In the Quality Elevator Guidelines, Google shares that high quality informational content is real, accurate, concise and should properly reflect the consensus of experts.
The problem is: Not all brands have the time, budget, or strategy to build this quality standard. Or so they think.
Using UGC, we helped our nonprofit publish more than two dozen informative articles and increase their blog’s organic traffic by 200+ percent in 12 months.
Read on to see our complete site, our complete process, results and some more options for implementing UGC for SEO.
Challenges: Strategy + resource scarcity
Our client faces two general content marketing challenges: lack of SEO strategies and limited resources for content creation. As a result, organic resources did not have a strong presence in their resources.
This healthcare support network focuses mostly on content creation stories, which have performed well on society but have little impact on their quest. His blog did not have informational resources for people affected by medical tests.
Since this organization is a non-profit organization, we need to be especially careful about the resources we allocate for the creation of new content. The goal was to create high quality articles without the need for a limited time before the content team.
Our Strategy: Content From Consumers, for the Users
Instead of competing for competing medical terms with sites such as the Mayo Clinic, we focused on building authority for emotional, spiritual, and family issues that arose during the medical event. The Caring Bridge means “journey of health.”
To source content ideas, we analyzed the closest competitors and conducted a brainstorm with the content team, then prioritized keywords by relevance and volume.
Once we have our titles, we need the source input from which to get the source ideas. In this case, we realized that the only people with experience are the true experts in the content. Most of the audience in the organization has experienced the effects of the health crisis. They understand better than anyone what is helpful in these difficult situations.
So we turned to Facebook’s 311,000 followers, pointing them to ideas on each topic. We created / updated 28 informational articles, including ID sourcing and genuine comments on our Facebook index.
Here’s an example of the prompt we use, and an article piece about it:
We end the article with CTA to comment on more ideas, and generate hundreds of comments in posts. Comments – when indexing and moderation – can add more relevant content to the page and increase quality. And with all the new ideas in the comments, we can easily keep the content fresh by improving it with community input.
This process engaged the viewer and minimized the effort required to create helpful resources.
UGC gave us relevant, unique content that earned first page rankings for our handful of keywords.
In the past year, the resources section has grown from an almost invisible organic search to a growing organic site segment:
- 228% Y / Y Growth in Organic Consumers
- 79% Y / Y increase in site creatives
- 303% Y / Y increase in Facebook traffic
- 76% Y / Y increase in email traffic
These results are beyond the numbers: hundreds of positive emotions were expressed by her community on these articles.
“Very helpful listing, I like to quote. Your site concept is amazing!”
These ideas will help my sister. She lives far away [gift] Package ID will be fun.
“Wow, these feelings are from a person who is fighting lymphoma.” It’s important to listen to the patient, it’s really the simple things in life that are the best meds!
More ways to add UGC
Facebook comments aren’t just a place to get sources from your user base. Here are some more ideas of the UGC:
- Overview: An important aspect of driving sales, reviews may also include relevant content on the site. If this bothers you, Google’s guidelines remind site owners that a negative review won’t hurt: “A single confrontation should not be considered with negative prestige information.” However, you still want moderate spam or inappropriate reviews, and respond to negative feedback whenever you can.
- Comments: Like the main content of the page, high quality comments can be quite valuable, while low quality content can drag your page down. Make sure you are moderating responsibly, and that your quality comments are being adjusted.
- Embed Tweet: Prompt your Twitter followers to answer your keyword question. You can use their feedback to quickly source content ideas, and embed the tweets in the article to add content and promote community engagement.
Note: There are legitimate concerns around UGC, many of which contain spam or inappropriate content. Check out these strategies from Google so all the content on your site is authentic, relevant, and relevant.
And if you don’t have the resources to moderate UGC, don’t worry. Manually uploading content (as shown in this case study) can be a good option as you have complete control over the content you use.
Finally, consider asking your audience for permission to display your response on your site. The more transparent you can be in the process, the better.
The final takeaway
From the beginning, look at your audience for title ideas. Send a hint on social or email to ask your followers what they want to know. Get FAQs from your customer service and product teams. Read your blog’s comments to find common topics or questions. From there, you can research keywords to understand how users are finding these topics.
You certainly don’t need thousands of followers to harness the power of UGC. Many of these strategies work for all types of brands. Try testing out different methods to find out which one performs the best engagement and performance. When you write with your audience in mind, you will see results.
The views expressed in this article are those of the guest author and do not necessarily mean to search Engine Land. The authors of the staff are listed here.