Want to learn how to increase your ecommerce site’s organic traffic up to 400% and your conversion rate up to 75%? Register now for the next sponsored Search Engine Journal webinar. Duane “DJ” Sprague, CMO at Shopper Approved, shares a proven strategy to generate more qualified organic traffic and convert that traffic to more sales with simple plug-ins. In this presentation, you will learn: A semi-automated process that generates high-purchase intent content for Page 1 search results and on-page conversions.    How to use simple plug-ins to create product Q&A, user-generated content (UGC), and social proof.  How product Q&A, UGC, and social proof can help you stand out from the competition.

1. #SEJWebinar
@ShopperApproved
How We Increased Organic
Traffic by 400% with Automation
Duane “DJ” Sprague

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@ShopperApproved
About DJ Sprague
Role: CMO of Shopper Approved
Expertise: IMC, Digital Marketing and Trust Branding
Clients: 800 Flowers, NameCheap, Signs.com

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@ShopperApproved
Everyone wants more
traffic and conversions,
but…

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@ShopperApproved
Paid traffic is
expensive and has
a low CTR
Paid Traffic
3% AdWords CTR
.4% Display Ads CTR
Organic Traffic
28% Position 1 CTR
7% Position 5 CTR
2.5% Position 10 CTR
Organic traffic is
difficult to rank for

5. #SEJWebinar
@ShopperApproved
Add 1000’s of highly
relevant search results
to own Google SERPs
Get 400% more Organic
Traffic
Get a 75% Conversion
Rate on Product Pages
You can solve
the Traffic and
Conversion
Problems -
Automatically
#SEJWebinar
@ShopperApproved

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@ShopperApproved
Poll Question #1: About Organic
Traffic
What is your #1 organic traffic struggle?
1. Getting listed on page 1 for your product-related questions
2. Owning page 1 for your brand “reviews” search
3. Getting stars in your Google shopping listings
4. Getting stars to appear in your Google ads

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@ShopperApproved
How To Do It

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@ShopperApproved
Make TRUST the priority
Answer THE #1 QUESTION every
shopper has
Serve the answer AUTOMATICALLY
and instantly

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@ShopperApproved
Content
is King
TRUST

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@ShopperApproved
People buy from companies
they know, like, and trust. And
trust is the most Important part.”

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@ShopperApproved
YMYL: Your Money - Your Life
EAT: Expertise - Authority - Trust
is King
TRUST

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@ShopperApproved
UGC is the most valuable content you can
create for your business, because it’s the
most authentic and trustworthy content ‘in
the eyes of the consumer’.

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@ShopperApproved
86% of consumers say
authenticity is important when
deciding what brands they like.
Source: SocialMediaToday.com
60% of consumers say content
from the consumer (UGC) is
the most authentic.
Created by
consumers
Created by
brands
Stock
Imagery
60%
20%
8%
86%

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@ShopperApproved
The Amazon UGC Stack

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@ShopperApproved
Social Proof
Q&A
The Amazon UGC Stack

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@ShopperApproved

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@ShopperApproved
Each question on
the product page
links to a
Landing Page
focused on the
Q&A thread.

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@ShopperApproved
Landing Page
focused on the
Q&A thread.

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@ShopperApproved
The marketer’s goal is to help customers
feel confident about their choice.
The easier a brand makes the purchase-
decision the better, and Q&A can move
shoppers quickly towards validation.”

20. #SEJWebinar
@ShopperApproved
Your Goal: Make generating and
optimizing both Q&A and Ratings
and Reviews a simple and
automatic process to drive more
traffic and conversions.

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@ShopperApproved
How You Can Create a
UGC Stack

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@ShopperApproved

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@ShopperApproved

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@ShopperApproved
“as ordered and fits great”
December 12, 2017 by Anonymous (CA, United States)
Verified Customer
“Fit just fine. Easy replacement for very old Coleman A/C Shrouds.”
September 26, 2017 by Ace W. (CO, United States)
Verified Customer
“Exactly what I needed. High quality product. Easy installation. Now I’m no longer
embarrasses by the former cracked and weather-beaten covers. Best price with
shipping I could find.”
September 26, 2017 by Pete (VA, United States)
Verified Customer

25. #SEJWebinar
@ShopperApproved
First and Foremost, Always Answer
the #1 Question that Converts

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@ShopperApproved
And the Customer’s Question
is Always the #1 Question

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@ShopperApproved
Beat Amazon!
Search optimized Q&A
increases long-tail, high
purchase-intent organic
traffic by 400%, by
adding 1000’s of highly
relevant search results
in Google.

