User Generated Content and the New SEO

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PRESENTED(BY(

ZACHARY'CIPERSKIVICE(PRESIDENT(OF(COFFEEFORLESS.COM

User%Generated%Content%and%the%New%SEO:

LIFT%CONVERSION%RATES,%RETENTION%AND%RANKINGS%TODAY

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ABOUTZACHARY

Runs*online*opera2onsand*leads*all*marke1ng*effortsfor*CoffeeForLess.com

Internet*Retailer*top*5002008,*2009,*2010*&*2011

Adjunct*instructor*at*NYUTeaching*courses*in*SEO*and*Online*Marke1ng*Strategy*and*Planning

Product*Advisory*Board*MemberAt*major*Email*Service*Provider

Marke2ng*Board*Member*AdvisorAt*NYC*Arts*Nonprofit

User%Generated%Content%and%the%New%SEO:LIFT'CONVERSION'RATES,'RETENTION'

AND'RANKINGS'TODAY

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THE'PERKS%OF%USER%GENERATED%CONTENT%FOR%SEO:

Provides!more!relevant!informa-on/content!to!the!user

Enhances!user!experience!through!relevancy

Improves!the!freshness!of!your!content

SERP%Results!now!accoun-ng!for!UGC!based!ac-vi-es!for!ho=er!search!results

Creates%content!with!li=le!internal!effort/self!sustaining

Builds!connec-ons/rela-onships!with!UGC!authors

Solidifies!personal!SERP!results,!e.g.!+1

MiIgates!cri-cal/nega-ve!reviews!feedback,!via!posi-ve!UGC

Protects/aligns!brand!via!posi-ve!feedback


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CoffeeForLess.com%Leverages%User%Generated%Content%in%the%Form%of%Ra9ngs%and%Reviews%and%affirma9on%through%social%channels.


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provides%the%ability%to%connect%with%your%audience,%interact%with%both%power%users%and%cri9cs%alike.Great'learnings'for'SEO'and'great'for'business'processes'too.UGC%is%viral%marke9ng%via%robust%social%media%integra9on.%One%review%is%seen%by%possibly%hundreds%of%others%via%status%updates,%etc.


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USER'GENERATEDCONTENT(

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ONLINE'CONSUMERS%are%indica9ng%more%and%more%that%UGC%is%having%more%

and%more%impact%on%their%buying%behavior.Google'makes'UGC'publicly'available'

through'incorporaNon'in'SERPS.


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CONSUMERS%ARE%VISUAL*Google&relies&on&businesses&to&

generate&this&social&content&from&their&customers&which&benefits&

businesses&in&the&form&of&traffic.—Cathy&Halligan


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“Google+!is&a&reflec>on&of&the&increasing&importance&the&company&(Google)&places&on&social&signals&and&how&it&indexes,&ranks&and&

presents&informa>on&to&consumers.”&—Cathy&Halligan

Since%the%panda%update,%Google%is%looking%more%and%more%at%engagement%of%the%user.


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?How%long%is%a%user%on%a%site,%how%many%page%views,%acIons%taken,%etc?

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ENGAGEMENT'OPPORTUNITY


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SAMPLE%INFORMATION'REQUEST

FOR%UGC


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MAKE%YOUR%SOCIAL%NETWORKS%WORK'HARDER


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SIP'UP,'HEAR%ALL%ABOUT%IT%


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FREE%SEO%%FRESH'CONTENT,%

%%ON%PAGE…


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INVITE'YOURCUSTOMER%TO%PROVIDE%THE%

CONTENT:


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UGC*adds*a*layer*of*content*that*your*compe1tors*don’t*have.*

Users*write*how*they*search…*Colloquial*KW’s*and*such.

Real*language*your*real*customers*use.*The*Best*KW*research.


