Ratings and reviews drive increased organic search traffic

Company profile

Consumer Packaged Goods

Bazaarvoice Solution

Bazaarvoice Conversations

Client since

2012

About Purina Friskies

Nestlé Purina in the Americas is part of Nestlé S.A., the world’s leading nutrition, health, and wellness Company. Nestlé Purina in the Americas is a leader in the pet products industry, dedicated to improving the lives of cats and dogs through quality nutrition and care. Purina’s core philosophies include promoting responsible pet care, humane education, community involvement, and the positive bond between people and pets.

Web link
www.friskies.com

Summary

After adding Bazaarvoice Conversations to the Friskies site organic search traffic increased to Friskies pages where ratings and reviews was deployed.

Solution at a glance

Challenge

Increase organic search traffic to the Purina Friskies website (www.friskies.com).

Solution

Add user-generated review content to enhance existing product-related pages and obtain rich snippet star-ratings in organic search listings.

Benefits

After adding Bazaarvoice Conversations to the Friskies site, Neo@Ogilvy found that organic search traffic increased to Friskies pages where ratings and reviews was deployed.

Rich-snippets are seen across search engine results pages in many forms. One of the most common is the star-ratings five-star snippet, which is displayed for everything from hotels and restaurants to movies and products. Studies have shown that star-ratings in organic search listings can significantly lift click-through rate and that fresh, keyword-rich review content can improve rank position in search engine results pages. When Purina began to implement Bazaarvoice Conversations across brand websites, the teams agreed it was crucial to embed search-friendly review content in pages and display stars in search results to help increase incremental site traffic.

Purina Friskies (www.friskies.com) succeeded in displaying star-ratings in organic search results for the product pages and full indexing of all pages of review content. Neo@Oglivy measured traffic to determine if an increase took place between the compared time periods. Year-over-year traffic also showed that seasonality was not a factor. The analysis confirmed that organic search visits increased by 28% to the pages where Bazaarvoice SEO integration was deployed.

Strategy

Once Purina brands implemented Bazaarvoice ratings and reviews, Neo@Ogilvy monitored product pages to determine whether search engines indexed the review content and displayed rich snippet stars. If there was an issue, Neo@ Ogilvy worked with Bazaarvoice and Purina’s digital agency to adjust the code accordingly. Once content indexing was evident and stars appeared, a sufficient amount of time needed to pass to ensure performance consistency and statistical significance.


Methodology

Neo@Ogilvy measured traffic to Friskies.com product landing pages from August 1 to November 16, 2013, the period before the search-friendly integration, and from January 1 to April 16, 2014, the period after indexing and rich-snippet stars were confirmed. Traffic measurement included visits from organic search to the pages where Bazaarvoice Conversations ratings and reviews were deployed.

Results

Organic search traffic increased on the majority of Friskies pages with review content, with an average increase of 28% where the solution was deployed. Neo@Ogilvy also found that there was a 147% increase in traffic coming from phrases that contained the word “review.”

Neo@Ogilvy is a global media agency and performance marketing network with more than 800 employees working in more than 40 offices around the world. The agency applies a data-driven strategic approach and cutting edge technologies across all digital disciplines (including paid and organic search, display, video, mobile, social media, affiliate marketing, etc.) and traditional channels. Neo@Ogilvy is a unit of Ogilvy & Mather, a WPP company.

Bazaarvoice is a network that connects brands and retailers to the authentic voices of people where they shop. Each month, more than 400 million people view and share authentic opinions, questions, and experiences about 70 million products in the Bazaarvoice network. The company’s technology platform amplifies these voices into the places that influence purchase decisions. Network analytics help marketers and advertisers provide more engaging experiences that drive brand awareness, consideration, sales, and loyalty. Headquartered in Austin, Texas, Bazaarvoice has offices across North America, Europe, and Asia-Pacific. For more information, visit www.bazaarvoice.com, read the blog at www.bazaarvoice.com/blog, and follow on Twitter at www.twitter.com/bazaarvoice.

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