Complete Guide to Product · Review · AggregateRating Schema

What Is Product Schema

Product, Review, and AggregateRating are core ecommerce schemas whose impact is maximized when used in combination rather than alone.

• Product: Reports product name, description, image, price, and stock status
• Review: Reports individual reviews (rating, content, author, date)
• AggregateRating: Reports aggregate ratings (average score, review count)

If you have seen star icons in Google search results, that is Product + AggregateRating at work.

TL;DR

Product schema: ① Required property is name only ② Adding offers (price) and aggregateRating (rating) activates rich results ③ Review policy key point: only on-site collected reviews allowed; importing reviews from external sites is prohibited ④ Specify currency as "KRW" ⑤ availability must include stock status.

Types of Google Rich Results

Product schema activates two types of Google rich results:

Review and Rating Policy (Important)

Google imposes clear restrictions on review and rating structured data.

Allowed:

• Aggregate customer reviews collected directly by the site in AggregateRating
• Review schema on product review pages written by the editorial team

Prohibited:

• Using reviews from external sites such as Naver Shopping, Coupang, or Google Reviews in aggregateRating
• Inserting AggregateRating only on pages with no reviews
• Reporting self-evaluations of your own business or product as Review

Violations result in loss of rich result eligibility for that page.

Property Reference

Core Product Properties

Core Offer Properties

Minimal Example (Product)

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "ALLEO SEO Checklist Pad",
  "image": "https://example.co.kr/images/seo-checklist-pad.jpg",
  "offers": {
    "@type": "Offer",
    "price": "19000",
    "priceCurrency": "KRW",
    "availability": "https://schema.org/InStock"
  }
}

Recommended Example (Product + AggregateRating + Review)

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "ALLEO SEO Checklist Pad",
  "description": "A practical pad containing SEO, AEO, and technical SEO checklists in one volume.",
  "image": [
    "https://example.co.kr/images/pad-main.jpg",
    "https://example.co.kr/images/pad-inside.jpg"
  ],
  "brand": {
    "@type": "Brand",
    "name": "ALLEO"
  },
  "sku": "ALLEO-PAD-001",
  "offers": {
    "@type": "Offer",
    "url": "https://example.co.kr/shop/seo-pad",
    "price": "19000",
    "priceCurrency": "KRW",
    "availability": "https://schema.org/InStock",
    "priceValidUntil": "2026-12-31",
    "seller": {
      "@type": "Organization",
      "name": "Kroffle"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "reviewCount": "83",
    "bestRating": "5",
    "worstRating": "1"
  },
  "review": [
    {
      "@type": "Review",
      "author": {
        "@type": "Person",
        "name": "Alex Marketer"
      },
      "datePublished": "2026-05-20",
      "reviewBody": "A checklist you can use immediately in practice. Every item is practical and useful.",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5",
        "bestRating": "5",
        "worstRating": "1"
      }
    }
  ]
}

Adaptation for the Korean Market

Currency: Use priceCurrency: "KRW". Use the ISO 4217 code, not the "₩" symbol.

Stock status values:

• In stock: "https://schema.org/InStock"
• Out of stock: "https://schema.org/OutOfStock"
• Pre-order: "https://schema.org/PreOrder"
• Limited availability: "https://schema.org/LimitedAvailability"

Naver Smart Store and Coupang: If you operate a separate owned store, insert Product schema only on owned-store pages. Using external marketplace reviews in aggregateRating violates Google policy.

Common Mistakes

Wrong example: Aggregating external reviews in aggregateRating

"aggregateRating": {
  "@type": "AggregateRating",
  "ratingValue": "4.9",
  "reviewCount": "1200"
}

(Aggregating 1,200 reviews from Coupang and Naver — policy violation)

Correct example: Only reviews collected directly on the owned store

"aggregateRating": {
  "@type": "AggregateRating",
  "ratingValue": "4.7",
  "reviewCount": "83"
}

(83 self-collected reviews on the owned store)

Validation Methods

1. Google Rich Results Test: https://search.google.com/test/rich-results
2. Schema Markup Validator: https://validator.schema.org
3. Google Search Console: After implementation, check errors and warnings in the "Enhancements → Products" tab

Frequently Asked Questions

Q. Can I use ratings from external review sites (Naver, Google) in aggregateRating?
A. No. Google policy allows only reviews collected on your own site. Using external platform reviews can result in loss of rich result eligibility for that page.

Q. Should I use Product schema even with no reviews?
A. Yes. aggregateRating and review are optional properties. Product information (name, image, offers) alone creates valid Product schema.

Q. How should I manage frequently changing prices?
A. Automating dynamic Product schema generation in your CMS or build pipeline is recommended. Setting priceValidUntil specifies the price validity period.

References

• Google official Product documentation: https://developers.google.com/search/docs/appearance/structured-data/product (verified June 2026)
• Schema.org Product: https://schema.org/Product
• Schema.org Review: https://schema.org/Review
• Schema.org AggregateRating: https://schema.org/AggregateRating