Using Customer Feedback As User-Generated Content In SEO

by Adi on January 14, 2014

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We have already covered how user feedback can help improve ROI of a SEO campaign. If you haven't already read that post, I would recommend that you read it now (read the post here - Using User Feedback To Improve SEO ROI). The idea promoted by the post was to collect as much feedback from your visitors as possible. The post also emphasized to provide a fair opportunity for your website visitors to send you a feedback at any stage of their visit. This feedback was then to be used for improving visitors' usage experience on your website and facilitate easy conversion. The collected feedback is employed as a tool to understand the usability issues of the website and provide better customer experience. 

The collected feedback can also be used for improving the website's credibility and SEO by using the feedback as user-generated content. This post shall talk about how to use customer feedback as user-generated content on your website and how this can help a website's SEO. 

What Is User-Generated Content?

User-generated content, as the name suggests, is the content that has been generated by website users, not by the webmaster. The user-generated content can be either in the form of comments or reviews.

product reviews seo content strategy

Screenshot Of Product Review – Overstock.com

Some of the most popular websites like Amazon.com, Overstock.com, etc. use their customer feedback as user-generated content. 

E-commerce website owners can effectively use their customer feedback for generating unique and original content for their webpages. Websites that have catalog-based product listings can also allow their users to comment on the products' page and this comment can then be used as page content. 

Advantages Of Using Customer Feedback As User-Generated Content

Customer feedback, on any webpage, adds a sense of trust. People are more likely to buy from a website which showcases product reviews (from their customers) and customer feedback than from a webpage that lists just product description and has one of those nasty 'buy 'buttons. Besides adding trust value to a website, customer feedback can also provide following advantages - 

Fresh & Unique Content For Free

One of the crucial aspect of SEO is adding fresh and unique content on regular basis. The E-Commerce and catalog based websites have unique problem in this area. The same product listed on their website is being sold by tens or hundreds of other websites. The product specification is same on all the websites and so it means that tens or hundreds of webpages have essentiality the same content. Do you see a problem now? Yes, they all are having duplicate content. The only way out of it is to add sufficient relevant content that is unique. Publishing customer feedback and reviews seems like the best solution. Every customer feedback is unique in its own right. An active and engaging audience can generate a lot of relevant and unique content for free.

Improved Keyword Relevancy 

The customer reviews are targeted to a product or a listing. In the process, the customer creates references to the product. The references are obviously natural and (unknowingly) semantically crafted. This uniqueness of content and use of semantic phrases in the review improves the content of the page and provides better rankings. 

Improved Chances For Long-tail Keyword Rankings

More than often, the phrases used by customers while reviewing a product is similar to conversational search terms most people use while searching for the product. This provides an unmatched opportunity to rank for various conversational and long-tail search phrases. 

Customer Feedback Improves Conversion

The single most important goal of any campaign is to increase ROI and improve conversion ratio. Publishing customer review can play a very vital role in the process and can significantly improve the number of conversions. Reevoo.com (a company that analyzed over 2.5 million customer reviews) established that the more the customer review, the more is the conversion ratio. Examine the graph below - 

 

customer content reviews and conversion seo

 

The following is evident from the graph above - 

  • The conversion ratio increases with increasing customer reviews.
  • Increasing customer reviews from 0 to 10 can improve conversion ratio by 1%.
  • There is no much improvement in conversion ratio when a webpage improves number of customer reviews from 10-30 (the growth is just about 0.3%). It is pretty much the same conversion ratio when you have 20 or 30 reviews. 
  • When the number of customer review increases beyond 30; the conversion ratio improves consistently.

So what do you think? How else do you feel we can use customer reviews? Do you think there is any downside to publishing customer feedback? Let us know your thoughts in the comment section below.
 

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{ 4 comments… read them below or add one }

Michelle Hummel January 18, 2014 at 3:41 pm

Excellent Tips, Adi. Customer reviews are important for both ecommerce & service based websites. This is really the best tips i ever read for the ecommerce busienss owners. I will try to employ your tips in my content writing strategy. Thanks, Adi for sharing.

Reply

Adi January 18, 2014 at 11:36 pm

Thanks Micheele. Happy to be of value :) 

Regards,

Adi 

Reply

Sid Heroor January 18, 2014 at 8:50 pm

While reviews and customer feedback are more B2C play, a similar thing can be done for B2B SaaS applications too – putting your Rock Star customers on your homepage and engaging them to provide testimonials. Bottom-line, using customer testimonials as the center-stage on the home page is very effective in increasing the visitor engagement and experience.  It goes without saying that it reduces bounce and increases conversion. Some examples of using testimonials on the homepage (in a similar manner to how reviews/feedback can be used) are discussed further at http://customertestimonials.wordpress.com/2014/01/11/1-best-examples-of-customer-testimonials-on-the-home-page

Reply

Adi January 18, 2014 at 11:35 pm

Hi Sid,

Thanks for dropping by and giving a very valid point. The information was much more than informative and am sure I will be using it soon for my clients. 

Thanks and regards,

Adi 

Reply

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