Google updates the search results for product review pages by listing the pros and cons of the item in the search snippet.
In addition, there is structured data to go along with this update, but it is not 100% mandatory to claim new snippets.
While the new pros and cons of structured data are recommended, Google says it will try to pull information into snippets automatically.
Here’s what’s changing and how to manually add structured data to product review pages.
New snippet search for product review pages
Google is displaying more detailed snippets for product review pages with new lines of text listing pros and cons.
In a blog post, Google writes:
“Product reviews often list the pros and cons that our research has shown to be popular with customers when making purchasing decisions. Because of their importance to users, Google Search can highlight the pros and cons in a product review snippet in search results.”
An example of a new search snippet is shown below: Google can create these new snippets automatically as long as the information appears somewhere on the page.
You can make the information understandable to Google by tagging your product review pages with the pros and cons of structured data.
The new pros and cons of structured data
In conjunction with the product review search snippets update, Google is introducing a new type of structured data.
As a best practice, it is always recommended to use structured data supported by Google whenever possible, even if it is not mandatory.
To manually tell Google the pros and cons of an editorial product review, add positiveNotes properties and/or negatives to your nested product review.
If you are adding pros and cons of structured data, you must follow the following guidelines:
Currently, only editorial product review pages are eligible to appear pros and cons in search, not sales product pages or product customer reviews.
There must be at least two product statements. This can be any combination of positive and/or negative statements (e.g., ItemList markup with two positive statements is acceptable).
The pros and cons must be visible to users on the page.