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2011.11 dehaven-chi-user-gen-seo

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Presented this version of User Generated SEO at SES Chicago in Nov 2011. This iteration of the talk included updated examples and

Presented this version of User Generated SEO at SES Chicago in Nov 2011. This iteration of the talk included updated examples and

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  • The impact this can have goes far beyond online sales. A typical retailer will have a 2% to 3% conversion rate, which means that 97% to 98% of their visitors are then going elsewhere, which in many cases means the brick & mortar store to check the product out and buy in person.Forrester estimates that by 2014 over half of ALL purchases will be influenced by online research.This means that the valuable word of mouth content your brand can help source from your advocates can reach over half of all shoppers. If you think of conversion as making the decision to purchase, that 77% stat can still apply to those visitors who choose to go to the store itself to complete their purchase.
  • -Of course, reviews will sometimes be negative. -Hearing about product issues direct from the consumer (instead of waiting for the channel) offers you a tremendous advantage.-ScotchBrite knew there was an issue with their “dish wand” product. But the incoming consumer reviews made the problem clear. The blue button on this dish wand, leaks and dislodges.-It turns out that the issue was due to poor sourcing in manufacturing – a rubber that shrinks when wet.-ScotchBrite was able to react quickly, reaching out to affected consumers and accelerating production on new dish wands. Within 90 days, they were able to replace the poorly performing products at their biggest retail accounts.

Transcript

  • 1. Strategic Use of User-GeneratedContent for SEO Michael DeHaven Group Product Manger, SEO Bazaarvoice @stormseo, @bazaarvoice @[twitterhandle] | @bazaarvoice
  • 2. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 1
  • 3. Language Styles: Restaurant selections gem view romantic diningfish scenic party scene vodka great steaks lounge bar seafood parties energetic sushi crab special vibrant Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 2
  • 4. Language Styles: Cosmetics looking great love healthy-lookingoil-free cleanser years fragrance clear harsh gentle younger skin soap rosacea helping hypoallergenic acne Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 3
  • 5. Language Styles: Apparel oxford great comfortrubber metatomical moisture-wicking comfortable quality love leather sturdy casual work shoe concrete lace durable walking outsole Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 4
  • 6. Keyword Discovery viaMeditation Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 5
  • 7. Keyword Discovery viaAuto-Suggest Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 6
  • 8. Keyword Discovery viaAdWords Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 7
  • 9. 7 Principles of User GeneratedSEO Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 8
  • 10. 1. Don’t Forget SEOFundamentals Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 9
  • 11. 2. Search Engines Get Bored Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 10
  • 12. 3. The Primanti Principle Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 11
  • 13. 4. Beware of Dilution – BeStrategic Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 12
  • 14. 5. Unlock the Long-Tail Vault Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 13
  • 15. Top-level or Subdomain? Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 14
  • 16. 6. Ask for Content at RelevantTimes Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 15
  • 17. 7. Convert Reviewers intoAdvocates wrote a laptop review spent the next 62 minutes answering 127 laptop questions Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 16
  • 18. 1/6 of Stephan’s Server Log 1:17 PM Review 1:20 PM Answer 1:21 PM Answer 1:23 PM Answer 1:23 PM Answer 1:26 PM Answer 1:27 PM Answer 1:29 PM Answer 1:33 PM Answer 1:33 PM Answer 1:34 PM Answer 1:36 PM Answer 1:38 PM Answer 1:46 PM Answer 1:48 PM Answer 1:48 PM Answer 1:49 PM Answer 1:49 PM Answer 1:51 PM Answer 1:53 PM Answer 1:55 PM Answer 1:56 PM Answer Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 17
  • 19. Three Strategic TargetsTarget Keywords (UGC on the product page) keen women’s presidioTarget Keywords plus Reviews (archive / paging) keen women’s presidio reviewsExtreme Long Tail (archive / paging) keen women’s presidio walk on concrete Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 18
  • 20. Can Reviews Improve SEO foraWell-Optimized Site? Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 19
  • 21. Yes. Because Traditional SEOLacks Freshness. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 20
  • 22. How Do You Test Reviews? Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 21
  • 23. With Review Hokey Pokey Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 22
  • 24. Three Strategic TargetsTarget Keywords (UGC on the product page) keen women’s presidioTarget Keywords plus Reviews (archive / paging) keen women’s presidio reviewsExtreme Long Tail (archive / paging) keen women’s presidio walk on concrete Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 23
  • 25. 36% Larger KeywordFootprint Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 24
  • 26. Language Styles: Apparel oxford great comfortrubber metatomical moisture-wicking comfortable quality love leather sturdy casual work shoe concrete lace durable walking outsole Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 25
  • 27. Content Assets• 1 optimized product page• 161 word description• 182 reviews with 11,529 words Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 26
  • 28. Freshness for Target Keywords • ask for reviews • sort by newest • typically insert 6 to 8 reviews • 80/20 content rule • must be crawlable Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 27
  • 29. Target Keywords + “Reviews” • eliminate or reduce product description • sort by helpfulness • keep pricing & buy • insert 40 reviews • paginate
  • 30. Own the Extreme Long Tailkeen women’s presidio…• 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)
  • 31. Unleashing UserContentBeyond SEO Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 30
  • 32. Integrated Social Supply Acquisition Chain Intelligence Conversion Customer Service Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 31
  • 33. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 32
  • 34. Integrated Social Supply Acquisition Chain Intelligence Conversion Customer Service Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 33
  • 35. By 2014, 53% of all purchases willbe influenced by online research(Forrester)
  • 36. 151% Conversion Rate Lift 25% Average Order Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 35
  • 37. 31% Conversion Rate Lift“ When people interact with reviews, they are more likely to order something, and the order value is likely to be higher. “ Brian Wilhelm Director of Online Marketing Jewelry Television Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 36
  • 38. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 37
  • 39. Integrated Social Supply Acquisition Chain Intelligence Conversion Customer Service Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 38
  • 40. Multi-environment interactions Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 39
  • 41. Supplier Opportunity Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 40
  • 42. Supplier Involvement Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 41
  • 43. Integrated Social Supply Acquisition Chain Intelligence Conversion Customer Service Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 42
  • 44. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 43
  • 45. 44
  • 46. Integrated Social Supply Acquisition Chain Intelligence Conversion Customer Service Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 45
  • 47. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 46
  • 48. Michael DeHaven Group Product Manager, SEO 512.551.6562 @stormseo bazaarvoice.comConfidential and Proprietary. © 2011 Bazaarvoice, Inc. 47