negative ratings properties to your nested product view.

Examples of both types of markup code are shown below:

Google updates search snippets for product review pagesImage Credit: Screenshot from developers.google.com/search/docs/advanced/structured-data/product
Google updates search snippets for product review pagesImage Credit: Screenshot from developers.google.com/search/docs/advanced/structured-data/product

See the official Google documentation for more information on applying this markup.

If you add structured data pros and cons, you should follow these guidelines:

  • Currently, only editorial product review pages are eligible for display of pros and cons in search, not merchant product pages or customer product reviews.
  • There must be at least two product statements. It can be any combination of positive and/or negative statements (for example, ItemList markup with two positive statements is valid).
  • The pros and cons should be visible to users on the page.

Source: Google
Feature image: Roman Samborskyi/Shutterstock


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