2011.11 dehaven-chi-user-gen-seo

Strategic Use of User-Generated

Content for SEO

Michael DeHaven

Group Product Manger, SEO

Bazaarvoice

@stormseo, @bazaarvoice

@[twitterhandle] | @bazaarvoice

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Language Styles: Restaurant

scenic vie

wro

manti

c gem

energetic

part

ies

specialvibrant

bargreat scen

eparty

sele

ctio

ns

sushicrab st

eaks

loun

gevodka

seafood

dining

fish

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skin

hypoallergenic gen

tle

healthy-looking

clearcleanserharsho

il-fr

ee

years love

looki

ng

great

helping soap

acne

youngerfragrance

rosa

cea

Language Styles: Cosmetics

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Language Styles: Apparel

greatquality

com

fort

ab

le

concrete

work

walkingdurable

sturdy love

com

for

t

mois

ture

-wic

kin

g

shoe

casu

al m

eta

tom

ical

oxford

leather

outsole

rub

ber

lace

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Keyword Discovery via Meditation

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Keyword Discovery via Auto-Suggest

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Keyword Discovery via AdWords

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7 Principles of User Generated SEO

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1. Don’t Forget SEO Fundamentals

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2. Search Engines Get Bored

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3. The Primanti Principle

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4. Beware of Dilution – Be Strategic

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5. Unlock the Long-Tail Vault

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Top-level or Subdomain?

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6. Ask for Content at Relevant Times

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7. Convert Reviewers into Advocates

wrote a laptop review

spent the next

62 minutes

answering

127 laptop questions

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1:17 PM Review1:20 PM Answer1:21 PM Answer1:23 PM Answer1:23 PM Answer1:26 PM Answer1:27 PM Answer1:29 PM Answer1:33 PM Answer1:33 PM Answer1:34 PM Answer1:36 PM Answer1:38 PM Answer1:46 PM Answer1:48 PM Answer1:48 PM Answer1:49 PM Answer1:49 PM Answer1:51 PM Answer1:53 PM Answer1:55 PM Answer1:56 PM Answer

1/6 of Stephan’s Server Log

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Three Strategic Targets

keen women’s presidio

keen women’s presidio reviews

keen women’s presidio walk on concrete

Target Keywords (UGC on the product page)

Target Keywords plus Reviews (archive / paging)

Extreme Long Tail (archive / paging)

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Can Reviews Improve SEO for aWell-Optimized Site?

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Yes. Because Traditional SEO Lacks Freshness.

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How Do You Test

Reviews?

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With Review Hokey

Pokey

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Three Strategic Targets

keen women’s presidio

keen women’s presidio reviews

keen women’s presidio walk on concrete

Target Keywords (UGC on the product page)

Target Keywords plus Reviews (archive / paging)

Extreme Long Tail (archive / paging)

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36% Larger Keyword

Footprint

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Language Styles: Apparel

greatquality

com

fort

ab

le

concrete

work

walkingdurable

sturdy love

com

for

t

mois

ture

-wic

kin

g

shoe

casu

al m

eta

tom

ical

oxford

leather

outsole

rub

ber

lace

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Content Assets

• 1 optimized product page

• 161 word description

• 182 reviews with 11,529 words

• ask for reviews

• sort by newest

• typically insert6 to 8 reviews

• 80/20 content rule

• must be crawlable

Freshness for Target Keywords

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• eliminate or reduce product description

• sort by helpfulness

• keep pricing & buy

• insert 40 reviews

• paginate

Target Keywords + “Reviews”

Own the Extreme Long Tail

• stand on concrete (1 & 2)• work on concrete (1 & 3)• for wife (1)• really cute (1 & 2)• no foot pain (1 & 2)• arthritis (1 & 2)• back pain (1 & 2)• all day support (1 & 2)

keen women’s presidio…

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Unleashing User ContentBeyond SEO

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Integrated Social

Acquisition

Conversion

Customer Service

Intelligence

Supply Chain

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Integrated Social

Acquisition

Conversion

Customer Service

Intelligence

Supply Chain

By 2014, 53% of all purchases will be influenced by online research (Forrester)

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151% Conversion Rate Lift

25% Average Order Value

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When people

interact with

reviews, they are

more likely to order

something, and the

order value is likely

to be higher.

“

“Brian WilhelmDirector of Online MarketingJewelry Television

31% Conversion Rate Lift

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Integrated Social

Acquisition

Conversion

Customer Service

Intelligence

Supply Chain

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Multi-environment interactions

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Supplier Opportunity

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Supplier Involvement

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Integrated Social

Acquisition

Conversion

Customer Service

Intelligence

Supply Chain

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Integrated Social

Acquisition

Conversion

Customer Service

Intelligence

Supply Chain

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Michael DeHavenGroup Product Manager, SEO

512.551.6562

@stormseo

bazaarvoice.com