Google Reduces the Number of Reviews in Search Engine Results Pages (SERP) in 2019

By 3 years ago

It’s no secret that many of us relying on reviews found online to make a decision about a company. Something so simple as a quick Google search can pull up a multitude of information, including reviews, about a business.

Now, as much as reviews can be helpful, they can also be manipulated; businesses can post their own positive reviews about their companies to encourage a potential buyer to make a sale.

Google has recently announced some changes that are being made to review rich results that will intentionally block (or not display) pages that are “flagged” for containing reviews written by themselves.

How are “fake” reviews being monitored?

They are doing this by focusing on schema type (codes). Schema markup is code that you embed on your website to help the search engines turn up better results for your users. Google is limiting the schema types that may draw up review rich results when searched.

According to Google, “Reviews that can be perceived as “self-serving” aren’t in the best interest of users. We call reviews “self-serving” when a review about entity A is placed on the website of entity A – either directly in their markup or via an embedded 3rd party widget. That’s why, with this change, we’re not going to display review rich results anymore for the schema types LocalBusiness and Organization (and their subtypes) in cases when the entity being reviewed controls the reviews themselves.”

To simplify this, if a review is flagged on a business’s site that they have either left by themselves or embedded on their website by the use of a third-party widget, then it is considered self-serving, and therefore doesn’t contain helpful information for reviewers.

So, Google will not be showing the results for the LocalBusiness and Organization schema types, that are flagged as embedded on the business’s own site.

Now, while this is removing many “fake” reviews, it is also helping remove “skewed” results. While they may have a great product, if a company themselves is reviewing it, or promoting the review, then it means that the review is sure to be in their favor, and therefore not considered accurate or reliable.

What does this mean?

  • This does not affect businesses other than them not showing up in organic searches.
  • It will not affect Google My Business Listings.
  • If you are using a third-party widget to display the reviews on your page, it will be still be seen as controlling the process of linking reviews and the page not displayed.
  • This update also applies to Review and AggregateRating.
  • This update also requires that the name of the product being reviewed is mentioned. There can be no vagueness.

This update causes no inconvenience to website owners, but will significantly improve the review experience for users. Allowing them to trust reviews with confidence.

If you plan on continuing to use Google search as an organic method to boost your website traffic than we would recommend that you carefully review Google’s new policy and make any necessary changes not to have your content blocked from search results. 


Ali Jaffar has been building dazzling websites and creating amazing online experiences for over a decade. His mastery of the latest innovations in web development results in world-class website experiences set apart by show-stopping style and seamless functionality. A highly sought-after consultant, Google Analytics qualified individual, and fifty-time award-winning web development guru, Ali lends his talents to build and bolster digital experiences for a wide array of clients, with a keen focus on web design for nonprofit organizations. When Ali’s not helping his clients grow or providing pro bono services via his Coding For Causes program, you can find him doing yoga, walking his dog, exploring beautiful open spaces, enjoying a nice bike ride, or writing pieces about technology, SEO, Web3 and the world on Huge Thinking and RunningSEO.