BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Scott Lavelle

•

0 likes•255 views

BrightEdge Technologies

Marketing

The leading industry event by digital marketers for digital marketers
powered by BRIGHTEDGE
User Generated Content – Your #1 Visibility Asset
UGC + SEO
UGC + Data Science
UGC + Apple Search

@brightedge #share15
Competitive Landscape – UGC Reviews
OpenTable Competitors
Significant scale
Rich Content
Higher velocity
Higher quality (verified)
Not crawlable
Significant scale
Rich content
100% crawlable
• Opportunity: index rich UGC reviews inline on restaurant pages
• Goals: connect with new diners, drive longtail and head SEO traffic

@brightedge #share15
UGC Reviews – Our Solution
• Build our own server-side reviews database and service
• Crawlable reviews content inline on restaurant pages
• Schema markup, rel prev rel next pagination

@brightedge #share15
UGC Reviews – Results
• 25% increase in total SEO visits
• Connect with more new diners, engage with existing audience
• Capture longtail SEO traffic

@brightedge #share15
UGC Reviews – Results
Increased visibility and traffic in key markets per rich content:

@brightedge #share15
Competing with UGC
• Where else should you use UGC? Everywhere!
• Review snippets on key landing pages
• Data Science - create light templatized content by mining reviews
• Improve CTRs via Schema markup and structured data
• Apple Search (iOS9) – UGC competitive advantage in new space

@brightedge #share15
Practical Takeaways
• SEO is marketing, marketing is connecting and competing
• UGC is a key competitive advantage for visibility and trust
• Consider the UGC you already have and positioning
• UGC has low cost and inherent scale
• Leverage everywhere you can before attempting to scale editorial

@brightedge #share15
References
 MacKinnon, Katherine, A., (2012). User Generated Content vs. Advertising:
Do Consumers Trust the Word of Others Over Advertisers? The Elon Journal
of Undergraduate Research in Communications, Vol. 3, No. 1
 Bazaarvoice, (2011). Report: Talking to Strangers: Millennials Trust People
over Brands,
http://resources.bazaarvoice.com/rs/bazaarvoice/images/201202_Millennials_
whitepaper.pdf

Recently uploaded

E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times. Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management. Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences. The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.

Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...

Valters Lauzums

Metropolis of Dreams metaverse virtual city

Donna Lenk

20221005110010_633d63baa84f6_learn___week_3_ch._5.pdf

levuag

Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web. People search various questions, phrases or words. But some words and phrases are searched more often than others. For example, the words, ‘running shoes’ are searched more often than ‘best road running shoes for men’ These words or phrases which people use to search on Google are called Keywords. Some keywords are searched more often than others. Number of times a keyword is searched for in a month is called keyword volume. Some keywords have more relevant results than others. For the phrase “running shoes” we get more than 80M relevant results, whereas for “best road running shoes for men” we get only 8. The former keyword ‘running shoes’ has way more competition from popular websites to new and small blogs, whereas the latter keyword doesn’t have that much competition. This search competition for a keyword is called search difficulty of a keyword or keyword difficulty. In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition and if you target such keywords on your site, you can easily rank on the front page of Google. Some keywords are searched for, just to know or to learn some information about something, that’s their search intention. For example, “What shoe size should I choose?” or “How to pick the right shoe size?” These keywords which are searched just to know about stuff are called informational keywords. Typically people who are searching this type of keywords are top of a Conversion funnel. Conversion funnel is the journey that search visitors go through on their way to an email subscription or a premium subscription to the services you offer or a purchase of products you sell or recommend using your referral link. For some buyers, research is the most important part when they have to buy a product. Depending on that, their journey either widens or narrows down. These types of buyers are Researchers and they spend more time with informational keywords. Conversion is the action you want from your search visitors. Number of conversions that you get for every 100 search visitors is called Conversion rate. People who are at different stages of a conversion funnel use different types of keywords.

Search Engine Marketing - Competitor and Keyword research

ETMARK ACADEMY

Digital marketing is the art of promoting brands and building relationships with customers digitally. In this era, customers are using the internet on mobile devices and laptops, and lots of traffic comes from digital platforms like Google, Youtube, Facebook, Instagram, Twitter, Gmail, and others. That is why digital marketing is all about connecting with potential customers through the internet and other digital means. Also, we can say it is online marketing as well as Internet marketing.

What is Digital Marketing? Advantages and Disadvantages

newshariqueraza2

https://www.stk-interlining.com/elastic-webbing/ | The production of elastic webbing has seen significant advancements over the years, particularly in China, which has become a global leader in textile manufacturing. Elastic webbing, essential in various industries, including apparel, medicine, and automotive, requires precision and efficiency in production. Technological advancements have transformed the industry, enhancing production capabilities, improving product quality, and enabling greater customization. This blog explores the impact of these technological advancements on elastic webbing in China.

The Impact of Technological Advancements on Elastic Webbing Production in Chi...

