Leveraging User-Generated Content (UGC) for SEO Success

In the age of social media marketing, authenticity and diversity is the name of the game. And this is where User-Generated Content (UGC) excels.

From customer reviews to unboxing videos, UGC allows brands an affordable, dynamic, and organic way to reach and connect their audiences. And while no marketing tactic is foolproof, a well-executed UGC strategy can skyrocket your SEO success in ways that other ad forms simply can’t.

In this article, we’ll explain what UGC is, its pros and cons, and, more importantly, how to use it effectively for your brand’s search engine visibility.

What is User-Generated Content?

UGC refers to advertisements or any other form of content created by the users of a product or service rather than by the brand itself. It can take form in many ways:

• Customer reviews and testimonials;
• Unboxing videos;
• Social media posts featuring your product or service;
• Forum posts discussing your product or service;
• Blog posts or videos created by customers;
• Q&A sections on your website where users.

How UGC works

To create UGC content, brands must contact product users or other content creators (typically belonging to the product’s core demographic audience) to create UGC for them. 

In fact, with how ubiquitous UGC has become, it’s not uncommon for users and content creators to approach brands themselves.

The brand and the user/content creator will then discuss and agree on the form and content of the UCG. 

Some brands will have highly specific needs and have strict guidelines for the creators to follow. While others may only want something simple, like a quick product placement in an otherwise ordinary post post or video. Some want something in the middle—this is an entire spectrum and will largely depend on the brand’s needs and the creator’s willingness.

Compensation, if any, or other incentives will also be discussed. Creators can be compensated financially or even by getting free products and services from the brand.

However, other ways exist to create UGC without direct agreement with users or creators. For example, let’s take a look at Coca-Cola’s “Share a Coke” campaign.

In 2011, beginning in Australia, Coca-Cola made bottles with the country’s most common names instead of the Coke logo. 

Of course, people would get excited whenever they got bottles with their names or the names of their loved ones. This organically prompted buyers to talk about the product with others and share their experiences on social media.

The Benefits of UGC

But why do brands even turn to UGC instead of making traditional ads? 

Here are some of UGC’s biggest strengths as an ad form for SEO.

Fresh and Diverse Content

As you may know, search engines prioritize fresh and unique content. You will get a steady stream of new and diverse posts by letting numerous individuals make content for you. 

This is because every user and every creator will have their own way of creating posts and videos. They all offer unique voices and platforms as individuals.

As discussed above, there are many forms of UGC. For example, you can have some content creators write reviews while others make unboxing videos.

Having a wide range of content about your product dramatically increases the likelihood that search engine algorithms will pick it up.

Enhanced Keyword Opportunities

And because users will write and speak of your product or service in their own words, they will naturally incorporate a variety of keywords and phrases. 

This can help your site or product rank for long-tail keywords that may not have been part of your original content strategy. 

After all, these posts and videos (such as vlogs or detailed unboxing or review videos) can be in longer forms than traditional ads, which need to be short and snappy.

Authenticity

UGC essentially serves as social proof. People who follow the creator on social media often have some form of connection or affinity with them—and, therefore, typically trust them to some extent. 

They will thus be more likely to believe their thoughts and opinions on your product or service than direct ads from your business. 

Because who are you more likely to believe: a friend figure in their bedroom telling you about a product or the business whose main goal is to sell you that product?

The stats show this, too: 31% of people check online customer reviews before they make buying decisions.

And even if the UGC is paid—and even if it is clearly stated as sponsored, as is legally required in the US, especially for reviews—there is still the implication that the creator believes in the product at least to some extent.

Enhanced Link-Building Opportunities

UGC will often link back to your website (as many brands require creators to do so). Needless to say, such backlinks are crucial for SEO as they tell search engines that your site is authoritative and valuable.

Cost-Effectiveness

While professionally-shot in-house content from an ad agency will always be their place, these are far, far more expensive and time-consuming.

Meanwhile, UGC is significantly cheaper—or even free in some cases.

Supports Community Building

Encouraging users to contribute content fosters a sense of community around your brand. 

After all, people are more inclined, for example, to talk about a product in the comments section of a UGC video rather than the video ad from the brand’s official channels.

