Driving SEO revenue from user generated content

It’s great to come across a slide-share on the valuable topic of generating SEO revenue from your user generated content, as that’s certainly a topic I worked on at Shopping.com post-Google Panda to try and raise our ranking. What has used to be called social media optimization (SMO) has now migrated to the more specific term ‘social SEO’ in an era when reviews and guides are increasingly core to e-commerce success, and when getting full SEO value from them post-Panda can make a measurable dollar difference.

A top 40 comparison HD TV product guide enabled for SEO purposes on Shopping.com UK

There my approach was to research four or five keywords, based on a combination of share of voice (SOV) and keyword competition, using Google Adwords tool as the now defunct Google Wonder Wheel tool. I then employed Gemma and Tim at The Copywriting People to write guide text for a trial 40 comparison product guides using those chosen keywords, taking the choice of products from our most popular products for the month of May. What I have heard since then (thanks to this webinar with the founder of Trackur, from Hubspot: 23:00 mins) as a tactic to improve backlinks from top blogs is to use a social tracking tool based on keywords you are focusing on, and spotting when top bloggers are writing on a relevant subject. Then reaching out to them to see if they’d review your product, or leave a comment on that blog piece with a link back to your content without making the content too ‘spammy’. You can try this out with Alterian’s free SM2 tool for example.

To measure the effect I recorded the ranking of the products on Shopping.com UK and DealTime UK at the outset. Then with the aim of returning 6 weeks later to record the results.

For comparison check out the slideshare in question below from PowerReviews, which details how to self-assess your own ugc value for SEO – based on the estimate that 60% of US e-commerce sites which carry reviews don’t get full SEO value from them.

It may also worth checking out the Smart SEO tool launch by Bazaarvoice earlier this year. Clearly there’s a real demand for such a product/service in the marketplace, the trick as always is to match a method which fits your budget and delivers to your ‘social commerce‘ objectives.

Google Docs move on apace

Looks like 2010 really is shaping up to be the year that having your company docs online really became irrestible, thanks to Google once again with its Google Docs (‘microsoft office if it had way less features, online’) as reported in TechCrunch:

“Alrighty then. Putting that aside, you can soon upload any file type at all to Google Docs, not just the dozen or so Office formats that the service allowed as of yesterday. Video files. Images. Audio Files. Even Zip files. As long as those files are 250 MB or smaller, you’re good. The new feature will roll out over the next several weeks, says Google”.