The document discusses search engine optimization and how Bazaarvoice products can help improve SEO performance. It provides statistics on search behavior and how users interact with organic versus paid search results. It also outlines the six main categories of product/service search phrases and how Bazaarvoice solutions are strategically designed to ensure content is properly indexed without duplicate content issues. Case studies are presented showing how clients increased natural search traffic and number of indexed product pages by deploying Bazaarvoice SEO solutions.

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 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 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 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 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 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 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 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 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 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 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 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 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 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 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. 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. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.17