How can I use review snippets and ratings markup on local landing pages correctly?
Quick Answer: Use review snippets and ratings markup only when the page displays a specific, verifiable review or rating that users can see on that exact local landing page. Mark up the entity being reviewed with the correct schema type, include only first-party or properly licensed reviews, and ensure the visible content matches the structured data exactly to avoid manual actions or rich-result suppression.
Detailed Explanation
Correct implementation of review snippets and ratings markup on local landing pages starts with eligibility: Google requires that the rating or review be genuinely present on the page and tied to the specific business, product, or service represented there. For local pages, this usually means using the appropriate schema type for the page entity, pairing the structured data with visible review content, and avoiding aggregate ratings that are copied from elsewhere or applied sitewide. The markup must be precise, consistent, and not misleading; if the landing page is a city-specific service page, the reviews shown and marked up should reflect that exact location or service area, not a different branch or the corporate homepage.
Key Technical Drivers
- Mark up only reviews that are visible on the same local landing page and clearly associated with the local entity being promoted; do not borrow ratings from your homepage, GBP, or another location page.
- Use schema types and properties that match the page content, and include the reviewer name, review date, rating value, and reviewed item only when those fields are actually displayed to users.
- Validate structured data against Google’s rich result guidelines, keep aggregate ratings accurate and current, and remove markup immediately if the underlying review content is changed, hidden, or no longer page-specific.