How to Turn User-Generated Content (UGC) into SEO Wins
User-generated content, or UGC for short, refers to material created by users or customers, as opposed to the company itself. This audience-driven content can include everything from reviews to images.
Incorporating user-generated content (UGC) into a content marketing strategy can be a helpful tactic to improve search engine optimization (SEO) rankings. That’s especially the case for reviews and testimonials. Sincere praise from happy customers builds trust and enhances your reputation while helping you rank higher online. Higher rankings can ultimately help you achieve your sales goals or put you on the map.
6 Reasons to Prioritize Reviews and Testimonials
UGC can be effective for many reasons. Brands that have found success with this approach tend to report the following benefits:
Enhanced Local SEO
Reviews and testimonials, a form of social proof, greatly impact local search rankings. When consumers search for specific types of businesses in their area, Google results will be based and ranked according to the number and quality of reviews. Several five-star reviews can mean a higher ranking, helping you get found and get more customers in the door without having to dedicate more money to advertising per se.
Enhanced Trust and Credibility
According to Statista, 26% of U.S. adults have reported using online reviews to inform their decisions about a new product. Consumers are more apt to trust opinions from friends and family compared to traditional advertising. Reviews and testimonials communicate that your products or services are quality, relevant, and impactful. All of these factors can help inspire trust and establish credibility, both of which matter in influencing search rankings.
Increased Click-Through Rates (CTRs)
When potential customers encounter customer praise your website is more likely to attract traffic and potentially a more favorable click-through rate (CTR). Higher CTRs mean your content resonates with your target audience, increasing clicks and potential sales.
Keyword Optimization
Reviews and testimonials often contain keywords that are pertinent to your offerings. When these keywords are used organically, your website might show up higher in various search results. It’s important to understand that keyword ranking is dynamic but it is a helpful benchmark. Keeping tabs on keyword rankings can help you see the relationship between your investment in UGC and search engine results. Instead of hoping for the best, you can identify which types of UGC and related keywords are moving the needle.
Backlinks
When people share reviews and testimonials on social media and other platforms, it can produce backlinks to your website. Also known as inbound links, these direct to a website from another. Backlinks matter in terms of SEO because they tell search engines that other websites have deemed content to be valuable and relevant. The more high-quality backlinks, the higher your site can rank on Google and other search engines.
Improved User Experience
Reviews and testimonials can help you better understand the customer experience. If you notice some concerning trends it can be the motivation you need to adjust course. For example, perhaps user comments indicate that the ordering process isn’t intuitive on a mobile device. This might prompt you to make some changes on the backend, thus improving the user experience (UX) on your website. Your SEO ranking can improve as a result because you put forth the effort to ensure a quality UX no matter how they place an order.
Strategies for Incorporating Reviews and Testimonials into Your SEO
Reviews and testimonials can help you achieve your online visibility goals. However, you might not be familiar with the best practices related to using them in your content marketing. That said, you might keep these in mind:
Encourage Customer Reviews:
It should be easy and straightforward to leave a review on your website, social media pages, or other places. You might offer discounts or other perks to motivate customers to follow through. It’s important to note that paying people to leave reviews isn’t ethical and can result in your reviews being taken down because it violates the terms of service.
Showcase Positive Reviews
Make sure you’re getting mileage out of positive reviews and testimonials. Place them prominently on your website, brochures and anywhere prospects might encounter them. You can also pull quotes from them to build case studies, testimonials pages and other assets that can help you land more customers.
Address Negative Reviews
No one likes to get bad feedback. It can be easy to take it personally and go on the defense. However, it’s best to respond as quickly as possible and not let heated emotions get the best of you. Being responsive can work in your favor, as it shows you’re tuned in and committed to a resolution.
Optimize Review Pages
Your review pages should reflect relevant keywords and meta descriptions — a process known as optimization — to help you reach more potential customers.
Monitor and Analyze Reviews
Set aside time on a weekly basis to comb through reviews, an important part of reputation monitoring. You might identify recurring themes that can suggest weaknesses or vulnerabilities in your operations. Use these insights as learning opportunities that can guide your marketing and product development efforts.
Use Review Aggregators
Work smarter, not harder. You might have dozens of reviews on your Google My Business profile, Yelp and the like. But having them in one central place, by using a review aggregator, is better for business. That’s because customers don’t have to cross-reference multiple sites to get a general idea of if or whether they should choose your company over another.
In short, user-generated content can give businesses a leading edge in terms of search engine ranking, increased website traffic and more robust engagement. Reviews and testimonials, types of UGC, can be a source of untapped potential and fodder for content marketing. By using them in your content marketing strategy, you can be well on your way to increasing sales without having to invest significant resources in paid advertising.
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