• DM News , Tuesday, March 4, 2008 12:45 PM

The task of constantly creating fresh, relevant Web site content that draws users in can be daunting--especially for smaller business owners. So why not let the customers do some of the work by creating a section or microsite for user reviews?

Bazaarvoice's Jeff Watts cites findings from past comScore and Jupiter Research reports that proved that online shoppers sought out user ratings and reviews more than any other info resource. And those reviews also often contain highly targeted keywords that relate to the company's products or services--making them a great source of organic search traffic.

"When analyzing online retailers with customer reviews, our company found that more than 97% of the search terms used to find the review were unique, meaning that without the user-generated content, the retailer would not have received search engine referrals for those terms," Watts says.

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