On March 13th, Andrew Maff sat down with Brandon Till of TrustPilot to talk about the best ways to reduce customer acquisition costs with an off-page SEO strategy to increase organic traffic. These slides are from a webinar where we dove deep into off-page SEO. Why? Because off-page SEO has become more important than on-page SEO, it's starting to help reduce customer acquisition costs by driving paid advertising costs down. We touched on every aspect we could think of to show e-commerce sellers the benefit of off-page SEO with backlink building, relationship building, social proof and much more! Check out the slides attached here and feel free to reach out if you have any questions! SUBSCRIBE to our YouTube channel to see all of our other webinars! SUBSCRIBE HERE: http://bit.ly/SellersChoice-YT

1. Off-Page SEO
1
Reducing Customer Acquisition
Costs with Organic Traffic
03/13/2019

2. We’re the world’s most powerful
review platform.
2

3. About Trustpilot
We help people buy
with confidence
Sharing experiences builds
trust and transparency
We help companies harness
the power of reviews

4. About Seller’s Choice
Advancing the reach
of digital brands
Full-service digital marketing
company for e-commerce
sellers
Focus on sell-through,
differentiation, community, &
compliance

5. How can SEO help with brand
trustworthiness?
● 75% of traffic stays on page 1
● 33% of traffic selects the first search
result
● 15% of traffic selects the first search
result
Being in the top results can label you as the leader in your industry

6. 6
SEO = ASSET
PAID ADVERTISING = RISK

7. 7
OFF-PAGE SEO > ON-PAGE SEO

8. 8
Most brands have an SEO
strategy, but not as many are
focused on off-page
opportunities.

9. Why does
off-page
SEO
matter?
Search engines change
constantly. Relevance,
trustworthiness, and
authority always play a role
in a page’s ability to rank.
According to Moz, off-site
SEO-related factors carry
more than 50% of the
ranking factor weight.

10. 10
What is off-page SEO?
Relevance
Google looks at topical content and and
the topics associated with your links to
determine relevance.
Trustworthiness
When other reputable places online (pages, sites,
people, etc.) link to or promote your website, they
vouch for the quality of your content.
Off-site SEO
Actions you take
outside of your site to
impact your search
engine rankings
Authority
Search engines want to connect us to
the most authoritative sources for our
query, whether that’s an academic blog
or dishwasher reviews from real users.

11. According to Moz,
off-site
SEO-related
factors carry
more than 50%
of the
ranking factor
weight.

12. “
12
Not caring about off-site SEO is like
having that great house in the gated
community, but none of your friends
want to visit because they’ve heard
that it smells on the inside and no
one can confirm or deny it....”
Ronell Smith, Moz

13. At the end of the day, you’re
building a brand in the eyes of
Google. Links are wonderful,
but Google looks at non-link
reputation signals, too.
13

14. 14
Off-page SEO basics for
reputation building

15. 15
Set up business profiles.
Make sure your business has a presence in key
business directories and social media platforms
for your industry.
● Many profiles allow you to link back to
your site. You can never have too
many backlinks.
● Wherever possible, seize
opportunities for structured data like
Google My Business to become a
rich snippet result in search.
Image courtesy of Alexa

16. Be the Cookie Monster of
QUALITY backlinks

17. 17
51 free backlinks to get now

19. 19
Building backlinks and
relationships

20. 20
Start a partnership program
Work with businesses in your industry.
● Guest blog posts
● Backlink sharing
● Social media post sharing
● Live social media videos
● Webinars (#ThanksTrustpilot)

21. 21
Partner with an influencer for
trust points.
Form relationships with influential individuals and
brands. Then invite them to share your content
and promote your brand.
● Content shares and shoutouts from an
influencer contribute to SEO by
○ driving site traffic
○ increasing brand mentions
○ and adding authority to your
brand.

22. 22
Have a presence on review platforms.
It all starts with one little Google search.
● When people search for your brand,
what do they find?
● Trustpilot company profiles rank
highly and stand out in organic
search, highlighting your reputation
to potential customers.
Image courtesy of Alexa

23. 23
Why does off-page SEO (e.g.
customer reviews) reduce
customer acquisition costs?

24. 24
90%
72%
of consumers will take
action after reading a
positive review.
According to a survey conducted by
Dimensional Research and Zendesk
86%
of people would pay more for
services for a company with
higher ratings and reviews.
The impact of
reviews on
consumer
behaviour
of consumers say buying
decisions are influenced
by online reviews.

25. 25
Reviews help you get seen in search.
1
New content
Dynamic high-quality content that
is constantly updated every time a
customer leaves a new review
More search terms
Search discoverability surges
when your customers start
querying “Your Brand Name +
reviews”
2
High domain authority
Enjoy high domain authority
visibility through your Trustpilot
profile page
3
VISIBILITY
Why does Google take reviews
seriously? Because customers
do.
4

26. 26
Improve organic performance with
rich snippets.
Reviews helped LensDirect get rich snippets to improve
their search performance
Trustpilot reviews also provide schema markup,
and schema markup helps Google understand
your site.
● Schema markup leads to rich snippet
star ratings on search results.
● Rich snippet stars showcase your
reputation where it matters and
improve CTR.

27. 27
PAID CTR+
10%
“On average, ads with Seller Ratings get a 10% higher CTR
than the same ads without ratings.” — Google
ORGANIC CTR+
45%
LensDirect increased their organic CTR by 45% on their
highest value search term after using Trustpilot
Drive more traffic and stand out in
search with rich snippets.
Rich snippets lift CTR and bring down CAC.

28. 28
Build brand credibility, improve marketing performance, and grow sales
by showcasing customer reviews onsite, in email, and on ads.
Marketing is more efficient with trust symbols.
CONVERSION+
130% CTR
+
220
%
CTR+
66%
SALES+
315%
ID Wholesaler saw a 130% increase in
conversions and a 315% increase in sales
after displaying reviews onsite.
NewYorkDress saw a 220% increase in
CTR after adding reviews to their cart
abandonment email.
Vivint saw a 66% higher CTR after adding
reviews to their display ads.

29. 29
Blasting out content to
kickstart traffic

30. 30
Your content won’t announce itself
● Contact anyone mentioned in your
blog posts
● Post it on all social media (Facebook
Twitter, LinkedIn)
● Create a pin on Pinterest with
infographic
● Create a post and add link to bio on
Instagram (or swipe up on stories)
● Submit to Google Search Console
● Repurpose as personal LinkedIn post
● Find questions on Quora and answer
with blog post
● Share on Reddit (be careful!)
● Share on blog sharing websites

31. 31
Your platform
for progress

32. THANKS FOR JOINING