1. Tony Zeoli

    I did read that review and found that I appreciated learning about the plugin from a developer’s perspective. Having experience makes the review far more impactful. But my personal bias, which gives your point of view more credibility, lies in the fact that I’ve known about you for quite some time as a developer in the WordPress community, I have used some of your plugins, and I’ve read your support answers to others questions. We’ve also communicated personally. So, I’m going to weigh your experience favorably when I read a review because I understand the depth of your experience and would probably see it in the same way you do.

    Our shared work history is problem-solving and when we see software that introduces more problems than they solve, we are going to be quite honest about them. Some people may not agree because they don’t look at the user experience the same way we do. It’s our job to criticize the user experience not for the sake of criticism only, but to make what we’re working with better. And, we can do that far more easily with software, which can be fixed more quickly than with hardware, which has a cost and intensity in physical materials we don’t have.

    However, if someone didn’t know you and they didn’t understand your skill level in this universe, they might read your review as coming from a snobbish developer. That developers always have something bad to say about someone else’s work, because truth-be-told, developers are “artists” and artists have proven to be quite snobbish from time to time about the way other artists work.

    But, that’s the risk you take going from developer to journalist. At the end of the day, someone is always going to criticize you. There is always going to be second-guessing and someone trying to invalidate your point of view. It happens to me every day.

    They are going to hit you far harder now that you’re a journalist than when you were just a developer because you have a far larger audience now for your words than for your theme and plugins, which were targeting a subset of the community and had a finite audience. You’re now on a much larger stage where it’s not just about you and your software, it’s about you picking apart other people’s software – and for good reason, nonetheless.

    But, it goes without saying that whatever path you take, someone is going to be there to offer a criticism. Since you’ve got an already thick skin, it’s just grown a tab bit thicker after this post, LOL. You’re just getting your feet wet and you’ll learn a style that works for you that may reduce the blowback.

    I’ve been reading this great book, “Writing to Persuade: How to Bring People Over to Your Side” by Trish Hall, a former NYTimes OpEd Editor. (https://www.goodreads.com/book/show/41817516-writing-to-persuade). I urge you to check it out and it may help you reformat your approach to reviews or your general writing, for that matter. I’ve found it to be extremely helpful to me, as well.


  2. Jesse

    I argued many of the same things for years, before removing our 40+ plugins from WP.org. The directory is infested with spam, fraud, malware, and anonymous trolls. What’s the point?

    One point needs correction, however: there actually is something wrong with affiliate links and paid reviews, because in many cases they are illegally published. Anytime someone is publicly endorsing a product without disclosing the quid-pro-quo relationship behind their words, it is a form of consumer fraud and is specifically outlawed in the United States, the European Union, and elsewhere:


    Personally I’ve never had an issue with critical reviews that are sincerely offering feedback. The problem with much of the WordPress community is that so many users are purposefully sabotaging their competitors, paying for fake reviews, or simply trying to trash small businesses who refused to offer them “free support” — in other words, the reviews lack merit to begin with.

    When I mentioned these sentiments to WP.org admins, I was mocked and repeatedly told that “reviews are part of listing your products to customers” when in fact my team was donating free and open source code to the community — not even freemium code. These users most certainly were never our customers, that is for sure…

    Another good reason why anonymity hurts FOSS feedback.


    • Mike Schinkel

      Yep. That infestation is why I haven’t put more effort into publishing plugins on WP.org other than a few simple ones and one’s where I was paid by the client to publish their integration plugin.


    • Salman

      It’s a disappointment with any platform, whether it grants anonymity or otherwise. Facebook pages are full of such reviews too.

      WordPress itself is distributed as open source under GPL, and if you go on forums discussing CMS and web platforms, there are similar reviews for WordPress (just try asking in webdev subreddit). So, I kinda understand both WP.org mods and plugin/theme developers.

      I guess we all need to be more understanding of each other, rather than mocking one another. That’s not good.


  3. Trishan

    Hello Justin,

    I wholeheartedly agree that reviews are about personal experiences and that a reviewer shouldn’t himself or herself back simply because of the affiliate relationship.

    Product and service reviews in the WordPress ecosystem are crying for originality and honesty. Most of the reviews are by people who haven’t tested the product or service they are reviewing.

    And many of the reviews are merely a rehash of other reviews. I agree that currently, WordPress.org reviews are the most honest ones that you can read.


  4. David Decker

    Yes, reviews should be in the best sense personal reviews of the reviewer for the product. Therefore they have to be subjective and emotional. A completely objective, purely objective review is not possible, is it? It would be more like a data sheet, wouldn’t it?

