The Power of Stars: How Ratings/Reviews Elevates You In Search
TLDR -- Ratings/Reviews in search results influence not just CTR and traffic but also boosts conversions through more favorable perception of the brand.
In today's competitive search landscape, capturing user attention and elevating trust is critical. Imagine a SERP, and all you see there is bland results filled with plain text descriptions, not very appealing, is it? Fortunately, there is a powerful tool available -- Schema markup, specifically Product Ratings & Reviews Schema.
Standing Out From the Crowd: How Ratings & Reviews Schema Boosts Performance
A relatively simple code snippet allows us to add rich information such as product star rating, a number of reviews or votes, price (or a price range), OS, delivery and return info, and product category (i.e. Business/productivity). This rich information displayed alongside your listing can have a dramatic impact on website performance.
Tagging a large number of pages could get tricky, but fortunately there are Schema management solutions to help streamline the process -- like SchemaApp that we partnered with.
Various studies have shown that rich snippets, including star ratings, can increase click-through rates (CTR) by a significant margin and impact traffic and conversions. But why rely on third-party accounts, when we can test how it works on our site, right?
I had the pleasure of collaborating with an exceptional SEO Manager, Harinder Singh. Together, we actively tested and implemented Product Schema on all sites we managed at Adobe, Upwork, and Gusto. Results varied depending on factors like type of product and strength of the brand, but were always strong.
In one case study we saw +12.6% increase in CTR after implementing Ratings & Reviews Schema.
Here are examples of Ratings/Reviews in SERP:
And here is an example of Reviews snippet search appearance impact:
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Beyond the Click: How Ratings & Reviews Schema Fuels Traffic and Conversions
The benefits of Ratings & Reviews schema extend far beyond just grabbing attention. Users inherently trust online reviews, and seeing positive star ratings on a SERP can significantly influence their decision to click. Once they land on your website, those positive reviews continue to build trust and credibility. Visitors are more likely to engage with content, explore products or services, and ultimately convert into leads or paying customers.
The case study mentioned earlier showcased not only a CTR increase, but also a +7.6% rise in traffic to the pages tagged with Schema. More importantly, it revealed a remarkable +21.6% jump in conversions. These figures speak volumes about the power of Ratings & Reviews Schema to not just attract visitors, but to convert them into valuable leads for the business.
Building Brand Perception and User Trust
Positive reviews not only influence user behavior, they also play a vital role in shaping brand perception. A website adorned with glowing star ratings and insightful reviews projects an image of trustworthiness, reliability, and customer satisfaction. This positive perception can lead to increased brand loyalty and advocacy, further boosting your online presence.
The Takeaway: Unleash the Power of Ratings & Reviews Schema
Ratings & Reviews schema provides with potential for increased CTR, website traffic, and conversions and is a powerful tool that shouldn't be ignored. Test and see how you can unlock the potential of user reviews to propel your business forward.
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