2011.11 dehaven-chi-user-gen-seo

525 views

Published on

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

Published in: Technology, Design
  • Be the first to comment

  • Be the first to like this

2011.11 dehaven-chi-user-gen-seo

  1. 1. Strategic Use of User-GeneratedContent for SEO Michael DeHaven Group Product Manger, SEO Bazaarvoice @stormseo, @bazaarvoice @[twitterhandle] | @bazaarvoice
  2. 2. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 1
  3. 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. 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. 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. 6. Keyword Discovery viaMeditation Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 5
  7. 7. Keyword Discovery viaAuto-Suggest Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 6
  8. 8. Keyword Discovery viaAdWords Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 7
  9. 9. 7 Principles of User GeneratedSEO Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 8
  10. 10. 1. Don’t Forget SEOFundamentals Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 9
  11. 11. 2. Search Engines Get Bored Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 10
  12. 12. 3. The Primanti Principle Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 11
  13. 13. 4. Beware of Dilution – BeStrategic Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 12
  14. 14. 5. Unlock the Long-Tail Vault Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 13
  15. 15. Top-level or Subdomain? Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 14
  16. 16. 6. Ask for Content at RelevantTimes Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 15
  17. 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. 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. 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. 20. Can Reviews Improve SEO foraWell-Optimized Site? Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 19
  21. 21. Yes. Because Traditional SEOLacks Freshness. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 20
  22. 22. How Do You Test Reviews? Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 21
  23. 23. With Review Hokey Pokey Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 22
  24. 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. 25. 36% Larger KeywordFootprint Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 24
  26. 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. 27. Content Assets• 1 optimized product page• 161 word description• 182 reviews with 11,529 words Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 26
  28. 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. 29. Target Keywords + “Reviews” • eliminate or reduce product description • sort by helpfulness • keep pricing & buy • insert 40 reviews • paginate
  30. 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. 31. Unleashing UserContentBeyond SEO Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 30
  32. 32. Integrated Social Supply Acquisition Chain Intelligence Conversion Customer Service Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 31
  33. 33. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 32
  34. 34. Integrated Social Supply Acquisition Chain Intelligence Conversion Customer Service Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 33
  35. 35. By 2014, 53% of all purchases willbe influenced by online research(Forrester)
  36. 36. 151% Conversion Rate Lift 25% Average Order Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 35
  37. 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. 38. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 37
  39. 39. Integrated Social Supply Acquisition Chain Intelligence Conversion Customer Service Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 38
  40. 40. Multi-environment interactions Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 39
  41. 41. Supplier Opportunity Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 40
  42. 42. Supplier Involvement Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 41
  43. 43. Integrated Social Supply Acquisition Chain Intelligence Conversion Customer Service Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 42
  44. 44. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 43
  45. 45. 44
  46. 46. Integrated Social Supply Acquisition Chain Intelligence Conversion Customer Service Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 45
  47. 47. Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 46
  48. 48. Michael DeHaven Group Product Manager, SEO 512.551.6562 @stormseo bazaarvoice.comConfidential and Proprietary. © 2011 Bazaarvoice, Inc. 47

×