: Can using structured data markup on the same content on multiple pages negatively impact SEO? I am implementing Schema.org structured data on our ecommerce reviews site. On product review pages

@Jessie594

According to the Google specification for structured data type Product:


a product page that describes a single product.


Accordingly, all structured data for type Review for a particular product must be installed only on the web page with this particular product.

According to the Google specification for structured data type Review:


You can supply ratings for the following content types: Local businesses + Movies + Books + Music + Products.


I can assume that it's unlikely your front webpage has content with a description of a single product. Therefore, we can ignore the latter type. If you have structured data for one of the specified types, this will work, but only for the specified type. For example, if your front page has a markup for type LocalBusiness then all reviews (and their structured data) should have a relationship to the local business, but not to the products they offer.. Accordingly, duplicating product reviews on the front webpage can be perceived as a violation of Google's recommendations and is not valid.

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@Samaraweera270

Will implementing structured data change the way that search engines see our data as 'duplicate'?


No, or at least there's currently no evidence to suggest so.

However, the extent to which the recent reviews are a problem may depend on other factors. Are you displaying full reviews on the homepage, and how quickly do you acquire new reviews?

If rate of acquisition is sufficient that "recent" content changes daily, it's almost certainly changing each time a search engine bot visits – so no duplication problem.

Either way, if you preview just a snippet of the full review, the duplication is minimised sufficiently to remove concern.

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