Connect with us

SEO

11 Ways to Increase User Engagement & Why It Matters for SEO

Published

on


Most SEO professionals know how important user engagement is to their success.

Without searchers coming to our sites and taking action in some way, chances are our place in the SERPs would drop.

Search engines’ main goals include giving the user the best answers to what users are looking for.

When Google determines that your site doesn’t cut the mustard – they’ll replace it in SERPs with one that does give users what they want and need.

What Is User Engagement?

At the most basic level, user engagement is any way in which a visitor to any of your digital properties takes action on that platform as opposed to browsing passively or exiting immediately to find a better source of information.

Types of Engagement

Click-Through Rate (CTR)

CTR offers the entry-level engagement that’s required for further engagement to take place.

CTR requires optimal SEO best practices to show up on the first page of SERPs and gives searchers the content and answers they’re looking for.

Along with decent content, you’ll need to focus on the types of content titles and meta descriptions that encourage users to click through to your site.

You can check this by looking in your Google Search Console account for pages and keywords that have high impressions but low clicks.

Actions From Outside Sources

Not all engagement happens on-site. In fact, come of the most valuable engagement comes from outside sources:

  • Linking to your content.
  • Driving more traffic to your site.
  • Sharing your pieces on platforms that increase your reach.
  • Encouraging users to engage in different ways.

Inbound links remain a top SEO ranking factor year after year. It means that someone read your content and felt it was authoritative enough to use it as a source for the piece they’re writing about a similar or related topic.

While sharing on social media isn’t a ranking factor that directly affects SEO, it does help drive more traffic to your site and encourage more visitors, more links, and more conversions.

Sharing, liking, commenting, and subscribing are versions of user engagement that occur on third-party sites not necessarily affiliated with yours – but can benefit your overall digital presence.

Dwell Time

In a recent SEJ article, Duane Forrester dives into what’s called dwell time.

According to Forrester:

“Dwell time is the length of time a person spends looking at a webpage after they’ve clicked a link on a SERP page, but before clicking back to the SERP results.”

Dwell time is an inherent measurement that helps search engines determine if a searcher’s needs were met with the results the search engine provided.

Searchers will input their query, click through to a top result, and stay on a site that satisfies their need.

For search engines, it’s a measure of their effectiveness.

Forrester points out that there’s not a single way to track dwell time – that search engines alone can do that. However, it’s important for webmasters and SEO pros to be aware that it could affect your site.

Engagement Metrics to Track

While these measures don’t have a direct effect on rankings, they’re important on-site engagement metrics that are crucial for website administrators to track and keep an eye on.

These numbers give you an idea of how well your users are engaging with your site and content. There’s no set “good’ or “bad’ number for each of these metrics. It’s more important to track trends and take anomalies for your site into account.

Pageviews

In Google Analytics, when you go to Audience > Overview, you can get an idea of how many total pageviews your site has received in the given time period.

This metric includes multiple views of a single page. Watch for any large fluctuations in pageviews – whether up or down – to determine if users are drastically increasing or decreasing their engagement with your site.

Top Content

Under Behavior > Site Content > All Pages, you can find which pages/pieces of content on your site are engaging users the most for the selected period of time. Check each week for changes in these pages.

Watch how new pages climb in the ranks to perform well. And ensure that main pages that have always drawn the majority of your visitors and kept users on the site for a long time aren’t dropping in this top content section for any reason.

New vs. Returning Visitors

In Analytics under Audience > Overview, you can see a pie graph of new versus returning visitors. New visitors are always great.

We love new eyes on our sites, discovering our products or services, and potentially converting and becoming returning visitors.

It’s crucial to watch your balance of new vs. returning visitors. Once you’ve established a sort of baseline after a few weeks of observing, you’ll be able to see when and how the balance changes.

Returning users are engaged users, especially depending on your product or service model.

Bounce Rate

Every time I talk to someone who is just learning SEO or digital marketing, I get the question: “What is a good bounce rate?”

The answer (as with everything in SEO) is that it depends – on your business model, your website goals, your content types, and more.

If your goals are to truly serve the searchers’ needs, then someone clicking to your site, reading an article that gives them exactly what they need, and clicking away.

As with all these metrics, tracking bounce rate trends is often what’s most effective.

Any huge drops or jumps can not only tell you something’s off with your Analytics implementation but also if users are engaging with what you’re putting online.

You can find this one under Audience > Overview, as well.

