Google Now Supports JSON-LD for Product and Review Rich Snippets

by Aaron Bradley on February 3, 2016

in Search Engines, Semantic Web, SEO

Google Now Supports JSON-LD for Review and Product Rich Snippets

Google Webmaster Trends Analyst John Mueller announced today on Google+ that Google is now supporting JSON-LD "for Reviews and Products structured data markup."

Until today the generation of review and product rich snippets in Google search results required either microdata or RDFa. Unlike these two inline structured data markup syntaxes, JSON-LD can be placed anywhere in an HTML document with a <script> tag, entirely separate from the page's presentation layer.

Today's change for reviews and products (which employ the types Review, AggregateRating and Product) is the latest of Google's incremental efforts to support the protocol, following on the heels of JSON-LD support for event rich snippets and Knowledge Graph features early in 2015, and recipe rich snippets in July 2015.

The Google Developers pages for product and review rich snippets have been updated to reflect the fact they're now supported by JSON-LD, but other documentation is still in the process of being changed.

Mueller also said in his post that "we've cleaned up some of our application logic. For example, requirements for explicit reviewed item and correct property name values are now enforced." He advises verifying that a site's code is compliant by using the Structured Data Testing Tool and the Search Console Data Dashboard, and to review the structured data documentation on Google Developers.

1 Social Ninja February 22, 2016 at 6:42 pm

Good news from Google. Thanks for share!

2 Rithika February 23, 2016 at 12:45 am

Great info! The best writeup I’ve seen on JSON-LD for local SEO. Thank you very much!

One question — Do you have a preferred WordPress plugin that allows you to add scripts to individual pages?

Can anyone give me an example of a website actually using JSON-LD to produce star rating and number or reviews in Google search results?

3 Aaron Bradley February 23, 2016 at 10:01 am

Thanks for your comment and kind words Rithika.

The Schema App Structured Data WordPress Plugin has the capabilities you’re seeking.

At time of writing here’s one site that has had review rich snippets generated from JSON-LD … and there have been others.

4 Rithika February 23, 2016 at 11:05 pm

Everything is fine, am happy about your blog. Thanks Aaron for sharing the reply, you have done a great job I appreciate your effort and I hope you will get more positive comments from the web users.

SEO Mentor

5 David March 3, 2016 at 8:21 am

I want to thank you very much for the loads of info on this site. I found SEOskeptic researching in the area of, “how to” for adding Schema. I’m in the early stages of learning JSON-LD. The primary platform I’m working with is WordPress. I’m looking for tools and information on “what to add” and “how to add.” I’m currently starting here. On one site I have the All-In-One plugin I installed for a software developer because it does have an option for a software developer, but very minimal, I think? I’m reaching out for guidance and information of where to start. Thank you.

6 Aaron Bradley March 22, 2016 at 5:01 pm

Thanks for your comment David. If you don’t mind hand-coding your JSON-LD, you can use any number of WordPress plugins (like this one) that will allow you to add a JSON-LD script (or anything else) the <head> of your document.

If you did want something less labor-intensive, The Schema App WordPress Plugin might work for you (you’ll need to register if you want to add specific schemas, and there is a page threshold for free implementation).

7 Nick April 19, 2016 at 7:12 pm

Aaron — Random question that I’ve been dying to ask someone “in the know.”

Let’s say you’re marking up a service like “Cell Phone Contracts” from the major providers.

Would you use the service schema or the product schema?

Service doesn’t seem to be supported by G, but product is.

Clearly it is a service “cell phone service” but I always feel like it would be a mistake to mark it up as one.

This has aways left me wondering. Would love to hear your thoughts.


8 Aaron Bradley June 6, 2016 at 2:50 pm

Thanks for your comment Nick, and sorry for the delayed response.

A bit of a judgement call, but – keeping in mind that a Product is defined by as “Any offered product or service” (emphasis mine) I think you’re better marking up this as a Product for Google compliance. While both descriptions are somewhat laconic, Service is more intended for a service in the sense of “professional service.”

If you see this comment I urge you to post the same question over at Semantic Search Marketing: I know many will weigh in there if you do. See also this related post by Jarno van Driel on the subject.

9 The Original Wordsmith April 28, 2016 at 12:10 pm

Great post. Lots to get my head around but very useful information here. Thank you.

10 Amirtha July 8, 2016 at 5:52 am

Hi Aaron,
This information is impressive; I am inspired with your post writing style & how continuously you describe this topic. After reading your post, thanks for taking the time to discuss this, I feel happy about it and I love learning more about this topic.

11 Marcus Rockey October 28, 2016 at 7:15 am

Yes a good article. I’m searching for the Greg Kellog (?) article and JSON template as mentioned by Bill Slawski.

Personally, I’m struggling to get to grips with JSON and looking for your other resources.


12 Ammy September 25, 2017 at 11:27 pm

Thank you so much, this article came just in time. I started a new website and wanted to use this langues. Great information and it is very helpful, that you posted google support json which is good for optimization.

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