User Generated Content and the New SEO

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"Lift conversion rates, retention, & rankings today" - Zachary Ciperski, VP of CoffeForLess.com, gave this awesome presentation at Etail West in February of 2012.

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User Generated Content and the New SEO

  1. 1. User%Generated%Content%and%the%New%SEO:LIFT%CONVERSION%RATES,%RETENTION%AND%RANKINGS%TODAYPRESENTED(BY(ZACHARYCIPERSKIVICE(PRESIDENT(OF(COFFEEFORLESS.COM ®
  2. 2. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAY Runs*online*opera2ons and*leads*all*marke1ng*efforts for*CoffeeForLess.com ABOUT Internet*Retailer*top*500 2008,*2009,*2010*&*2011ZACHARY Adjunct*instructor*at*NYU Teaching*courses*in*SEO*and*Online* Marke1ng*Strategy*and*Planning Product*Advisory*Board*Member At*major*Email*Service*Provider Marke2ng*Board*Member*Advisor At*NYC*Arts*Nonprofit
  3. 3. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAYTHEPERKS%OF%USER%GENERATED% Creates%content!with!li=le! internal!effort/self!sustainingCONTENT%FOR%SEO: Builds!connec-ons/rela-onships!Provides!more!relevant!informa-on/ with!UGC!authorscontent!to!the!user Solidifies!personal!SERP!Enhances!user!experience!through! results,!e.g.!+1relevancy MiIgates!cri-cal/nega-ve!reviews!Improves!the!freshness!of!your!content feedback,!via!posi-ve!UGCSERP%Results!now!accoun-ng!for!UGC! Protects/aligns!brand!via!based!ac-vi-es!for!ho=er!search!results posi-ve!feedback
  4. 4. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAYCoffeeForLess.com%Leverages%User%Generated%Content%in%the%Form%of%Ra9ngs%and%Reviews%and%affirma9on%through%social%channels.
  5. 5. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAYUSERGENERATED provides%the%ability%to%connect%with% your%audience,%interact%with%both% CONTENT ( power%users%and%cri9cs%alike. GreatlearningsforSEOandgreat forbusinessprocessestoo. UGC%is%viral%marke9ng%via%robust% social%media%integra9on.%One%review% is%seen%by%possibly%hundreds%of% others%via%status%updates,%etc.
  6. 6. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAY ONLINECONSUMERS%are%indica9ng%more%and%more%that%UGC%is%having%more% and%more%impact%on%their%buying%behavior. GooglemakesUGCpubliclyavailable throughincorporaNoninSERPS.
  7. 7. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAYCONSUMERS%ARE%VISUAL* Google&relies&on&businesses&to&generate&this&social&content&from& their&customers&which&benefits& businesses&in&the&form&of&traffic. —Cathy&Halligan
  8. 8. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAY Since%the%panda%update,%Google%is%looking% more%and%more%at%engagement%of%the%user. How%long%is%a%user%on%a%site,% ? how%many%page%views,% acIons%taken,%etc? “Google+!is&a&reflec>on&of&the&increasing&importance&the&company&(Google)&places&on& social&signals&and&how&it&indexes,&ranks&and& presents&informa>on&to&consumers.”& —Cathy&Halligan
  9. 9. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAYENGAGEMENTOPPORTUNITY
  10. 10. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAY SAMPLE%INFORMATIONREQUEST FOR%UGC
  11. 11. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAYMAKE%YOUR%SOCIAL%NETWORKS% WORKHARDER
  12. 12. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAY SIPUP,HEAR%ALL%ABOUT%IT%
  13. 13. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAY FREE%SEO%%FRESHCONTENT,% %%ON%PAGE…