The former simply feels like talking to a friend about the product.

This engagement is not only even more content about your product, but it can even lead to longer-term customer loyalty. Or, ideally, even create a feedback loop of valuable UGC contributions.

Potential Pitfalls of UGC

Of course, no marketing strategy is foolproof. UGC has its advantages but also risks.

Spam and Low-Quality Content

Largely speaking, you have little to no control over the creation process of UGC. With a professionally-made ad, you can be sure that it will be at least of decent quality.

But with UGC, posts or videos can be low quality, spam-like, or even offensive.

Or, at the very least, they may not always align with your brand’s tone or values. 

Establish clear guidelines and communicate these to your audience and creators to minimize discrepancies. However, this is a tricky balance, as you will also need to afford your creators the space to be authentic and share their opinions.

Negative Reviews

However, low-quality UGC is different from negative yet honest and well-made reviews. 

And if you’re asking people to review your product, you’re bound to run into less-than-favorable reviews. After all, no product is perfect and everyone has their own preferences. 

In the US, the Federal Trade Commission (FTC) explicitly bans brands from paying for positive reviews. So, you will have to live with these negative reviews.

Respond to these reviews professionally and use them as an opportunity to showcase your commitment to continuously improving your product.

Legal and Ethical Concerns

Aside from the FTC ban on paid positive reviews, there are other legal and ethical concerns you need to keep in mind.

Always ensure that you have permission to use user-generated material, especially for promotional purposes. Misusing UGC can lead to legal issues—or, if not, then at least a significant blow to your brand’s reputation.

Best Practices for Using UGC in SEO

So, how do you maximize the benefits while avoiding the pitfalls?

To have a smart and effective approach to UGC, make sure you:

Pick the Right Creators

If you’re selling identity theft protection services, why would you contact a TikTok creator who makes videos about gardening for UGC?

Make sure that the creators you contact are actual users—or, at the very least, look like users. Choose people who fit your audience’s main demographic. For the example above, you’ll want to instead contact creators, for example, in the tech space.

Encourage Reviews and Testimonials

Actively ask your customers to leave reviews on your website, third-party platforms, or social media. This is also a form of UGC! And, not to mention, free engagement on your brand’s channels.

Of course, if you have a good product, they will naturally leave positive reviews. Display them prominently to boost your visibility.

Create a Branded Hashtag

Have UGC creators use a branded hashtag. Not only does this make it easier for you to track and curate user posts, but it makes the algorithm group these posts together. As a result, it shows more of these posts to potential customers.

Moderate UGC Carefully

As discussed, some UGC can be detrimental to your brand. So, make sure to have a moderation or filtration process that aligns UGC with your brand values and goals.

Optimize for Local SEO

For businesses with a physical presence, UGC like local reviews and photos can significantly boost your SEO placement. For this, you can encourage customers to leave reviews on platforms like Google Maps.

Incorporate UGC Into Your Content Strategy

A good UGC campaign is well-incorporated into your business’s broader marketing strategy.

To do this, highlight UGC in your blog posts, newsletters, or landing pages. For example, you can create a blog post featuring customer success stories or embed a testimonial video as part of your homepage design.

Maintain Transparency

Clearly disclose when you’re featuring UGC. Authenticity is arguably the biggest strength of UGC marketing. Failing to build transparency can completely ruin your reputation with your customer base.

Depending on where you are, it may also be required by the law anyway, such as the aforementioned FTC ban on paid reviews in the US. 

Incentivize Contributions

Even if you’re not financially compensating them with payment or product discounts, offering other small incentives can motivate the UGC creation. 

This can be as small as something as a shoutout or even having their photo posted on your official brand channels!

Of course, as mentioned above, ensure that these incentives comply with legal guidelines.

Conclusion

User-generated content can be incredibly valuable not just for boosting your SEO, but also as a way to engage audiences and build communities. 

While there is great risk with essentially letting your customers market your brand for you, there can also be great payoff. 

As long as you plan carefully and execute sharply (and perhaps also offer a genuinely good product), then UGC can do absolute wonders for your business.