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THE*DATA

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CoffeeForLess%REVIEW'

DISTRIBUTIONCOVERAGE**

Total(Number(of(Reviews((All(Time) 5,965

RATING*DISTRIBUTION

Average(Daily(RaGng 4.41

4(Plus(Star(RaGng 86%


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INDUSTRY%TREND%OF%OVERALL%PRODUCT%RANKINGS

0%

10%

20%

30%

40%

50%

60%

70%

80%

1 2 3 4 5

CLIENTINDUSTRYRATING'DISTRIBUTION*(J[CURVE)*»*OCT*[*DEC*(11)


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CURRENT

86.41%%%CURRENT

7.70%%%CURRENT

2.24%%%CURRENT

0.56%%%CURRENT

3.07%%%CURRENT

0.02%%%LIKE

LIHO

OD'TO

'REFER

LOW

MED

IUM

HIGH

LOW<2

HIGH>=2

VOLUMEAV

GRA

TING

<=2

MED

IUM

HIGH >=4

REVIEW'CONTRIBUTIONWHO’S%TALKING%ABOUT%CoffeeForLess?

Conversion!rate!for!people!who!interact!with!the!reviews!is!

2.25%Imes%greater!than!conversion!of!people!who!don’t!

EXPLORER

*******Results

Visits Unique*Visitors Pageviews Pages/Visits Avg.*Time*on*Site Transac1ons Revenue Quan1ty Average*Value Per*Visit*Value

Used*Bazaarvoice

•*13,663Used*Bazaarvoice

12,583Used*Bazaarvoice


18.53Used*Bazaarvoice

00:15:16Used*Bazaarvoice


$279,924.98Used*Bazaarvoice


$79.32Used*Bazaarvoice

$20.49

Did*Not*Use*Bazaarvoice

•*161,383Did*Not*Use*Bazaarvoice

144,020Did*Not*Use*Bazaarvoice

1,417,969Did*Not*Use*Bazaarvoice

8.79Did*Not*Use*Bazaarvoice

00:05:56Did*Not*Use*Bazaarvoice


$1,476,965.07Did*Not*Use*Bazaarvoice


$79.86Did*Not*Use*Bazaarvoice

$9.15


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What!that!means!for!the!CoffeeForLess!bo=om!line!is!that!the!average!revenue!that!can!be!associated!with!a!visitor!of!your!product!page!that!engages!

with!the!reviewed!product!is!$20.49!but!only!$9.15!for!the!people!who!don’t.

COFFEE*FOR*LESS*INSIGHTS*|*COFFEE*FOR*LESS*INSIGHTS*|*RESULTS*Q4*2011RESULTS*Q4*2011

RATIO*/*%*LIFT USED*RATING*&*REVIEWS

DID*NOT*USE*RATING*&*REVIEWS

*****VISITOR*BEHAVIOUR→*Visits 13,663 161,383→*Page*Views*/*Visit +111% 18.5 8.8→*Time*on*Site +157% 0:15:16 0:05:56*****EfCOMMERCE→*Orders 3,528 18,494→*Revenue $279,924.98 $1,476,965.07→*Conversion*Rate +125% 25.8% 11.5%→*AOV f1% $79.34 $79.86→*Revenue*/*Visit +124% $20.49 $9.15

8%

16%

16%


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THE*TAKEAWAYS


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WHAT%YOU%CAN%DO%TODAY:Leverage*your*biggest*allies,*your*customers.*The*SEO*of*the*future*is*where*your*customers*do*your*SEO*For*You.

Provide*the*arena*for*interac2on.

Coach*your*users*into*doing*SEO*for*your*sitemaking*sure*visitors*interact*with*the*UGC*System*(placement,*promo1on,*emails,*announcements…).

Connect*UGC*with*Social*Media*syndica2on*tools.

UGC*is*a*form*of*social*media*that*can*influence*other*poten1al*customers.


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THANK*[email protected]

mailto:[email protected]

mailto:[email protected]

User Generated Content and the New SEO

Technology

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