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By: Daniel Waisberg, Head of Analytics, Seperia (easynet)
User Generated Content (UGC) is a valuable source for website content. Companies benefit from content created by its customers by improving conversions and Search Engine Optimization, and can be done in several ways:
- Rating and reviews of products help customers choose the right product by alleviating frustration
- Tags help customers and crawlers navigate
- Direct feedback shows where problems lay
- Personal profiles help customers feel at home - a place where they can upload personal information
These are precious for engaging customers, while optimizing SEO efforts by feeding crawlers good information. However there are challenges.
It is important to recognize that abusers can use a website for their own ends. It is imperative, then, to create a robust moderation where abusers can be located and removed as quickly as possible.
As the father of modern management, Peter Drucker wrote, “If you can’t measure it, you can’t manage it”. So how do we go about measuring content?
These metrics are useful:
- Quantity - how much is being uploaded?
- Linkability - does it help to connect the content on the website?
- Strength - are my targeted keywords being used?
- Brand awareness or conversation with marketplace - am I getting good feedback?
For a full case study on how to measure and analyze UGC for conversions and SEO, see Using User Generated Content To Enhance Conversion-Driven SEO.
See additional search engine marketing articles by Seperia (easynet).
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