//11 ways to increase user engagement and why it's important for SEO by @Carolyn_Lyden
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Most SEO professionals know how important user engagement is to their success.

If the internet users do not consult our sites and take no action, it is unlikely that our place in the SERP

The main objectives of the search engines are to give to the site. user the best answers to his questions.

When Google determines that your site does not cut mustard, it replaces it in the SERPs with a system that gives users what they want and what they need.

What is the commitment of users?

At the most basic level, user engagement is one of the means used by a visitor your digital properties act on this platform rather than passively browse or leave immediately for find a better source of information.

Types of Engagement

The CTR (19459003) [1945]

The CTR offers the entry-level commitment that

CTR requires optimal SEO best practices to appear on the front page of SERPs and provide researchers with the content and answers they are looking for.

Decent content, you must focus on the content types titles and meta-descriptions that encourage users to click on your site.

You can check this by looking in your Google Search Console account for pages and keywords that elicit strong impressions but weak clicks.

Actions from Outside Sources

Not all engagements occur on the site. In fact, the most valuable commitment comes from outside sources:

Link to your content. Increase the traffic on your site. Share your tracks on platforms that increase your reach. Encourage users to engage in different ways.

Inbound links remain one of the best SEO ranking factors year after year. This means that someone has read your content and felt that he was authoritative enough to use it as a source for his article on a similar or related topic.

Although sharing on social media is not a ranking factor. this directly affects SEO, helps to drive more traffic to your site and encourage more visitors, more links and more conversions.

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

Dwell Time

In a recent article by the SEJ, Duane Forrester delves into what is called time gone by


"Latency is the amount of time a person spends looking at a web page after clicking a link on a SERP page, but before clicking the page again. Results of the SERP. "

Time Out is an inherent measure that helps search engines determine whether the results provided by the search engine meet the needs of the search engine.

Researchers enter their query, get an optimal result and stay on a site that meets their criteria.

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

Forrester points out that there is not a single way to track the passage time – that search engines alone can do that. However, it is important for webmasters and SEO professionals to realize that this could affect your site.

Engagement Tracking Parameters

These Measures Do Not Have a Direct Impact on Rankings, But They "It's Essential That Site Administrators The Web site tracks and monitors on-site participation measures.

These numbers give you an idea of ​​the quality of your users' participation in your site and content. Or "bad" number for each of these metrics It is more important to track trends and take into account anomalies in your site.


In Google Analytics, in Audience> Overview, you can get an idea of ​​the total number of pageviews your site received during the given period.

This metric includes several single-page views. significant fluctuations in page views – to the top t or down – to determine if users are significantly increasing or decreasing their engagement on your site.

High Content

Under Behavior> Site Content> All pages, you can find the pages / content elements of your site that most interest users for the selected period. Check weekly for changes to these pages.

Watch the new pages climb the ranks to perform well. And make sure that the main pages that have always attracted the majority of your visitors and have kept them for a long time on the site do not fall into this part of the content, for any reason whatsoever.

New vs Old Visitors

In Analytics in Audience> Summary, you can see a pie chart of new visitors versus repeat visitors. New visitors are always interesting.

We like to see new sites on our sites, discover our products or services, and potentially convert and become repeat visitors.

It is essential to monitor your balance between the number of new items and the number of new visitors. returning visitors. Once you have established some kind of base after a few weeks of observation, you will be able to see when and how the balance will be changed.

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

Bounce Rate

Whenever I talk with someone who is just learning to do SEO or digital marketing, the question is: "What is what is a good bounce rate? "

The answer (as with everything related to SEO) is that it depends – your business model, the goals of your website, your types of content, and so on. "

If your goals are to truly meet the needs of users, by clicking on your site, reading an article that gives them exactly what they need, and clicking away.

] As with all these parameters, the tracking of bounce rate trends is often the most effective.

Any huge drops or jumps can tell you that something is wrong with your analyzes implemented, but also if users engage with what you put online.

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

Time on site

On-site time, or average session duration, gives you an indicator of how much time users spend on your site.As with the bounce rate, there is no good or bad number, but rather a tendency to follow in time.

Observe the evolution of your session duration when using some of the user engagement tactics below. If you start producing longer content for your site:

Does it increase because users have a reason to stay longer or shrink because they are intimidated by too much content would take too long to read?

Adjust your strategy accordingly.


This is one of the most important steps to follow. If you do not keep track of the other participation statistics for this post, look at least the conversions.

Analytics conversions are goals that you set to track and assign a value.

However, too many people are trapped in monitoring the final goals (such as registrations or phone calls).

It is essential that the user engagement metrics also follow the micro-conversions that allow users to follow the funnel.

That's the case of a newsletter subscription, download of a white paper, interview with a chatbot or the realization of An online survey, these less important conversions can give you an idea of ​​the funnel of conversion to larger conversions and monetarized.

Learn more about how to set goals in Google Analytics .

Why is it important to do SEO?

