Why aggregate ratings matter
The average compresses hundreds of opinions into one signal, and the count says how proven that signal is. Together they answer “is this good” and “how sure are we” in half a second.
Where aggregate ratings appear
- Product pages, next to the title and above the fold
- Search results, as review stars generated from schema markup
- Category and collection pages, where shoppers compare items
- Shopping feeds and ads that support ratings
Questions
Is a higher aggregate rating always better?
A near-perfect score on a handful of reviews reads as thin or curated. A slightly lower average on a large count often carries more weight with shoppers.
How is an aggregate rating marked up for search?
With AggregateRating structured data inside Product markup. Valid markup is what makes a page eligible for review stars in results.