How accurate are Google consumer surveys

How to incorporate Google star ratings - an overview

Where do the Google stars work?

The following table clearly shows which ratings can be displayed where.
Click on the evaluation method to be navigated to the appropriate place in this article and to get more information!

* Own page means that you can also display the corresponding rating on your shop or website. External site means that these are displayed on the website of a third party (which collects and displays the reviews for you).

Seller ratings

Concrete customer voices are reflected in the seller ratings. These evaluations can only be influenced by one's own performance.



Ratings can be collected from various external sources. Some of these services are free and some are paid. Google does not change reviews but only shows users what they believe to have come from valuable sources. All other sources are sorted out.

These sources include:

  • Google customer reviews (formerly Google Certified Dealers) is a free program from Google that collects customer reviews after a purchase has been made. All questions are answered here. By integrating the technical link on the order confirmation page, the ratings can then be recorded. The administration runs through the Merchant Center.
  • StellaService evaluates your customer care, your shipping and returns in order to come to an independent qualitative judgment.

  • Readings taken from GoogleShopping studies generated.

  • Reviews from Google polls:Google uses this market research platform to collect data for domains and companies.
  • The information also comes from numerous othersReview partners:Examples are eKomi, Trusted Shops, Avis-Verifies and many others.


Seller ratings are only shown when one of the following criteria is met:

  • Google has received at least 100 unique reviews for the country through Google Customer Reviews in the past twelve months.
  • Google and / or its partners have evaluated or evaluated your website
  • Google has rated your website using Google Surveys.

Additionally need the following criteria must be met:

  • The average overall rating must be 3.5 or higher.
  • The domain in the ad's displayed URL must match the domain that has ratings.

Tip: In order to test whether there are seller ratings for a URL, this link can generally be used: "" must be replaced by the respective domain.


Product reviews

Product reviews relate solely to specific products and not to general experiences. The displayed value results from the summarized data for the product, which comes from various sources. In order for Google to provide you with this service, you must provide it in your own feed or via external providers.


Google can get the information here Obtain from your own feedby adding a complete and separate set of product reviews in the appropriate scheme. At least if you offer a rating function for visitors to your site.

In order to use product reviews via Google that are submitted via a feed, it is necessary to fill out a Google application form. It is then determined how the product review data is passed on to Google. Alternatively, you can use the following external providers:

  • Bazaarvoice
  • eKomi
  • Feefo
  • PowerReviews
  • Reevoo
  • Real reviews
  • Yotpo
  • Trustpilot
  • Trusted Shops


The ratings are generally visible in the product advertisements. If you offer a rating function on your site, these can of course also be seen on your site. Accordingly, if you do not have your own rating function, the ratings will be displayed on the selected external service.

So that the product ratings are displayed in the shopping results for individual products, there must be at least 50 reviews for all products. A single product must have more than 3 ratings so that the rating stars for this product are displayed in the shopping ads. However, the reviews can also be displayed on the Google Shopping page if there are fewer than 3 reviews for a product.

Review extensions

When creating a review extension, you choose a quoted or circumscribed review yourself and enter it as an extension in Google Ads. This then does not appear as a star scale in the text display, but as text with the associated source. Whether the rating appears then depends on many factors and is controlled by Google.


Google obtains the information from the reviews you have circumscribed or quoted that you have set as extensions.


The review extensions can appear under your ads text ads.

Reviews by Rich Snippets

This labeling method falls under the area of ​​search engine optimization (SEO). Reviews are marked by rich snippets and can be recognized by Google during the crawl. Rich snippets are the umbrella term for all additional information that is added to the organic search. How to develop and implement a suitable SEO strategy in addition to the star rating can be found in our article SEO Strategy 2021: In 7 Steps to Success.


You can pass the information on to Google through your own implementation of the rich snippets. The source code must be adapted so that a certain evaluation can be correctly recognized and interpreted. So the information is saved as astructured datamarked in the source code of the individual page. The uniform specifications for this come from

<div class="notwrapper" itemprop="reviewRating" itemscope itemtype="">
  <meta itemprop="worstRating" content="1" />
  <meta itemprop="bestRating" content="5" />
  <meta itemprop=ratingValue" content="4.50" />   

So that the information can be correctly interpreted, the type "reviewRating" is determined and the scale is given.


*** UPDATE ***

Google announced in September 2019 that they wanted to significantly limit star ratings in the organic SERPS. The reason for this are repeated attempts at manipulation by website operators. Specifically, Google no longer wants to play stars that can be interpreted as "self-serving".

Product rating stars are not affected, however.

Since the announcement by Google in September 2019, the star ratings have decreased, but you can still find them. It remains to be seen to what extent Google will crack down on this.

Local reviews

Local reviews are reviews from Internet users who shared their experience of your service through Google My Business.


In this case, the information comes from Google itself (Google my Business).


The local results are visible in the organic search. On the one hand, they can be reached using their own search function "Maps", on the other hand they are displayed in the general Google search if Google detects a local search intention.

Customer ratings

The customer ratings are based on industry-specific consumer surveys by Google and are also set as text instead of a star scale, depending on the country, below the ad text. However, this function is currently not available in Germany.


The data is generated by Google from consumer surveys.