Time on Site

Time on site, or average session duration, gives you a metric for how long users are spending on your site. As with bounce rate, there’s no set good or bad number, but more of a trend to track over time.

Observe how your session duration changes as you engage some of the user engagement tactics below. If you start producing longer-form content for your site:

  • Does it increase because users have a reason to stay longer?
  • Or does it decrease as they are intimidated by long content that would take them too long to read?

Adjust your strategy accordingly.

Conversions

This is one of the most important measurements to track. If you don’t watch the trends for any of the other engagement metrics in this post, at least watch conversions.

Conversions through Analytics are goals you set up to track and assign value to.

However, too many people get caught up in tracking only end-goals (like signups or phone calls).

It’s critical for user engagement metrics to also track micro-conversions that help move users down the funnel.

Whether it’s a newsletter signup, a download of a whitepaper, talking to a chatbot, or the completion of an online survey – these smaller conversions can give you an idea of the funnel toward larger, monetized conversions.

Learn more about how to set up goals in Google Analytics.

Why Does It Matter For SEO?

The above metrics are not ranking factors, so I understand if you’re asking yourself why user engagement matters for SEO. Dwell time is definitely a ranking factor, according to Forrester.

Interpretation of the March 2019 Google algorithm update also indicates that search engines are paying close attention to user engagement through metrics like dwell time to determine if they are serving searchers useful results – essentially, if they’re doing their job:

According to Marcus Tober:

“Looking at the March 2019 Core Algorithm Update, we see another example of Google rewarding user engagement and helpful content. This means that, as the amount of available online content grows, Google is paying more attention to signals that indicate whether users are happy or not.”

This means that instead of focusing on what search engines, SEO pros, and website admins should also be focusing on what users want.

A few ways to do that include doing the audience research, focusing your content to your specific target audiences, and think about the specific stages of the funnel for each group.

Tactical Ways to Increase Engagement

1. Speed up Your Site + Make It Responsive

“If your landing page is too slow, almost half your potential visitors admit they’re less likely to make a purchase,” according to an Unbounce study. And about 25% will go find a competitor with a faster site.

People will stay on your site longer and are more willing to search around for what they need when they don’t feel like they’re wasting time waiting for pages to load (on any device).

2. Eliminate Basic Technical SEO Errors

Nothing is more disruptive to a website’s user experience than weird technical issues.

I was doing some research for a client this week and found a search result that I thought would be the answer to my question. But when I clicked the blue link, it led to a 404.

“No worries,” I thought. “I’m an avid SEO, and will find it elsewhere.”

But the site had gotten rid of the piece altogether and hadn’t redirected it or bothered to publish an updated piece.

I had to go back to SERPs and find another, less satisfying result. That’s traffic lost, but also money down the drain.

3. Give People Different Ways to Engage in Your Content (Text, Video, Audio)

When I was a kid, I remember taking an assessment that determined my learning style.

Some people learn better through visual, auditory, or tactile styles. Think about this when you create content.

We always focus on written word online (because that’s what’s indexable), but we all absorb information in different ways.

Try using video with text transcription to reach new people or recording your written blogs for people to listen to instead of reading.

Go with a trusty infographic or another visual representation of data.

Mix up your content forms and observe how the key metrics on your site change.

4. Produce Helpful Content (a.k.a. Give Knowledge Away for Free)

Create thorough, useful content that serves users’ needs.

Zapier’s blog does a great job of this. They realize that users who come to their site are probably researching the best ways to automate things.

We automate things so we don’t have to do them manually, which saves time and lets us do other tasks that require more brain power (or are more fun!).

So Zapier has focused its blog on productivity. They dig deep on how-tos and tool tips, give examples of some of the best ways to automate things that normally require manual work, and also present good information on the science of productivity as a whole.

I use them as an example because it’s one of the few blogs I go to on my own and peruse what’s new.

When you create useful content that helps your target audience do their jobs better – your site will become a destination for them.

5. Clean up Your Navigation & Site Design

Many businesses start small and scale quickly. While that’s great for the bottom line, it often means your website ends up as a catch-all for new information.

Perform a check every quarter to make sure that your website design and navigation makes sense for users.

Give your aunt or nephew a basic task to perform on your site, and if they struggle to figure where to do it, it’s time to make it simpler.

Figure out what fits in the top-level categories, and organize down from there.

6. Improve Internal Linking & Suggested Posts

Help people find the content that’s most relevant to what they’re currently looking at on your site.

