User-generated content (UGC) are the contributions of any testimonial, review, blog post, rating, video, audio file, image or other type of media made available for other online consumers. It is generated not by the owner of the site but by users of the site. It’s also one of the most powerful ways to grow your business online.
Each time a user adds new content to your website, they are asking search engine bots to “crawl” your site. Learn more about how UGC can significantly boost your search engine optimization rankings in SERPs.
Create Online Buzz
Businesses that create buzz attract more consumers. User-generated content draws in readers, which can be beneficial to both the company and users. As more and more users visit your site, your brand is better recognized, adding credibility to even the smallest of companies. When social media is involved, sharing of content can move your business up in the search engines.
Value of Feedback
Numerous studies in online marketing have shown the importance of peer reviews to consumers, as most consumers research the items they plan to purchase before doing so. When you allow user-generated content via product reviews, many more search results come back with the words “product name” + “review”, helping your website climb the rankings for that product.
Increased Linkability
Businesses can help increase their Google PageRank by making their website more linkable. When user-generated content is shared through social media sites, this provides a foundation to link websites from relevant content. Links found on social media networks also allow consumers to find their way back to your company site.
Long Tail Targeting
Just like keywords are important in your online content, so is long tail targeting. Your site’s ranking for long tail searches can increase when you introduce user-generated content to your site. The long tail keywords and keyword phrases can be especially valuable as consumers often use the same words and phrases that search engines use.
Longer Site Duration
When your website contains plenty of unbiased content written by real life users, consumers are more willing to spend time on your site. This can positively impact your SEO efforts, as search engines consider the average amount of time a user spends on the site as a factor in their search engine ranking algorithm. Therefore, it can pay to keep customers on your site.
Higher Rankings
Business websites that contain genuine reviews about products and services will often rank higher than sites that do not have reviews. This is primarily due to how consumers tend to view that content, and how they trust a website more that displays real user reviews and allow user-generated content. The more real reviews your website has, the higher your site will be ranked in the search engines.
While sometimes controversial, user-generated content can have a significant positive impact on your site’s search engine rankings. UGC promotes more activity, builds a sense of community and gives fresh perspectives from real people. It affects both SEO and allows for collaborative feedback from your site’s visitors – all vital aspects when trying to boost your site’s rankings.