It’s the second week of the US Open in New York City, so let’s take a look at how online tennis retailer Tennis Warehouse which attracts almost 500,000 visits/month, leverages user-generated content to improve organic search results and drive traffic.
From their top nav, they promote their message boards (from vBulletin ) allowing users to discuss a wide range of topics around tennis players, tournaments and equipment. This provides fresh user generated content allowing Tennis Warehouse to generate organic search rankings and traffic from long-tail keywords.
For example, a Google search for “Nadal’s string tension” shows that Tennis Warehouse is getting 3 of the top 5 organic search listings, and the top 2 are from their message board discussions.
According to Quantcast about 9% of their visitors go to their message boards.
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