让评价富媒体搜索结果更实用
使用集合让一切井井有条
根据您的偏好保存内容并对其进行分类。
2019 年 9 月 16 日，星期一
在搜索产品或服务时，因具有评价富媒体搜索结果（您有时会在搜索结果旁边看到的评分和/或“星级”）而显得比较醒目的搜索结果可能非常实用。
为了让这些搜索结果更加实用并且更有意义，我们现推出一项针对富媒体搜索结果中的评价的算法更新。
这次更新还解决了网站所有者向我们报告的一些无效或误导性实施问题。
专注于适合评价的架构类型
虽然严格来说，您可以为任何架构类型附加评价标记，但对许多类型而言，显示星级评价并不会为用户带来太多额外价值。经过这次更改，我们将限制可能在 Google 搜索中触发评价富媒体搜索结果的架构类型池。具体而言，我们将只针对以下类型（及其各自的子类型）显示评价：
不允许针对 LocalBusiness 和 Organization 提供自利评价
可被视为“自利”的评价并不符合用户的最佳利益。如果有关实体 A 的评价出现在实体 A 的网站上（直接出现在标记中或通过嵌入式第三方微件提供），我们将此类评价称为“自利”评价。因此，经过这次更改，如果评价受到被评价的实体控制，那么我们不会再针对 LocalBusiness 和 Organization 架构类型（及其子类型）显示评价富媒体搜索结果。
更新时间：2019 年 9 月 18 日
为清楚起见，我们特做如下详细解释。在过去，商家或组织等实体可向自己的首页或另一网页添加与自身有关的评价标记，并经常导致系统显示此网页的评价摘要。此标记可能是由相应实体直接添加的，也可能是通过使用第三方微件嵌入的。
我们将这种行为视为“自利”行为，因为实体本身选择了向自己的网页添加与自己的商家或组织有关的标记。
我们已不再显示商家和组织（LocalBusiness 和 Organization 架构类型）的自利评价。例如，如果用户对某个商家的评价属于自利评价，我们将不再显示相应的丰富评价摘要。
对于本文档中所列的其他架构类型，我们允许显示相关评价。例如，烹饪网站可对食谱使用标记以总结访问者的评价。然后，当这些食谱显示在搜索结果中时，我们便可将此丰富评价标记包含在内。
常见问题解答
Google 搜索不会显示这些网页的评价摘要。我们会将嵌入第三方微件视为一种用于控制评价关联过程的手段。
我需要从 LocalBusiness 或 Organization 中移除自利评价吗？
您无需移除这些评价。Google 搜索只是不再显示这些网页的评价摘要而已。
你们会因我的网站中包含自利评价而对网站采取手动操作吗？
此更新会影响我的商家资料吗？
不会，您的商家资料不会受到影响，因为此更新只与自然搜索有关。
收集与其他组织有关的评价的网站会受到影响吗？
这类网站不会受到影响。收集评价的网站可以与评价摘要（对其他组织的评价）一起显示在搜索结果中。
此更新也适用于 AggregateRating 吗？
适用。它适用于 Review 和 AggregateRating。
如果某条自利评价仍显示在搜索结果中，我该如何举报？
我们正在考虑针对这种情况创建一个专用举报表单（如果需要）。由于我们正在逐步实施这项变更，因此您可能仍会看到一些不该出现的评价星级。
为评价对象添加 name
经过此次更新，name 属性现已成为必需项，因此请确保为评价对象指定 name。
此次更新有助于为用户提供更有意义的评价体验，而大多数网站所有者只需做极少更改或不需要做任何更改。您可以在开发者文档中找到所有的更新记录。如果您有任何疑问，请随时访问我们的网站站长论坛！
发布者：Yuxin Cao，软件工程师；以及 Sven Naumann，信任与安全搜索工程师
如未另行说明，那么本页面中的内容已根据知识共享署名 4.0 许可获得了许可，并且代码示例已根据 Apache 2.0 许可获得了许可。有关详情，请参阅 Google 开发者网站政策。Java 是 Oracle 和/或其关联公司的注册商标。
[null,null,[],[[["\u003cp\u003eGoogle Search is limiting the schema types eligible for review rich results to enhance their relevance and address misleading implementations.\u003c/p\u003e\n"],["\u003cp\u003eSelf-serving reviews are no longer displayed for LocalBusiness and Organization schema types to ensure authenticity and user trust.\u003c/p\u003e\n"],["\u003cp\u003eThe \u003ccode\u003ename\u003c/code\u003e property is now a requirement when implementing review structured data to provide clarity on the reviewed item.\u003c/p\u003e\n"],["\u003cp\u003eGoogle recommends reviewing the updated developer documentation for detailed information on review rich result guidelines and best practices.\u003c/p\u003e\n"]]],["Google's algorithm now limits review rich results to specific schema types, including Book, Course, and Product, aiming for more meaningful user experiences. Self-serving reviews, where businesses review themselves on their own sites, are no longer displayed for LocalBusiness and Organization schema types. The `name` property is now required for review items. Third-party widgets are considered self-serving if a business is embedding reviews about themself. These changes do not require content removal but apply to `Review` and `AggregateRating`.\n"],null,["# Making Review Rich Results more helpful\n\nMonday, September 16, 2019\n\n\nSearch results that are enhanced by review rich results can be extremely helpful when searching\nfor products or services (the scores and/or \"stars\" you sometimes see alongside search results).\n\n\nTo make them more helpful and meaningful, we are now introducing algorithmic updates to reviews in\nrich results. This also addresses some of the invalid or misleading implementations site owners\nhave flagged to us.\n\nFocus on schema types that lend themselves to reviews\n-----------------------------------------------------\n\n\nWhile, technically, you can attach review markup to any schema type, for many types displaying\nstar reviews does not add much value for the user. With this change, we're limiting the pool of\nschema types that can potentially trigger review rich results in search. Specifically, we'll\nonly display reviews with those types (and their respective subtypes):\n\n- [schema.org/Book](https://schema.org/Book)\n- [schema.org/Course](https://schema.org/Course)\n- [schema.org/CreativeWorkSeason](https://schema.org/CreativeWorkSeason)\n- [schema.org/CreativeWorkSeries](https://schema.org/CreativeWorkSeries)\n- [schema.org/Episode](https://schema.org/Episode)\n- [schema.org/Event](https://schema.org/Event)\n- [schema.org/Game](https://schema.org/Game)\n- [schema.org/HowTo](https://schema.org/HowTo)\n- [schema.org/LocalBusiness](https://schema.org/LocalBusiness)\n- [schema.org/MediaObject](https://schema.org/MediaObject)\n- [schema.org/Movie](https://schema.org/Movie)\n- [schema.org/MusicPlaylist](https://schema.org/MusicPlaylist)\n- [schema.org/MusicRecording](https://schema.org/MusicRecording)\n- [schema.org/Organization](https://schema.org/Organization)\n- [schema.org/Product](https://schema.org/Product)\n- [schema.org/Recipe](https://schema.org/Recipe)\n- [schema.org/SoftwareApplication](https://schema.org/SoftwareApplication)\n\nSelf-serving