webinar: social seo - drive more traffic with user-generated content
DESCRIPTION
Sales originate through traffic and Google is the number one source of traffic, accounting for up to 80% of total traffic on e-commerce sites. While most sites do a good job optimizing their pages/URLs, many forget about some of the most useful content available - user-generated content. Surprisingly, 60% of the top 20 e-commerce sites are not getting the full SEO benefit from their reviews and other social content. How does your site stack up?TRANSCRIPT
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PowerReviews Proprietary and Confidential
WebinarSocial SEO: Drive More Trafficwith User-generated Content
June 29, 2011
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Webinar Agenda
1. Search Overview2. Social SEO Audit3. Social SEO Live Demo4. Q&A
#SocialSEO
To join the conversation or ask ask questions on Twitter,
use:
#SocialSEO
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How Google Works
#SocialSEO
1
2
3
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Google Traffic Defined
Paid (SEM)Search results that appear through the use of paid placement and contextual advertising.
Organic (SEO)Non-paid search results that appear because of their target page’s relevance to the search terms.
ShoppingPrice comparison service launched by Google that includes product info and links to source e-commerce sites collected from across the web.
#SocialSEO
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Organic Traffic is King
Paid
Or-gani
c
Shopping
On average, at least 60% of traffic to largee-commerce sites comes from organic search
#SocialSEO
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How can you stand out?
#SocialSEO
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Google is Looking Out for the Consumer
Google’s goal is to deliver the most relevant search
results.
#SocialSEO
1. Usability
2. Site Speed
3. Relevancy
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User-Generated Content Promotes Relevancy
UGC provides additional information about the page
that it lives on
UGC produces valuable longtail keywords written
in user syntax
UGC increases relevant keyword density on the
page
UGC is constantly updated which is favored by
Google over stale content
#SocialSEO
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Many Types of UGC Valued by Google
• Customer Reviews• Q&A• Discussion Forums• Twitter• Facebook• LinkedIn• YouTube• Flickr• Wiki Entries
#SocialSEO
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Reviews are the Product Page UGC
• The highest converting SEO traffic is traffic that lands directly on the product page
• The UGC on the product page is customer reviews - consumers' #1 social tool in the buying process1
• Indexable customer reviews directly on your product page are required for search optimization1 The E-tailing Group 2010 Social Shopping Study
#SocialSEO
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Reviews Indexed Directly on the Product Page
#SocialSEO
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Reviews Indexed Directly on the Product Page
#SocialSEO
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#SocialSEO
60%of the Top 20 e-commerce sites
are missing the boat.
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✓
60% of the Top 20 e-commerce Sites DO NOT have indexable reviews on the product
page
Rankings according to IR2010 Top 500 Report.
#SocialSEO
✓
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Customer Reviews NOT Indexed Directly on the Product Page
#SocialSEO
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Customer Reviews NOT Indexed Directly on the Product Page
#SocialSEO
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Lost Revenue from SEO
#SocialSEO
Actual Traffic
10% Improvement
Site Visits 92,000,000*
Product Page Visits (55%) 50,600,000
Natural search product page visits (25%) 12,650,00 13,915,00
Completed Checkouts 759,000 834,000
Average Order Value $132 $132
Sales from Natural Search $100,188,000 $110,206,800
Sales from Improved SEO $10,018,800
$10,000,000
in missed revenue
* Based on traffic data from Compete.com
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Social SEO Audit:Live Example
#SocialSEO
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Why Google Can’t See Your Reviews?
Customer reviews not hosted directly on the product page cannot be seen by Google.
Reviews are rendered in an iFrame cannot be seen by search engines.
#SocialSEO
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How iFrames Work
UGC hosted off-page
Google View User View
#SocialSEO
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Social SEO Self-Assessment
1. Choose a product on your site with customer reviews
2. Find the search result in Google linking to that product page
3. In the bottom right of the search result, click the link that says "Cached”
#SocialSEO
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3 Tips to Improve Social SEO
At least one source of keyword-rich UGC available on your product page
Substantial UGC volume and a process to ensure that it’s constantly updated and fresh
UGC that can be seen and indexed by Google, directly on your product page
#SocialSEO
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Product Page UGC Solution – In-Line SEO
#SocialSEO
Only PowerReviews In-Line SEO:
• Places fresh, relevant UGC directly on the product page
• Is built standard into the core PowerReviews solution
• Has been proven in the market to drive more traffic
"The SEO value of user-generated content is essential to our business. PowerReviews' technology allows us to drive more traffic directly to our product pages and increase sales.”- Kim Ruthenbeck
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Q&A – 10 Minutes
Thank you.
Please take a moment to complete our brief survey at the end of the Q&A to receive your Free Social SEO Audit.
#SocialSEO