Abstract: Techniques are disclosed relating to search engine optimizations (SEO) for web pages. In various embodiments, a computer system accesses a product database to retrieve product detail information for products that satisfy specified product eligibility requirements. The computer system randomly selects a subset of the products that satisfy the specified product eligibility requirements and accesses a user-generated content (UGC) database to retrieve UGC corresponding to the subset of products such that the retrieved UGC satisfies specified UGC eligibility requirements. The computer system randomly selects a subset of the retrieved UGC and inserts content into a web page to produce a modified web page. In such an embodiment, the inserted content includes product detail information for the subset of products, and the inserted content further includes the subset of the retrieved UGC.