Google Review snippets: A dive into Schema, JSON-LD, and Google Business Profiles

Gerry White
December 6, 2023

2 min read

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Google Review snippets: A dive into Schema, JSON-LD, and Google Business Profiles
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Online reviews play a crucial role in shaping consumer perceptions and influencing purchasing decisions. As a result, businesses strive to showcase their positive reviews prominently in search engine results. Google, being a major player in the online space, has a powerful feature known as review snippets that Google displays a concise summary of their reviews directly in search results. In this blog post, we'll explore how Google creates review snippets, delving into the use of Schema, JSON-LD, and Google Business Profiles.

1.  Understanding Schema Markup:

Schema markup is a structured data vocabulary that helps search engines understand the content on web pages. In the context of review snippets, businesses can use the "Review" schema type to provide search engines with detailed information about their reviews. This schema includes elements such as the reviewer's name, the review rating, the review text, and more.

By implementing Schema markup on their websites, businesses make it easier for search engines to extract relevant information and display it in search results. This structured data not only enhances the visibility of reviews but also contributes to a richer and more informative search experience for users.

2. JSON-LD implementation:

JSON-LD (JavaScript Object Notation for Linked Data) is a format for structuring data that is particularly well-suited for embedding in web pages. Google recommends using JSON-LD for implementing Schema markup, as it allows for a cleaner and more efficient integration with web pages.

For review snippets, businesses can use JSON-LD to encapsulate the necessary review data within the HTML of their web pages. This implementation not only helps search engines quickly identify and extract relevant information but also ensures a seamless and user-friendly browsing experience.

Let's take a look at a simplified example of JSON-LD code for a review snippet:

<script type="application/ld+json">
 "@context": "",
 "@type": "Review",
 "itemReviewed": {
   "@type": "Thing",
   "name": "Business Name"
 "author": {
   "@type": "Person",
   "name": "Reviewer Name"
 "reviewRating": {
   "@type": "Rating",
   "ratingValue": "5"
 "datePublished": "2023-12-06",
 "reviewBody": "A fantastic experience with this business. Highly recommended!"


3.  Google Business Profiles

Google Business Profiles play a pivotal role in the creation of review snippets. When users leave reviews on Google, this information is aggregated and associated with the respective business's Google Business Profile. Google then utilises this data, along with Schema markup, to generate review snippets in search results.

Businesses should actively manage their Google Business Profiles, ensuring that accurate and up-to-date information, including reviews, is available. Regularly monitoring and responding to reviews not only enhances the business's online reputation but also contributes to the overall quality of the review snippets displayed in search results.

Google's review snippets provide businesses with a valuable opportunity to showcase positive feedback directly in search engine results. By leveraging Schema markup, implementing JSON-LD, and actively managing Google Business Profiles, businesses can enhance their online visibility and make a positive impression on potential customers. As the online landscape continues to evolve, understanding and optimizing these elements become essential for staying competitive and maintaining a strong online presence.