Google displays reviews from multiple sources on a single search engine results page (SERP) using different standards. Google Seller Ratings requires 150 transaction-verified reviews over 12 months with an aggregate score over 3.5 from approved sources. Google My Business allows any user to leave unverified reviews after signing in. Rich Snippets can display reviews from various sources using schema markup, including self-generated reviews. The same SERP can thus show reviews adhering to different policies.

1. Reviews & Rankings:
2018 and Beyond
Mike Blumenthal Simon Woods

2. Multiple Review Policies in the same SERP
• Google Seller Ratings – displayed next to AdWords Ads: Must be at least 150 transaction-verified reviews
over a rolling 12 month period. Aggregate score must be at least 3.5 to be shown. Review source must be
one of around 20 approved review systems.
• Google My Business – displayed in Map Pack & Knowledge Panel: ‘Open’ platform where anyone can leave
a review, whether they have experience of the business or not, so long as they sign in to Google.
• Rich Snippets – displayed next to organic listings on a subdomain (for example a branch page of a multi-
location business): Could be anything! Schema markup enables a variety of sources could be Facebook, ‘Self
generated’ reviews, Seller Ratings etc.

3. Google My Business –
displayed in Map Pack
& Knowledge Panel:
‘Open’ platform where
anyone can leave a
review, whether they
have experience of the
business or not, so long
as they sign in to their
Google account.
The same SERP, but three different review standards

4. Reviews Snippets (aka
Rich Snippets) –
displayed next to
organic listings on a
subdomain:
Example would be a
branch page of a multi-
location business,
activated using Google
markup from a rating
website, varied policies
depending on
originating site.
The same SERP, but three different review standards

5. Google Seller Ratings –
displayed next to
AdWords Ads:
Must be at least 150
authentic, transaction-
verified reviews over a
rolling 12 month
period. Aggregate score
must be >3.5 to be
shown. Review source
must be one of around
15-20 Google approved
review systems.
The same SERP, but three different review standards