Proof schema, clean markup that helps without overclaiming

TLDR

Use JSON-LD. Mark up reviews only where users can read them on the page. If you publish first-party reviews about your software, use SoftwareApplication with individual reviews plus an AggregateRating. Do not add stars to LocalBusiness or Organization pages you control. Use VideoObject for proof clips. Treat FAQ rich results as optional, visibility is limited. Validate in Rich Results Test and track impressions in Search Console.

What to mark up, and where it helps

• Software reviews on your site, visible comment plus author name, date. Nest Review and AggregateRating in SoftwareApplication. Stars can be eligible on product pages, not on your business entity.
• Short proof clips, add VideoObject with name, description, duration, uploadDate, thumbnail, and urls. Validate before shipping.
• Breadcrumbs and FAQ, keep, but expect limited or no FAQ visibility for most sites. Still safe to include for consistency.

What not to do

• No self-serving stars on pages marked as LocalBusiness or Organization when you control the reviews. Also do not embed third-party widgets and mark them up. Ineligible.
• No hidden reviews. If you mark it up, users must see the same review and rating on the page. Don’t aggregate reviews from other websites.

Minimal, safe examples

SoftwareApplication with reviews
Place this on a page where the same review text and average rating are visible to users.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "GoHighLevel Snapshot – Proof Engine",
  "applicationCategory": "BusinessApplication",
  "offers": {"@type": "Offer", "price": "0", "priceCurrency": "USD"},
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "reviewCount": "38"
  },
  "review": [
    {
      "@type": "Review",
      "datePublished": "2025-06-12",
      "author": {"@type": "Person", "name": "Ana"},
      "reviewBody": "Setup finished in one afternoon, first leads the next day.",
      "reviewRating": {"@type": "Rating", "ratingValue": "5", "bestRating": "5", "worstRating": "1"}
    }
  ]
}
</script>

VideoObject for a 45 second proof clip
Use the page that embeds the same video.

<script type="application/ld+json">
{
  "@context":"https://schema.org",
  "@type":"VideoObject",
  "name":"Home services, first 30 days, 38 leads (GA4 + CRM)",
  "description":"A 45 second customer clip on their first 30 days.",
  "thumbnailUrl":["https://example.com/thumbnails/clip-38-leads.webp"],
  "uploadDate":"2025-06-12",
  "duration":"PT45S",
  "contentUrl":"https://example.com/videos/clip-38-leads.mp4",
  "embedUrl":"https://example.com/player/clip-38-leads"
}
</script>

Implementation checklist

• Use JSON-LD only.
• Mark up the exact item, not a category.
• Show the same review text and rating on the page.
• Keep author names and dates present for each review. Google recommends reviews with comments and author names.
• Validate with the Rich Results Test, then monitor Search Console for impressions and issues.

When stars won’t show, even if valid

• Review markup on your business entity pages, LocalBusiness or Organization, when you control the reviews. Not eligible.
• FAQPage markup: Google shows it rarely for most sites, mostly for well-known government and health sites. Keep FAQ for users, but expect little SERP impact.

Troubleshooting

• Valid but no stars: check that reviews are on a product or software page, not your org page, and that the text is visible. Don’t import third-party ratings.
• Video not eligible: ensure required VideoObject fields, working thumbnail, and accessible player page.
• Manual action risk: follow general structured data policies and Search Essentials.

FAQ

Can I add stars to my homepage with Organization markup
No. Self-serving reviews for LocalBusiness or Organization aren’t eligible. Use product or software pages with visible reviews instead.

Can I mark up embedded Google or Facebook reviews
No. Don’t aggregate or mark up reviews from other websites or third-party widgets.

Is FAQ schema worth keeping
Yes for users and internal consistency, but expect limited SERP visibility for most sites after Google’s changes.

What markup should I use for short proof videos
Use VideoObject with name, description, duration, uploadDate, thumbnailUrl, contentUrl or embedUrl, then validate.

Does Google require JSON-LD
JSON-LD is recommended and easiest to validate, but Microdata and RDFa are also supported.