As Google has moved increasingly towards rewarding sites based on the user experience they provide, the best SEO companies need to pay close attention to this. Simply put, in order to gain any reward, SEO must be user oriented to obtain a good page rank. For the best SEO ranking, consider the following tips about how user behavior can be monitored, and how SEO needs to address these ideas for a marketing campaign to be successful.
How User Behavior Affects SEO
The changes seen in Google’s search algorithms over the past year or two make a clear statement - user experience is important, and websites that do not provide the best user experience will not be rewarded. Google measures user behavior in various ways to determine which websites are providing that experience. Sites that are more valuable to the user because they work well, provide good information, and please the user overall - get better page rank. Therefore, the best SEO companies need to pay attention to this, and optimize the websites they create to provide Google with what it expects.
Monitoring User Behavior to Improve SEO
There are three main indicators that a website is - or is not - providing an optimal experience to the user, as follows:
- Pogosticking - High rates of pogosticking is a prime indicator that there is either something wrong with the page, preventing the user from actually using it, or the page does not represent what the user was searching for. This demands re-evaluation of a web page for everything from load time to function, and whether things like meta description and keywords are truly representative of what is on that page.
- Click Through Rate - Google applies rank to websites in part based on click through rate (CTR), and the estimates it has configured for certain types of ads and website pages. When CTR is lower than what Google estimates it should be, because users are not engaging the website, SEO rank can be reduced. Again, things like meta-tags, page description and keyword use can improve CTR. Improved CTR indicates the user is interested, and finding what they are looking for at the link.
- Dwell Time - Another important indicator of user experience is dwell time. Users who spend a longer amount of time on a page are thought to be having a better experience. When visitors quickly flip through a website without spending more than a few seconds on a page, it could mean they are looking for something that is not being found, or there is some other issue with the site. Again, analyzing how content is presented, keyword use, meta-tags, and description are essential in getting the right users to the right websites - usually resulting in longer dwell time.
Modifying SEO for Best User Experience
Optimizing a web page for best user experience requires attention in many areas, and a thorough understanding of the target audience. A website must function in a way that the target audience can do what they want to do, both easily and efficiently. To get them to the right pages in the first place, the best SEO companies will want to concern themselves with those elements that affect a search, including meta-tags, page description, skillful use of keywords for semantic and local search, and anything else that helps both Google and the user, choose the right page. When SEO is efficient, the problems referenced above will be reduced - indicating a higher level of user satisfaction in the search results.
It is very important for a web design company to understand the relationship between SEO and user behavior. By watching what users do on a website, and improving where there are inefficiencies - user satisfaction rises. With this boost in satisfaction, comes the increased chance of building the best SEO website, as one is definitely associated with the other!
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