Let’s face it—when was the last time you made a purchase online or selected a local service without looking at the reviews first?

Exactly.

Those little yellow stars you see under a business name in Google? 

They have a lot of power when it comes to making decisions. 

If you’re looking for “best Thai food near me” or deciding between SEO plugins, Google star ratings can mean the difference between a click or a scroll-by.  

In this post, we will look at how Google star ratings work, why they are important, and, most importantly, how you can use them to grow your business.

What Are Google Star Ratings?

Google star ratings are those 1-to-5 stars showing up on several surfaces within Google (Search, Maps, and Shopping) that are based on user reviews and are meant to signify average customer sentiment. 

Here’s where they display:

• Google Business Profiles

• Local map packs/Google 3 Pack

• Google Ads (via seller rating extensions)

• Product listings in Google Shopping

• Organic search results (with proper schema markup) 

These stars are trust signals and not just cosmetic icons that help customers decide more quickly. 

Why Google Star Ratings Matter: The Psychology Behind the Click

An estimated 87% of consumers read online reviews for local businesses in 2023, according to a BrightLocal survey. 

And what was the #1 visual trust signal? Star ratings.

Think about it:

• Would you rather go to a 4.8-star coffee shop with 300 reviews or a 3.2-star coffee shop with 20 reviews? 
• Would you trust a product with no stars over one with 4.5 stars from verified buyers?

Star ratings give a shortcut to trust.

Also Read – Google My Business for Doctors: A Step-by-Step Guide

Some other interesting stats:

• Stars in search listings can increase click-through rates of search results by as much as 35% (Moz).

• Businesses with 4.2 – 4.5 ratings perform better than businesses that have “perfect” 5.0 ratings (which many of us view with distrust).

• 76% of people trust online reviews as much as personal recommendations.

So, it’s not just perception – that’s conversion power. 

How Google Star Ratings Work (And Where They Come From)

Let’s clarify a major misunderstanding: Google isn’t creating star ratings on its own. 

There are two main sources for star ratings:

1. Google Customer Reviews

These are reviews that customers leave on your Google Business Profile. They directly impact your local search visibility, your presence on Google Maps, and your overall reputation — which is a key aspect when understanding the difference b/w SEO and local SEO.

2. Aggregate Ratings from Review Schema

This structured data on your website tells Google how your product, article, course, or service is rated. When set up appropriately, this data can display star ratings in the organic search results.

Different Types of Google Star Ratings

Let’s quickly break down where and how you see star ratings:

Each format requires a slightly different strategy to trigger.

How to Earn Google Stars (Legitimately)

Here’s how you can earn those star ratings across various touchpoints:

1. Add Google Star Ratings to Your Website

You can show star ratings in organic search by putting that review data on your website in structured data markup (often referred to as “schema”). 

Structured data markup tells Google:

• What product or service are you selling
• The average rating
• The total number of reviews
• Who left the reviews

You don’t need to manually code this. You can use plugins like Schema Pro, Rank Math, or Yoast SEO Premium to do this easily if you are on a WordPress website. 

It’s among the best ways to earn Google star ratings on your website, especially from ecommerce and through service pages.

2. Optimize Your Google Business Profile

If you run a local business, then your Google Business Profile is going to be crucial for getting reviews. 

This is where users leave reviews that will affect your google my business SEO and maps visibility. 

Here are some ideas to bolster your star rating and game:

• Send customers a direct review link via email or text right after every interaction.

• Respond to every review that comes your way – good or bad. Responding shows engagement.

• Do not incentivize reviews (this is directly against Google policy).
• Add as many business categories, descriptions, photos, and accurate hours.

Companies that actively engage in asking for reviews will typically get 2x the number of reviews as companies that do not.

3. Implement Seller Ratings in Google Ads

Do you run Google Ads? You can use seller rating extensions to add star ratings to your search ads. They show up below your ad and will help build trust in just a glance — especially effective when running local PPC ads targeting nearby customers.

To qualify, you need:

• 100 reviews in the past 12 months
• An average rating of 3.5 stars or more
• Reviews should come from Google-approved sources like TrustPilot, Feefo, or Google Customer Reviews.

These ratings can increase ad CTR by 17% or more and will give you more clicks for the same spend.

4. Enhance Local SEO with Star Ratings

Reviews and star ratings are local ranking factors. Google says they include:

• Review count
• Review freshness
• Keywords in reviews
• Sentiment and language

Therefore, the more high-quality reviews you accumulate, particularly those containing local keyword phrases, the higher your business ranks in local search.

5. Invest in Review Management Software (Not Fake Reviews)

You don’t have to “buy reviews” (and you shouldn’t—you’re being dishonest and taking a risk). But you can invest in review generation platforms that assist with gathering, managing, and showcasing real customer reviews.

Also read – Google Business Profile Optimization Tips for Roofers

These tools assist with:

• Automating review requests through email or SMS
• Gathering Google, Facebook, or industry-specific reviews
• Tracking review activity across platforms
• Embedding schema data on your site for SEO advantages

Popular review management solutions include:

• Podium

• Birdeye

• Trustpilot

SEO Benefits of Google Star Ratings

If you’re still unsure if it’s worth it, here’s how star ratings benefit your SEO:

1. Increased CTR in Search Results 

Sites that have visible star ratings in Google Search are more noticeable and receive increased clicks. 

Increased click-through rates enhance your general SEO performance over the long term.

2. Increased Keyword Context in Reviews

Reviews naturally tend to contain long-tail keywords, which causes your site to rank for specialized search phrases such as:

• “Cheap yoga classes with excellent reviews”
• “Best tax consultant with 5-star rating”

3. Increased Trust = Improved Conversions

Positive star ratings make consumers much more likely to act—whether an appointment is booked, something is purchased, or a contact form is filled out.

Avoid These Common Pitfalls

Although reviews are strong, mismanaging them can damage your reputation. Be careful of:

• Purchasing bogus reviews
• Discounting negative comments
• Proper schema implementation is incorrect
• Never engaging with customers

Google’s algorithm and your customers are wiser than you believe. Be honest and open—it always benefits.

Your Stars Are Your Reputation!

Those small stars are no longer small. Google star ratings are now vital to SEO, branding, and conversions. They have an impact on how people perceive your business and how frequently they opt for you over others.

The good news is that you have the power.

Begin gathering more reviews, use schema properly, keep an eye on your star ratings, and see your search visibility, CTR, and trust fly through the roof.

Do You Need Assistance in Setting Up Google Star Ratings for Your Business?

We specialize in Google review schema implementation, GMB optimization, and integration of review management software at Uvisible. 

Whether you are a local business, an eCommerce site, or an enterprise brand, we enable your reviews to have their full SEO power, efficaciously and ethically.

Get started today by contacting us and let those stars work for you!