webinar social seo - drive more traffic with customer conversations 9.29.2011

Drive More Traffic with Customer Conversations

September 29, 2011

Webinar: Social SEO

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Webinar Agenda

1. Search Overview2. Social SEO Audit3. Social SEO Live Demo4. Q&A

To join the conversation or ask ask questions on Twitter, use:

#SocialSEO

#SocialSEO @NadimAHossain

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About PowerReviews

#SocialSEO @NadimAHossain

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How Google Works

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#SocialSEO @NadimAHossain

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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 @NadimAHossain

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Organic Traffic is King

Paid

Or-ganic

Shopping

On average, organic traffic represents 50-70%on traffic on large e-commerce sites.

#SocialSEO @NadimAHossain

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How can you stand out?

#SocialSEO @NadimAHossain

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Google is Looking Out for the Consumer

Google’s goal is to deliver the most relevant search results.

1. Content

2. Usability

3. Site Speed

“We feel relevancy is one of the most important factors that influence our users’ experience. In determining what results to serve and how to

rank them, a number of factors are used.” - Google

#SocialSEO @NadimAHossain

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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 @NadimAHossain

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Many Types of UGC Valued by Google

• Customer Reviews• Q&A• Discussion Forums• Twitter• LinkedIn

• Google Plus• Facebook• YouTube• Flickr• Wiki Entries

#SocialSEO @NadimAHossain

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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 optimization

1 The E-tailing Group 2010 Social Shopping Study

#SocialSEO @NadimAHossain

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Reviews Indexed Directly on the Product Page

#SocialSEO

#SocialSEO @NadimAHossain

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Reviews Indexed Directly on the Product Page

#SocialSEO @NadimAHossain

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How Google Works

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.

✓✓

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Customer Reviews NOT Indexed Directly on the Product Page

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Customer Reviews NOT Indexed Directly on the Product Page

#SocialSEO @NadimAHossain

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Lost Revenue without Social SEO

#SocialSEO#SocialSEO

Actual Traffic 10% ImprovementSite Visits 92,000,000*

Product Page Visits (55%) 50,600,000

Natural search product page visits (25%) 12,650,000 13,915,000

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

$10,000,000in missed revenue

* Based on traffic data from Compete.com

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Social SEO Audit:Live Demo

#SocialSEO @BlakeandWhite

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Why Can’t Google 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.

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How iFrames Work

UGC hosted off-page

Google View User View

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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 @BlakeandWhite

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3 Tips to Improve Social SEO Today

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 @BlakeandWhite

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Product Page UGC Solution – In-Line SEO

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

#SocialSEO @BlakeandWhite

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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 @BlakeandWhite