Reviews, videos, photos, questions and answers, comments and other user-generated content (UGC) can give search crawlers more information to figure out what your pages are about and how relevant they are to a searcher’s query. UGC also creates a sense of community that makes your brand stickier, gives you a vehicle to collect feedback and lets your audience source information directly from their peers.
But those benefits can come with baggage: UGC can be low quality, spammy, duplicated from other sites and redundant.
How your SEO may benefit from UGC
“What I’d recommend … is to find a way to get more content onto the page. A simple way to do that could be to let people comment,” Google’s John Mueller told an SEO looking to optimize image-heavy pages during a Reddit AMA last year.
Providing more context for search crawlers is one of the biggest advantages of UGC, and allowing visitors to comment, post, leave reviews and everything in between is like crowd-sourcing your on-page SEO since users are likely to employ diverse terms to discuss your content — think of it as users helping to target long-tail keywords on your behalf.
But a wealth of context won’t mean much for your SEO if your page is seen as outdated. That’s why having a replenishing source of fresh content is also one of the most referenced benefits of UGC. As our Periodic Table of SEO Success Factors shows, keywords and freshness — both of which can be generated by
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