Web/Retailer Presence (SEO) & Reviews: 7 Metrics To Optimize


Ratings and reviews are a key indicator of how consumers feel about your brand and your product. They also have a huge impact on conversion, with shoppers who interact with ratings and reviews converting at more than double the rate of those who don’t. 

In addition to boosting conversions, user-generated content (UGC) also increases web traffic volumes you drive to your product pages. Our research shows that product detail pages (PDPs) with no reviews account for 60% of all PDPs across the Internet. But these pages only capture 12% of all web traffic. By contrast, PDPs with more than 100 reviews account for 5% of all PDPs. But these pages capture 33% of web traffic.

Factors like review volumes and average rating of course improve traffic volumes. But – in addition – there are some incredibly meaningful nuggets of information you can extract from your review content to further boost SEO and – in turn – eyeballs on your product pages.

Beyond these immediate benefits, analyzing your UGC can also yield valuable insights into how to improve your SEO even further. Insights like:

  • What keywords are we missing from our product pages?
  • How do we add more keyword-rich content to our product pages?
  • How do we improve our rankings on other retailers, like Amazon?

Having the answers to these questions — and taking action on them — can make a huge difference in how you show up in the search engines, and how many shoppers you convert. Fortunately, you can find these answers easily with UGC analytics, so long as you know what to look for. 

Read on as we share seven UGC metrics to watch to improve your web presence, both on your own website and that of your retail partners.

Special thanks to our friends at PowerReviews for their insights on this topic.
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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of VisionPros.com, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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