Stk-Interlining

Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.

SMM Cheap - No. 1 SMM panel in the world

smmpanel567

Core Web Vitals SEO Workshop - improve your performance [pdf]

Peter Mead

Social Media Conference 2024 TikTok has taken the world by storm, becoming a cultural phenomenon that has changed the way we consume music, travel, socialize, and more. In this presentation, we'll dive into the world of TikTok, exploring its impact on our daily lives and how brands can leverage this platform to connect with audiences and achieve their marketing goals. Key takeaways: Understanding the TikTok landscape: We'll examine the unique features and demographics of TikTok, providing insights into what makes it so engaging and popular. TikTok's influence on consumer behavior: Explore how TikTok is shaping trends in music, travel, fashion, and more, and how brands can tap into these trends to reach their target audience. Creating authentic and engaging content for TikTok: Discover strategies for developing content that resonates with TikTok users, including tips for storytelling, video editing, and using trending sounds and challenges. Building a successful TikTok marketing strategy: Learn how to create a comprehensive TikTok marketing strategy that aligns with your brand's overall objectives, including setting goals, identifying target audiences, and measuring success.

TikTok: The Cultural Revolution in 10 minutes!

Tasos Veliadis

Media Wall Street is a premier Branding and Marketing Agency in Chandigarh, India. We offer brand strategy, digital marketing, content creation, and web development. We start by understanding your business goals to create tailored strategies. Our digital marketing services include SEO, SEM, social media marketing, email marketing, influencer marketing, video marketing, mobile marketing, and media buying. We excel in graphic design, video production, copywriting, and content writing. Our web development services feature responsive design, UI/UX design, custom websites, landing pages, CMS websites, cloud deployment, and web analytics. At Media Wall Street, we are committed to delivering professional and premium services to help your brand succeed.

Media Wall Street | Best Branding And Marketing Agency In Chandigarh

Media Wall Street Best Branding and Marketing Agency in Chandigarh

Explore the transformative landscape of Liquid Staking with our comprehensive guide tailored for beginners in 2024. Dive into the fundamentals of staking and witness how it operates within the cryptocurrency realm. Discover the innovative concept of Liquid Staking, which introduces liquidity to traditionally illiquid staked assets, enabling users to trade, sell, or utilize Liquid Staking Tokens (LSTs) within various decentralized finance (DeFi) protocols while still earning staking rewards. Delve deeper into the reasons behind the surging popularity of LSTs and unravel the mechanics of how liquid staking operates. Learn about the advantages and challenges posed by liquid staking, and explore strategic approaches like restaking to maximize returns. Additionally, explore how Intelisync, a leading blockchain development solutions provider, empowers businesses to thrive in the crypto world by offering tailored solutions and leveraging cutting-edge blockchain technology. Unlock the full potential of your staked assets and immerse yourself in the dynamic world of liquid staking today! Dive into the world of liquid staking with our comprehensive guide, designed especially for beginners in the year 2024. Understanding the fundamentals of staking is essential before delving into the intricacies of liquid staking. Staking involves the process of securing cryptocurrency assets by locking them up as collateral, thereby contributing to the security and integrity of blockchain networks while earning additional rewards. However, the traditional staking model has its limitations, primarily revolving around asset liquidity. This is where liquid staking steps in to revolutionize the landscape. Liquid Staking Tokens (LSTs) offer a groundbreaking solution by providing stakeholders with representation tokens for their staked assets, granting them liquidity to trade, sell, or utilize within various DeFi protocols while still earning staking rewards. Our guide explores the reasons behind the rising popularity of Liquid Staking Tokens (LSTs) and elucidates how they function within the decentralized finance (DeFi) ecosystem. We delve into the operational framework of liquid staking, detailing the step-by-step process from staking cryptocurrency assets to receiving and utilizing Liquid Staking Tokens. Moreover, we dissect the advantages and challenges associated with liquid staking, offering insights into maximizing returns while navigating potential risks. From enhanced flexibility and earning potential to regulatory considerations and validator penalties, our guide equips readers with the knowledge needed to make informed decisions in the realm of liquid staking. Additionally, we shed light on the concept of restaking, illustrating how continuously compounding staking rewards can amplify overall profitability over time. Partnering with Intelisync, a leading blockchain development solutions provider, readers discover how to leverage cutting-edge technology to unlock

Liquid Staking: An Overview for Beginners in 2024

nehapardhi711

Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent? To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.

ThinkNow 2024 Consumer Financial Wellness Report

ThinkNow

BLOOM_May2024. Balmer Lawrie Online Monthly Bulletin

BalmerLawrie

In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities. When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion. Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.

AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO

VWO

Digital Marketing Training In Bangalore

syedasifsyed46

The Wealth of a Homeonwers association is analogous to the wealth of a Nation

Joseph Lewis Aguirre

Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented. So how do you effectively navigate distributing and tailoring your content across these various touchpoints? Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges. You’ll learn: - How today’s users engage with content across various channels and devices. - The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant. - What digital shelf space is and how your content strategy needs to pivot. With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.

Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys

Search Engine Journal

A quick journey across brands, industries and people.

Stacey Cost

Awesome Free Global Opportunity Online Mining Crypto Currency On Your Mobile...

faugserv

AI has become an extremely useful tool that allows marketers to provide better customer experiences, make their marketing campaigns more effective, and generate much higher growth. This overview explains how AI is reshaping the future of digital marketing, leading to marketing that is more personalized and tailored to each individual, more efficient in reaching the right audiences, and driven by detailed data insights about consumer behaviour and preferences.

The Rise of AI in Digital Marketing in 2024

Web Trainings Academy

Recently uploaded (20)

Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...

Metropolis of Dreams metaverse virtual city

20221005110010_633d63baa84f6_learn___week_3_ch._5.pdf

Search Engine Marketing - Competitor and Keyword research

What is Digital Marketing? Advantages and Disadvantages

The Impact of Technological Advancements on Elastic Webbing Production in Chi...

SMM Cheap - No. 1 SMM panel in the world

Core Web Vitals SEO Workshop - improve your performance [pdf]

TikTok: The Cultural Revolution in 10 minutes!

Media Wall Street | Best Branding And Marketing Agency In Chandigarh

Liquid Staking: An Overview for Beginners in 2024

ThinkNow 2024 Consumer Financial Wellness Report

BLOOM_May2024. Balmer Lawrie Online Monthly Bulletin

AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO

Digital Marketing Training In Bangalore

The Wealth of a Homeonwers association is analogous to the wealth of a Nation

Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys

A quick journey across brands, industries and people.

Awesome Free Global Opportunity Online Mining Crypto Currency On Your Mobile...

The Rise of AI in Digital Marketing in 2024

BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Scott Lavelle

1. The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE User Generated Content – Your #1 Visibility Asset UGC + SEO UGC + Data Science UGC + Apple Search

2. @brightedge #share15 About Me About OpenTable • Director, Global SEO Marketing at OpenTable • Mixed E-Commerce and Hospitality background • Brands: Starwood Hotels, Pottery Barn, Shutterfly @ScottLavelle linkedin.com/in/scottlavelle • OpenTable aims to power great dining experiences • Founded in 1998 • Part of the Priceline Group • 32K restaurants globally • 16M seated diners/month • 47% of bookings mobile

3. @brightedge #share15 How important is UGC? 65% of consumers trust word-of-mouth on the Internet (UGC) more than content produced by advertisers (MacKinnon, 2012, p. 5) More than 8 in 10 say user-generated content from people they don't know influences what they buy and indicates brand quality (Bazaarvoice, 2011, p4) 51% say user generated content is more important than the opinions of their friends and family, and far more trustworthy than website content (Bazaarvoice, 2011, p4)

4. @brightedge #share15 Competitive Landscape – UGC Reviews OpenTable Competitors Significant scale Rich Content Higher velocity Higher quality (verified) Not crawlable Significant scale Rich content 100% crawlable • Opportunity: index rich UGC reviews inline on restaurant pages • Goals: connect with new diners, drive longtail and head SEO traffic

5. @brightedge #share15 UGC Reviews – Our Solution • Build our own server-side reviews database and service • Crawlable reviews content inline on restaurant pages • Schema markup, rel prev rel next pagination

6. @brightedge #share15 UGC Reviews – Results • 25% increase in total SEO visits • Connect with more new diners, engage with existing audience • Capture longtail SEO traffic

7. @brightedge #share15 UGC Reviews – Results Increased visibility and traffic in key markets per rich content:

8. @brightedge #share15 Competing with UGC • Where else should you use UGC? Everywhere! • Review snippets on key landing pages • Data Science - create light templatized content by mining reviews • Improve CTRs via Schema markup and structured data • Apple Search (iOS9) – UGC competitive advantage in new space

9. @brightedge #share15 Practical Takeaways • SEO is marketing, marketing is connecting and competing • UGC is a key competitive advantage for visibility and trust • Consider the UGC you already have and positioning • UGC has low cost and inherent scale • Leverage everywhere you can before attempting to scale editorial

10. @brightedge #share15 References  MacKinnon, Katherine, A., (2012). User Generated Content vs. Advertising: Do Consumers Trust the Word of Others Over Advertisers? The Elon Journal of Undergraduate Research in Communications, Vol. 3, No. 1  Bazaarvoice, (2011). Report: Talking to Strangers: Millennials Trust People over Brands, http://resources.bazaarvoice.com/rs/bazaarvoice/images/201202_Millennials_ whitepaper.pdf

BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Scott Lavelle

Recommended

Recommended

More Related Content

More from BrightEdge Technologies

More from BrightEdge Technologies (20)

Recently uploaded

Recently uploaded (20)

BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Scott Lavelle