User-Generated Content — The secret SEO weapon

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in this article of magdigital we say about User-Generated Content as The secret SEO weaponUser-Generated Content (UGC) is one of the most effective ways to create a highly successful, long-term SEO and conversion strategy.

This report from Shopper Approved covers the various tools used to generate and distribute UGC, how it works to improve online visibility in search results, and how it drives traffic and sales. It also addresses the underlying psychology behind UGC, why it matters, and how it works to influence decision-making.

This report will show you how UGC can improve all your search marketing KPIs:

• Increase page rankings
• Increase Google Ads click-through rates by up to 20%
• Increase organic traffic by up to 400%
• Increase conversion rate up to 75%

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User-Generated Content (UGC) is a kind of post, containing published information that a  contributor provides to a website without payment. This post may be a photo, video, blog or forum post, poll response, comment, or even podcast which is made through a social media website.

As many of us maybe know, traditional kinds of communication methods provide information to many receivers or people, for example, some commercials on local news channels, newspaper articles, or even a book. But some media-oriented organizations design their business models based on UGC and impress guest contributors to produce content that the media organization can republish, promote and get advantages from.

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Why is user-generated content important?

With the increase in social networking channels, user-generated and organic-reach content has become more famous than ever. Customers and brand loyalists mostly produce these kinds of brand-specific content, which are important and necessary in impressing the buyer’s journey.

The following information shows how UGC can be advantageous if included in a company’s marketing structure mix:

• Authenticity: In a competitive online atmosphere, brands can get the advantages of original assessments, opinions, and attention that their customers induce. UGC can also increase social media reach and growth, as most buyers are pleased to accept suggestions for products and services if real people make them disagree with the brand itself.
• Brand loyalty: User-Generated Content cultivates brand commitment because consumers produce the content instead of official representatives of the brand. Companies can attain a high level of customer loyalty by putting their audience first and encouraging them to take part in the brand’s image-building.
• Cost-effectiveness: User-Generated Content is a cost-effective choice for businesses looking to promote their brands without spending thousands of dollars on promotions and TV commercials. Unpaid customers — who are trying to share their experience with a product or service, form a connection with like-minded people, or are simply looking to help some perks – produce most UGC content organically.
• SEO growth: Positive customer reviews can promote a brand’s search engine optimization (SEO). Consumers mainly post UGC on blogs with backlinks to product websites. Studying consumers’ search keywords and phrases gives brands the chance to improve their keyword optimization research.

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While UGC has many advantages, it can also have a few disadvantages. Commercial media’s growing dependency on user-generated content has led to controversy in the publishing world. Some organizations control UGC carefully for vulgarism, lies, and attacks on other supporters. Other organizations let users analyze their content, themselves.

Different Kinds of user-generated content:

UGC isn’t restricted to a company’s size, industry cooperation, or product offerings. From luxury brands to household products, user-generated content can resonate with all groups of audiences.

The following are the main types of user-generated content:

• Images: Unpaid customer images of products that are posted on social media, blogs, and other online platforms.
• Videos and live streams: Try Pro videos, YouTube videos, Instagram Stories, natively shot videos, and live video streams on Facebook, and other social platforms, for which the creator isn’t getting paid for. These videos can also include product unboxing and hauling.
• Social media content: Any social media messages considering a brand, such as a tweet, Instagram post, or Facebook Social media content.
• Product reviews and testimonials: Customer reviews on a unit of a product’s website or a third-party site, which can contain Yelp, Google, TripAdvisor, and G2.
• Blog posts: An instruction about a product or a review that bloggers post on their blogs without getting paid for it.
• Q&A forum: A public space where customers and the brand can have healthy discussions and answer questions by considering different aspects of the product.
• Case studies: Detailed, unpaid customer reviews that clarify the prospects and construction of products and services.
• Surveys: Customer-provided views or explanations about a specific feature of a product.

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How to combine UGC into your marketing strategy:

A study on User-Generated Content that the market research company, Dynata, performed for a software provider, Redpoint Global, suggests that 80% of consumers are more likely to buy if the brands offer personalized customer experiences. This data is just one example of the importance of using and combining UGC into a brand’s marketing strategy.

The following are some ways that companies can combine User-Generated Content into a content marketing strategy:

Reviews: Before making purchasing decisions, most consumers read product reviews because they provide a glimpse into the product they’re eager to buy. Reviews also increase the reliability aspect of a brand and help increase traffic to a website, which results in increased transformation rates.

To integrate review-based User-Generated Content into their marketing campaign, companies should provoke customers to leave reviews for every product they buy. Companies should also provide customers the opportunity to leave reviews on different platforms, such as Facebook, Yelp, Google, TripAdvisor, and third-party websites, to promote transformation rates.

Another way to combine reviews into a marketing strategy is to incentivize them by exchanging reviews for coupons, reward points, or even gift cards. Emails with incentive keywords in the topic line can help motivate customers to rate and write reviews about products.

Businesses should also remember that reviews can be both positive and negative. However, both play an important role and have the same purpose in building a brand’s identity. Any negative reviews should be taken as an opportunity for a business to gain customer trust. Personally replying to every review with sincere politeness and worry can increase this trust.

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Hashtag contests:

Hashtag contests can motivate followers to help and increase a brand’s hashtag. Followers can use a specific hashtag to share content, such as photos and videos, on a social media platform to win awards. These challenges are a great chance for brands that want to make popular their hashtags, as it helps with brand awareness and can help increase sales of clerks.

To incorporate this popular User-Generated Content strategy, companies should create content with hashtags that are unique and easy to remember and use. For instance, a hotel comparison site, Trivago, posted an Instagram photo about a contest using the hashtag #trivagofaves. Participants had to share original photos of their favorite hotels that are listed on Trivago by tagging them with the given hashtag to win $500. The contest generated over 37,000 views and produced tons of posts including top hotels along with partner promotion.

Gamification:

This incentive-based strategy makes User-Generated Content amusing and rewarding for customers. Users are identified and rewarded in return for completing a few tasks they are given. Brands use ideas such as high scores, badges, leaderboards, levels, and points to encourage people to complete tasks and share their experiences with the brand.

To get the advantages of gamification, companies can award customers points or scores for writing social media posts. Customers can then use those points for getting discounts and coupons. Other choices, such as receiving unlockable freebies with repeat purchases, can also be part of the incentives.

Video content:

Videos can uniquely connect to customers. Their potential for shareability and the possibility of going viral and getting popular can substantially increase a business’s following. Also, when people see real customers filming their shopping experiences, traveling, or using specific products, it automatically gives them confidence in those products and services.

Using curated content from customers or brands can create User-Generated Content videos that show original attitudes and real insights into the specific brands. UGC videos want to gain higher consumer trust in comparison to branded videos, as they can engage the audience at a personal level.

Seasonal content:

The changing seasons and holidays offer so many chances for businesses to promote through UGC. During special occasions and holidays, brands can connect to their followers on an emotional level.

Businesses should study and analyze their target audience and holiday season goals to combine seasonal UGC into their marketing strategy successfully. Brands can also ask followers to share images, post videos, use hashtags, write testimonials, and even participate in some special contests. For example, Starbucks used to start the yearly #RedCupContest in December, where fans would share photos of their customized coffee cups on social media to get a chance to win a Starbucks gift card.

Frequently Asked Questions: