Only 28% of Small Business owners, about one in four, perform search engine optimisation (SEO).
Would you like more traffic to your website?
Of course you would. I have not yet met an entrepreneur who doesn’t. Still, most small business owners are not making their websites search engine-optimised. In fact, only 28% of them, about one in four, perform search engine optimisation.
You’re probably in this category of owners, who are not pro-SEO, probably because you feel it is too technical and complex to execute or do not trust the advice you have received before. Or perhaps you have doubts about how to modify your website to please a robot search algorithm. A decent SEO consists of making certain alterations to the bots, but visitors to your site must be included in this.
The way people behave on your website, the way they interact with it (or not) affects the performance of your site in search results.
This makes a lot of sense in the broader vision. After all, Google is obsessed with offering the best results for every search. So, is it surprising that you are seeing how people behave themselves on your site?
During a seminar on Azure Stack by Umbrellar, experts stated that it is possible that these “user engagement metrics” are not as influential as other search ranking signals (inbound links and correct SEO in the page), but they influence the rankings of your site. The way in which people interact with your website also helps your real visitors. If people like your website, they’re more likely to place an order or go to your physical store.
So, when analysing these different ways of measuring user participation, ponder on the implementation of search engine systems. However, more crucially, ponder on how visitors to your website will respond. At this point, you and Google are perfectly aligned.
Both of you want to offer the best possible experience to everyone who visits your site.
Waiting Time (also Known as “Long Clicks”)
This is the length of a visitor’s stay on the pages of your website. The more time someone spends on your website (the longer they stay), the higher the pages in the search engine rankings will be.
Here is an example of how it works:
Let’s say someone does a quick search for “holidays in the Gold Coast”. They see your Gold Coast holiday page among the results. They like what your summary says, then click. They like what they see enough to stay on the page for a full twelve minutes.
When they have finished reading that page, they will return to the search results and try a competitor’s page. They do not like what they see there and return to search results in just 30 seconds.
The Google algorithm supervises and remembers that communication. If your pages keep people constantly lengthier than average, the algorithm will adjust search results to help your site. This happens page by page, nonetheless, the activities of specific pages similarly add to the Google ranking of your website as a whole.
Here Is The Key: The more people stay on the pages of your website, the more pages will appear in the search engine rankings.
This is the reason why time spent is important.
So, now that you know something;
What Can You Do To Improve The Waiting Times Of Your Pages?
Here are some ideas:
- Do not alienate visitors directly at the door
- Add an embedded video or two
- Make it attractive
- Make it is easy to understand
- Make it easy to preview
- Many visitors prefer video and will stay on a longer page if there is one. There is also evidence that the Google algorithm is partial to pages that have at least some multimedia content.
- Experiment with interactive content such as quizzes, surveys and calculators.
- Ensure your site is fully fixated on the expectation of the visitors. What this means is that, you should, chain the content of your page with the keywords that people are using to find it.
Click Rate
If you have done email marketing, you will know this term. But, for SEO, “clickthrough rate” refers to how often people click on a page of search results pages.
Return Visits
How often do visitors return to your website? According to Backlinko’s Brian Dean, Google considers returning visitors in its algorithm.
It’s uncertain how many visitors will come back to your website. You can find out if you have Google Analytics installed. Log in and navigate to Audiences> Overview. Search for the green and blue pie chart.
What Is A Decent Ratio Of Return Visits?
In reality, all that matters is overcoming your competitors in this metric. According to Hubspot, “a healthy rate of recurring visitors is around 15%”. For local sites: directions and click metrics to call.
These commitment metrics are grouped together at some point, because both measures refer to how users interact with their local Google listing. Because local results are different than normal search results.
This is why there is a study of different classification factors for local SEO.
For now, we are more interested in “behavioural signs”. As you can see in pie charts, these are not the most important classification signals for the local package, or for the local organic classifications. But behavioural signals play a role.
The study of the evaluation factors of Moz specifically states that, “Google pays attention to things like the rate of delay, click rates, directions and click-to-call metrics”.
We talked about the delay rate and click through rates in SERPs (not on your site), so we’re interested in driving directions and call metrics.
As you probably guessed, these two metrics are based on mobile devices. Driving directions are almost always used by a mobile device and, by definition, click through actions occur on mobile phones.
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