Range Online Media Publishes New White Paper on the Optimal Strategy for Indexing User-Generated Content

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Industry experts detail how marketers can index UGC in a way that drives maximum traffic to their site.

Optimizing User-Generated Content: Creating Success with Cross-funnel Indexing

Range Online Media, a leading search marketing and interactive agency, today announced the availability of its new white paper, "Optimizing User-Generated Content: Creating Success with Cross-funnel Indexing". The whitepaper evaluates three distinct indexing methods for leveraging user-generated content like product ratings and reviews to increase Search Engine Optimization (SEO) performance and reveals the key advantages that make cross-funnel indexing the most beneficial option for website owners.

The complete whitepaper is immediately available to eTail East attendees at the Range Online Media exhibit (booth 34) and can be downloaded at http://www.rangeonlinemedia.com/docs/Range_Cross_Funnel_Index_Aug2009.pdf .

Topics covered in the white paper include:

  •     The value of UGC for search marketers
  •     Three indexing strategies for UGC: indexing on a UGC-optimized page specifically designed for search; indexing on the product page; and cross-funnel indexing that combines both tactics
  •     The key reasons to use cross-funnel indexing
  •     Concrete query examples to aid marketers in adopting this indexing strategy

"It is widely accepted that user-generated content (UGC) increases SEO performance, and in fact, more than 60 percent of the Internet Retailer Top 100 enable customers to add content to their sites," said Herndon Hasty, senior SEO evangelist for Range Online Media and author of the paper. "This paper is designed to help marketers index that content in a way that drives maximum exposure to search engines, and therefore, traffic to the site. It is becoming apparent that a cross-funnel indexing strategy, which combines the benefits of indexing on a product page and indexing on UGC-optimized pages, is the best way for website owners to capture consumers at all points of the purchase funnel and gain exponential natural traffic."

"One of our leading retail clients has been using cross-funnel indexing strategy for more than 18 months with solid success and proven metrics," said Mike Svatek, vice president of product strategy at Bazaarvoice, the market and technology leader in social commerce. Bazaarvoice has shared its insights on client success with all three indexing options for this groundbreaking white paper. "As consumers increase comparison searching and become more specific in their searches, it is vital to more quickly capture their attention earlier in the purchase path. We've seen that with cross-funnel indexing, a marketer can own four positions on page one of search results and increase the rankings of their product pages. In the current competitive and economic climate, this paper offers marketers some actionable steps for enhancing their indexing strategies."

Range Online Media is a leading search and interactive marketing agency that delivers measurable success through comprehensive, online marketing services, including paid search marketing, search engine optimization (SEO), online media placement and social media, strategic planning, performance optimization and more. Range prides itself on collaboration between technology and human interaction to manage campaigns effectively and efficiently.

Range Online Media offers clients the strength and network of its parent company, iProspect, and is a member of the Aegis family of agencies, yet we have always stayed true to our roots as an agile innovator. Range Online Media currently offers strategic leadership and campaign management services to GAP, Neiman Marcus, Bergdorf Goodman, Accor Hotels North America, L'Occitane en Provence, The Container Store, Godiva Chocolatier, Burberry, Wyndham Hotels & Resorts and many other smart clients.

We were proud to have been named to the 2007 and 2008 top 25 search marketing agencies in America by AdAge and to have received the 'Most Innovative Use of Search Engine Optimization' Award in 2008 from Search Engine Strategies. Range Online Media has also received the highest average client satisfaction rating in the paid search industry by Jupiter Research for the last four consecutive years. We are headquartered in Texas and have offices in New York and Utah. Please visit our website at http://www.RangeOnlineMedia.com .

Bazaarvoice's Software as a Service (SaaS) social commerce solutions have served more than 50 billion pieces of customer-generated content on more than 525 brand web sites like Best Buy, Costco, Dell, Macy's, Overstock, P&G, Panasonic, QVC and USAA in 36 countries. The company connects organizations to their influencers through a unique network that reaches hundreds of millions of consumers around the globe, enabling authentic customer-powered marketing. Through syndication, analytics, partnerships, and consulting, Bazaarvoice brings the voice of the customer to the center of their clients' business strategy, proving "social" can drive measured revenue growth and cost savings for manufacturing, retail, travel, and financial services companies. Headquartered in Austin, the company has offices in London, Paris, and Singapore. For more information and access to client success stories, visit http://www.bazaarvoice.com , read the blog at http://www.bazaarblog.com , and follow on Twitter at http://www.twitter.com/bazaarvoice .


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