Optimized User Generated Content Increases Search Engine Rankings and the Bottom Line
Brookstone Case Study – September 2008
By Yury Polnar | Marketing Analyst
Overview
With nearly 80% of internet traffic coming from search engines, online merchants are becoming increasingly dependent on high website positioning to achieve their site traffic and sales goals. But with the ever-rising cost of paid search traffic, merchants are focusing their efforts largely on acquiring organic search traffic to stay cost competitive in today’s marketplace. One of the inherent problems with current SEO techniques, however, is its strong reliance on a limited availability of unique keywords found in manufacturer-supplied product descriptions – which are nearly identical across all merchant sites.
In an effort to gain a disctinct advantage in the highly competitive arena of organic search traffic, online retailers are forced to actively seek out new ways to expand their keyword programs and optimize them for effective indexing by search engines. This case study discusses how Brookstone leveraged social terms collected using PowerReviews’ tag-based customer reviews solution and combined them with YourAmigo’s search engine optimization technology to increase search traffic, average order value, and resulting revenue.