Reviews and ratings specialist Bazaarvoice has unveiled new technology that means content written by consumers will show up on internet searches.

Smart SEO makes sure that user-generated content, such as customer reviews, is recognised and listed in search results by search engines. This means that retailers can make more of the reviews, videos and other content added to their site by consumers, since as well as being of interest to shoppers making a search, newly-listed reviews also keep the website higher in the search rankings.

Mike Svatek, chief product officer at Bazaarvoice, said: “We’ve worked tirelessly to innovate a new patent-pending technology that ensures user-generated content is simultaneously static, which is better for search engines, and dynamic, which is better for customers.

“We’ve done the heavy lifting of development so that brands can know they are taking all the right steps to boost natural search with fresh, rich, unique content written by consumers.”

Among the first customers for the solution is white goods retailer DRL, which works with Argos, Boots and Marks and Spencer, among others.

Matthew Lawson, web and SEO manager at DRL, said: “With Smart SEO, Bazaarvoice met our need for a solution that is simple and search-optimised, whilst simultaneously real-time and interactive. It meets our demands for being the most search engine-friendly solution we’ve ever seen for user-generated content, and it meets the demands of our customers, who want to interact with our content and ensure they are always looking at the freshest customer opinions from their fellow shoppers.”

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