user generated content for brands
TRANSCRIPT
- 1. Leveraging Consumer-Generated Content for SEO PRESENTED BYRYAN GRIPP Manager, eCommerce H2O Plus
- 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. 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. 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. 79% Of Consumers Trust Online Reviews As Much As Personal Recommendations 2013- Search Engine Land Study
- 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. H2O Plus Leverages UGC for SEO Ask for UGC at every customer touch pointUsers are different then you (keywords, language)
- 8. H2O Plus Leverages UGC besides SEOPressProduct ReviewClinical
- 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. UGCI love H2O PlusEhIts too expensiveGreat Stuff!My wrinkles vanished!Connections
- 11. Content Strategy Matrix Persuasive On-site contentMerchandising Content Marketing content User-generated contentStructuredUnstructuredProduct Content Service contentInformational content Instructional ContentTransactional Copyright Forrester Research
- 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. THANKS!Twitter: @ryangripp Linkedin: Ryan Gripp [email protected]