Jacek Tkaczuk - Optimizing UGC for SEO - SMX Stockholm 2011

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SMX Stockholm, Sweden
19 & 20 September, 2011

SEO & User Generated Content

Speaker:
Jacek Tkaczuk,
Group SEO Manager, Bluerank

Published in: Technology, Design
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Jacek Tkaczuk - Optimizing UGC for SEO - SMX Stockholm 2011

  1. 1. Optimizing UGC for SEOJacek TkaczukGroup SEO ManagerBluerank Your way to be no.1 in search engines worldwide…
  2. 2. About usBluerank - SEM agency specializing in classifieds Your way to be no.1 in search engines worldwide… 2
  3. 3. What are UGC-based websites? Your way to be no.1 in search engines worldwide… 3
  4. 4. What are UGC-based websites? Classifieds Your way to be no.1 in search engines worldwide… 4http://www.pennysaverusa.com
  5. 5. What are UGC-based websites? Q&As Your way to be no.1 in search engines worldwide… 5http://www.automd.com/
  6. 6. What are UGC-based websites? Review a hotel Your way to be no.1 in search engines worldwide… 6http://www.holidaycheck.com/
  7. 7. What are UGC-based websites? Show me your home Your way to be no.1 in search engines worldwide… 7http://www.interioguru.com
  8. 8. What are UGC-based websites? Show me your dog Your way to be no.1 in search engines worldwide… 8http://www.dog-network.com/
  9. 9. What are UGC-based websites? Suggest a trip Your way to be no.1 in search engines worldwide… 9http://travel.yahoo.com/
  10. 10. Why basing on UGC is effective for SEO? CONTENT • SEO is based on the content • Latest Google updates still increase its importance Your way to be no.1 in search engines worldwide… 10
  11. 11. Why basing on UGC is effective for SEO? Content created by users is: Free Unique Fresh Plenty Your way to be no.1 in search engines worldwide… 11
  12. 12. How to benefit from UGC? Your way to be no.1 in search engines worldwide… 12
  13. 13. How to use UGC effectively for SEO? • Optimize pages created by users • Re-use the available content • Ensure efficient indexation Your way to be no.1 in search engines worldwide… 13
  14. 14. UGC optimization – pages created byusers Your way to be no.1 in search engines worldwide… 14
  15. 15. UGC optimization – pages created byusers Guide users to optimize their pages themselves Your way to be no.1 in search engines worldwide… 15
  16. 16. UGC optimization – pages created by users Your way to be no.1 in search engines worldwide… 16http://answers.yahoo.com/
  17. 17. UGC optimization – pages created by users Your way to be no.1 in search engines worldwide… 17http://www.pennysaverusa.com/
  18. 18. UGC optimization – pages created by users Classifieds website 15,000 ads 60,000 unique phrases bringing Google traffic Your way to be no.1 in search engines worldwide… 18http://www.pennysaverusa.com/
  19. 19. UGC optimization – pages created byusers Use structured data for creating page elements Your way to be no.1 in search engines worldwide… 19
  20. 20. UGC optimization – pages created by users Your way to be no.1 in search engines worldwide… 20http://www.eforecourt.com/
  21. 21. UGC optimization – pages created by users Your way to be no.1 in search engines worldwide… 21http://www.cartrucktrader.com/
  22. 22. UGC optimization – pages created byusers Ad title City Google traffic through ad details pages: 45,400 …containing city name: 8,000 (18%) Your way to be no.1 in search engines worldwide… 22
  23. 23. UGC optimization – pages created byusersCar year Make & model Engine size & version Google traffic through ad details pages: 80,000 …containing production year: 14,700 (18%) …containing engine size or version: 7,000 (8.5%) Your way to be no.1 in search engines worldwide… 23
  24. 24. UGC optimization – listing pages Working on the listing pages Your way to be no.1 in search engines worldwide… 24
  25. 25. UGC optimization – listing pages Your way to be no.1 in search engines worldwide… 25
  26. 26. UGC optimization – listing pages Example: interior design photo Modern kitchen with an island Your way to be no.1 in search engines worldwide… 26
  27. 27. UGC optimization – listing pagesCategory Subcategory Tag-based search Filter-based searchInterior design Kitchen design Kitchen island Modern kitchen Your way to be no.1 in search engines worldwide… 27
  28. 28. UGC optimization – listing pages Interior design website • 250 pages created by users • 530 photos • 900 different lists as landing pages (categories, filters, tags) Your way to be no.1 in search engines worldwide… 28
  29. 29. UGC optimization – listing pages Interior design website Home page • 2% of SE traffic Pages created • Interior pictures by users • 29% of SE traffic • „kitchen design”, „bathroom decor”… Categories • 27% of SE traffic • „modern kitchen”, „blue bathroom”… Filters • 37% of SE traffic Your way to be no.1 in search engines worldwide… 29
  30. 30. UGC optimization – listing pages Cars for sale – advanced filters Condition • 43% of SE traffic Region • 12% of SE traffic Year • 7% of SE traffic Price limits • 6% of SE traffic Fuel type • 4% of SE traffic Your way to be no.1 in search engines worldwide… 30
  31. 31. Ensuring effective indexation • The effectiveness at which search engines find new pages • Especially important with large amounts of content Your way to be no.1 in search engines worldwide… 31
  32. 32. Ensuring effective indexation 88% 77% Your way to be no.1 in search engines worldwide… 32
  33. 33. Ensuring effective indexation 20,000 active ads 16,000 indexed 12,000Pets classifieds bring traffic website 1.2 visits per indexed ad Your way to be no.1 in search engines worldwide… 33
  34. 34. Key takeaways • UGC can effectively increase website’s potential and organic traffic • Optimize for the long tail pages created by users • Re-use content by tags, filters & other lists • Monitor indexation effectiveness Your way to be no.1 in search engines worldwide… 34
  35. 35. Thank you foryour attentionJacek Tkaczukwww.bluerank.com Your way to be no.1 in search engines worldwide… 35

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