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Friday, August 5, 2022
Product reviews are a valuable resource for users researching which product to buy.
Product reviews often contain a list of pros and cons, which our research has shown
to be popular with shoppers when making their purchasing decisions.
Because of their importance to users, Google Search may highlight
pros and cons
in the product review snippet in Search results.
You can tell Google about your pros and cons by supplying
pros and cons structured data
on editorial review pages. When you're adding structured data to your web pages, you can use
Rich Results Test
to make sure it's correct and valid for Google Search.
The tool has been recently extended to check for pros and cons structured data in addition to
all the other structured data types supported by Google Search.
If you do not provide structured data,
Google may try to automatically identify pros and cons listed on the web page.
Google will prioritize supplied structured data provided by you over automatically extracted data.
We tested this with website owners, and received positive feedback on this capability.
Here is an example web page with JSON-LD encoded structured data that could be used for the
above search results experience.
Note that the text in the structured data must match the text on your page.
Currently, only editorial product review pages are eligible for the pros and cons enhancement
in Search, not merchant product pages or customer product reviews.
The experience is available in Dutch, English, French, German, Italian, Japanese, Polish,
Portuguese, Spanish, and Turkish in all countries where Google Search is available.
For more information on how to implement pros and cons structured data, check out the
Google Search Central documentation on
Product structured data.
For additional advice, please check out Google Search Central
help pages
and our public
forum.
Posted by Pascal Van Cleeff (Software Engineer) and
Alan Kent (Search Advocate)
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],[],[[["\u003cp\u003eGoogle Search can now highlight product review pros and cons, improving user experience by providing key decision-making information directly in search results.\u003c/p\u003e\n"],["\u003cp\u003eWebsites can use structured data to explicitly specify product pros and cons, ensuring accuracy and improving the likelihood of appearing in enhanced search results.\u003c/p\u003e\n"],["\u003cp\u003eWhile structured data is preferred, Google may automatically extract pros and cons if not explicitly provided, prioritizing structured data over automatic extraction to maintain content control for website owners.\u003c/p\u003e\n"],["\u003cp\u003eCurrently, this feature is limited to editorial product reviews, excluding merchant and customer reviews, and is available in multiple languages globally.\u003c/p\u003e\n"],["\u003cp\u003eFor detailed implementation guidance and support, resources like Google Search Central documentation, help pages, and community forums are available to website owners.\u003c/p\u003e\n"]]],["Google Search highlights product review pros and cons in search results. Websites can supply this information via structured data on editorial review pages, using the Rich Results Test to ensure validity. Google may automatically identify pros and cons if no structured data is provided, but structured data is prioritized. The data includes lists of positive and negative notes, encoded using JSON-LD. This feature is available in multiple languages across Google Search regions and is restricted to editorial reviews, not merchant or customer ones.\n"],null,["# New in structured data: Pros and cons\n\nFriday, August 5, 2022\n\n\nProduct reviews are a valuable resource for users researching which product to buy.\nProduct reviews often contain a list of pros and cons, which our research has shown\nto be popular with shoppers when making their purchasing decisions.\nBecause of their importance to users, Google Search may highlight\n[pros and cons](/search/docs/appearance/structured-data/product#pros-cons)\nin the product review snippet in Search results.\n\n\nYou can tell Google about your pros and cons by supplying\n[pros and cons structured data](/search/docs/appearance/structured-data/product#pros-cons)\non editorial review pages. When you're adding structured data to your web pages, you can use\n[Rich Results Test](https://search.google.com/test/rich-results)\nto make sure it's correct and valid for Google Search.\nThe tool has been recently extended to check for pros and cons structured data in addition to\nall the other structured data types supported by Google Search.\n\n\nIf you do not provide structured data,\nGoogle may try to automatically identify pros and cons listed on the web page.\nGoogle will prioritize supplied structured data provided by you over automatically extracted data.\nWe tested this with website owners, and received positive feedback on this capability.\n\n\nHere is an example web page with JSON-LD encoded structured data that could be used for the\nabove search results experience.\nNote that the text in the structured data must match the text on your page. \n\n```\n\u003chtml\u003e\n \u003chead\u003e\n \u003ctitle\u003eCheese Knife Pro review\u003c/title\u003e\n \u003cscript type=\"application/ld+json\"\u003e\n {\n \"@context\": \"https://schema.org\",\n \"@type\": \"Product\",\n \"name\": \"Cheese Knife Pro\",\n \"review\": {\n \"@type\": \"Review\",\n \"name\": \"Cheese Knife Pro review\",\n \"author\": {\n \"@type\": \"Person\",\n \"name\": \"Pascal Van Cleeff\"\n },\n \"positiveNotes\": {\n \"@type\": \"ItemList\",\n \"itemListElement\": [\n {\n \"@type\": \"ListItem\",\n \"position\": 1,\n \"name\": \"Consistent results\"\n },\n {\n \"@type\": \"ListItem\",\n \"position\": 2,\n \"name\": \"Still sharp after many uses\"\n }\n ]\n },\n \"negativeNotes\": {\n \"@type\": \"ItemList\",\n \"itemListElement\": [\n {\n \"@type\": \"ListItem\",\n \"position\": 1,\n \"name\": \"No child protection\"\n },\n {\n \"@type\": \"ListItem\",\n \"position\": 2,\n \"name\": \"Lacking advanced features\"\n }\n ]\n }\n }\n }\n \u003c/script\u003e\n \u003c/head\u003e\n \u003cbody\u003e\n . . .\n \u003cp\u003ePros:\u003c/p\u003e\n \u003cul\u003e\n \u003cli\u003eConsistent results\u003c/li\u003e\n \u003cli\u003eStill sharp after many uses\u003c/li\u003e\n \u003c/ul\u003e\n \u003cp\u003eCons:\u003c/p\u003e\n \u003cul\u003e\n \u003cli\u003eNo child protection\u003c/li\u003e\n \u003cli\u003eLacking advanced features\u003c/li\u003e\n \u003c/ul\u003e\n . . .\n \u003c/body\u003e\n\u003c/html\u003e\n```\n\n\nCurrently, only editorial product review pages are eligible for the pros and cons enhancement\nin Search, not merchant product pages or customer product reviews.\nThe experience is available in Dutch, English, French, German, Italian, Japanese, Polish,\nPortuguese, Spanish, and Turkish in all countries where Google Search is available.\n\n\nFor more information on how to implement pros and cons structured data, check out the\nGoogle Search Central documentation on\n[Product structured data](/search/docs/appearance/structured-data/product#pros-cons).\nFor additional advice, please check out Google Search Central\n[help pages](/search/docs)\nand our public\n[forum](https://support.google.com/webmasters/community).\n\n\nPosted by Pascal Van Cleeff (Software Engineer) and\n[Alan Kent](https://twitter.com/akent99) (Search Advocate)"]]