The best ways to do that are through internal linking within pieces of content on your site and suggested posts.

Every time you mention something that you’ve written about before, link to it!

Categorize and tag your posts so you can refer website visitors to something similar once they’re done reading.

7. Have a Site Search Option

If people can’t find what they need when they’re on your site, they’ll leave and find it somewhere else.

Having a good on-site search option allows users to search all the content available on your digital property to find the best fit to serve their own needs.

And then you can use your site search data to write more content.

8. Clear CTAs to the Next Stage of the Funnel

One of my biggest pet peeves is someone trying to shove me down the funnel before I’m ready.

I remember going to a site a few years ago where the only navigation option was “Buy.” I didn’t even know the product/service and why I should buy it.

The same principle should go for the content you create on your site.

If it’s a top of funnel, informational piece, use your CTA to direct people to the corresponding content that’s in the middle of the funnel.

From there, you can encourage people to the bottom to buy.

9. Introduce a Chatbot

If you have the capability for a live chat option, give users the opportunity to ask questions to a real person who’s an expert.

If not, you can create automated chatbot scripts that can help answer top questions on your site and make users feel like they’re getting more personalized treatment.

If they can’t find answers to their questions elsewhere on your site, the chatbot can keep them on your site and engage with suggested content.

10. Collect Email Addresses + Engage With Email

Keep returning visitors coming back by delivering your content directly to their inboxes.

You can have a subscribe box or pop up on your site, or you can collect email addresses by gating middle- to bottom-funnel content and then following up with useful content based on your target audience’s needs.

11. Create Surveys & Publish the Data

Everyone loves original data.

By running experiments, creating surveys, and collecting data in other ways, you become the go-to resource when someone needs information on that topic:

People curate data. Whether it’s to prove a point they believe in strongly, to show their boss they should invest in a strategy or solution, to inform their own next move, etc., we’re a data-driven society.”

Keep engagement trending upward on your site by regularly publishing the data you’re producing. Not only will it drive more engaged traffic, but it will increase your inbound links, too.

Summary

SEO is a puzzle with many pieces. No single piece or small group of pieces alone will give a complete picture of SEO health.

Instead, all the pieces need to be in place and fixed the right way to best serve users’ needs and increase engagement on your sites.

More Resources:





Source link

Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

SEO

LinkedIn Users Can View All Sponsored Content From the Past 6 Months

Published

on


LinkedIn pages will soon feature an ‘Ads’ tab showing all sponsored content an advertiser has run in the past six months.

The company says this change is being made in an effort to bring even greater transparency to ads on LinkedIn.

“At LinkedIn, we are committed to providing a safe, trusted, and professional environment where members can connect with each other, engage with relevant content, and grow their careers. Increased transparency to both our customers and members is critical to creating this trusted environment.”

While viewing ads in the new tab, users can click on the ads but the advertiser will not be charged.

Ad clicks from within the ‘Ads’ tab will not impact campaign reporting either.

From a marketing perspective, I see this as being an opportunity for competitor research.

Do you know a company who is killing it with LinkedIn advertising? View their ads tab to see if you can learn from what they’re doing.

Of course, the Ads tab will only show you what their ads look like.

It won’t reveal anything about how those ads are targeted or what the company’s daily budget is. But hey, it’s something.

LinkedIn says this is the first of many updates to come as the company furthers its effort to provide users with useful information about the ads they see.

The new Ads tab is rolling out globally over the next few weeks





Source link

Continue Reading

SEO

SEMrush expands to Amazon with Sellerly for product page testing

Published

on


SEMrush is a popular competitive intelligence platform used by search marketers. The company, recently infused with $40 million in funding to expand beyond Google, Bing and Yahoo insights, has launched a new product called Sellerly specifically for Amazon sellers.

What is Sellerly? Announced Monday, Sellerly designed to give Amazon sellers the ability to split test product detail pages.

“By introducing Sellerly as a seller’s buddy in Amazon marketing, we hope to improve hundreds of existing Amazon sellers’ strategies,” said SEMrush Chief Strategy Officer Eugene Levin in a statement. “Sellerly split testing is only the first step here. We’ve already started to build a community around the new product, which is very important to us. We believe that by combining feedback from users with our leading technology and 10 years of SEO software experience, we will be able to build something truly exceptional for Amazon sellers.”

