Inspire Chicago - SEO: Advanced Strategies to Leverage User Content

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Inspire Chicago - SEO: Advanced Strategies to Leverage User Content

  1. 1. Michael DeHaven Senior Manager of SEO Product @stormseo Confidential and Proprietary. © 2014 Bazaarvoice, Inc.0
  2. 2. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.1 Google Themes Over the course of Google’s 16 year history, 6 pervasive themes have been at the root of all major updates. Understanding these themes is the basis for SEO wisdom.
  3. 3. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.2 Google Themes Content Markup Reputation User Experience Freshness – Panda (4x) – Penguin (3x), PageRank (12x) – Page layout (3x), Hummingbird – Rich snippets, Schema.org – Caffeine, Schema.org, Freshness – Panda (shh, don’t tell) Motivation behind major Google updates since 2010: Google Revenue
  4. 4. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.3 Freshness After nearly 10 years of work, Google universally addressed content freshness in 2010-11. Caffeine provided the infrastructure, Freshness was the algorithm update, and schema.org defined dates in web page data.
  5. 5. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.4 Freshness http://moz.com/blog/google-fresh-factor All other factors being equal, fresh content degrades over time and is less successful for certain queries.
  6. 6. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.5 Freshness http://moz.com/blog/google-fresh-factor The percentage of content within a page that remains fresh will affect the page’s overall freshness score.
  7. 7. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.6 Freshness http://moz.com/blog/google-fresh-factor The frequency of changes to a specific page will affect it’s performance, while the frequency of changes across an entire domain will affect the domain’s freshness score.
  8. 8. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.7 Freshness http://moz.com/blog/google-fresh-factor The number of new pages created over period of time affects the domain’s freshness score. BV SEO pagination leverages UGC to create new pages.
  9. 9. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.8 Duplicate Content The principle of duplicate content is one of the most misunderstood concepts in all of SEO.
  10. 10. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.9 Duplicate Content Product Details (~150 words) Header (~100 words) Footer (~100 words) Header Footer Product Details Total Words Duplicate Template Content Static Product Content 100 100 150 350 57% 43% Without BV SEO Integration: Recommendations (nominal) Ads (nominal)
  11. 11. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.10 Duplicate Content Product Details (~150 words) Header (~100 words) Footer (~100 words) Header Footer Product Details UGC Total Words Duplicate Template Content Static Product Content Unique UGC 100 100 150 800 1150 17% 13% 70% With BV SEO Integration: Recommendations (nominal) Ads (nominal) Product Details (~150 words) Reviews (~800 words)
  12. 12. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.11 Duplicate Content Header (~100 words) Footer (~100 words) Header Footer Product Details UGC Total Words Duplicate Template Content Static Product Content Unique UGC 100 100 150 3000 3150 6% 4% 90% With BV SEO Integration: Recommendations (nominal) Ads (nominal) Product Details (~150 words) Reviews (~3,000 words)
  13. 13. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.12 Case: Friskies Neo@Ogilvy, an independent agency, documented a 28% increase in natural search traffic to pages where BV SEO was properly deployed on Friskies.com. Purina is now deploying BV SEO on all domains in pursuit of similar gains.
  14. 14. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.13 Case:Waggin’Train By deploying BV SEO, Waggin Train increased the number of Google- indexed product-related pages from 3 to 45. Deep Focus, their dev agency, documented the complete integration taking only 75 minutes of developer time.
  15. 15. Testing the BV SEO Integration Pre-Pagination URLs site:waggintrainbrand.com intext:cps -inurl:bvrrp https://www.google.com/search?q=site:waggintrainbrand.com+intext:cps +-inurl:bvrrp&num=100&filter=0 1 2 Pagination URLs site:waggintrainbrand.com intext:cps inurl:bvrrp https://www.google.com/search?q=site:waggintrainbrand.com+intext:cps +inurl:bvrrp&num=100&filter=0
  16. 16. Measuring BV SEO Linear Methodology Compare 2 months before and after the integration, allowing for a 1 month gap to account for the adjustment period while search engines are adapting to the change. Measure traffic from natural search and referring keywords. Adjust for seasonality as needed. Concurrent Methodology Split the product catalog into two comparable groups – a control and a test group. Tag the products in each group in your analytics system, and deploy BV SEO for products in the test group. Correlate these groups with traffic from natural search and referring keywords. Note: this must occur server-side.
  17. 17. Measuring BV SEO 1 2 3 Increases in traffic from search to pages where BV SEO was deployed. Percent growth in long-tail words in referring keywords reports. Coverage of rich snippet stars in Google search results.
  18. 18. Framework for SEO Prioritization Address Blockers Fix issues that prevent search engines from indexing relevant content. Bias Toward Google Themes Long-term strategies should reflect historical, repeating patterns. A B
  19. 19. Framework for SEO Prioritization 1 2 3 Content more content and more pages Markup less bloat and more schema.org Reputation quality links and social triggers 4 5 6 User Experience prioritize relevant and social content over ads Freshness % of fresh content per page and % of new pages Revenue for the company sending you traffic
  20. 20. Michael DeHaven Senior Manager of SEO Product @stormseo Confidential and Proprietary. © 2014 Bazaarvoice, Inc.19

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