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aggregateRating
aggregateRating · Optional
Appears in
What is it?
aggregateRating attaches a summary rating score to an organization, calculated from a collection of individual reviews or ratings. It tells search engines and AI systems that an entity has a measurable reputation based on real user feedback. The value is always an AggregateRating nested object, not a plain number.
Why this matters for AEO
AI answer engines surface organizational trust signals when responding to queries like "is [company] reliable?" or "what do customers think of [company]?" An aggregateRating on an Organization schema gives these systems a structured, machine-readable reputation score rather than forcing them to infer sentiment from unstructured text. When an AI answer engine compares two similar service providers, a published rating with a review count carries more weight than an unquantified mention. Including this field also increases the likelihood that rich results appear in traditional search for queries involving the organization.
What the specs say
Schema.org:aggregateRating expects an AggregateRating object. The overall rating, based on a collection of reviews or ratings, of the item. The range of valid types includes Brand, CreativeWork, Event, Offer, Organization, Place, Product, and Service. [Source: https://schema.org/aggregateRating]
Google: Not mentioned in Google's structured data documentation for Organization. Google does document aggregateRating extensively for review snippets on Product and other types. [Source: https://developers.google.com/search/docs/appearance/structured-data/review-snippet]
How to find your value
Use ratings from platforms you control or have the right to republish. Third-party review aggregators (Google Business Profile, Trustpilot, G2, Capterra) publish aggregate scores publicly. Match ratingValue to the displayed average, reviewCount to the displayed count, and set bestRating and worstRating to match the platform's scale. Do not fabricate or round scores upward. Google's review snippet guidelines prohibit manipulated, incentivized, or self-serving ratings.
Common sources:
- Google Business Profile: displays average rating and total reviews
- Trustpilot: public TrustScore and review count on company profiles
- G2 / Capterra: star rating and verified review count
- App Store / Google Play: aggregate rating and rating count
Format and code
aggregateRating requires a nested AggregateRating object. At minimum, include ratingValue and reviewCount. bestRating and worstRating are recommended so parsers interpret the scale correctly.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Basecamp",
"url": "https://basecamp.com",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.1",
"reviewCount": "14823",
"bestRating": "5",
"worstRating": "1"
}
}
For organizations with ratings on multiple platforms, you can include the most authoritative or highest-volume source, or use review alongside aggregateRating to show individual review samples.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Shopify",
"url": "https://shopify.com",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.4",
"ratingCount": "11200",
"bestRating": "5",
"worstRating": "1"
}
}
Note: reviewCount and ratingCount are distinct. reviewCount counts written reviews; ratingCount counts all ratings including those without text. Use the one that matches your source data.
Webflow implementation
Static pages
On your homepage or about page, open Page Settings > Custom Code and add the JSON-LD in the <head> section. Replace ratingValue and reviewCount with your actual figures. Update manually whenever the public rating changes significantly.
CMS template pages
If your Webflow CMS stores rating data (e.g., a site settings collection with an aggregate score field), use embed components to output JSON-LD with CMS field values: {{wf {"path":"rating-value"} }}.
In Schema HQ
Configuration allows you to add aggregateRating as a nested object within your Organization schema from the org schema editor. Set static values that reflect your current public rating, or update them periodically through the Schema HQ interface. Schema HQ injects the complete JSON-LD without requiring manual code changes.
Real examples
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Stripe",
"url": "https://stripe.com",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "2.4",
"reviewCount": "1102",
"bestRating": "5",
"worstRating": "1"
}
}
Related fields
FAQ
Does aggregateRating on Organization generate rich results in Google Search?
Google documents aggregateRating for review snippets primarily on Product, Recipe, and similar types, not Organization. Adding it to an Organization schema does not guarantee visible star ratings in search results, but it does provide structured data that AI systems and knowledge panels can use.
Can the ratingValue be a decimal?
Yes. ratingValue accepts a number or text string. Decimals like "4.3" are valid. Use the exact value from your rating source rather than rounding.
What is the difference between ratingCount and reviewCount?
ratingCount is the total number of ratings submitted (including ratings without written text). reviewCount is the number of written reviews. Use whichever your source platform reports, and be consistent.
