rankings, especially in the long-tail of your catalog.
Technique #3: When users speak, search engines
listen
User-generated content is a hot topic, for good
reason – visitors love it, and it helps your business by
increasing shopper confidence and conversion rates
up to double-digits.
That alone should justify investing in user-generated
content. But the SEO benefits can be significant too,
as you increase the content and keyword richness of
the pages you publish to the major search engines.
An example of the unexpected SEO traffic that user
reviews can drive is demonstrated again by Wee
Welcome. With comments from its active community
of mothers on its site, Wee Welcome pages were
routinely appearing in the top three results for long-
tail searches such as “Huggies Soft Skin Wipes” and
page reflecting only products and information that contain
“bake sale ideas.” These pages ranked above similar
“sports,” “NFL,” and “Indianapolis Colts.” By placing
listings from sites like Walmart.com, Amazon.com, and
those selections in the header of a page as breadcrumbs,
even Bakesalerecipes.com. When used in conjunction with
you have a very keyword-rich page that’s relevant to the
sponsor promotions, such as one for Beech-Nut baby food,
underlying content. And relevant, keyword-rich pages are
user comments frequently place Wee Welcome on the first
exactly what the search engines want.
page of Google, immediately after the sponsor’s website.
Most SEO experts suggest focusing on title tags and
The Triple Effect
manually optimizing the most highly trafficked pages
To improve your SEO, you could implement any one of
first. With millions of unique landing pages now being
the techniques above. Or, you can use all three and see
published to your XML sitemap, that process would only
remarkable results, while also improving website usability
touch a small fraction of your long-tail pages. Now, you
and customer satisfaction. With returns of increased
can leverage highly relevant breadcrumbs to automatically
rankings and increased pages indexed by the major search
populate these meta-tags. This will lift your natural search
engines, it’s well worth the effort.
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