TripAdvisor and Yelp are some of the key examples towards how UGC can lead to dominating SEO rankings. But how does it fit with the overall SEO and PPC key strategy? What should be considered?
Why Companies Are Going UGC: Community, Conversion & SEO
Lee Odden has laid out the reasons for UGC, citing some of the many studies that point to both
Here is Lee’s list of “common benefits of user generated content for web site optimization and better search engine rankings”:
- Leveraging a like-minded, enthusiastic community for the creation and sharing of topically focused content in multiple media formats: text, audio, images and video
- Additional web site content attracts traffic through long tail phrase queries
- UGC increases the breadth of overall content available to consumers, increasing the chance theyâ€™ll find what theyâ€™re searching for
- The opportunity to contribute content in a meaningful way fosters community and can result in an effective feedback loop – motivating the creation of more content and participation. â€
UGC and SEO for Long Tail or the Head?
When doing an integrated SEM Campaign, which at e-Storm we define as doing Organic (SEO) and Paid (PPC), who gets what keywords from the client’s â€œKeyword Portfolioâ€? Here’s one scenario:
UGC can help solve this problem of choosing between the â€œHeadâ€ and â€œTailâ€ keywords for SEO. But, of course, this is based on getting it right on four assumptions:
How will you deploy UGC to help take advantage of long tail content? How will be integrated with your current site (link structure) and will people want to link to it?