  14. 14. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAYINVITEYOUR CUSTOMER%TO%PROVIDE%THE% CONTENT:
  15. 15. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAYUGC*adds*a*layer*of*content*that*your*compe1tors*don’t*have.*Users*write*how*they*search…*Colloquial*KW’s*and*such.Real*language*your*real*customers*use.*The*Best*KW*research.
  16. 16. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ANDRANKINGSTODAY THE*DATA ®
  17. 17. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAY CoffeeForLess% REVIEWDISTRIBUTION COVERAGE* *Total(Number(of(Reviews((All(Time) 5,965 RATING*DISTRIBUTION Average(Daily(RaGng 4.41 4(Plus(Star(RaGng 86%
  18. 18. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAY INDUSTRY%TREND%OF%OVERALL% PRODUCT%RANKINGS CLIENT RATINGDISTRIBUTION*(J[CURVE)*»*OCT*[*DEC*(11) INDUSTRY80%70%60%50%40%30%20%10%0% 1 2 3 4 5
  19. 19. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAY WHO’S% REVIEWCONTRIBUTION TALKING%ABOUT% CURRENT CURRENT CoffeeForLess? LIKELIHOODTOREFER HIGH HIGH 86.41%%% 7.70%%% >=4 Conversion!rate!for!people! MEDIUM CURRENT CURRENT MEDIUMwho!interact!with!the!reviews!is! 2.24%%% 0.56%%% 2.25%Imes%greater! CURRENT CURRENT RATING LOW than!conversion!of! 3.07%%% 0.02%%% AVG <=2 people!who!don’t! LOW <2 VOLUME HIGH >=2 EXPLORER *******Results Visits Unique*Visitors Pageviews Pages/Visits Avg.*Time*on*Site Transac1ons Revenue Quan1ty Average*Value Per*Visit*Value Used*Bazaarvoice Used*Bazaarvoice Used*Bazaarvoice Used*Bazaarvoice Used*Bazaarvoice Used*Bazaarvoice Used*Bazaarvoice Used*Bazaarvoice Used*Bazaarvoice Used*Bazaarvoice •*13,663 12,583 253,210 18.53 00:15:16 3,528 $279,924.98 14,193 $79.32 $20.49 Did*Not*Use*Bazaarvoice Did*Not*Use*Bazaarvoice Did*Not*Use*Bazaarvoice Did*Not*Use*Bazaarvoice Did*Not*Use*Bazaarvoice Did*Not*Use*Bazaarvoice Did*Not*Use*Bazaarvoice Did*Not*Use*Bazaarvoice Did*Not*Use*Bazaarvoice Did*Not*Use*Bazaarvoice •*161,383 144,020 1,417,969 8.79 00:05:56 18,494 $1,476,965.07 73,163 $79.86 $9.15
  20. 20. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAY What!that!means!for!the!CoffeeForLess!bo=om!line! is!that!the!average!revenue!that!can!be!associated! with!a!visitor!of!your!product!page!that!engages! with!the!reviewed!product!is!$20.49! but!only!$9.15!for!the!people!who!don’t.COFFEE*FOR*LESS*INSIGHTS*|*RESULTS*Q4*2011COFFEE*FOR*LESS*INSIGHTS*|*RESULTS*Q4*2011 USED* DID*NOT*USE* RATIO*/*%*LIFT RATING*&*REVIEWS RATING*&*REVIEWS*****VISITOR*BEHAVIOUR→*Visits 8% 13,663 161,383→*Page*Views*/*Visit +111% 18.5 8.8→*Time*on*Site +157% 0:15:16 0:05:56*****EfCOMMERCE→*Orders 16% 3,528 18,494→*Revenue 16% $279,924.98 $1,476,965.07→*Conversion*Rate +125% 25.8% 11.5%→*AOV f1% $79.34 $79.86→*Revenue*/*Visit +124% $20.49 $9.15
  21. 21. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ANDRANKINGSTODAY THE*TAKEAWAYS ®
  22. 22. User%Generated%Content%and%the%New%SEO: LIFTCONVERSIONRATES,RETENTION ® ANDRANKINGSTODAYWHAT%YOU%CAN%DO%TODAY: Leverage*your*biggest*allies,*your*customers.* The*SEO*of*the*future*is*where*your*customers*do* your*SEO*For*You. Provide*the*arena*for*interac2on. Coach*your*users*into*doing*SEO*for*your*site making*sure*visitors*interact*with*the*UGC*System* (placement,*promo1on,*emails,*announcements…). Connect*UGC*with*Social*Media*syndica2on*tools. UGC*is*a*form*of*social*media*that*can*influence* other*poten1al*customers.
  23. 23. THANK*YOUzachc@coffeeforless.com ®

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