How to analyze website behavioral factors
What are behavioral factors
- bounce rate;
- depth of view;
- time spent on the website;
- return to search engine after visiting the website;
- source of transitions (direct visit from bookmarks, for example);
- type of scrolling on the website;
- snippet click-through-rate (CTR).
Of course, it is far from a comprehensive list, but it includes the main directions that may affect SEO promotion. For each industry (niche), the "right" behavioral factors are different, and there are no universal criteria like "bounce rate of 50% could mean a failure."
How to improve behavioral factors
Cheating on behavioral factors is an artificial improvement in statistics by means of botnets and special services (e.g., clickers). Such actions violate the rules of search engines and threaten sanctions over the website.
Why to carry out a website behavioral analysis
You can identify the transition source page and think about additional advertising (set targeting or advertising on social networks, for instance). Assess the attractiveness of the snippet in the search engine results (for example, edit the Title and Description in case you have low clickability)...
Behavioral factors in SEO show visitor's satisfaction. If the resource is useful, the user will not continue searching and will not go to competitor's website. In order to solve these problems, we must carry out an analysis of behavioral factors in first place.
Google Analytics analysis
Long story short: the experiment will allow you to find out the version of the landing page that is most attractive to the user. Thereby you can improve a number of indicators (bounce rate, view of depth).
Snipper click-through-rate (CTR): an important indicator that is worth analyzing. Your website should be more attractive to the user than your competitors'. Since the user has not yet visited the website, he will be evaluating the snippet. We need to see if the user thinks the web resource is useful when reading the snippet.
When this is done, for each website, we will get a customer profile, which needs to be further elaborated by testing advertising methods. This way, you come close to your client using only effective methods.
It will be easier to find where exactly to look for a solution in case there is a problem. Website development is an ongoing process. Behavioral factors should be monitored from time to time to improve the website's ranking in the search results.
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