Why You Should Consider User Engagement As A Ranking Factor

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A lot of people within the digital marketing world had believed user engagement as a ranking factor, until Google indicated it’s not. John Mueller, Webmaster Trend Analyst said that you cannot see how people utilize your website and this is why you cannot treat engagement as a ranking factor. So, believe it or not, Google has clarified this engagement-myth. Now, would you change your digital marketing strategy and focus on content and links only?

Despite Google’s shocking myth breaker, you shouldn’t discontinue creating a content that answers users’ queries and educates them toward your product. According to SEO specialist Toronto, as link acquisition still carries a lot of weight in terms of ranking, you should continue blogger engagement campaigns and digital PR campaigns like before.


Authoritative Content and Search Specific Results

With recent patent acquisition by Google, 

1.      It can now rank sites according to user feedback by reviewing how they interact with SERPs. For instance, a mobile user would prefer location specific listings compared to generic ones. If Google sees it becoming a common trend, it will provide such results all across the web.
2.      Google has also earned a right to display “linked-to” pages of people who provide good content. If anyone wrote well-ranking and authoritative content on a particular subject, Google will display other related properties of that author in SERPs.

Personalization Holds the Key

However, Google’s Gary Illyes thoughts on user engagement are somewhat contradicting.  He said that the clicks are not meant for ranking, and if anyone thinks he can manipulate results with high CTR, he’s messing up with his own results. In short, personalization is what counts in the end.

Google Looks Into “Watch Times” of Video Content

 In general, videos with limited viewership don’t often rank high unless they have something unique –breaking news may be. As Google looked into this, the watch time on articles with embedded audios or videos was found to extend. It’s an important development as it extends to any content across the web. 

How Are User Metrics Defined?

Ranking signals vary from time to time based on the user metrics and user metrics may vary from niche to niche. They affect ranking signals and determine industry thresholds. These metrics are based on following factors:

·         Number of visits and the number of different visitors received by a web page
·         How many pages users view after entering a website?
·         Number of different pages users visit, on average
·         Average time users spend on the website
·         The bounce rate, if people don’t find what they were looking for
·         Growth percentage of new audience looking for your content
Goal completion, conversion and sales shouldn’t be considered, due to the sensitivity of the data and ranking should not include it at the first place. 

Conclusion

Google has shown significant improvement over the years, by ranking sites that deserve top position because of user orientation. Websites earn their rightful spots on the basis of user experience, although Google considers multiple factors that answer the same question.  At the same time, new patent acquisition by Google is a positive sign for local businesses with user-oriented websites and high quality content.

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