Did you know that 47% marketers use user-generated content as part of their content marketing strategies?
UGC can help you get a lot of exposure and engagement. It can also help you build strong relationships with your followers. For brands, UGC is a source of unique and fresh content to improve their search engine rankings. It also increases the credibility of your brand and increases sales and revenue.
Here are some statistics that show the importance of user-generated content:
- Millennials say UGC is 35% more memorable compared to other forms of media.
- 85% of customers agree that user-generated content can influence them more than brand-created content.
- According to the Stackla Consumer Content Report, the UGC is considered 3X more authentic than the content created by the brand.
- 90% of American customers agree that UGC creates more impact on their purchasing decisions.
- According to the same study, 87% of search engine results consider UGC to be the second most influential factor in a buying decision.
The SEO benefits of user-generated content
Now that you know the importance of UGC, let’s see how you can use it to improve your SEO strategy. This article discusses four simple yet effective ways to use UGC to improve your SEO strategy.
1. UGC is a source of fresh content
When you run out of content ideas, user generated content can be a great way to create new and relevant content. Social media platforms are the main breeding ground for user-generated content.
You can run a social media contest to generate new content ideas. You can encourage your social media followers to create and post content about your brand.
It’s a win-win situation for you and your subscribers. They have the opportunity to engage with you and possibly win a prize. And that engagement can increase your website traffic, which can improve your search engine rankings.
There are many ways to organize a contest. Just make sure you plan your contest well and clearly state the rules for participation. This will help reduce the chances that you will receive irrelevant content.
You can encourage your users to come up with ideas to promote your product. Oreo implemented the exact same tactic and called the campaign “My Oreo Creation”. They asked their users to choose their favorite Oreo flavor and create content for it for a chance to win $ 500,000.
Image source – Instagram
You can also ask your subscribers to share the end results generated using your product. It is one of the best ways to promote your brand.
For example, Apple launched an Instagram campaign called “Shot on iPhone”. This has motivated Apple users to share their photos on Instagram and talk about their phone’s amazing camera.
Image source – Instagram
UGC can also improve your SEO strategies through social media optimization. You need to establish and create a community on social platforms like Facebook, Twitter, and Instagram. Be active in the community and respond to comments, reactions or questions from your customers as soon as possible.
Such engagement, in turn, can increase your website traffic and improve your search rankings.
In the screenshot below you can see how Warby parker, an online eyewear retailer, uses Twitter to resolve a customer question.
Image source – Twitter
It will help you generate more engagement and build strong relationships with your customers. And it can also drive more organic traffic from your potential customers to your website. This will have a positive impact on your SEO strategy.
2. UGC is a great source of social proof
A potential customer depends on the content of your website to decide whether they want to buy your product or not. If you only talk about your products, it might make your potential customers skeptical. They may not want to invest their money in your products without seeing any social proof.
The workaround is to invite your happy and satisfied customers to share their stories of using your products. It will help you gain trust and motivate your potential customers to buy your products.
You can improve your search engine rankings by using testimonials from your customers. Since most testimonials and reviews will be about your products or services, your customers may include certain phrases or words related to your products that can naturally increase your SEO.
Also, you need to create a solid and attractive design for your testimonials page. This will help you drive quality traffic to your website.
For example, the best field service management software, mHelpDesk, has an incredible testimonial page. They have both text and video testimonials. And the text covers most of the keywords related to the brand.
Image source – mHelpDesk
Your testimonials page is also an indexed page of your website. The content on the page talks about your products, features, and covers some major keywords. And you can use these keywords to improve your ranking in search results.
Another effective way to use UGC to improve your SEO strategy is through product reviews and ratings. Reviews from loyal customers provide your potential customers with useful information.
Suppose a potential customer wishes to purchase a Apple Laptop from Amazon. As you can see in the screenshot below, customers give ratings in the form of stars. One star being the lowest and five stars being the highest.
Image source – Amazon
Below you can see a customer’s review of the product. Prospects can look at reviews and ratings given by other customers to help them make a buying decision.
Image source – Amazon
These notices and ratings are UGC based on legitimate text on this page. So when a potential customer searches for your product reviews, those results may appear at the top of the SERPs. This is how this form of UGC offers significant advantages to your SEO strategy.
3. UGC can help you rank for long tail keywords
Using long tail keywords is one of the most effective ways to boost your SEO strategy. SEO experts realize the immense amount of potential long tail keywords. They can help drive high quality organic traffic to your website and drive high conversion rates.
50% of all search engine search questions are four words or more. It is therefore strongly recommended to use long tail keywords. They have lower competition, but can drive more relevant traffic to your website.
Additionally, users no longer like to use generic words to search. They want a specific answer to their questions, so they prefer to ask very specific questions.
Very often, brands may not identify the long tail keywords that consumers use to research their products online. However, the beauty of UGC is that since it is created by users, they can put these long tail keywords into their content to describe your products.
Suppose a beauty product brand uses a very generic keyword for their product, such as “best foundation”. They might face a lot of competition using this keyword and it might not help them reach the # 1 rank on the search engines.
Instead, if they use specific keywords like “best stick foundation to cover blemishes,” they’ll face less competition. And will also increase their ranking in search results.
You can look for these types of long tail keywords in your customer reviews and testimonials. This will help you know your users’ exact issues and what they are looking for.
This way, you can use your customers’ reviews to research relevant long tail keywords. It will make a difference in your SEO strategy and can improve your search engine ranking.
The power of UGC is that any business can use it to grow and grow. Using user-generated content in the manner mentioned above can provide your brand with a variety of benefits. It can also improve your SEO strategy, generate quality leads, and boost your lead generation efforts.
If you know of other ways to use UGC to improve an SEO strategy, feel free to comment below.
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