SES Live: User Generated SEO

Aug 16, 2011 - 5:10 pm 0 by

Below is live coverage of the User Generated SEO panel from the SES San Francisco 2011 conference. This coverage is provided by Shanon Woodruff at RankSmart.

Disclaimer: The coverage is brought to you in real time, using a custom live blogging tool. Feel free to ask questions or leave comments for inclusion into the live coverage. During the live event, live notes will auto-scroll with newest entries at top. After the session is complete the archive version will have the oldest entries at the top. We ask you to please excuse any typos, as these are live notes.

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Shanon Woodruff: 1:14:28 pm
User Generated SEO - Michael DeHaven, Sr Product Manager, SEO, Bazaarvoice - Live from SES San Fran 2011
Shanon Woodruff: 1:15:33 pm
Beginning in about 10 minutes.
Shanon Woodruff: 1:15:46 pm
Or now...
Shanon Woodruff: 1:18:10 pm
He is starting off by explaining what Brazaarvoice does.
Shanon Woodruff: 1:21:10 pm
Language Style Variations

Example - Restaurants:


Pacific View


Scenic View
Romantic Gem

Make sure you know what your users is searching for, not what you think you should be.
Shanon Woodruff: 1:23:42 pm
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.
Shanon Woodruff: 1:36:51 pm
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
Shanon Woodruff: 1:39:02 pm
What should we expect?

After UGC becomes accessible, increase in traffic.
Shanon Woodruff: 1:40:51 pm
He is going over a number of examples of how UGC has increased the traffic of sites that he has worked with.
Shanon Woodruff: 1:44:40 pm
UGC is an excellent way to peak the interest of search engine bots.
Shanon Woodruff: 1:48:29 pm
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

Shanon Woodruff: 1:51:50 pm
Don't forget to suggest in your other media campaigns to suggest that they review the products or who what reviews are saying.
Shanon Woodruff: 1:53:31 pm
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%.
Shanon Woodruff: 1:55:32 pm
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.
Shanon Woodruff: 1:59:53 pm
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."
Shanon Woodruff: 2:06:01 pm
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.
Shanon Woodruff: 2:06:47 pm
Place calls to action everywhere, even in the UGC. Get users to include calls to actions and opportunities in their reviews.
Shanon Woodruff: 2:07:38 pm
The End - User Generated SEO : Live Coverage from SES San Francisco 2011

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