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SEO - Untapping the potential of customer advocacy and reviews - BrightonSEO

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BrightonSEO 2017 - Untapping the hidden potential of post purchase data and customer advocacy in e-commerce and SEO.

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SEO - Untapping the potential of customer advocacy and reviews - BrightonSEO

  1. 1. CLICK TO EDIT MASTER TITLE STYLE Untapping the potential of customer advocacy and reviews Edward (Teddie) Cowell SEO Director UK & International MediaCom
  2. 2. Three Wolf Moon T-shirt review 2008, Brian McGovern Pros: Fits my girthy frame, has wolves on it, attracts women Cons: Only 3 wolves (could probably use a few more on the 'guns'), cannot see wolves when sitting with arms crossed, wolves would have been better if they glowed in the dark. This shirt has changed my life! https://www.amazon.com/Mountain-Three-Short-Sleeve-T-Shirt/dp/B002HJ377A
  3. 3. Online reviewers were more trusted than friends and family, and the brand itself. Salesforce. May 9-11, 2016, among 2,095 adults ages 18 and older (among whom 1,988 have purchased consumer goods in the past 12 months). Why would you want to use online reviews? Salesforce: 2016 Connected Consumer Goods Report
  4. 4. The frequency with which people read online reviews is also correlated with how often they shop online. Roughly two-thirds (67%) of weekly online shoppers say they nearly always read customer reviews before buying new items, compared with 54% of monthly online shoppers and 38% of those who say they shop online less often. http://www.pewinternet.org/2016/ 12/19/online-reviews/ Regular online shoppers are more likely to read reviews
  5. 5. How do you implement solutions to tap into that sweet spot of customer advocacy and reviews? AUDIT: review your current ecosystem PLAN: tactics to drive positivity and volume IMPLEMENT: maximising impact
  6. 6. AUDIT: review your current ecosystem
  7. 7. Reviews Local/Places Rich Snippets PPC Ad extensionsShopping results Other websites (TrustPilot, TrustedReviews, Which)
  8. 8. PLAN: tactics to drive positivity and volume
  9. 9. Around half your customer base will leave a review, slightly less if it’s an older demographic. So depending on your customer and transaction volumes that could either be a large or quite small pool to get to do so. Percentage of global internet users who post reviews online as of 4th quarter 2015, by age group 1) Not everyone will leave a review © Statistica Source: Worldwide; GlobalWebIndex; 4th quarter 2015; 16-64
  10. 10. Share of 52 leading online retailers sending review e-mails to customers post-purchase in the United Kingdom (UK). 2013, by e- mail type 61.5% not asking for reviews 2) If you don’t ask you don’t get © Statistica Source: Micros United Kingdom; October to December 2013; 52
  11. 11. Are there things you can do to work out who your loyal customers are?
  12. 12. How likely is it that you would recommend our company/product/service to a friend or colleague? -100 to 100 score that measures the willingness of customers to recommend a company's products or services to others. It is used as a proxy for gauging the customer's overall satisfaction with a company's product or service and the customer's loyalty to the brand. Net Promoter or Net Promoter Score (NPS) PromotersPassivesDetractors 1 2 3 4 5 6 7 8 9 10 NPS % Promoters % Detractors= _ Score:
  13. 13. Then ask them for a review. Create a better business use NPS to put negative customer experience into a feedback loop and fix the issues. Solicit reviews from customers that had a good experience Target your requests to the right people NPS > X NPS < X CRM Online review
  14. 14. Multi-Channel/ Omni-channel Retail In Store Google My Business Product Page
  15. 15. Moz Local 2015 Local / Google My Business • Reviews impact rankings • You can filter out businesses that have fewer stars than you want.
  16. 16. • Reviews have a big impact on local listing rankings. • But it’s against the Google My Business review policy to solicit reviews from customers by offering incentives or setting up review stations at your place of business. Unfortunately opting out of reviews isn’t a choice
  17. 17. For local, segment by email address and location in order to personalise the message and improve conversion rate Target your requests to the right people NPS > X / STAFF NPS < X @Gmail Bought in store X CRM Google My Business Review Page
  18. 18. “When it comes to aiding the purchase decision, the top- performing option for consumers are user reviews (30%).” *GroupM Research – Search the Virtuous Circle. The Role of Search and Social Media in the Purchase Pathway. 1. Generates reinforcement and validation metrics 2. Social content can be crawled and displayed, including some of what’s on Facebook 3. Visibility on social networks can lead to indirect benefits such as natural links from other websites Beyond Reviews and Ratings Social Website Search
  19. 19. Promote and incentivise social sharing Checkout confirmation Promote customised Social sharing options and links to your profiles
  20. 20. IMPLEMENT: maximising impact
  21. 21. Make sure ratings and reviews are visible to users and search engines or choose a platform vendor that does it for you
  22. 22. Benefits of rich snippets include: • Drawing a user's attention to your result. • Increase perception of trust • Providing instant information as related to their query • Increasing click-through rates and lessen the amount of bounces “Rating and review rich snippets (star ratings) can increase the click through rate CTR to a website by as much as 15%.” - Yahoo Google - 17% TrustPilot - 30% -200% Why Implement Reviews and Ratings with Structured Data Markup? To comply with guidelines: https://developers.google.com/search/docs/data-types/reviews
  23. 23. Implement for Success Microdata JSON LD
  24. 24. Monitor the pickup via webmaster tools
  25. 25. Monitor the pickup via webmaster tools
  26. 26. Check, Test and Optimise using the Structured Data Testing Tool https://search.google.com/structured-data/testing-tool/u/0/
  27. 27. Whilst guidelines restrict how you can surface reviews via schema, they don’t restrict how you can surface them as content. Review sites dominate the stage of the journey but that doesn’t have to be the case. Create a dedicated page aggregating and targeting product comparison and review searches, and even brand searches Upper funnel evaluation searches EVALUATION
  28. 28. Approach • Optimise content around brand and product reviews to target evaluation searches • Dedicated review page • Use Schema.org to surface ‘rich snippet’ aggregate review data in search results • UGC content to increase uniqueness and relevance of product pages • Ownership and optimisation of local listings for offline locations (Google My Business) • Include social plugins to drive sharing • Segment customers and gather valid useful customer reviews EVALUATE Inform & Involve ACT Drive to action POST-PURCHASE Re-confirm/drive advocacy Understand your customer journey across organic search
  29. 29. Jeff Bezos "We don’t make money when we sell things. We make money when we help customers make purchase decisions."
  30. 30. Questions & Answers

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