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Inspire: Motivating Google with Reviews

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Learn how Google Reviews can help conversion and the impact of utilizing Bazaarvoice SEO integration.

Published in: Marketing
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Inspire: Motivating Google with Reviews

  1. 1. 1 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. In a 1.4 billion queries - users click organic results 94% of the time. Source: Nielsen & GroupM UK http://j.mp/SEO-Inventory-94-6 Paid search is only 6% of Google Paid: 6% Organic: 94%
  2. 2. 2 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. The top 3 results get 55% of organic search clicks in Google. Source: Moz.com http://j.mp/2014-click-rates The value of top SERP position Position 1-3: 55% All Others: 30% Position 4-5: 15%
  3. 3. 3 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Invest how Google invests Content Markup Reputation User Experience Freshness – Panda (26 updates) – Penguin (7+ updates), PageRank (frequent) – Page layout (3 updates), Hummingbird – Schema.org, Rich Snippets – Schema.org, Freshness, Caffeine
  4. 4. 4 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Invest how Google invests Content Markup Reputation User Experience Freshness – Include 800+ fresh words on each page – Use date and author data to communicate social – Load social content without a click – Code pages with proper schema.org markup – Refresh content daily
  5. 5. 5 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. For the most part, all product and service related search phrases fall into 6 general bands – types of search phrases. Bazaarvoice products help improve SEO performance for 5 of these 6 bands. Domain Only Branded Categories Generic Categories Generic Categories + Adjectives Product Names and IDs Extreme Long Tail Understand the 6 bands of search
  6. 6. 6 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Conversations (aka Ratings & Reviews) Understand the 6 bands of search Domain Only Branded Categories Generic Categories Generic Categories + Adjectives Product Names and IDs Extreme Long Tail Spotlights 60-70% of non-domain organic traffic
  7. 7. 7 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Domain Only Branded Categories Generic Categories Generic Categories + Adjectives Spotlights 60-70% of non-domain organic traffic Product Names and IDs Extreme Long Tail Invest in what Google cares about most to get highly qualified customers/prospects BVSEO in product pages Conversations (aka Ratings & Reviews)
  8. 8. 8 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Conversations Bazaarvoice products are strategically architected to ensure that all content is indexed without duplicate content concerns. Conversations
  9. 9. 9 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Conversations 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)
  10. 10. 10 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Conversations 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)
  11. 11. 11 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Conversations 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)
  12. 12. 12 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Case: Friskies Neo@Ogilvy, an independent agency, documented a 28% increase in natural search traffic to pages where BVSEO was properly deployed on Friskies.com.
  13. 13. 13 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Case:Waggin’Train By deploying BVSEO, Waggin Train increased the number of Google- indexed product-related pages from 3 to 42. Deep Focus, their dev agency, documented the complete integration taking only 75 minutes of developer time.
  14. 14. 14 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Conversations (aka Ratings & Reviews) Domain Only Product Names and IDs Extreme Long Tail BVSEO in discovery pages Branded Categories Generic Categories Generic Categories + Adjectives Spotlights 60-70% of non-domain organic traffic Invest in what Google cares about most on the pages with the most opportunity
  15. 15. 15 Confidential and Proprietary. © 2014 Bazaarvoice, Inc. Expose loved products with Spotlights Spotlights has the potential to embed over 2,000 words of rich, social content into category and landing pages. Preliminary test results included: - 22% improvement in CTR - 19% engagement rate - 9% clicked ‘learn more’
  16. 16. Prioritize your SEO task list 1 2 3 Content more content and more pages Markup less bloat and more schema.org Reputation quality links and social triggers 4 5 User Experience prioritize relevant and social content over ads Freshness % of fresh content per page and % of new pages
  17. 17. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.17

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