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Presented this version of User Generated SEO at SES Chicago in Nov 2011. This iteration of the talk included updated examples and
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Strategic Use of User-Generated
Content for SEO
Michael DeHaven
Group Product Manger, SEO
Bazaarvoice
@stormseo, @bazaarvoice
@[twitterhandle] | @bazaarvoice
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Language Styles: Restaurant
scenic vie
wro
manti
c gem
energetic
part
ies
specialvibrant
bargreat scen
eparty
sele
ctio
ns
sushicrab st
eaks
loun
gevodka
seafood
dining
fish
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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skin
hypoallergenic gen
tle
healthy-looking
clearcleanserharsho
il-fr
ee
years love
looki
ng
great
helping soap
acne
youngerfragrance
rosa
cea
Language Styles: Cosmetics
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Language Styles: Apparel
greatquality
com
fort
ab
le
concrete
work
walkingdurable
sturdy love
com
for
t
mois
ture
-wic
kin
g
shoe
casu
al m
eta
tom
ical
oxford
leather
outsole
rub
ber
lace
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Keyword Discovery via Meditation
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Keyword Discovery via Auto-Suggest
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Keyword Discovery via AdWords
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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7 Principles of User Generated SEO
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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1. Don’t Forget SEO Fundamentals
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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2. Search Engines Get Bored
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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3. The Primanti Principle
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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4. Beware of Dilution – Be Strategic
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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5. Unlock the Long-Tail Vault
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Top-level or Subdomain?
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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6. Ask for Content at Relevant Times
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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7. Convert Reviewers into Advocates
wrote a laptop review
spent the next
62 minutes
answering
127 laptop questions
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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1:17 PM Review1:20 PM Answer1:21 PM Answer1:23 PM Answer1:23 PM Answer1:26 PM Answer1:27 PM Answer1:29 PM Answer1:33 PM Answer1:33 PM Answer1:34 PM Answer1:36 PM Answer1:38 PM Answer1:46 PM Answer1:48 PM Answer1:48 PM Answer1:49 PM Answer1:49 PM Answer1:51 PM Answer1:53 PM Answer1:55 PM Answer1:56 PM Answer
1/6 of Stephan’s Server Log
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Three Strategic Targets
keen women’s presidio
keen women’s presidio reviews
keen women’s presidio walk on concrete
Target Keywords (UGC on the product page)
Target Keywords plus Reviews (archive / paging)
Extreme Long Tail (archive / paging)
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Can Reviews Improve SEO for aWell-Optimized Site?
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Yes. Because Traditional SEO Lacks Freshness.
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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How Do You Test
Reviews?
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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With Review Hokey
Pokey
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Three Strategic Targets
keen women’s presidio
keen women’s presidio reviews
keen women’s presidio walk on concrete
Target Keywords (UGC on the product page)
Target Keywords plus Reviews (archive / paging)
Extreme Long Tail (archive / paging)
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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36% Larger Keyword
Footprint
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Language Styles: Apparel
greatquality
com
fort
ab
le
concrete
work
walkingdurable
sturdy love
com
for
t
mois
ture
-wic
kin
g
shoe
casu
al m
eta
tom
ical
oxford
leather
outsole
rub
ber
lace
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Content Assets
• 1 optimized product page
• 161 word description
• 182 reviews with 11,529 words
• ask for reviews
• sort by newest
• typically insert6 to 8 reviews
• 80/20 content rule
• must be crawlable
Freshness for Target Keywords
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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• eliminate or reduce product description
• sort by helpfulness
• keep pricing & buy
• insert 40 reviews
• paginate
Target Keywords + “Reviews”
Own the Extreme Long Tail
• 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)
keen women’s presidio…
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Unleashing User ContentBeyond SEO
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Integrated Social
Acquisition
Conversion
Customer Service
Intelligence
Supply Chain
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Integrated Social
Acquisition
Conversion
Customer Service
Intelligence
Supply Chain
By 2014, 53% of all purchases will be influenced by online research (Forrester)
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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151% Conversion Rate Lift
25% Average Order Value
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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When people
interact with
reviews, they are
more likely to order
something, and the
order value is likely
to be higher.
“
“Brian WilhelmDirector of Online MarketingJewelry Television
31% Conversion Rate Lift
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Integrated Social
Acquisition
Conversion
Customer Service
Intelligence
Supply Chain
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Multi-environment interactions
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Supplier Opportunity
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Supplier Involvement
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Integrated Social
Acquisition
Conversion
Customer Service
Intelligence
Supply Chain
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Integrated Social
Acquisition
Conversion
Customer Service
Intelligence
Supply Chain
Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Confidential and Proprietary. © 2011 Bazaarvoice, Inc.
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Michael DeHavenGroup Product Manager, SEO
512.551.6562
@stormseo
bazaarvoice.com