1. 1. Leveraging Consumer-Generated Content for SEO PRESENTED BYRYAN GRIPP Manager, eCommerce H2O Plus
2. 2. +Runs eCommerce operations for H2O Plus Worldwide +Built complex eCommerce Systems (Oracle ATG, IBM, etc.) +Founded several startups (most recently @reefbuilders)ABOUT RYAN
3. 3. BENEFITS OF USER GENERATED CONTENT FOR SEO:Experience Relevancy, more content/information along with better UX Search-freshness, SERP results Brand-loyalty, protects against negative reviews Business- easily create content, process improvement, reputation management
4. 4. H2O Plus leverages Online Ratings and Reviews, Press Mentions, Social Mentions, Blog Posts and Beauty Experts to help improve SEO along with the customer experience.
5. 5. 79% Of Consumers Trust Online Reviews As Much As Personal Recommendations 2013- Search Engine Land Study
6. 6. UGC & SERPSOnline consumers prefer to see UGC and it has a measurable impact on purchasing intent. SERPS are full of UGC since 2008.
7. 7. H2O Plus Leverages UGC for SEO Ask for UGC at every customer touch pointUsers are different then you (keywords, language)
8. 8. H2O Plus Leverages UGC besides SEOPressProduct ReviewClinical
9. 9. The DATAAverage of 2x increase in revenue with UGC vs non UGCSegment: UGC Interactions vs non UGC Interactions. On average customers spend 2x more than customers that did not Interact with UGC. Plus, those that created UGC spend on average 3X more.
10. 10. UGCI love H2O PlusEhIts too expensiveGreat Stuff!My wrinkles vanished!Connections
11. 11. Content Strategy Matrix Persuasive On-site contentMerchandising Content Marketing content User-generated contentStructuredUnstructuredProduct Content Service contentInformational content Instructional ContentTransactional Copyright Forrester Research
12. 12. WHAT YOU CAN DO RIGHT NOWBuild the integrations to support UGC Have your customers do SEO for you UGC at every customer touch point UGC influences purchase intent
13. 13. THANKS!Twitter: @ryangripp Linkedin: Ryan Gripp rgripp@h2oplus.com