webinar social seo - drive more traffic with customer conversations 9.29.2011
TRANSCRIPT
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.
#SocialSEO @NadimAHossain
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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.
✓✓
#SocialSEO @NadimAHossain
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Customer Reviews NOT Indexed Directly on the Product Page
#SocialSEO @NadimAHossain
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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.
#SocialSEO @BlakeandWhite
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How iFrames Work
UGC hosted off-page
Google View User View
#SocialSEO @BlakeandWhite
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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