But that begs a couple of questions. Why do stars matter so much, and how do you get stars to show up in the first place? Well, the answers to those questions are rather complicated, so let’s break them down one at a time. When we’re done, you’ll have a good understanding of how you can increase click-through by 35% with star ratings on Google. So, without further ado, let’s get started!
Why Do Stars Matter So Much To Search Users?The short answer here is that star ratings are incredibly strong trust symbols for search users. The deeper reasons behind why users trust stars over pretty much any other trust indicator on the web are mostly due to conditioning. We’ve been lead to believe that stars matter, so, in turn, they become essential. To learn more about trust indicators and other reasons people trust reviews over other forms, check out this article on social proof and trust influences. It takes a much deeper dive into what makes users trust, or not trust, a particular website or online business.
Yet another reason stars matter so much to search users and website owners is that they attract the eye. Stars stand out over other, much more plain, site listing on search engines. According to the CXL study mentioned earlier, user’s eyes tend to focus at the top three or so listings on a search engine. However, if your site has stars next to its listing, even if you’re not in the top three, users still tend to focus their eyes, albeit briefly, on your site. We all know how vital increased visibility is, and getting stars on your listing goes a long way toward helping increase your site’s search visibility. To see the breakdown of the eye-tracking done for the CXL Institute study, head over to their writeup. It has all the information you need.
How Do You Get stars To Show On Your Search Listing?To get stars to show up on your search listing and reap some of those impressive 35% click-through rewards, you’ll need to familiarize yourself with structured data and schema markdown code.
Okay, that sounds a little complicated. But, it’s much more straightforward than it seems. Basically, structured data tells search engines what content to expect from your website without having to render and crawl your whole page. The kinds of information the code gives search engines includes:
- Your type of business
- Where your business is
- The kinds of services you provide
- The average cost of your services (not always necessary)
- Your hours of operation
- And much, much more!