User-generated content: How to leverage customer reviews and testimonials for SEO and sales
- Maria Fernanda Assis
- May 26
- 4 min read
User-generated content (UGC) has become a cornerstone of digital marketing. From reviews to social media posts, consumers generate thousands of data points every day that directly influence a brand’s reputation and online performance.
According to BrightLocal, 87% of consumers read online reviews to evaluate local businesses and the percentage is even higher among younger audiences. That’s why it’s vital to know how to use this content to boost both SEO and sales.
This guide explains how to use reviews and testimonials to increase Google visibility and drive real conversions.
What Is User-Generated Content (UGC)?
Definition and types of UGC
User-generated content refers to any type of content created by users, not by brands. Common examples include:
Reviews and testimonials;
Social media posts (with hashtags or mentions);
Blog or forum comments;
Unboxings and video reviews.
Why UGC matters for digital marketing
UGC acts as a seal of authenticity, helping the public trust a brand more.
It also drives engagement, encourages sharing, and feeds SEO with real-world keywords.
How Customer Reviews Impact SEO
Fresh content and keyword-rich language
Reviews and testimonials contain terms customers naturally use, helping search engines better understand your products or services.
In addition, frequently updated content boosts rankings.
Local SEO benefits through Google reviews
For local businesses, Google reviews are crucial because they increase relevance and improve visibility on Google Maps.
A high volume of recent reviews directly impacts organic traffic.
Structured data and rich snippets
By applying schema markup to product or service pages, you can highlight stars and testimonials in search results, increasing the click-through rate (CTR).
Backlink potential from user content
User-generated content also has high sharing potential.
A spontaneous video review or social post can attract backlinks and mentions from other websites.
The Role of Testimonials in Increasing Conversions
Social proof and trust signals
According to Nielsen, 92% of people trust recommendations from friends or other customers over traditional ads. This makes testimonials a powerful form of social proof.
Emotional connection and authenticity
Testimonials reflect real emotions and make people feel more confident about their choices.
This kind of content helps build genuine connections with your audience.
Placement strategies (product pages, landing pages, ads)
Now that you understand the importance of testimonials, showcase them on:
Product pages;
Campaign landing pages;
Ads and promotional emails.
Use clean formatting and highlight short, impactful phrases with measurable outcomes.
Best Practices to Leverage UGC for SEO and Sales
Encourage and collect authentic content
Ask for feedback after purchase and offer coupons, contests, or social media features as incentives. Use hashtags and influencer campaigns to promote sharing.
Curate and display reviews strategically
Highlight your most impactful reviews. Organize by category, product, or rating. Avoid cluttering the user experience with repetitive or messy content.
Optimize UGC for search engines
Use headings and subheadings with product-related keywords;
Apply structured data;
Include product and brand names in reviews.
Legal and ethical considerations
Make sure you have permission to use the content. Include clear terms of use. Always credit the author when necessary. Avoid editing testimonials.
Tools and Platforms That Help Manage UGC
Several specialized platforms help you collect, organize, and display UGC:
Review plugins for WooCommerce or Shopify
These tools automate the process and help maintain visual and technical consistency.
Real Examples of Brands Successfully Using UGC
Case 1: Glossier and customer selfies
The brand encourages customers to post selfies using products with the hashtag #glossier. This created an active community and high engagement.
Case 2: Amazon reviews and product discovery
On Amazon, reviews directly influence internal product rankings and buying decisions.
Case 3: Airbnb testimonials for host trust
Real guest testimonials help new users trust hosts. This strategy is one of the core pillars of the platform’s growth.
FAQs About UGC, SEO, and Conversions
What’s the difference between a review and a testimonial?
Reviews are usually short, spontaneous comments. Testimonials are more detailed and focus on results.
Do reviews really help with Google rankings?
Yes. They enrich your site with keywords and signal relevance and frequent updates to Google.
Should I moderate or filter reviews?
Moderation is important to avoid spam or offensive language, but it’s best to show both positive and
negative opinions.
How do I ask for testimonials without being pushy?
Send friendly emails after delivery with a direct link to leave a review and a reminder of how valuable their opinion is.
Can I use social media posts as testimonials?
Yes, as long as you have the author’s permission. Always credit the user.
Connect with Prest Digital to turn UGC into real results
Now that you know how to leverage user-generated content, it’s time to put the strategy into action.
Prest Digital offers solutions to integrate reviews and testimonials into your SEO and sales funnel with a performance-first approach.
Count on a specialized team to plan, execute, and measure the impact of UGC on your brand’s digital growth.
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