Search and Social

Increasing Organic Search Traffic with User Generated Content

by Ian Orekondy on September 4, 2008

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.

Are you employing a similar strategy? What have been your key challenges and successes? Share your experience at our new Search and Social Media Community

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