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Improve Search Rankings by Using These Customer Engagement Metrics

The objectives of all SEO are the same – to earn high ranks in search results and drive more traffic to websites. However, no two SEO methods are the same because the implementation techniques differ according to the strategies adopted for achieving the goals. To occupy the top slots in SERPs, websites must first gain high visibility. The quality of site matters a lot to search engines when it decides the rankings. Marketers must keep this mind when creating SEO strategies and work out ways of sending the right signals to search engines that help to judge the quality of websites. Search engines monitor user behavior on sites, and by tracking user activities, it can gauge user experience that gives a good idea about website quality.

Search Rankings

Although this is an indirect method of assessing website quality, it works very well. Just as marketers use the matrix of click-through rate to judge marketing performance because it has a link to lead generation and conversion rates, similarly search engines use the numbers generated from bounce rates that clearly show how much time users spend on the website. When bounce rates are low, it means the site is attractive to users as they spend more time on it which reflects its sound quality. To know more about it log on to https://superbsys.com.

Engagement level indicates website quality

The website content is responsible for generating interest that keeps users engaged for long hours which implies that user engagement is a critical parameter in determining website quality.Therefore, marketers must create SEO strategies that revolve around user engagement because it influences search rankings and ensures more traffic flowing to websites. Although content creates engagement, content alone cannot help you to earn higher ranks in search results. Keeping an eye on the right metrics is important because some customer engagement metrics can help improve search rankings.

Monitor customer engagement metrics

Usability of websites influence user experience which is responsible for generating engagement, and you must pay attention to this aspect much more than the volume of traffic that reaches the site.  When users find websites very friendly and usable, it becomes easy to realize their goals which result in conversions.Therefore, besides creating well-optimized content that is good for search engines and even facilitates engagement, you must pay attention to usability because engagement happens only when customers derive value from content.

If improving search rankings and bolstering your brand across social networks is your goal then you should pay close attention to the following customer engagement metrics.

Traffic volume has a bearing on rankings

 Gaining high visibility gives the opportunity to websites to attract search engines but does not assure top rankings. Google uses data related to traffic volume to decide on selecting sites against search queries because when many people visit the site, it means that it contains useful content, is easy to navigate and provide answers to questions raised by users. It indicates that the quality of the website is good or else why would so many people visit it?

That Google prefers only good quality websites became apparent with the roll out of Panda update that aimed at weeding out thin content or low-quality content. It was clear indication that sites must provide value to users failing which it could face Google penalty. Take the blogging route that is the most effective means of driving traffic to sites as you can provide value through content.

Bounce rates reflect customer engagement

Although search algorithms might appear all powerful in influencing Google’s decision about evaluating and selecting websites for ranking in search results, the ground reality is that Google still depends on user behavior to make decisions.  Google uses several user activities to determine customer engagement. By looking at the data related to time spent on websites, bounce rate, and page views, Google understands the worth of sites.

Bounce rate is a percentage of the visitors who quit the website after viewing just one page, and high bounce rates mean that users dislike something about the landing page that turns them away. Consequently,Google concludes that the page did not deliver any value and is low- quality.The only exception when high bounce rates do not mean poor quality is for professional websites where visitors usually seek a single piece of information and quit as soon as they find it.

Brand mentions on authoritative websites

Your SEO strategy depends on how well you know Google’s ways of evaluating sites. To gauge website quality, Google tracks sites across multiple and diverse platforms. Against this backdrop, social media engagement becomes a fundamental matrix that drives customer engagement and marketers must ensure that the brand gets mentioned on other authoritative websites.  When it happens, Google picks up the signal and treats it as an affirmation of quality. Being active across the social media networks provides the foundation for creating social media engagement that drives customer engagement and helps to share content that gives more traction to the marketing campaign.

Mobile friendly web pages

You must take your business to places where the audience moves around, and since most of the audience uses mobile devices, you must make sure that your website is mobile friendly for easy adaption to all screen sizes. To survive in the mobile-first era, your website must be adjustable to all kinds of devices particularly smartphones that constitutes the largest share of mobile devices. By creating responsive websites, you canto take your brand to customers no matter where they may be. Google has made it very clear that it prefers mobile-friendly websites and for maximum outreach that generates better customer engagement, you must depend on responsive websites that are mobile friendly.

Do not be surprised that technical SEO is a customer engagement metric. Since technical SEO influences user experience, it is natural that Google uses it as a metric to measure customer engagement.  Therefore, you must work for enhancing the technical aspects that make the site more usable and provides better users experience which leads to improved customer engagement.

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