Many companies aim to rank high in search engines, but this is a moving target and not an easy one.
For example, Google updated its algorithm 3,234 times in 2018 alone in the name of responding to user needs (emphasizing SEO “optimization”).
You may also remember that Google’s introduction of featured snippets changed the ranking system for search pages. A snippet is a simple answer (that the user wants to know) that is quoted from some web content, not only from the website that ranks first in the search results, but may also be cited from websites that rank second or fourth. .
34% of desktop users stopped even clicking on other web pages because featured snippets on search results pages cleared their doubts . At first glance, it may seem like a mindless measure to prevent traffic from increasing unnecessarily, but that is not the case. Google makes users happy by prioritizing the search user experience over the ranking of web pages.
Optimizing for search engines is no longer a top priority for many companies. Given the constant changes Google’s algorithms have made over the past decade, it’s no surprise that the market’s focus has shifted to meeting user expectations. In this article, we’ll take a deep dive into what we know and explain why improving your website’s user experience can lead to higher rankings and more traffic.
How do search engines measure engagement?
From here, we will delve into what metrics are correlated with ranking gains in the era of user experience, but before that, it is important to note that search engine information does not come out very often. Let me emphasize. Google notifies the public when it updates its core algorithms , but is known to be secretive when it comes to its own proprietary information.
With this in mind, here are some user engagement metrics that are considered to be prioritized by engines such as Google.
mobile optimization
In 2015, Google announced that mobile optimization would be a factor in improving SEO rankings . Half of searches are done on mobile devices .
Google recommends responsive web design for desktops, mobile phones, and tablets, and a mobile-optimized website ranks higher on search engine result pages (SERPs).
Along with this, there is also the merit of being listed in Google’s proud “local pack”. A local pack is a list of three companies that appear in Google search results. Previously, there were 7 companies (English), but the number of displayed items has been reduced in consideration of mobile devices.
semantic search SEO
As I mentioned earlier, Google’s algorithm has changed a lot since keyword stuffing was recommended. The first change is that Google now determines how keywords are used, not just the keywords themselves. At this stage, keywords and phrases were required to appear naturally, and if the readability of the page was compromised, it would rank lower on Google.
Since the Hummingbird update in 2013 , search engine algorithms have taken overall meaning into account. In other words, I came to recognize that a page is not just a collection of keywords. For example, if you search for “fastest animal”, prior to Hummingbird, the keyword “fastest animal” had to be embedded in multiple places on the page to tell Google’s crawlers about the topic. bottom. Since Google introduced semantic search, it has been able to provide a superior search experience by matching search intent with page content.
More recently, BERT was introduced to improve the user’s search experience. BERT is a technology designed in response to the increasing number of users searching by typing questions. By analyzing how a word relates to the words that precede and follow it, we are able to correctly interpret search intent. Since most voice-activated searches are in the form of questions, Google will benefit greatly in the future from this advanced technology (Comscore estimates that half of search engine queries will be voice searches by 2020). expected to be).
stay time
This metric refers to the length of time users spend on a page before navigating back to the search engine. Search engines use this metric to determine the relevance of a page to a user’s query. If a user stays on a page for a long time and then comes back to the SERP, that page is considered more valuable than others.
As of August 2020, various browsers, including Google Chrome, used by 81% of W3School’s 50 million monthly visitors, track how long visitors stay on each page. Dwell time is a key determinant of relevance and quality, so web page designers need to design websites that keep visitors on the site for as long as possible.
Unfortunately, there are many metrics that are only accessible to search engines, and dwell time is one of them. However, there are still ways to measure user engagement on your website using other data. By tracking metrics such as time on page, bounce rate, and landing page conversions, you gain important insight into how users experience and value your website.
4 Ways to Improve User Engagement
Now that you understand how a good user interface can lead to higher search rankings, whether or not you can do it is another matter. Let’s take a closer look at some SEO (search engine optimization) best practices that improve the user experience.
1. Make full use of AR (Augmented Reality)
In 2017, personal care and beauty specialty brand Sephora released an updated version of its Visual Artist app. This is an app that allows you to virtually try on cosmetics such as lipsticks and eye shadows from the comfort of your own home. With minor changes focused on user experience, parent company LVMH posted organic growth with revenue up 14% .
AR is becoming more familiar to small and medium-sized businesses. For example, an eyeglasses mail-order site has built a system that allows users to try on products using an AR function, increasing user engagement.
There are also examples of using this technology to bring new product launches to consumers online. Sneaker brand “Jordan Brand” provided an AR buying experience (English) at the launch of the sneaker “Air Jordan III Tinker” . Scan a Snapchat code, make a purchase on Shopify, and have the shoes delivered to you by a local fulfillment center the same day.
2. Add interactive elements
Improving user engagement simply means finding ways to grab the attention of your website visitors. Interactive tools and activities that can occupy (while still providing value) the user’s time are essential for a first-class search experience.
Simple things are enough, such as displaying a mortgage calculator on a rental housing website, setting up a highly responsive chatbot, or preparing an on-the-spot user survey on a landing page. effect can be expected. For example, eyewear brand Warby Parker enhances the online prescription eyewear buying experience by offering an online quiz to find the right frame for you . By answering simple questions, you’ll get advice on what styles look good on you and motivate your visitors to buy.
In fact, if you use a tool like SEMrush to examine high-traffic pages on popular websites , you’ll find a lot of interactive elements. It’s those elements that hold the user in place. By setting up event measurement , Google Analytics can analyze how much it contributes to user engagement.
3. Add video content
Many marketers worry that video content will slow down pages and dramatically increase bounce rates. A valid concern, but it might be worth the risk. Video information is easier for the human brain to process, and it has been shown that people spend 2.6 times longer on web pages. Proper video placement increases dwell time and boosts rankings.
Toyota has incorporated interactive video content into its Choose Your Wild campaign for its 4Runner SUV for North America. This video content, a virtual experience of off-road driving, allows you to engage prospective customers and gather their preferences and information while entertaining them rather than disturbing them.
4. Be aware of your “lead magnet”
The list of effective ways to deliver a great user experience is surprisingly not all innovative. Lead magnets, or “magnets that attract potential customers,” refer to content with a CTA (Call to Action). Again, this is nothing new in the digital marketing world, but by understanding their needs and creating the right content, you can capture their hearts and inspire action.
When you think about Google’s commitment to user-friendly web pages, you can see that the pages that rank high are valuable content resources. Improving the user experience also means prioritizing conversion optimization.
Bidsketch takes this approach. The company, which offers proposal writing software, offers free sample proposals in exchange for registering your email address . Content-rich websites like Oatmeal and BuzzFeed obtain email addresses by offering quizzes (which also increases user engagement and dwell time). Leverage free content like spreadsheets, tutorials, generators and calculators as a lead magnet.
Improving user engagement with meaningful and valuable content will increase visitor satisfaction (and, in some cases, brand loyalty), as well as higher rankings on Google search results pages. increase.
It doesn’t matter which approach you take: AR, interactive elements, video content, lead magnets. Engagement should have a big impact on user experience and SEO.
