We’ve all stumbled across websites that showcase brand or product reviews by customers from Yelp, Google Maps and other third-party websites. Google webmaster analyst, John Mueller, says that it’s perfectly OK with Google’s webmaster guidelines to take some of these reviews and highlight them on your company website. The only thing that he is warning people not to do is use review structured data on those reviews on your own website.
From a Google SEO point of view, I don’t see a problem with that. I imagine the original is more likely to rank for that text, but if you use that to provide context, that’s fine (it shouldn’t be marked up with structured data though). Maybe an iframe/embed would work too?
— John ☆.o(≧▽≦)o.☆ (@JohnMu) September 5, 2018
John said, “[F]rom a Google SEO point of view, I don’t see a problem with that,” i.e., using these reviews on your website. But he said you probably won’t rank better or worse because you did. Google will primarily look at the unique content on the page, as opposed to the copied reviews.
Not only that, John explained that it is against their guidelines to mark up reviews from third-party sites on your own website. According to Google, the markup is reserved for reviews “directly produced by your site.” They can’t be copied from sites like Yelp, Google Maps and others, regardless of if they are about your company or not.
So the long and short of it is, you can add to your own site reviews. You can even include iTunes and Android app reviews, as well as quality customer testimonials.