Does Trustpilot offer any SEO benefits? What about Yelp?
Yes, if they offer structured data, they can, but that’s because, at least for reviews, Google doesn’t want to see you use structured data for your own site.
What?
I hope to make that more clear below:
At roughly 54 minutes into the English Google SEO Office-Hours From November 26, 2021, Google Search Advocate John Mueller was asked about this.
Basically, the question was about how, from a Google perspective, it would be best to display customer feedback on one’s own site.
John’s reply was:
“You can definitely put these on your home page. We would see these more as testimonials, because you’re kind of like picking and choosing what you want to show.
“Using structured data for that on your own website is something that we wouldn’t like to see. We would probably ignore that.
“But sending users to a third-party review site where they can review it, I think is kind of the best approach there, because what would happen then is if we show that listing from that third-party review site, we can show the structured data for your business there.
“So if that’s…for example, you’re listing on Yelp, and they leave the reviews there.
“When that Yelp listing is shown in search, we will know, like, ‘This is a list of businesses, essentially,’ so we can show this structured data about the business. And then we can use that review markup and show those stars in the search results.
“I don’t know if Yelp has structured data, but if they do have this structured data, then that’s something that we could pick up there.
“Showing it on your website as well, kind of in a textual form is perfectly fine. And testimonials are super common and super popular.
“But it’s just that we wouldn’t show the stars in the search results for that.”
So, when it comes to reviews/testimonials–specifically, star ratings–Google doesn’t like to see your site use structured data for that purpose. (And that makes sense, because those star ratings can easily be tweaked by the site owner.)
That’s where third-party sites–particularly those that have structured data that’s displayed in Google searches–come in.
So, yes, Yelp and Trustpilot–if they offer structured data that’s seen in the search results–can be good for SEO.
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