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How Customer Reviews Boost SEO & Grow Organic Traffic

Dave Paradise
Designer, Team Member

YOTPO: How Customer Reviews Boost SEO and Grow Organic Traffic.

At Live Web Design we use YOTPO as our in-house review system that we can add as an option to websites that we build.  Yotpo is a smart way to generate customer content, drive traffic and increase conversions using a Review Platform that let's the customer generate content for you.

I wanted to share a Blog Post from YOTPO's site that I found very informative and helps us better understand how customer reviews can increase traffic to your site and boost SEO! This article was originally written by Aimee Millwood, Blog Manager at Yotpo. 

You can also link to the entire blog article at https://www.yotpo.com/blog/2015/04/20/reviews-seo/

Search engines aren’t just listening to what you have to say about yourself – they’re listening to what other people have to say about you. We’ve long known that customer opinions, input, and sentiment about a brand deeply impact SEO rankings, but we wanted the data to prove it.  We took a look at 500 sites who use reviews to track how their SEO rankings improved over the course of a few months. Our findings are below.

While we can’t say that these sites SEO rankings improved solely because of reviews, we do know that was the one similarity all these sites shared. Clearly, reviews are a powerful form of customer content that has huge implications for SEO. But why?

Why do reviews matter for SEO?

SEO rankings are placing more weight than ever on what users have to say.  Reviews are one form of customer content that search engines take into consideration. Customer content racks up serious SEO points by providing sites with fresh content, bundles of backlinks, and sources for organically shaping natural attributes. Here are 5 reasons why your customers’ content – whether reviews, testimonials, photos, or even Tweets – matter for your SEO.

1. Reviews provide search engines with fresh, relevant content

It’s not always possible (or beneficial) for a brand to churn out tons of new content, especially if this content is specifically produced for SEO purposes, but search engines want to see your site is active, so what’s a brand to do?

Customer content powers your site and social media channels with unique, authentic content.

This fresh, relevant content shows your site is active and valuable to the customers you cater to.

 Additionally, it creates conversations among customers to demonstrate you aren’t just talking to your customers, but they are talking with you and about you.

This is serious SEO gold that’s almost impossible to rival with any other marketing strategy.

2. Reviews shape basic SEO attributes naturally

Sites are optimized for search engines through a system of basic attributes such as keywords, titles, back-links, and internal links. Customers work as an army of link builders and keyword writers so your SEO structure is shaped without you having to lift a finger.

3. Reviews naturally identifies long-tail keywords

In contrast to highly competitive, general search items, long-tail keywords are specific phrases with low search competition that are much easier rank highly for.

However, the problem is knowing which long-tail keywords matter.

Luckily, by looking at real customer comments you can see how they are really phrasing their concerns and you can then integrate these phrases as keywords for your on-site optimization. This also helps you better improve your brand messaging to use the words your customers want to hear.

4. Reviews boost social SEO

Social media optimization (SMO) is a form of optimization that deals specifically with social sites.

User-generated content boosts SEO through SMO, because it often comes in the form of social shares, likes, or commenting, or common threads like hashtags that point back towards a brand. Social SEO is largely built upon user-generated content.

For example, if many people in your network are sharing, liking, or commenting on similar news, it rises to your attention. In contrast, content that no one is buzzing about have minimal impact on social SEO.

5. Reviews are great for both automatic and manual optimization

Automatized search engine algorithms use spiders that look for customer content product reviews and testimonials to evaluate a website.

Additionally, human teams known as search quality raters manually evaluate a site’s reputation, looking for aspects like expertise, authority, and truth, all of which are gained through excellent customer content. Content written by customers gives sites legitimacy and it earns SEO juice both from manual and automatic rating systems.

Aimee Millwood

Aimee Millwood, Blog Manager at Yotpo,Aimee loves hummus and hates misplaced commas.@aimeemillwood – Follow me

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