Spotlights extends SEO benefits of Ratings & Reviews to category-like pages

Bazaarvoice Solution

Bazaarvoice Spotlights

Bazaarvoice Conversations

Client since

2011

About Brand

The Bazaarvoice client whose data formed the basis of this case study is a leading seller of small appliances and other products for consumers in countries around the world.

Summary

Bazaarvoice Spotlights extends the benefits of fresh user-generated content to category-like pages to optimize those pages for search, and to put a spotlight on reviews.

When it comes to driving traffic to your site, optimizing search is key to the strategy. According to a study by Nielsen and GroupM UK, 94% of users click organic search results. Plus, Moz.com has found that 70% of all organic clicks are received by the top 5 results. Making sure that your website is ranked well for multiple keywords is key to success.

Bazaarvoice Spotlights extends the benefits of fresh user-generated content to category-like pages, which is extremely important as our clients have found 60-70% of their non-homepage site traffic coming to these pages. This content not only optimizes category-like pages for search, but creates a better user experience by putting a spotlight on reviews while they browse a category-like page.

In A/B testing, the results for a leading small appliances brand were compelling: Category-like pages containing Spotlights content performed four times better in search rankings and experienced a 25% increase in clicks.

Measuring the effect of Spotlights content on search performance

To evaluate how Spotlights content influences traffic from search, Bazaarvoice performed A/B testing using category-like pages on a top small appliances brand’s website. We embedded Spotlights on 40 category-like pages, but left a control group of similar pages unchanged.

Once we had Spotlights in place, we measured search traffic for the top category level search phrases driving traffic to the website during the test period. We specifically compared performance before and after testing for average SERP (search engine results page) position and number of clicks from organic search results.

4x Google search position rank, 25% more clicks

The company didn’t have to wait long to see results. Within hours of deployment, Google had already detected the new content.

In addition, average SERP position improved, indicating the impact of Spotlights’ content, relevance and social triggers. Improvements in rank on Google were four times better for the pages that had Spotlights.

Finally, while both groups experienced a seasonal increase in search click-through traffic, the category-like pages containing Spotlights experienced an average increase in clicks 25% greater than the pages without Spotlights.

Technology that attracts visitors — and an experience that keeps them coming back

While the results of the test are impressive, it’s important to keep in mind that Spotlights is designed not just to drive more search traffic to category pages. It’s also meant to improve the user experience so that consumers who click through to a website will keep coming back. Typically embedded near the bottom of the pages, it brings rich social content to pages that often have very little content. And it uses a patent-pending algorithm and randomization to keep the content fresh by constantly changing products and reviews.

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