Jacek Tkaczuk - Optimizing UGC for SEO - SMX Stockholm 2011
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SMX Stockholm, Sweden 19 & 20 September, 2011 SEO & User Generated Content Speaker: Jacek Tkaczuk, Group SEO Manager, Bluerank
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Jacek Tkaczuk - Optimizing UGC for SEO - SMX Stockholm 2011
- 1. Optimizing UGC for SEO Jacek Tkaczuk Group SEO Manager Bluerank Your way to be no.1 in search engines worldwide…
- 2. About us Bluerank - SEM agency specializing in classifieds Your way to be no.1 in search engines worldwide… 2
- 3. What are UGC-based websites? Your way to be no.1 in search engines worldwide… 3
- 4. What are UGC-based websites? Classifieds Your way to be no.1 in search engines worldwide… 4 http://www.pennysaverusa.com
- 5. What are UGC-based websites? Q&As Your way to be no.1 in search engines worldwide… 5 http://www.automd.com/
- 6. What are UGC-based websites? Review a hotel Your way to be no.1 in search engines worldwide… 6 http://www.holidaycheck.com/
- 7. What are UGC-based websites? Show me your home Your way to be no.1 in search engines worldwide… 7 http://www.interioguru.com
- 8. What are UGC-based websites? Show me your dog Your way to be no.1 in search engines worldwide… 8 http://www.dog-network.com/
- 9. What are UGC-based websites? Suggest a trip Your way to be no.1 in search engines worldwide… 9 http://travel.yahoo.com/
- 10. Why basing on UGC is effective for SEO? CONTENT • SEO is based on the content • Latest Google updates still increase its importance Your way to be no.1 in search engines worldwide… 10
- 11. Why basing on UGC is effective for SEO? Content created by users is: Free Unique Fresh Plenty Your way to be no.1 in search engines worldwide… 11
- 12. How to benefit from UGC? Your way to be no.1 in search engines worldwide… 12
- 13. How to use UGC effectively for SEO? • Optimize pages created by users • Re-use the available content • Ensure efficient indexation Your way to be no.1 in search engines worldwide… 13
- 14. UGC optimization – pages created by users Your way to be no.1 in search engines worldwide… 14
- 15. UGC optimization – pages created by users Guide users to optimize their pages themselves Your way to be no.1 in search engines worldwide… 15
- 16. UGC optimization – pages created by users Your way to be no.1 in search engines worldwide… 16 http://answers.yahoo.com/
- 17. UGC optimization – pages created by users Your way to be no.1 in search engines worldwide… 17 http://www.pennysaverusa.com/
- 18. UGC optimization – pages created by users Classifieds website 15,000 ads 60,000 unique phrases bringing Google traffic Your way to be no.1 in search engines worldwide… 18 http://www.pennysaverusa.com/
- 19. UGC optimization – pages created by users Use structured data for creating page elements Your way to be no.1 in search engines worldwide… 19
- 20. UGC optimization – pages created by users Your way to be no.1 in search engines worldwide… 20 http://www.eforecourt.com/
- 21. UGC optimization – pages created by users Your way to be no.1 in search engines worldwide… 21 http://www.cartrucktrader.com/
- 22. UGC optimization – pages created by users Ad title City Google traffic through ad details pages: 45,400 …containing city name: 8,000 (18%) Your way to be no.1 in search engines worldwide… 22
- 23. UGC optimization – pages created by users Car year Make & model Engine size & version Google traffic through ad details pages: 80,000 …containing production year: 14,700 (18%) …containing engine size or version: 7,000 (8.5%) Your way to be no.1 in search engines worldwide… 23
- 24. UGC optimization – listing pages Working on the listing pages Your way to be no.1 in search engines worldwide… 24
- 25. UGC optimization – listing pages Your way to be no.1 in search engines worldwide… 25
- 26. UGC optimization – listing pages Example: interior design photo Modern kitchen with an island Your way to be no.1 in search engines worldwide… 26
- 27. UGC optimization – listing pages Category Subcategory Tag-based search Filter-based search Interior design Kitchen design Kitchen island Modern kitchen Your way to be no.1 in search engines worldwide… 27
- 28. UGC optimization – listing pages Interior design website • 250 pages created by users • 530 photos • 900 different lists as landing pages (categories, filters, tags) Your way to be no.1 in search engines worldwide… 28
- 29. UGC optimization – listing pages Interior design website Home page • 2% of SE traffic Pages created • Interior pictures by users • 29% of SE traffic • „kitchen design”, „bathroom decor”… Categories • 27% of SE traffic • „modern kitchen”, „blue bathroom”… Filters • 37% of SE traffic Your way to be no.1 in search engines worldwide… 29
- 30. UGC optimization – listing pages Cars for sale – advanced filters Condition • 43% of SE traffic Region • 12% of SE traffic Year • 7% of SE traffic Price limits • 6% of SE traffic Fuel type • 4% of SE traffic Your way to be no.1 in search engines worldwide… 30
- 31. Ensuring effective indexation • The effectiveness at which search engines find new pages • Especially important with large amounts of content Your way to be no.1 in search engines worldwide… 31
- 32. Ensuring effective indexation 88% 77% Your way to be no.1 in search engines worldwide… 32
- 33. Ensuring effective indexation 20,000 active ads 16,000 indexed 12,000 Pets classifieds bring traffic website 1.2 visits per indexed ad Your way to be no.1 in search engines worldwide… 33
- 34. Key takeaways • UGC can effectively increase website’s potential and organic traffic • Optimize for the long tail pages created by users • Re-use content by tags, filters & other lists • Monitor indexation effectiveness Your way to be no.1 in search engines worldwide… 34
- 35. Thank you for your attention Jacek Tkaczuk www.bluerank.com Your way to be no.1 in search engines worldwide… 35