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@ShopperApproved
SEO Tip:
Dedicated Q&A Landing Page
for SEO from the search result.

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@ShopperApproved
Conversion Tips:
~75% Conversion Rate when the
customers question is answered
with Q&A.
Up to 2x Average LTV.
Ensure Q&A text is markup on the
page so Google can identify and
highlight the answer.
Product CTA on the Q&A page.

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@ShopperApproved
● URL Slug
https://yoursite.com/answers/this-is-the-question-title
● Title Tag
● H1 Tag
● Image Attributes
SEO Tips:
Focus your Q&A landing page efforts on
optimizing for product questions.

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@ShopperApproved
<html itemtype="http://schema.org/QAPage">
SEO Tips:
Enable community answers from verified
customers and partners.
Include structured data on Q&A landing pages.
Use the QAPage Schema to get Q&A rich
results.

32. #SEJWebinar
@ShopperApproved
Product
questions are
asked by
customers
The customer who asks a
new question is notified of
the answer – driving a sale
Answers are posted by merchant,
partners and/or verified purchasers
All future visitors asking similar
questions receive an auto-
suggested answer
Customers asking product
questions on search engines see
a Featured Snippet linking to a
product Q&A landing page
More conversions and customers!

33. #SEJWebinar
@ShopperApproved
Poll Question #2: About Conversion
Rate
What is your biggest conversion struggle?
1. High bounce rate from product category pages
2. High bounce rate from product pages
3. High cart abandonment rate

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@ShopperApproved
Ratings and Reviews
Dominate Search

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@ShopperApproved
Brands need to
own their
“Reviews”
search results.

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@ShopperApproved
“as ordered and fits great”
December 12, 2017 by Anonymous (CA, United States)
Verified Customer
“Fit just fine. Easy replacement for very old Coleman A/C Shrouds.”
September 26, 2017 by Ace W. (CO, United States)
Verified Customer
“Exactly what I needed. High quality product. Easy installation. Now I’m no longer
embarrasses by the former cracked and weather-beaten covers. Best price with
shipping I could find.”
September 26, 2017 by Pete (VA, United States)
Verified Customer
Ratings and Reviews Widget
builds trust and confidence,
and helps answer questions
about quality, service and
support in a narrative format.
https://www.rvupgradestore.com/reviews-
s/1125.htm
<title>RVupgrades Customer Reviews</title>
You are here: Home > reviews
“Reviews” SEO Tips:
URL
Page Source
Breadcrumb Nav

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@ShopperApproved
Combine Qualitative & Quantitative Answers

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@ShopperApproved
Seller Ratings
Collected Post
Purchase
Seller,
Product and
Video
Reviews
displayed off-
page on
Review
Certificate
Seller,
Product, and
Video
Reviews are
available on-
page with
the Review
Widget
Seller
Ratings and
Product
Reviews
served to
Google in
Rich Snippets
Seller Ratings
and Product
Reviews are
served in
search through
Google partner
syndication
Product Reviews
Collected Post
Delivery
Video
Reviews
posted
YouTube
and displayed
in search with
Video
Schema
Video Reviews
Collected Post
Delivery
Seller Ratings
displayed on
dozens of 3rd
party open
review
platforms
Seller Ratings are
distributed through
Survey Destinations

39. #SEJWebinar
@ShopperApproved
Poll Question #3: About Ratings and
Reviews
What is your #1 reputation struggle?
1. Low average star rating across the web
2. Low number of positive reviews vs competition
3. Not enough reviews on the review sites your customers read
4. No product reviews on your product pages
5. No video reviews on YouTube

40. #SEJWebinar
@ShopperApproved
How You Can Do It

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@ShopperApproved
Make trust the priority both on and off page
Answer the shopper's question quickly and easily with Q&A
Dominate organic search results with Q&A, Ratings and
Reviews and Review Videos

42. #SEJWebinar
@ShopperApproved
The Results

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@ShopperApproved
400% Year-Over-Year Organic
Search Engine Traffic Growth
Average monthly growth rate of 19.7% from
organic traffic to Q&A landing pages only

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@ShopperApproved
75% Conversion Rate
on Product Pages Where
Shoppers Engaged with Q&A

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@ShopperApproved
Free Resources

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@ShopperApproved

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@ShopperApproved

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@ShopperApproved
Product Q&A Self-Assessment
and Report Card

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@ShopperApproved