    It is also good and sensible for journalists to review things, of course. But it always becomes problematic when such things are not marked as reviews, opinions or comments. But when one pretends to report something and then delivers an opinion article. Therefore, clearly mark what it is, that should be standard anyway.
    The different journalistic forms should be clearly named and distinguished from each other: Report, commentary, review, glossary, essay, etc.

    Regarding plugin and theme reviews on WordPress.org:
    There will certainly be some abuse, and somewhere and somehow a grey area. You can never prevent that 100%. However, the .org team does a lot to prevent that. And they really do a lot.
    I also agree with a lot of what the .org team says on the subject: reviews are a kind of feedback, yes. And when I go public with my software “product” as a plugin author, I automatically expose myself to some kind of rating. That is correct. The only question is, what is “allowed” to endure? – Are false claims (= lies), insults and similar things really part of it? No, they don’t belong on there. Here also more stuff would have to be tidied up. Not in every case the user/customer is right. I have already read far too many reviews on .org in the last years, where you could and should have intervened and where exactly that didn’t happen. Unfortunately, the tendency is more and more to allow users to let off steam and be encouraged to do so, whereas the plugin authors are often left behind. That is unfair and unjust! In the last few months I have read in about every second statement that plugin authors will be removed if they don’t want to be offered all that. This is called blackmail. Point.

    Which unfortunately is still a huge problem that users use the 1-star reviews to “punish” the plugin author for whatever. Users take the view that it’s their only or most effective way to put “pressure” on the plugin author to do anything with it (even if it’s just to indulge or troll their own ego). At first glance, I can even understand that. But if you think longer about it, it’s just disrespectful and insolent and doesn’t belong there.

    What these users usually don’t know and also don’t want to admit that reviews are a very important ranking factor for the search results on WordPress.org, as well as for the listings, e.g. “Popular Plugins”. I.e. the “punishment action” of an unsatisfied user can cause quite some problems for a hobby plugin author. Most of the time even permanent problems, because his ranking go down and his reputation suffers. And it can affect anyone, even providers who offer the very best free support you can imagine and already have a super solid plugin product. Nobody is immune from such “punishment or envy actions”.

    There are not only companies, agencies etc., which release plugins on .org, but also still many thousands hobbyist developers. For these authors, 1-star reviews are total poison, and usually destroy a lot of motivation. Here simply more consideration and mutual understanding and respect is missing.


    • Tony Zeoli

      If there is in appropriate content in a review, it can be removed by the moderating team.

      Also, a one-star review can be changed by the user setting the rating. The plugin author may not get someone do that in every case, but it’s worth mentioning that you can start least ask


  5. chris c

    honestly im happy i work as i do on websites i try for myself i dont read reviews yes i check them in test environments to be sure they are not doing things wrong etc i also dont use wordpress.org besides the plugin installer in wordpress dashboard

    but i never knew it was this bad for programmers their that’s bad i feel for you guys on that i just develop websites with paid and free plugins and i always read news and stuff on this topic but i could imagine why i have some plugins that just are not even on wordpress.org after reading this


  6. Matt

    Maybe I’m jaded because I work for an SEO company called AdInfusion but hear me out..

    I have been seeing such an increase lately in the misuse and overuse of review schema in the SERPS that it’s only a matter of time before this all gets nuked. Trust is gonna get a lot harder to earn…

    what did Gary V. say ? Marketers ruin everything..


    • Tony Zeoli

      Remember that review scheme in a serp is only tied to a secondary page and not the home page of the website. You will never see star ratings on a home page. You will only see star ratings on a langing page. So, while anyone can download the WP Reviews plugin and assign start ratings and fake reviews to their site, the stars will only be visible on a landing page and not the home page. Landing pages are usually marketed via pay per click. I don’t find a lot of landing pages with star ratings in a Google search. I think they must know that while star ratings are cool, they are not a ranking signal.


    • Terence

      What ruins everything is not the marketers, it’s the business’s pursuit of bigger, faster and easier profits. The marketer is only the promoter and no more the villain than the software developer.

      If only a few more businesses would focus on earning their income by getter better, rather than earning more by getting bigger, we wouldn’t have this problem.

      And reviews could again be just that, instead of the meaningless attempts to grab the unsuspecting user’s money they are today.


  7. Ben Anair

    Just a few weeks ago Google updated their search to fight back against self-serving reviews.

    Now many sites that were gaming the review schemas aren’t having their stars show up in the search results.

    Only the following 17 categories can have the stars show up:



  8. Tyson

    I think this is going to have an even bigger impact for search with the BERT update that just happened.

    Google is looking to things like schema to better understand content and structured data is the way to do it. I have a few of my clients (I run an agency called Octiv Digital) showing featured snippets for real estate structured data and I’m excited to see what happens with this new alg update. Just wait for SEOs to spam it though…


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