User-Generated Content (UGC) and Search Visibility

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User-generated content is a cool, and extremely effective way to increase search visibility. UGC includes blog comments, community threads, reviews and ratings, and status updates (and more). All content visible and usually indexable to search engines. And more search engines are giving fresh content like UGC serious placement in search results.

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  • In Dec 2009, there were nearly 10 million searches done in the US alone. Just over 6.5 million on Google, nearly 1.5 million on Yahoo, and nearly 1 million on Microsoft sites – are you visible? http://blog.nielsen.com/nielsenwire/online_mobile/nielsen-reports-december-u-s-search-rankings/
  • But what are the search engines feeding on? User generated content [http://www.flickr.com/photos/briansolis/2735401175/sizes/l/ ]
  • Where are users generating that content? On community sites – social networks – both external
  • And internal, where businesses custom build pages for their communities – http://communities.vmware.com/home.jspa . A mix of controllable content.
  • http://www.tripadvisor.com/ShowUserReviews-g32460-d284446-r5472226-Yosemite_Rose_Bed_Breakfast-Groveland_California.html
  • But the search engines do. Comments from Friendfeed (recently bought by Facebook) are returned in Google search results within 13 seconds: http://blogoscoped.com/archive/2010-01-25-n52.html
  • Google favours Yelp – a community driven site
  • Are you constantly feeding the search beasts?
  • UGC. Threads created, and responded to on a minute-by-minute basis. Being found in past 24 hours by Google search
  • Responses to UGC creates more content. Being found by Twitter search function
  • UGC Blog posts with comments http://blogs.vmware.com/
  • http://blogs.vmware.com/
  • Descriptions, title, tags and moderator introduction – all optimized.
  • User-Generated Content (UGC) and Search Visibility

    1. 1. User Generated Content<br />A Cool Way to Increase Search Visibility<br />Barbara Coll<br />CEO WebMama.com<br />Search Engine Marketing Services<br />February 2010<br />
    2. 2. December 2009 U.S. Search Rankings <br />
    3. 3.
    4. 4.
    5. 5. Control Issues<br />YES!<br /><ul><li>Corporate Website Content
    6. 6. Structure of YOUR online community
    7. 7. Blog Posts
    8. 8. News releases
    9. 9. Twitter Feed
    10. 10. Facebook Page
    11. 11. Linkedin Company Page</li></ul>Maybe? <br />Assume NO!<br /><ul><li>Review sites
    12. 12. Twitter mentions
    13. 13. Non-corporate blog posts
    14. 14. News
    15. 15. Industry community/forums
    16. 16. Facebook</li></li></ul><li>
    17. 17. Do you ask for <br />Consumer Engagement?<br />
    18. 18. Yosemite Rose Bed & Breakfast<br />
    19. 19.
    20. 20. “I won’t read them”<br />Kate<br />Owner<br />
    21. 21.
    22. 22.
    23. 23.
    24. 24. Virtualization PC on a MAC Fusion<br />
    25. 25. Provide a locationProvide contentEngage with the communitySpread the word Suggest an action<br />
    26. 26.
    27. 27.
    28. 28.
    29. 29. Social Media Blanket Coverage<br />
    30. 30. SEO Best Practices - Communities<br />Ensure indexability of communities platform<br />Determine the top converting keywords<br />Treat pages like regular content pages that need to be optimized<br />Titles, meta descriptions – feed automatically from content<br />H1, H2<br />Create the categories with keywords in mind<br />Create initial threads with keywords in mind<br />Decide on key set of tags to be used/selectable<br />Call it a forum and a community<br />
    31. 31.
    32. 32. SEO Best PracticesTwitter/Status Reports<br />Account<br /><ul><li>Username and Description
    33. 33. Auto-following – NOT
    34. 34. External Linking from non-social sites
    35. 35. Don’t mix business and pleasure</li></li></ul><li>SEO Best PracticesTwitter/Status Reports<br />Posts<br /><ul><li>Include top converting keywords when appropriate – think density and frequency
    36. 36. Use keywords in shortened URL if possible
    37. 37. Leave room for RT
    38. 38. Use hashtags sparingly and then only to represent a very relevant topic that is not mentioned in the username or content</li></li></ul><li>
    39. 39. Get VisibleDominate the search results<br />Barbara C. Coll, CEO<br />WebMama.com Inc.<br />webmama.com<br />blog.webmama.com<br />Twitter: @webmama<br />

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