No matter how complex algorithms search engines use to distinguish a “good” site from a “bad” one. They do not know how to evaluate its quality in the same way as the users themselves, that is, the resources of people. Ranking methods such as the Google PageRank algorithm. Of course, a strong influence on the promotion of the site, since in search results, the more often on sites, the more useful and “important” it is. But recently, in search promotion, behavioral factors of site ranking are becoming increasingly important. By collecting and analyzing such factors, search engines can determine the real usefulness of a particular resource for users based on their actions on the site.
Let’s analyze what goes into the principle of choosing the ranking parameters of Google and other search engines, and how they determine the ranking properties of a site.
What are behavioral factors?
- Snippet clickability.
- Return to the search engine.
- Site visit not from search.
- The time spent by the user on the site.
- Depth of view.
- The number of bounces.
- Network clickability.
A snippet is a short description of your site that appears in the search area under its name. Pay attention to the fragments and encourage the user to click on them, you need to carefully study the composition of its content. The fragment should contain phrases and sentences that are relevant to the user’s queries. In the presence of meaning even its expansion. Then the user, without even going to the site, will see a fragment of the content, which can really answer his question. If this is not always the case, then this will be a weak clickability of the fragment.
Return to the search engine
If the user, after viewing the site, returns to the search engine again and continues to follow the links issued upon request, it means that he has not yet found what he was looking for. From such actions of the user, the search engine concludes that the information provided on the site does not fully or completely does not correspond to the request. To reduce the number of returns in the search, fill the site with the most accurate and complete content on specific issues and work correctly with key phrases and phrases.
Site visit not from search
Returning to a site not from a search for a repeat user can only manually type the address or select a site in a browser tab. If the user does this (of course, he often appears in the bookmarks of the site he likes, and does not remember its address). the search engine regards sites as high-quality and highly professional. Regular constant visits to the site indicate that it has a permanent audience of visitors.
But do not obsessively offer to bookmark the site in the Final window. This offer follows on the heels of a user’s shift around the site. only to annoy him, which will not add sympathy to the resource. A useful site will already be bookmarked for you, and if you really want to hint at it, do it modestly and unobtrusively.
The time spent by the user on the site
This parameter is important for determining the quality of the site. It’s simple: if there is good content in the logistics of the site, whether it be articles, photos, videos, any services, etc., then the user will spend a lot of time there. Some consider this metric to be quite subjective, because someone reads and perceives information quickly, someone slowly. Nevertheless, the fact remains that a user will not stay on a bad site for a long time and is unlikely to return there again.
How to get users to spend a lot of time on your site? Give them what they want. Yes, it’s not always easy, but it’s not always pleasant. If you are not sure if the Clearinghouse is worldwide, set up an online chat for the site, users contact you with problems. But without visiting, the visitor can find the answer to his question or solve the problem in 30 seconds, so this factor is not in the first place.
Depth of view
This metric is expressed as the number of pages on the site that a visitor opened in one visit. There is already much less subjectivity here – if the user began to navigate the site beyond one page. Of course, this resource interested him, and hardly anyone would argue with that. By far, the surest way to increase browsing depth is to post interesting and useful content. But convenient navigation and placement of cross-links will also contribute to more active user transitions from page to page.
The number of bounces
This indicator is determined by the proportion of visitors who left the site after viewing only one page without making a transition to others. For some types of resources, the bounce rate is not essential for ranking. For example, taxi service sites. Most of them provide all the important information – phone numbers and prices – already on the first page of the site. The visitor does not need to scroll further, as he has already found what he wanted. However, in most cases, a high bounce rate indicates a low-quality site. And here we can talk not only about irrelevant content, but also about an unattractive design, and inconvenient navigation system, or a confusing site structure.
Clickability of social media buttons
Given the important role of social networks in promoting something, now every self-respecting site should have its own communities and pages on social networks. The high frequency of transitions to social networks from the pages of the site is perceived by search engines as a manifestation of increased interest in the resource. The desire to support him in social networks, and therefore his good quality. Placing social network buttons on the site not only increases the chances of high positions in search results but also helps to increase the popularity of the resource due to subscribed users.
How behavioral data is collected
In this regard, the question arises: How do search engines find out about the above actions of users on sites? They get the information they need directly from the search results and the information that cannot be obtained in this way from browsers that also collect such data. In addition, each major search engine has its own browser (Google Chrome, Yandex.Browser), which supplies it with large databases of behavioral factors. Various plug-ins and add-ons for the browser (for example, actively and very intrusively promoted by Yandex.Bar). The work of collecting information about user actions, which is so necessary for the competent ranking of sites.
But this information is needed not only by search engines but also by the site owners themselves in order to track the popularity of the resource and identify weaknesses that need to be corrected. The most common services that provide site owners with data on the real attitude of users towards them are Yandex Metrika and Google Analytics.
Behavioral factors are one of the important things in search engine optimization.
I think that a considerable number of site owners thought about the artificial cheating of behavioral factors in pursuit of high positions in search results. And many actually did. But they may already be convinced that such actions are not only unfair to users but also very dangerous for themselves. If search engines detect cheating behavioral indicators, they impose sanctions on the site and significantly reduce it in search results. Getting out of this hole and earning trust again is not at all easy.
Therefore, on the way to the desired significance, increasing its position only covers the needs: the presence of high-quality and interesting content, improved navigation and usability, a word, make real users fall in love with your resource, while kidney improvement factors have been identified.