Answer: By turning their web site into a playground for shoppers like you and me.
Summary: Amazon has just launched Video Product Reviews, and its Amapedia wiki site is growing. The SEO impacts are obvious, as are the lessons for other retailers, big and small.
(read on for full story…)
Introducing Video Product Reviews
The User-Generated Content train continues to roll along, and I’m convinced Amazon.com is the conductor. No online retailer has opened up its platform to UGC like Amazon has, and now shoppers have yet another way to add product content to the site: Video Product Reviews.
Here’s a screenshot of what I just saw on a book page:
After clicking on the “Create your own review” button, you go to a page where you choose to create a written review or a video review. The video reviews must be:
- maximum of 100mb file size
- maximum of 10 minutes long
- uploaded in .avi, .flv, .mov. .mpg, or .wmv formats
I should note that Amazon is not the first to do video product reviews. I mentioned ExpoTV in my SES San Jose presentation a couple months ago; their video product reviews are picked up by Buy.com and others.
But that’s not all!
(It also slices, dices, and chops! Sorry…)
Amazon has also created its own “product wikipedia” called Amapedia, where shoppers can share information about products in a wiki-based setting. This is apparently several months old, and still in beta — but already a big success where SEO is concerned. Here’s a look at an Amapedia article about the Apple MacBook — a page that’s PR=6 and, of course, links back to buy the product on Amazon.
Amazon (hearts) UGC
Is there any online retailer that even comes close to Amazon in terms of accepting UGC? I don’t think so. We make a big deal when WalMart.com allows user reviews on its site; meanwhile, Amazon has offered user reviews and ratings since forever, not to mention:
- Amazon Connect, which accepts content from authors and artists
- Amazon Listmania!, where shoppers can create themed product lists
- Product photo uploads from shoppers
- User-generated “tags” on its products
- “Customer Discussions” — a mini-forum for every product
- Product news and reviews from external sites (like ZDNet, for example)
- etc. … etc. … etc.
In the end, Amazon ends up with product pages that have an astonishing amount of content. Take a look at this Apple MacBook product page (not an aff. link), scroll down, and just let your jaw drop in amazement at the deep content on this page.
Earlier this year, I asked if Amazon is the SEO-smartest retailer online. I don’t think there’s any question that the answer is “yes.”
And as I said then, whether you’re a big retailer or a little one, they are the poster-child — a great example of how to overcome the common problem of not knowing how to get good content on product pages. Surely you can do something they’re doing!