What is UGC, and how does user-generated content help increase visibility in search engines

User-generated content has become an effective digital marketing tool for increasing user engagement, building a loyal audience, and advancing search results. After all, reviews, photos, videos, and other content created not by professional marketers but by ordinary consumers help brands get closer to their audience and build trusting relationships with them. In this article, we will take a closer look at what UGC is and how content created and distributed directly by users on various platforms helps improve search engine rankings.

What is UGC

First of all, let’s find out what the abbreviation UGC means and what role this tool plays in promoting an online store and forming a comprehensive brand promotion strategy.

User-generated content is any content generated and published by network users. It can be in various formats, such as texts, photos, videos, etc. Such content helps to:

• increase brand loyalty and trust;
• increase audience engagement;
• optimize content creation costs;
• increase conversions and sales;
• improve search engine rankings.

UGC can be placed on any platform where users can publish their content. For example, these can be marketplaces, blogs, online stores, social networks (Instagram, Facebook, YouTube), messengers, and special services for reviews.

User-generated content is a reasonably broad format that includes various types of content, including reviews, testimonials, photos and videos, ambassadorships, and surveys. For example, photos and videos are popular types of visual content that demonstrate a product or service to consumers and help create an emotional connection with potential customers. Another effective type of user content that promotes a brand’s products and services is reviews. After all, they allow you to learn the impressions of real buyers about various aspects of a product or service, help potential brand customers get rid of doubts and make a purchase decision, and also serve as an excellent tool for increasing audience loyalty and conversion and sales indicators.

Different people can create UGC content. These can be brand customers who share their photos, videos, or reviews about a product or service on their initiative or to receive a discount or gift from the brand. A UGC creator can also work on generating user content – a specialist who creates organic UGC content. Usually, such specialists work on a barter basis or receive monetary compensation for their work. In addition, brand employees can demonstrate internal processes to the audience and thus increase subscriber loyalty. Such content has a special name – employee-generated content.

To encourage users to create UGC content, it is important for the brand to actively interact with the audience and respond to various comments, etc., provide users with convenient tools such as feedback forms, develop a loyalty program, and reward active subscribers with discounts or bonuses.

Why user content is important for SEO

You can regularly update the site with unique content by supplementing the optimization strategy of an online store or other web resource with UGC content. Reviews and other types of user content will not only help maintain the site’s relevance for search engines but will also provide users with important information, thus increasing the duration of stay on the site and audience engagement.

In addition, thanks to user content, the site is filled with organic keywords that expand the semantic core and help improve positions in search results for various user queries. This way you can attract more target visitors because the web resource will become more relevant to their search queries.

User content can become a powerful tool in a comprehensive SEO promotion strategy. To use it effectively and achieve maximum results, you should contact experienced specialists. The Lanet CLICK digital agency offers a wide range of services for online promotion. Our team has many cases in its portfolio for various niches. Experienced Lanet CLICK specialists will develop and implement a promotion strategy for medical sites, online stores, or other web resources, considering the specifics of your business and goals.