google serp aggregate reviews

[jaruba]

I have a website that has pages with reviews for beauty centers, but I can't quite understand how aggregate reviews work.

So I first put in:

<div itemscope itemtype="http://data-vocabulary.org/Review-aggregate">
<span itemprop="itemreviewed">Beauty Center Name</span>
<img itemprop="photo" src="beauty-center.jpg" />
<span itemprop="rating" itemscope itemtype="http://data-vocabulary.org/Rating">
<span itemprop="average">4</span> out of <span itemprop="best">5</span>
</span>
<span itemprop="count">3</span> user reviews.
</div>

That worked fine when I tested it in the Structured Data Testing Tool. But I know I have to put mark-up on each review now.. so I start marking them up like so:

<div itemprop="reviews" itemscope itemtype="http://data-vocabulary.org/Review">
<b itemprop="author">Juliana</b>
<span itemprop="datePublished" datetime="2013-01-12">12 January 2013</span>
<div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating"> - <span itemprop="ratingValue">4</span> / <span itemprop="bestRating">5</span> stars</div>
<span itemprop="reviewBody">I loved it!</span>
</div>

Again, no errors on these reviews in the Structured Data Testing Tool. But now, the Tool says that I have to specify a "http://schema.org/product" with contents about the product. There is no product, it's a beauty center.

Can anyone help me understand what I did wrong?

Thank you in advance

[aakk9999]

I haven't used review structured data and I am not sure if this would work, but perhaps you may have only one product, which is "Beauty Centre Service" ?

[JD_Toims]

What aakk9999 said -- The product is the Beauty Center Service(s).

[jaruba]

But what if I have no products on the page, the reviews are for the beauty center, not services.. What if they wore for a night club for example? How can you add products to such a place?

Can't there be aggregate reviews for a location? If so is it necessary for the location to be the product? From what I know the "http://schema.org/product" mark-up requires a price tag too. I can't set a price for a general location. Am I understanding this incorrectly?

[JD_Toims]

Am I understanding this incorrectly?

I think so -- I can't find anywhere that states a price [or anything else] is required. If you have a source, please post it. Thanks!

Can't there be aggregate reviews for a location?

There should be able to according to schema.org, but to use them I'd try switching from simply /Review to /HealthAndBeautyBusiness [schema.org...] combined with /Review and /Rating since ratings and reviews are also listed as properties of Thing > Organization > LocalBusiness and Thing > Organization > LocalBusiness > HealthAndBeautyBusiness, which seems much more specific than /Review alone for what you're trying to communicate via microdata.

[jaruba]

I managed to fix it..

My problem was of a different sort, no matter what combinations i tried, even with "http://schema.org/product" set as the beauty center, I still got an error saying I'm missing "http://schema.org/product" info on a data block.

Apparently I put "http://schema.org/product" on the body tag of the page at one point to tell facebook which image from the body was the main page image without using og:image that should of normally been sent in the header. When I removed it, the errors went away.

Thank you all and sorry for my incompetence. :)