How does it work? Sellerly is currently free to use. Amazon sellers connect their Amazon accounts to the tool in order to manage their product pages. Sellers can make changes to product detail pages to test against the controls. Sellerly collects data in real time and sellers can then choose winners based on views and conversions.

Sellers can run an unlimited number of tests.

Why we should care. Optimized product detail pages on Amazon is a critical aspect of success on the platform. As Amazon continues to generate an increasing share of e-commerce sales for merchants big and small, and competition only increases, product page optimization becomes even more critical. Amazon does not support AB testing natively. Sellerly is not the first split test product for Amazon product pages to market. Splitly (paid), Listing Dojo (free) are two others that offer similar split testing services.


About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.



Source link

Continue Reading

SEO

Google on Domain Penalties that Don’t Expire

Published

on


Google’s John Mueller was presented with a peculiar situation of a website with zero notifications of a manual action that cannot rank for it’s own brand name. Mueller analyzed the situation, thought it through, then appeared to reach the conclusion that maybe Google was keeping it from ranking.

This is a problem that has existed for a long time, from before Mueller worked at Google. It’s a penalty that’s associated with a domain that remains even if the domain is registered by a new buyer years later.

Description of the Problem

The site with a penalty has not received notices of a manual penalty.

That’s what makes it weird because, how can a site be penalized if it’s not penalized, right?

The site had an influx of natural links due to word of mouth popularity. Yet even with those links, the site cannot rank for it’s own name or a snippet of content from it’s home page.

Had those natural links or the content been a problem then Google would have notified the site owner.  So the problem is not with the links or the content.

Nevertheless, the site owner disavowed old inbound links from before he purchased the site but the site still did not rank.

Here is how the site owner described the problem:

“We bought the domain three years ago to have a brand called Girlfriend Collective, it’s a clothing company on the Shopify platform.

We haven’t had any… warnings from our webmaster tools that says we have any penalizations… So I was just wondering if there was any other underlying issues that you would know outside of that…

The domain is girlfriend.com and the query would be Girlfriend Collective.

It’s been as high as the second page of the SERPs, but… we get quite a few search queries for our own branded terms… it will not show up.

My assumption was that before we bought it, it was a pretty spammy dating directory.”

John Mueller’s response was:

“I can double check to see from our side if there’s anything kind of sticking around there that you’d need to take care of…”

It appears as if Mueller is being circumspect in his answer and doesn’t wish to say that it might be a problem at Google. At this point, he’s still holding on to the possibility that there’s something wrong with the site. You can’t blame him because he probably gets this all the time, where someone thinks it’s Google but it’s really something wrong with the site.

Is There Something Wrong with the Domain Name?

I checked Archive.org to see what it’s history was. It was linking to adult sites prior to 2004 and sometime in mid 2004 the domain switched it’s monetization strategy away from linking to adult sites to displaying Google ads as a parked domain.

A parked domain is a domain that does not have a website on it. It just has ads. People used to type domain names into the address field and sites like Girlfriend.com would monetize the “type-in” traffic with Google AdSense, usually with a service that shows ads on the site owner’s behalf in exchange for a percentage of the earnings.

The fact that it was linking to adult sites could be a factor that has caused Google to more or less blacklist Girlfriend.com and keep it from ranking.

Domain Related Penalties Have Existed for a Long Time

This has happened many times over the years. It used to be standard to check the background of a domain before purchasing it.

I remember the case of a newbie SEO who couldn’t rank for his own brand name. Another SEO who was more competent contacted Google on his behalf and Google lifted the legacy domain penalty.

The Search Query

Mueller referred to the search queries the site owner wanted to rank for as being “generic” and commented that ranking for those kinds of “generic” terms is tricky.

This is what John Mueller said:

“In general, when it comes to kind of generic terms like that, that’s always a bit tricky. But it sounds like you’re not trying to rank for like just… girlfriend. “

However the phrase under discussion was the company name, Girlfriend Collective, which is not a generic phrase.

It could be argued that the domain name is not relevant for the brand name. So perhaps Mueller was referencing the generic nature of the domain name when he commented on ranking for “generic” phrases?

I don’t understand why “generic” phrases entered into this discussion. The site owner answered Mueller to reinforce that he’s not trying to rank for generic phrases, that he just wants to rank for his brand name.

The search phrase the site owner is failing to rank for is Girlfriend Collective. Girlfriend Collective is not a generic keyword phrase.

Is the Site Poorly Optimized?

