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1:14:28 PM Shanon Woodruff: User Generated SEO - Michael DeHaven, Sr Product Manager, SEO, Bazaarvoice - Live from SES San Fran 2011
1:15:33 PM Shanon Woodruff: Beginning in about 10 minutes.
1:15:46 PM Shanon Woodruff: Or now...
1:18:10 PM Shanon Woodruff: He is starting off by explaining what Brazaarvoice does.
Language Style Variations
Example - Restaurants:
Make sure you know what your users is searching for, not what you think you should be.
1:23:42 PM Shanon Woodruff: How much content is user generated for major retailers online? 80% or more of major retailer's content are made up of user generated content.
7 Principles of User Generate SEO:
1. Don't forget SEO Fundamentals - Don't fall into the fundamentals, user generated content can be key
2. Search Engines Get Board - Keep this exciting, add fresh content
3. The Primanti Principle - When looking at your product pages, add 8-10 reviews - anymore might be to much - 6 for long reviews
4. Beware of the Dilution - Be Strategic - If your SEO is not what is should be, then you can use UGC - But not for long.
5. Unlock the Potential of the Archive - After the 8-10 reviews on a page, if there are more take those excess to a different page. Separate indexable URL - Top-level or Subdomain? Don't assume that one is better, look at your SEO strategy to figure out what will work best for you. Bottom-line - Make sure you have an archive
6. Ask for Content at Relevant Times - Send emails at the appropriate times - Example when would you ask for a review from a user who bought RosettaStone the day after someone got the language product.
7. Convert Review into Advocates
What should we expect?
After UGC becomes accessible, increase in traffic.
1:40:51 PM Shanon Woodruff: He is going over a number of examples of how UGC has increased the traffic of sites that he has worked with.
1:44:40 PM Shanon Woodruff: UGC is an excellent way to peak the interest of search engine bots.
What about questions and answers?
Do People who use Q&A convert more ofter?
When users use Q&A convert 45% more ofter than users who did not.
Q&A can reduce customer service cost
1:51:50 PM Shanon Woodruff: Don't forget to suggest in your other media campaigns to suggest that they review the products or who what reviews are saying.
Social media and UGC:
Really, Facebook ratings & reviews?
In one case study it showed that when a Facebook page has reviews along side the buy button, sales increase 10%.
1:55:32 PM Shanon Woodruff: Also, give the option to share your reviews on your social media sites. In his example he is using 13% of people reviewing a specific kitty litter product, 13% shared their review on Facebook.
1:59:53 PM Shanon Woodruff: With reviews, if you have 50% negative reviews - you need to fix something. Try and get is down to 20/80, you don't want complete positivity though either. A site with nothing but positive review is a little bit "to good to be true."
2:06:01 PM Shanon Woodruff: Regarding Dilution: You want to be cautious. Make sure you have a product page is protected, you are just wanting to add freshness. Add the repository and do not over keyword your pages or content. In the repository area you want the most helpful first.
2:06:47 PM Shanon Woodruff: Place calls to action everywhere, even in the UGC. Get users to include calls to actions and opportunities in their reviews.
2:07:38 PM Shanon Woodruff: The End - User Generated SEO : Live Coverage from SES San Francisco 2011