1. Leveraging Consumer-Generated
Content for SEO
PRESENTED BY
RYAN GRIPP
Manager, eCommerce H2O Plus

2. +Runs eCommerce operations
for H2O Plus Worldwide
+Built complex eCommerce Systems
(Oracle ATG, IBM, etc.)
+Founded several startups
(most recently @reefbuilders)
ABOUT
RYAN

3. BENEFITS OF USER GENERATED CONTENT FOR SEO:
Experience –Relevancy, more
content/information along with better UX
Search-freshness, SERP results
Brand-loyalty, protects against negative reviews
Business- easily create content, process
improvement, reputation management

4. H2O Plus leverages Online Ratings
and Reviews, Press Mentions, Social
Mentions, Blog Posts and
Beauty Experts to help improve SEO
along with the customer experience.

5. “79% Of Consumers Trust Online Reviews
As Much As Personal Recommendations”
2013- Search Engine Land Study

6. UGC & SERPS
Online consumers prefer to see
UGC and it has a measurable
impact on purchasing intent.
SERPS are full of UGC since 2008.

7. H2O Plus Leverages UGC for SEO
Ask for UGC at every customer touch point
Users are different then you (keywords,
language)

8. H2O Plus Leverages UGC besides SEO
Press
Product Review
Clinical

9. The DATA
Average of 2x increase in
revenue with UGC vs non UGC
Segment: UGC Interactions vs non UGC Interactions. On average customers
spend 2x more than customers that did not Interact with UGC.
Plus, those that created UGC spend on average 3X more.

10. UGC
I love H2O Plus
Eh
It’s too expensive
Great Stuff!
My wrinkles vanished!
Connections

11. Content Strategy Matrix
Persuasive
On-site
content
Merchandising
Content
Marketing
content
User-generated
content
Structured
Unstructured
Product
Content
Service
content
Informational
content
Instructional Content
Transactional
Copyright Forrester Research

12. WHAT YOU CAN DO RIGHT NOW
Build the integrations to support UGC
Have your customers do SEO for you
UGC at every customer touch point
UGC influences purchase intent

13. THANKS!
Twitter: @ryangripp
Linkedin: Ryan Gripp
rgripp@h2oplus.com