讓評論複合式搜尋結果變得更實用
透過集合功能整理內容
你可以依據偏好儲存及分類內容。
2019 年 9 月 16 日，星期一
當使用者在搜尋產品或服務時，結合評論複合式搜尋結果的搜尋結果能為他們提供極大幫助 (有時候搜尋結果旁邊會顯示分數和/或「星等」評分)。
為了讓這類搜尋結果對使用者更有幫助和意義，我們已針對複合式搜尋結果中的評論更新演算法，同時處理了網站管理員向我們回報的一些無效或具有誤導性的實作問題。
專注於適合評論的架構類型
雖然在技術上來說，您可以針對任何類型的架構附加評論標記，但是許多類型的架構就算顯示星等評論，對使用者也沒有多少價值。經過這次調整，我們將限制可能在 Google 搜尋中觸發評論複合式搜尋結果的架構類型。具體來說，我們只會針對下列類型 (和相關子類型) 顯示評論：
LocalBusiness 和 Organization 架構不得使用自刊評論
如果評論是由產品或服務供應商「自行刊登」，對於使用者的幫助就很有限。在我們看來，凡是實體介紹網站自帶的評論 (無論是直接附在標記中，還是透過內嵌的第三方小工具顯示) 都算是「自刊評論」。正因為實體可能控制自身獲得的評論，所以我們必須調整演算法，不再繼續針對 LocalBusiness 和 Organization 類型 (及其子類型) 的架構顯示評論複合式搜尋結果。
2019 年 9 月 18 日更新：
以前，公司或機構之類的實體可能會在自家網站的首頁或其他頁面中加入與自身相關的評論標記，而這常會造成相關網頁的搜尋結果顯示評論摘錄。這類標記可能是由實體直接加入，也可能是透過第三方小工具所嵌入。
我們將這種行為視為「自刊評論」，因為是實體自行選擇在網頁中加入與自身有關的標記。
現在，我們已經不會再顯示公司和機構的自刊評論 (LocalBusiness 和 Organization 架構類型)。也就是說，只要我們認定使用者所做的評論是由實體自行刊登，就不會再為其顯示複合式評論摘錄。
我們仍然接受並會顯示其他類型架構的評論 (可參閱這份說明文件)。舉例來說，料理網站可能會使用食譜標記來摘述訪客的評論，所以當這些食譜出現在搜尋結果中時，就可能附上這個複合式評論標記。
常見問題
Google 搜尋將不會就相關網頁顯示評論摘錄，因為我們認為嵌入第三方小工具等同於控制連結評論。
我需要從 LocalBusiness 或 Organization 架構中移除自刊評論嗎？
您不必移除這類內容。這次調整只是 Google 搜尋單方面不會再針對相關網頁顯示評論摘錄。
這次調整會對我的商家檔案帶來影響嗎？
不會，這次調整是針對自然搜尋，不會影響到您的商家檔案。
如果網站會收集其他機構的評論，是否會受到這次調整影響？
不會，一切維持原樣。評論收集網站仍然可以在搜尋結果中顯示評論摘錄 (當然內容是關於其他機構的評論)。
這次調整是否也適用於 AggregateRating？
是，Review 和 AggregateRating 都在適用範圍內。
如果發現搜尋結果中仍有自刊評論，該如何檢舉？
如果有需要，我們會考慮為此提供一份特別表單。由於這項改變還在緩慢推行，所以您可能還是會在一些地方看到不該出現的評論星等。
為接受評論的項目加入 name
這次演算法更新已將 name 納入必要屬性，所以您必須為接受評論的項目指定 name。
本次調整有助於為使用者提供更有意義的評論資訊，而且大部分網站擁有者都不需要多費力氣就能處理完畢。如需這些更新內容的完整資訊，請參閱我們的開發人員說明文件。如果您有任何疑問，歡迎前往網站管理員論壇提問！
發文者：軟體工程師 Yuxin Cao 和信任與安全搜尋團隊成員 Sven Naumann
除非另有註明，否則本頁面中的內容是採用創用 CC 姓名標示 4.0 授權，程式碼範例則為阿帕契 2.0 授權。詳情請參閱《Google Developers 網站政策》。Java 是 Oracle 和/或其關聯企業的註冊商標。
[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"]]