The above measures are not ranking factors, so I understand if you are wondering why user engagement is important for SEO. According to Forrester, the passage time is definitely a ranking factor.

The interpretation of the Google algorithm update of March 2019 also indicates that search engines pay special attention to the l 39; user engagement by measures such as downtime to determine whether they serve researchers' useful results – essentially, if they do their job:

According to Marcus Tober :

"Looking at the update of the main algorithm of March 2019, we see another example of rewarding engagement from Google and Google. useful content. This means that as the amount of online content available increases, Google pays more attention to signals indicating whether users are satisfied or not. "

This means that instead of focusing on search engines, SEO professionals, and website administrators should also focus on what users want.

Here are some ways to do this, including conducting research on the audience, targeting your content to your specific target audiences, and thinking about the specific stages of the process (19459025) Funnel for Each Group .

Tactical Means to Increase Engagement

1. Speed ​​up Your Site + Make It Reactive

"If your landing page is too slow, nearly half of your potential visitors admit that they are less likely to make a purchase, "according to a study by Unbounce and about 25% will find a competitor with a faster site.

Netizens will remain more a long time on your site and will be more willing to look for what they need when they do not feel they have to waste time. waiting to load pages (on any device).

2. Eliminate basic technical errors related to SEO

Nothing disturbs the user experience of a website more than strange technical problems ] .

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

"No worries," I thought. "I am a SEO enthusiast, and I will find it elsewhere."

But the site was completely rid of the article and had not redirected or published it to put

I had to go back to the SERPs and find another less satisfying result. This is lost traffic but also money through the windows.

3. Give people different ways to participate in your content (text, video, audio)

When I was a kid, I remember doing an assessment which determined my learning style.

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

We always focus on written words online (because that's what is indexable), but we absorb all the information in different ways.

Try using video with text transcription to reach new people or save your written blogs so that people can listen instead of read.

Use a faithful infographic or other visual representation of the data.

Shuffle your forms of content and see how key indicators on your site change.

4. Producing useful content (give free knowledge)

Create comprehensive and useful content that meets the needs of users.

Zapier's blog does a remarkable job. They realize that users who visit their site are probably looking for the best ways to automate things.

We automate things to avoid doing them manually, which saves us time and other tasks that require more brain power (or are more fun!).

Zapier therefore focused his blog on productivity. They deepen procedures and tool tips, give examples of the best ways to automate tasks that normally require manual work, and also present good information on the science of productivity as a whole.

I use it as an example because it's one of the few blogs I visit alone that explores novelties.

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

5. Clean up your navigation and design of your site

Many businesses start small and evolve rapidly. While this is great for the end result, it often means that your website ends up being a catch-all for new information.

Conduct a quarterly check to make sure the design and navigation of your website makes sense for users.

Give your aunt or nephew a basic task to perform on your site, and if they have trouble figuring out how to do it, it's time to simplify it.

Figure define what fits in the higher categories and organize from there.

6. Improve internal linking and suggested messages

Help people find the content that best fits what they currently see on your site.

The best way to do this is internal

Whenever you mention something you've already written about, link to it!

Classify and tag your posts before you can return visitors to the website to something similar once they've finished reading.

7. Search Site Option

If users do not find what they need when they are on your site, they will leave and find it elsewhere.

The search option allows users to search through all available content on your digital property in order to find the solution best suited to their own needs.

You can then use your site's search data to write more content.

8. Clear the CTAs to the next stage of the funnel

One of my biggest crush on hunger, that's something. one who tries to get me down the funnel before I'm ready.

I remember having visited a few sites Years ago, the only navigation option was "Buy." I did not even know the product / service and why I had to buy it.

The same principle should apply to the content you create on your site.

If it's an information element located at the top of a funnel, use your CTA to direct users to the corresponding content found in the middle of this funnel.

From there, you can encourage users to stand at the bottom of the funnel. buy.

9. Introduce a chatbot

If you have the option of using a live chat option, give users the opportunity to ask questions to a real person who is a expert.

If this is not the case, you can create automated chatbot scripts. this can help answer the main questions of your site and give users the feeling of receiving a more personalized treatment.

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

10. Retrieve e-mail addresses + Engage in e-mails

Return regularly to your inbox to return visitors by resending your content.

You can create a subscription field or a pop-up window on your site, or collect them. email addresses by selecting the content of the central funnel at the bottom, then following the useful content according to the needs of your target audience.

11. Create Polls and Publish Data

Everyone loves the original data.

By performing experiments, creating polls and collecting data otherwise, you become the reference resource when someone needs information on this subject :

" People keep records . That's to prove a point in which they firmly believe, to show their boss that they should invest in a strategy or solution, to inform their next move, etc., we are a data-driven society. "

Keep up the trend on your site by regularly publishing the data you produce, not only will it generate more engaged traffic, but it will also increase your inbound links."


SEO is a puzzle with many pieces, no single piece or small group of pieces will give a complete picture of health in SEO.

Instead of this, all parts must be in place and resolved in a manner that best meets the needs of users and strengthen the sites.

More Resources: