Case Study: Cabela’s achieves 200% more organic traffic and 250% broader keyword reach with Bazaarvoice Ratings & Reviews

Covario And Bazaarvoice Amplify The Voices Of Cabela’s Customers

Cabela’s, a leading outdoor retailer and top-50 e-tailer, wanted to amplify customer voices on product pages to boost conversions and organic search visibility in an era when shoppers trust peer reviews more than advertising. With limited internal development resources and a need to make user-generated content (UGC) indexable by search engines, Cabela’s partnered with Bazaarvoice for Ratings & Reviews but required help to expose that content to search crawlers.

Covario integrated its Organic Search Optimizer with Bazaarvoice’s Ratings & Reviews to create SEO-friendly proxy pages that pulled live product data and reviews into crawler-optimized templates with minimal IT effort. In tests across 10,000 product pages, pages with embedded reviews were crawled 200% more often, drove 200% more organic traffic and achieved 250% broader keyword reach; removing reviews caused keyword reach to fall 50% and non-brand traffic to drop 31%, while re‑injecting reviews restored and even exceeded prior traffic levels—results that led to a sitewide rollout.

Cabela’s