reviews aren't allowed for `LocalBusiness` and `Organization`\n--------------------------------------------------------------------------\n\n\nReviews that can be perceived as \"self-serving\" aren't in the best interest of users. We call\nreviews \"self-serving\" when a review about entity A is placed on the website of entity A\n- either directly in their markup or via an embedded third-party widget. That's why, with this\nchange, we're not going to display review rich results anymore for the schema types\n[`LocalBusiness`](https://schema.org/LocalBusiness) and\n[`Organization`](https://schema.org/Organization) (and\ntheir subtypes) in cases when the\nentity being reviewed controls the reviews themselves.\n\nUpdated on September 18, 2019:\n------------------------------\n\n\nTo explain more, in the past, an entity like a business or an organization could add review\nmarkup about themselves to their home page or another page and often cause a review snippet to\nshow\nfor that page. That markup could have been added directly by the entity or embedded through the\nuse\nof a third-party widget.\n\n\nWe consider this \"self-serving\" because the entity itself has chosen to add the markup to its own\npages, about its own business or organization.\n\n\nSelf-serving reviews are no longer displayed for businesses and organizations (the\n`LocalBusiness` and `Organization` schema types). For example, we will no\nlonger display rich review snippets for how people have reviewed a business, if those reviews are\nconsidered self-serving.\n\n\nReviews are allowed and displayed for other schema types listed in the\n[documentation](/search/docs/appearance/structured-data/review-snippet). For example, a\ncooking site might use markup for recipes to summarize its visitor reviews. In turn, we might\ninclude this rich review markup for when those recipes appear in search.\n\nFAQ\n---\n\n### What if I'm using a third-party widget to display reviews about my\nbusiness?\n\n\nGoogle Search won't display review snippets for those pages. Embedding a third-party\nwidget is\nseen as controlling the process of linking reviews. \n\n### Do I need to remove self-serving reviews from `LocalBusiness` or\n`Organization`?\n\n\nNo, you don't need to remove them. Google Search just won't display review snippets for\nthose pages anymore. \n\n### Will I get a manual action for having self-serving reviews on my site?\n\n\nYou won't get a manual action just for this. However, we recommend making sure that your\n[structured data matches our\nguidelines](/search/docs/appearance/structured-data/sd-policies). \n\n### Does this update affect my Business Profile?\n\n\nNo, your Business Profile is not affected as this update only relates to organic Search. \n\n### Will sites that gather reviews about other organizations be affected?\n\n\nNo, that's unchanged. Sites that gather reviews can show up with review snippets (for\ntheir\nreviews of other organizations) in search results. \n\n### Does this update apply to `AggregateRating` too?\n\n\nYes. It applies to `Review` and `AggregateRating`. \n\n### How do I report if a self-serving review is still appearing in search\nresults?\n\n\nWe're considering creating a special form for this, if needed. We're slowly rolling out\nthis\nchange, so you may still see some cases of review stars where they shouldn't be.\n\nAdd the `name` of the item that's being reviewed\n------------------------------------------------\n\n\nWith this update, the `name ` property is now required, so you'll want\nto make sure that you specify the `name` of the item that's being\nreviewed.\n\n\nThis update will help deliver a much more meaningful review experience for users, while requiring\nlittle to no changes on the part of most site owners. You can find all those updates documented in\n[our developer documentation](/search/docs/appearance/structured-data/review-snippet). If\nyou have any questions, you can come to our\n[webmaster forums](https://support.google.com/webmasters/community)!\n\n\nPosted by Yuxin Cao, Software Engineer and Sven Naumann, Trust and Safety Search"]]
