Search engines want their results to be highly relevant to web users, to make sure that web users keep returning to the search engine for future searches. And the best way to establish what is relevant to users? By looking at how they use websites, of course!
User data is the most effective way of judging the true relevance and value of a website. For example, if users arrive on a website and leave immediately, chances are it wasn’t relevant to their query in the first place. However, if a user repeatedly visits a website and spends a long time there, it is probably extremely relevant. When it comes to search engines, relevant, valuable sites are promoted, and
irrelevant sites are demoted.
How do search engines access this data?
Search engines use cookies to maintain a history of a user’s search activity. This will include keywords used, and websites visited from the search engine. Search engines gather data on the clickthrough rate of results, and on bounce rates.Site speed, that is, the performance of your website, is a contributing factor to ranking in Google. Google confirmed in April 2010 at this was one of over 200 ranking signals (Singhal, 2010).
So, what does this mean for SEO? When it comes to a website, it must:
• Be valuable enough to attract both visitors and links naturally
• Retain visitors and make sure they return to the website
• Convert visitors
User data is the most effective way of judging the true relevance and value of a website. For example, if users arrive on a website and leave immediately, chances are it wasn’t relevant to their query in the first place. However, if a user repeatedly visits a website and spends a long time there, it is probably extremely relevant. When it comes to search engines, relevant, valuable sites are promoted, and
irrelevant sites are demoted.
How do search engines access this data?
Search engines use cookies to maintain a history of a user’s search activity. This will include keywords used, and websites visited from the search engine. Search engines gather data on the clickthrough rate of results, and on bounce rates.Site speed, that is, the performance of your website, is a contributing factor to ranking in Google. Google confirmed in April 2010 at this was one of over 200 ranking signals (Singhal, 2010).
So, what does this mean for SEO? When it comes to a website, it must:
• Be valuable enough to attract both visitors and links naturally
• Retain visitors and make sure they return to the website
• Convert visitors