When you visit the website itself, the word Collective does not exist in the visible content.

The word “collective” is nowhere on the page, not even in the footer copyright. The word is there, but it’s in an image, it has to be in text for Google to recognize it for the regular search results.

That’s a considerable oversight to omit your own brand name from the website’s home page.

Screenshot of Girlfriend.com's footer

  • The brand name exists in the title tag and other meta data.
  • It does not exist in the visible content where it really matters.
  • The word collective is not a part of the domain name.

A reasonable case could be made that girlfriend.com does not merit ranking for the brand name of Girlfriend Collective because the word collective only exists in the title tag of the home page, not on the page itself.

Google Does Not Even Rank it for Page Snippets

However that reasonable case falls apart upon closer scrutiny. If you take any content from the page and search with that snippet of content in Google, you’ll see that the domain name does not even rank for the content that is on it’s own page.

The site is fully indexed, but the content is not allowed to rank.

I searched for the following phrases but only found other pages and social media posts ranking in Google, not Girlfriend.com:

  • “Five classic colors made from recycled water bottles.”
  • “A bunch of old water bottles have never looked so good.”

That first phrase, “Five classic colors…” doesn’t rank anywhere on Google for the first several pages.

But as you can see below, Girlfriend.com ranks #6 in Bing:

Screenshot of Girlfriend.com ranking in Bing.Bing has no trouble ranking Girlfriend Collective for a snippet of text taken from the home page. Google does not show it at all. This points to this issue being something to do with Google and not with the site itself.

Even though Girlfriend.com appears to fall short in its search optimization, that is not the problem. The problem is that Google is preventing any content from that domain from ranking.

The reason Google is preventing that content from ranking is because the domain was problematic in the past. At some point in its history it was filtered from ranking. It’s a Legacy Google Penalty.

Checking the snapshot of girlfriend.com via Archive.org shows that it was being used to promote adult websites prior to 2004.

This is what it looked like sometime in 2004 and onward. It appears to be a parked domain that is showing Google AdSense ads.

Screenshot of Girlfriend.com from 2004This is a snapshot of Girlfriend.com circa 2004. It wasn’t a directory as the site owner believed. Checking the HTML source code reveals that the page is displaying Google AdSense ads. That’s what a parked domain looked like.

Parked domains used to be able to rank. But at some point after 2004 Google stopped ranking those pages.

There’s no way to speculate if the domain received it’s penalty before 2004 or after.

Site Can’t Rank for it’s Own Brand Name

There are many reasons why a site can’t rank for it’s own domain name or words from it’s own pages. If you suspect that your site may be suffering from a legacy Google penalty, you can verify the previous content by checking Archive.org.

Archive.org is a non-profit that stores snapshots of what web pages look like. Archive.org allows you to verify if your domain was previously used by someone else to host low quality content.

Unfortunately, Google does not provide a way to contact them to resolve this matter.

Bing Ranks Girlfriend.com for Girlfriend Collective

If there was a big problem with links or content on Girlfriend.com that was keeping it from ranking on Google, then it would very likely be apparent on Bing.

Bing and Google use different algorithms. But if there was something so massively wrong with Girlfriend Collective, whether site quality or a technical issue, there would be a high probability that the massive problem would keep it from ranking at Bing.

Bing has no problem ranking Girlfriend.com for it’s brand name:

Screenshot of Bing search results showing that it ranks Girlfriend.com in a normal mannerBing ranks Girlfriend.com in a normal manner. This may be proof that there is no major issue with the Girlfriend.com site itself. The problem may be at Google.

Google’s John Mueller Admits it Might be Google

After listening to how the site owner has spent three years waiting for the legacy domain penalty to drop off, three years of uploading disavows, three years of bidding on AdWords for it’s own brand name, John Mueller seemed to realize that the issue was not on the site owner’s side but on Google’s side.

This is what John Mueller offered:

“I need to take a look to see if there’s anything sticking around there because it does seem like the old domain was pretty problematic. So that… always makes it a little bit harder to turn it around into something reasonable.

But it feels like after a couple of years that should be possible. “

In the end, Mueller admitted that it might be something on Google’s side. However an issue that remains is that there is no solution for other publishers. This is not something a publisher can do on their own like a disavow. It’s something a Googler must be made aware of in order to fix.

Watch the Google Webmaster Hangout here

Screenshots by Author, Modified by Author





Source link

Continue Reading

Trending

Copyright © 2019 Plolu.