User generated content can include reviews, testimonials, portfolio entries, comments and more. This is content generated by an actual user - not the company or organization.
The SEO Power of User Generated Content
This is the content that demonstrates what you do, where you do it and who you do it for. User generated content is a catch-all term — we are just as interested in case studies, reviews and testimonials.
Consider User Generated Content as:
- Portfolio Entries
- Case Studies
1. Portfolio Entries
Creating portfolio entires provides specific examples of your work. For example, our portfolio includes a screenshot and summary of the work we've completed.
Portfolio Entires need to be optimized for more than just the company/organization/brand name and work you've done. Treat it like a normal content page and incorporate the appropriate SEO elements like you would any other content page.
Take the following five examples of portfolio entires:
- Renovation of skirting boards in a Victorian house in Boldmere, Sutton Coldfield, Birmingham
- Repair of ceilings in 1970s semi-detached house in Walmley, Sutton Coldfield, Birmingham
- Complete rewiring and electrical refit of a five-bedroom, three-story Victorian house in Boldmere, Sutton Coldfield, Birmingham
- New heating system, radiators and pipework in five-bedroom, three-story Victorian house in Boldmere, Sutton Coldfield, Birmingham
- Rebuilding chimney on 1970s semi-detached house in Mere Green, Four Oaks, Birmingham
These content pieces improve the scope of search terms you can rank for by detailing very specific jobs within your overall business category.
In the examples above, the entries address the specific jobs, geographic areas, and specific types of property. These would usually either be missed in your traditional service pages — or poorly implemented.
Too much SEO thinking is done without enough consideration of the real users. We see small businesses creating overstretched and over-optimized location pages that have keywords crammed in to help them rank, but it provides a poor user experience. The traffic is delivered, but not converted - and thus eliminating the benefit of that traffic gain.
The creation of portfolio entries, case studies, testimonials, and reviews can potentially increase search engine traffic with real local users.
Most local businesses are offering the same services as their competition, and this creates a difficult environment for user to choose Company A over Company B. Creating a strong portfolio and incorporating other user generated content will make that decision easier for visitors.
Structuring Portfolio Entries
The specifics here will vary for each business, but these are a starting point.
- The problem. What was the issue?
- The solution. How did you help?
- Testimonials and reviews. Actual client feedback?
This doesn't have to piece a large amount of content. It can be very simple, concise and straight to the point and still include all of the same elements. In nearly all situations, you will want to add images so that users can see the finished product. This is an area where you don't want to leave it up to the imagination, show the user what exactly you did. If applicable, show a before an after.
Some of the best content marketing for small and local businesses is portfolio content. When executed well, portfolio content will widen the search terms you can be found for and attract more local users while enhancing your credibility.