inspire: motivating google with reviews
TRANSCRIPT
1 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
In a 1.4 billion queries - users click organic results 94% of the time.
Source: Nielsen & GroupM UK http://j.mp/SEO-Inventory-94-6
Paid search is only 6% of Google
Paid: 6%
Organic: 94%
2 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
The top 3 results get 55% of organic search clicks in Google.
Source: Moz.com http://j.mp/2014-click-rates
The value of top SERP position
Position 1-3: 55% All Others: 30%
Position 4-5: 15%
3 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Invest how Google invests
Content
Markup
Reputation
User Experience
Freshness
– Panda (26 updates)
– Penguin (7+ updates), PageRank (frequent)
– Page layout (3 updates), Hummingbird
– Schema.org, Rich Snippets
– Schema.org, Freshness, Caffeine
4 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Invest how Google invests
Content
Markup
Reputation
User Experience
Freshness
– Include 800+ fresh words on each page
– Use date and author data to communicate social
– Load social content without a click
– Code pages with proper schema.org markup
– Refresh content daily
5 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
For the most part, all product and service related search phrases fall into 6 general bands – types of search phrases. Bazaarvoice products help improve SEO performance for 5 of these 6 bands.
Domain Only
Branded Categories
Generic Categories
Generic Categories + Adjectives
Product Names and IDs
Extreme Long Tail
Understand the 6 bands of search
6 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Conversations (aka Ratings & Reviews)
Understand the 6 bands of search Domain Only
Branded Categories
Generic Categories
Generic Categories + Adjectives
Product Names and IDs
Extreme Long Tail
Spotlights 60-70% of non-domain organic traffic
7 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Domain Only
Branded Categories
Generic Categories
Generic Categories + Adjectives
Spotlights 60-70% of non-domain organic traffic
Product Names and IDs
Extreme Long Tail
Invest in what Google cares about most to get highly
qualified customers/prospects
BVSEO in product pages
Conversations (aka Ratings & Reviews)
8 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Conversations
Bazaarvoice products are strategically architected to ensure that all content is indexed without duplicate content concerns.
Conversations
9 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Conversations
Product Details (~150 words)
Header (~100 words)
Footer (~100 words)
Header Footer Product Details Total Words Duplicate Template Content Static Product Content
100 100 150 350
57% 43%
Without BV SEO Integration:
Rec
omm
enda
tions
(n
omin
al)
Ads (nominal)
10 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Conversations
Product Details (~150 words)
Header (~100 words)
Footer (~100 words)
Header Footer Product Details UGC Total Words Duplicate Template Content Static Product Content Unique UGC
100 100 150 800
1150
17% 13% 70%
With BV SEO Integration:
Rec
omm
enda
tions
(n
omin
al)
Ads (nominal)
Product Details (~150 words)
Reviews (~800 words)
11 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Conversations Header (~100 words)
Footer (~100 words)
Header Footer Product Details UGC Total Words Duplicate Template Content Static Product Content Unique UGC
100 100 150
3000 3150
6% 4%
90%
With BV SEO Integration:
Rec
omm
enda
tions
(n
omin
al)
Ads (nominal)
Product Details (~150 words)
Reviews (~3,000 words)
12 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Case: Friskies
Neo@Ogilvy, an independent agency, documented a 28% increase in natural search traffic to pages where BVSEO was properly deployed on Friskies.com.
13 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Case: Waggin’ Train
By deploying BVSEO, Waggin Train increased the number of Google-indexed product-related pages from 3 to 42.
Deep Focus, their dev agency, documented the complete integration taking only 75 minutes of developer time.
14 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Conversations (aka Ratings & Reviews)
Domain Only
Product Names and IDs
Extreme Long Tail
BVSEO in discovery pages
Branded Categories
Generic Categories
Generic Categories + Adjectives
Spotlights 60-70% of non-domain organic traffic
Invest in what Google cares about most on the pages with the most opportunity
15 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Expose loved products with Spotlights
Spotlights has the potential to embed over 2,000 words of rich, social content into category and landing pages. Preliminary test results included: - 22% improvement in CTR - 19% engagement rate - 9% clicked ‘learn more’
Prioritize your SEO task list
1
2
3
Content more content and more pages
Markup less bloat and more schema.org
Reputation quality links and social triggers
4
5
User Experience prioritize relevant and social content over ads
Freshness % of fresh content per page and % of new pages
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 17