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Jacek Tkaczuk - Optimizing UGC for SEO - SMX Stockholm 2011
1. Optimizing UGC for SEO
Jacek Tkaczuk
Group SEO Manager
Bluerank
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2. About us
Bluerank - SEM agency specializing in classifieds
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3. What are UGC-based websites?
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4. What are UGC-based websites?
Classifieds
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http://www.pennysaverusa.com
5. What are UGC-based websites?
Q&As
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http://www.automd.com/
6. What are UGC-based websites?
Review a
hotel
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http://www.holidaycheck.com/
7. What are UGC-based websites?
Show me
your home
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http://www.interioguru.com
8. What are UGC-based websites?
Show me
your dog
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http://www.dog-network.com/
9. What are UGC-based websites?
Suggest
a trip
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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
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11. Why basing on UGC is effective for SEO?
Content created by users is:
Free Unique Fresh Plenty
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12. How to benefit from UGC?
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13. How to use UGC effectively for SEO?
• Optimize pages created by users
• Re-use the available content
• Ensure efficient indexation
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14. UGC optimization – pages created by
users
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15. UGC optimization – pages created by
users
Guide users to optimize their
pages themselves
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16. UGC optimization – pages created by
users
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http://answers.yahoo.com/
17. UGC optimization – pages created by
users
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http://www.pennysaverusa.com/
18. UGC optimization – pages created by
users
Classifieds website
15,000 ads
60,000 unique phrases bringing
Google traffic
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http://www.pennysaverusa.com/
19. UGC optimization – pages created by
users
Use structured data for creating
page elements
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20. UGC optimization – pages created by
users
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http://www.eforecourt.com/
21. UGC optimization – pages created by
users
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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%)
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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%)
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24. UGC optimization – listing pages
Working on the listing pages
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25. UGC optimization – listing pages
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26. UGC optimization – listing pages
Example: interior design photo
Modern kitchen with an island
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27. UGC optimization – listing pages
Category Subcategory Tag-based search Filter-based search
Interior design Kitchen design Kitchen island Modern kitchen
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28. UGC optimization – listing pages
Interior design website
• 250 pages created by users
• 530 photos
• 900 different lists as landing pages
(categories, filters, tags)
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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
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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
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31. Ensuring effective indexation
• The effectiveness at which
search engines find new pages
• Especially important with large
amounts of content
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33. Ensuring effective indexation
20,000 active ads
16,000 indexed
12,000
Pets classifieds bring traffic
website 1.2 visits
per indexed ad
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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
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35. Thank you for
your attention
Jacek Tkaczuk
www.bluerank.com
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