Do you harness the power of a good review?

Customer-written content, in the form of product reviews, community Q&A and shared stories, can both drive down search acquisition costs and improve natural search results, says Brett Hurt, founder and CEO of Bazaarvoice

In analysing online retailers with customer reviews, Bazaarvoice has found that more than 97% of the search terms used to find the review content are unique; in other words, without the user-generated content, the retailer would not have received search engine referrals for those ‘long-tail’ specific shopping terms.

The more specific, obscure terms are more valuable — though harder to pre-determine — to the retailer, and this is where customer-generated content comes into play. The more content that exists on your site about a particular product or brand, the more likely it is found by these long-tail searchers. Also, the more specific term mentioned above brings up more products that feature fresh, user-generated content. Our analysis has shown that searchers who land on Bazaarvoice-generated review landing pages use 3.5 to 4 words, while Google’s average search is 2.5 words.

Whats your view, or experience with customer reviews? Any major stats to report, what about the negatives policing etc we would love to know.

Source: Internet Retailing

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1 comment so far

  1. […] Original post by pomepeople […]


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