Syndication enables you to display consumer-generated content (CGC)—ratings, reviews, questions, answers, and comments—across the Bazaarvoice network of retail and brand websites. Syndicating CGC enables you to reach more consumers than displaying CGC on the source website only. It also increases the overall number of reviews and number of products that have at least one review. Product pages with at least one review have an average conversion increase of 10%; the more reviews you have, the more your conversion rate increases.

Syndication is shared between sites in the following ways:

Bazaarvoice logo
  Method of syndication Description Required approval Enablement
1 Intra-client syndication: Site to site Share CGC you collect across your multiple licensed websites. Both site owners must approve the syndication connection. Enabled by Bazaarvoice
2 Reverse syndication: Retailer to brand Share CGC collected on your retail website with brand websites. Retailer must get approval from the brand. Enabled by Bazaarvoice
3 Standard syndication: Brand to retailer Share CGC collected on your brand website with retail websites. Bazaarvoice contacts the potential recipient (retailer) for approval Enabled by both site owners after approval

Every method of syndication requires a live Bazaarvoice implementation on each source and recipient site, and approval must be sought in each case. Bazaarvoice recommends that you review the syndication guidelines before beginning.

In addition to these methods of syndication, you can also syndicate CGC to the Google and Microsoft search engines, as described below.

Product catalog requirements

To syndicate content successfully, Bazaarvoice must be able to match products in different client catalogs. The completeness and accuracy of product feeds determine how well products can be matched. To syndicate CGC:

  • The source of the CGC and the recipient must have live implementations of Conversations
  • The source and recipient must have accurate and complete product feeds
  • XML feeds must contain the <a href="#brand"><Brand></a> element; text feeds must contain the Brand column

Refer to Product catalog for complete information about each element that is required in the feed to enable successful syndication.

Enable intra-client syndication

If you manage multiple partner websites or websites in different regional markets that sell the same products, you can syndicate consumer-generated content (CGC) across all of your websites. To enable intra-client syndication, you may need to make changes to your implementation. For help meeting the following requirements, open a case in the Support Community .

Note: If content is not being syndicated correctly, make sure the product catalog requirements are met. Also, be aware that you can provide missing data, such as UPCs or EANs, using an additional feed file.

For clients with a separate Workbench login for each website

If you have a separate Bazaarvoice Workbench login for each website, provide Bazaarvoice with the following files:

  • A complete product catalog that includes UPC numbers, EAN numbers, brand name, manufacturer part numbers, product page URLs, and product image URLs, if available.
  • A product matching mapping file that shows Bazaarvoice where to match the products. The mapping file is a tab-delimited text file that must contain the following elements:
    • source client name
    • source client product IDs
    • destination client name
    • destination client product IDs

    The following is an example of a mapping file. Endurance Cycles’ US website is the source client, and Endurance Cycles’ Canadian website is the destination client.

    endurance_cycles_us    1111    endurance_cycles_ca    3331
    endurance_cycles_us    1112    endurance_cycles_ca    3332
    endurance_cycles_us    1113    endurance_cycles_ca    3333
    endurance_cycles_us    1114    endurance_cycles_ca    3334
    endurance_cycles_us    1115    endurance_cycles_ca    3335
    endurance_cycles_us    1116    endurance_cycles_ca    3336
    endurance_cycles_us    1117    endurance_cycles_ca    3337
    endurance_cycles_us    1118    endurance_cycles_ca    3338
    endurance_cycles_us    1119    endurance_cycles_ca    3339
    

For clients with a single Workbench login for all websites

If you have one Bazaarvoice Workbench login for all of your websites, you must add product families to your product catalog. To create product families, add the <Attributes> element to each <Product> element you want to include in the product family.

The following example shows a product named Green EC Womens Bike that belongs to the Womens_bikes product family. The product is available on Endurance Cycle’s US and Canada websites. In the US, the product ID is 1111. In Canada, the product ID is 3331.

<Product>
    <ExternalId>1111</ExternalId>
    <Name>Green EC Womens Bike</Name>
    <Description>...</Description>
    <BrandExternalId>...</BrandExternalId>
    <CategoryExternalId>...</CategoryExternalId>
    <ProductPageUrl>www.endurancecycles.com</ProductPageUrl>
    <ImageUrl>...</ImageUrl>
    <Attributes>
        <Attribute id="BV_FE_FAMILY">
            <Value>Womens_bikes</Value>
        </Attribute>
    </Attributes>
</Product>
<Product>
    <ExternalId>3331</ExternalId>
    <Name>Green EC Womens Bike</Name>
    <Description>...</Description>
    <BrandExternalId>...</BrandExternalId>
    <CategoryExternalId>...</CategoryExternalId>
    <ProductPageUrl>www.endurancecycles.ca</ProductPageUrl>
    <ImageUrl>...</ImageUrl>
    <Attributes>
        <Attribute id="BV_FE_FAMILY">
            <Value>Womens_bikes</Value>
        </Attribute>
    </Attributes>
</Product>          

If a product belongs to multiple product families, declare each product family in a separate <Attribute> element.

The following example shows the Green EC Womens Bike belongs to the Womens_bikes and Green_bikes families.

<Product>
    <ExternalId>1111</ExternalId>
    <Name>Green EC Womens Bike</Name>
    <Description>...</Description>
    <BrandExternalId>...</BrandExternalId>
    <CategoryExternalId>...</CategoryExternalId>
    <ProductPageUrl>...</ProductPageUrl>
    <ImageUrl>...</ImageUrl>
    <Attributes>
        <Attribute id="BV_FE_FAMILY">
            <Value>Womens_bikes</Value>
        </Attribute>
        <Attribute id="BV_FE_FAMILY">
            <Value>Green_bikes</Value>
        </Attribute>
    </Attributes>
</Product>

With intra-client syndication, you can syndicate CGC in one direction or share CGC bidirectionally.

  • To syndicate in one direction, add <Attribute id=" BV_FE_EXPAND"> to the <Product> element of the website you want to receive CGC. Set <Value> to BV_FE_FAMILY:[Name] to indicate you want the <Product> to display syndicated content from all other products in family [Name].
    Note: Only declare an <Attribute id=" BV_FE_EXPAND"> node for products you want to receive syndicated content.

    This shows all US website content in the Womens_bikes family syndicating to the Womens_bikes family on the Canadian website:

    <Product>
        <ExternalId>1111</ExternalId>
        <Name>Green EC Womens Bike</Name>
        <Description>...</Description>
        <BrandExternalId>...</BrandExternalId>
        <CategoryExternalId>...</CategoryExternalId>
        <ProductPageUrl>www.endurancecycles.com</ProductPageUrl>
        <ImageUrl>...</ImageUrl>
        <Attributes>
            <Attribute id="BV_FE_FAMILY">
                <Value>Womens_bikes</Value>
            </Attribute>
        </Attributes>
    </Product>
    
    <Product>
        <ExternalId>3331</ExternalId>
        <Name>Green EC Womens Bike</Name>
        <Description>...</Description>
        <BrandExternalId>...</BrandExternalId>
        <CategoryExternalId>...</CategoryExternalId>
        <ProductPageUrl>www.endurancecycles.ca</ProductPageUrl>
        <ImageUrl>...</ImageUrl>
        <Attributes>
            <Attribute id="BV_FE_FAMILY">
                <Value>Womens_bikes</Value>
            </Attribute>
            <Attribute id="BV_FE_EXPAND">
                <Value>BV_FE_FAMILY:Womens_bikes</Value>
            </Attribute>
        </Attributes>
    </Product>
    
  • To share CGC bidirectionally, add <Attribute id=" BV_FE_EXPAND"> to the <Product> element of both websites, and then set <Value> to BV_FE_FAMILY:[Name] to indicate you want the <Product> to display syndicated content from all other products in family [Name].

    This shows all content in the Womens_bikes family being syndicated between the US and Canada websites.

