Bazaarvoice: Unleash the Power of Consumer Generated Content for SEO Gains #LSS2016

Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 1

SEO is not smoke, mirrors and magic.

A good SEO professional should

be able to create and articulate

their SEO strategy from 4 angles.

1. Overall Strategy

2. Content Development

3. Reputation / Popularity

4. Technical

Art

Science

SEO


How does Google invest in Web Search?



Five investment themes:

• Content

• Markup

• Reputation

• User Experience

• Freshness

26 Panda and JavaScript

Indexing

Schema.org and Rich Snippets

PageRank and 7+ Penguin

Hummingbird and Page Layout


Which results get the clicks?


Only the results on page one.

36.3%

19.8%

13.3%

9.3%6.9% 6.1% 5.0% 4.1% 3.7% 3.8%

Combined4.6%

1 2 3 4 5 6 7 8 9 10 11+

Increase traffic by 4x to 9x by moving target keywords into the top 3.

Source: Consolidated cross-client Google Search Console data, July 2015

Essentially 0%


How do we search?


There are only 6 types of searches.

Buck’s Bikes

HomepageIntent

Cannondale Mountain Bikes

Branded Category

Mountain Bikes

Generic Category

ModifiedCategory

Aluminum Mountain Bikes

Store / Product

Name & ID

Buck’s Bikes San DiegoBicycle Shop with blue triathlon bicycles

Extreme Long Tail


HomepageIntent

Branded Category

Generic Category

ModifiedCategory

Store / Product

Name & ID

Extreme Long Tail

Offline MarketingDrives

Homepage Traffic

70% 30%

There are only 6 types of searches.

Discover Explore


Are the most valuable pages optimized?



2

1.3

4.8

4.3

2

3.4

4.6

2.5

4.2

3.4

0.7

3.8

2.5

0.8

4.7

Freshness User Experience Reputation Markup Content

Unfortunately not.

Category and locator level pages typically lack unlinked content, freshness, structured markup, and social content.

Store pages often need fresh content.Source: Bazaarvoice page quality analysis, August 2015

HOMEPAGE LOCATOR / CATEGORY STORE / PRODUCT


2016 SEO Best Practices

http://bv-url.com/2vqd


2016 Best Practice #1:

Get your structured markup correct


Who has visited this website?


It’s time to take schema.org seriously.

Schema.org is an initiative launched on June 2, 2011 by Bing, Google and Yahoo!

Their mission was to create a common labeling system (schemas) that would help search engines understand the contents of web pages.


Itempropsare labels.

4.7

5

27

5

itemprop=“logo”

itemprop=“image”

itemprop=“aggregateRating”

itemprop=“inventoryLevel”

itemprop=“reviewCount”

itemprop=“bestRating”


Without hierarchy, labels are confusing.


itemprop=“name”

itemprop=“review”


itemscope itemtype=“schema.org/Product”


Hierarchy requires nesting.

itemprop=“mainEntity” itemscope itemtype=“schema.org/LocalBusiness”


itemprop=“name”



http://schema.org/WebPage



Display at least 8 reviews by default

19 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.

Your pages are too similar.

Product or StoreDetails

(~150 words)

Header (~100 words)

Footer (~100 words)

HeaderFooterProduct or Store DetailsTotal Words

Duplicate Template ContentProduct or Store Content

100100150350

57%43%

Without reviews:

Recommendations

(nominal)

Ads(nominal)

20 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.

Use reviews to differentiate.Product or Store Details

(~150 words)

Header (~100 words)

Footer (~100 words)

HeaderFooterProduct DetailsReviewsTotal Words

Duplicate Template ContentProduct or Store Content

1001001508001150

17%83%

With reviews:

Recommendations

(nominal)

Ads(nominal)

Reviews(~800 words)



Prioritize locator, category and list pages


HomepageIntent

Branded Category

Generic Category

ModifiedCategory

Store / Product

Name & ID

Extreme Long Tail

OfflineMarketing Drives

Homepage Traffic

70% 30%

That’s where the opportunity is!

Discover Explore


Photos, prices and links aren’t enough.

Linked text passes

value to the

destination page.


Don’t fall into the garbage footer trap!

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Consider trying Spotlights.Maintained

Removed


25% increase in traffic to pages where Spotlights was deployed.This data was seasonally adjusted and relative to a control group of similar pages.

24% decrease in traffic to pages when Spotlights was removed.This data was relative to a control group of similar pages.

Significant increases in traffic from untargeted keywords.Source: Google Search Console data representing an add then remove experiment.



Say goodbye to tabs


Marketing Fluff Consumer Content

Consumers prefer to read social content first.

As offensive as this might be to some of us in the room, consumers and search engines usually prefer to read product-related content written by end users before readingcontent that is created by professionals writers.

We’re very sorry, but it’s just a reality.

$29.95 Add to Cart



Invest in responsive design (get mobile-friendly)


Not mobile-friendly?

You’re already affected.


2016 Bonus Best Practice:

Monitor webmaster tools weekly


Does this look familiar?


Leverage the Google and Bing tools

Areas to check weekly:

• Manual Actions

• Structured Data

• Mobile Usability

• Index Status

• Crawl Errors

• Security Issues


Top 5 SEO takeaways…


1 Get your structured markup correct

2 Display at least 8 reviews by default

3 Say goodbye to tabs

5 Monitor webmaster tools weekly

4 Invest in responsive design (get mobile friendly)


Sammy BoukhrisSr. Program Manager

Bazaarvoice: Unleash the Power of Consumer Generated Content for SEO Gains #LSS2016

Business

Transcript of Bazaarvoice: Unleash the Power of Consumer Generated Content for SEO Gains #LSS2016