    <Product>
        <ExternalId>1111</ExternalId>
        <Name>Green EC Womens Bike</Name>
        <Description>...</Description>
        <BrandExternalId>...</BrandExternalId>
        <CategoryExternalId>...</CategoryExternalId>
        <ProductPageUrl>www.endurancecycles.com</ProductPageUrl>
        <ImageUrl>...</ImageUrl>
        <Attributes>
            <Attribute id="BV_FE_FAMILY">
                <Value>Womens_bikes</Value>
            </Attribute>
            <Attribute id="BV_FE_EXPAND">
                <Value>BV_FE_FAMILY:Womens_bikes</Value>
            </Attribute>
        </Attributes>
    </Product>
    
    <Product>
        <ExternalId>3331</ExternalId>
        <Name>Green EC Womens Bike</Name>
        <Description>...</Description>
        <BrandExternalId>...</BrandExternalId>
        <CategoryExternalId>...</CategoryExternalId>
        <ProductPageUrl>www.endurancecycles.ca</ProductPageUrl>
        <ImageUrl>...</ImageUrl>
        <Attributes>
            <Attribute id="BV_FE_FAMILY">
                <Value>Womens_bikes</Value>
            </Attribute>
            <Attribute id="BV_FE_EXPAND">
                <Value>BV_FE_FAMILY:Womens_bikes</Value>
            </Attribute>
        </Attributes>
    </Product>
    

Display brand logos with reviews

If consumer-generated content (CGC) for your product is syndicated to retailer websites, you can display your logo with the syndicated content. If your company manages more than one brand, you may be able to specify a different logo for each brand:

  • If your implementation has a separate Workbench login for each of your brands, all retailers can display all of your logos.
  • If you manage multiple brands from a single Bazaarvoice Workbench account, you may not be able to display multiple logos on retailer sites. Many Bazaarvoice retailers have unique business needs that require implementing Bazaarvoice Conversations outside the newest standard platform solution. This nonstandard implementation inhibits their ability to display a brand logo with corresponding syndicated content. Instead, they display the default parent company logo. Bazaarvoice is working with these retailers to find a solution that would enable them to display brand logos. Contact Bazaarvoice Client Care for a list of retailers that support displaying multiple brand logos with corresponding CGC.

To configure your implementation to display logos with syndicated CGC, open a case in the Support Community and provide logo images. The image files must meet the following specifications:

  • File types—PNG, GIF, JPG, and JPE
  • Size—300 pixels wide, 100 pixels high

Syndicate to Google and Microsoft search engines

Bazaarvoice supports syndication of product ratings and reviews to Google and Microsoft (Bing and Yahoo). By including ratings and reviews in search engine results, you extend the reach of your consumer-generated content (CGC) and your products stand out in search results. Ultimately, this increases click-through rates.

To enable syndication to search engines:

Your reviews will be available in product listing advertisements (PLAs) after your reviews feed is processed and reviews are matched to Google and Microsoft’s product catalogs. It is important that the product catalog data you share with Bazaarvoice is consistent with the catalog data that you share with Google and Microsoft, who are responsible for product matching based on your catalog data. The amount of time it takes Google and Microsoft to process the reviews and feed depends on the size of your feed.

FAQs

Your product catalog must be complete and accurate to enable Bazaarvoice to match products on retail and brand websites. In particular, brand names, UPCs, EANs, and MPNs are key to automatic syndication.

Also, be aware that there is a syndication delay (seven days, by default) for any content that is marked to be syndicated to another site. This gives Google time to index the content on the original site, and then when it finds the same review on another site, it knows that the content has been shared. Contact Bazaarvoice Client Care to configure this syndication delay.

If you do not see ratings and reviews in Google search results, verify that syndication to search engines is enabled for you. If search-engine syndication is enabled, be aware that it takes time for Google and Microsoft to process your reviews feed and match reviews to products. You may need to allow for more processing time.

Bazaarvoice syndicates content across hundreds of brands and retailers and is not concerned about duplicate content causing issues. When content is duplicated or syndicated between a brand and a retailer (in either direction), it is beneficial because it provides a good user experience, causes no issues with Google, and accounts for the delay in syndicated content.

Use the syndication reports:

  • Inbound reports show retailers the volume of content being syndicated to them, sources of the syndicated content, and impact of syndication on product coverage.
  • Outbound reports show brands the volume of content being syndicated from them, where the syndicated content is going, and the impact of syndication on review volume and average rating.

Only approved content is syndicated. Badges are not syndicated, though text is added to syndicated reviews indicating that they are incentivized.

Spotlights resources are not created and displayed for syndicated content if there is no native content.

Yes. If you no longer want to syndicate content to the Bing or Google search engine, send an email message to legal@bazaarvoice.com. Include "MS Bing Syndication Opt-out Request" or "Google Syndication Opt-out Request" in the subject line. Notify your Client Success Director as well.