Why Site Usability Affects SEO Rankings

By | August 22, 2019

– [Instructor] So first and foremost, indicating quality through
behavioral metrics. So let me break this down
a little bit, for you. The quality and user
friendliness of your site can be really broken down between the data you see right in front of you right now. The way users behave on your site notifies search engines
the value of your site, which they then consider
when they rank you against your competitors or anyone else that’s within the same type of searches of keywords and phrases, etc. So how long people stay on your site. Are people sharing your site through email and bringing referral traffic? Are people returning to your site? Are they returning users? Are they sharing your site on social? So giving you that social signal boost. Things like that. So within these metrics,
these are kinda broken down, and if you have your
Google Analytics set up, I’m sure you’ve seen these before. If you don’t, I definitely implore you to do that as soon as possible. Preferably right after
you listen to this video. So these different metrics
are gonna be broken down between session duration,
pages per session, and your bounce and exit rates. Session duration is obviously the duration or the amount of time that a
user has spent on your site. And this shows search
engines that the user found what they were looking for, and more. You know, if we kinda pop
over to what a bounce rate is. So a bounce rate is when a user quickly leaves the first
page that they visit and ends up moving on to
a different search result. So that often signifies to
Google and other search engines that your site does not provide value for that keyword or
phrase that was searched, so you shouldn’t be ranking. So that can definitely
affect your ranks, obviously, if Google sees a lot of people bouncing, for a term you rank for right now. And it’s gonna start to
kick you off the first page and certainly continue to
negatively affect you from there, if it’s not taken care of. There’s also pages per session. So obviously this is how many pages a user will visit during their session. And this metric can indicate ease of use, meaning your site is
easy to use and navigate, as well as prove content
value for your site. Again, a huge metric that signifies Google that you are a valuable site, and you should be ranking higher, because users find value. And the thing that Google
definitely wants to do is provide users with the
best search results they can. And if that means it’s you because you’ve proven that
people stay on your site longer. They visit multiple pages. They don’t bounce. That definitely shows
Google you are qualified to be ranking for certain keywords. And lastly there’s exit rates. So you’re not necessarily
going to see this in an overall view. You’ll be able to see this when you kind of break
things down page by page within Google Analytics. And exit rate kinda breaks down where someone has exited,
instead of continuing. Meaning if they did go to a couple pages, what was ultimately the
page that they left? So this can definitely be intuitive, more sets the view. The exit rate doesn’t
necessarily negatively affect the site, much
like the bounce rate does. But the exit rate can
give you a better view into how consumers are
performing page to page, and what kind of updates
you might need to make for certain pages that
have higher exit rates. Cause ultimately we
don’t want users to exit on other pages on the site that aren’t necessarily
the converting pages. You know we really wanna
get them to those pages where it’s your pricing
pages or your contact pages, and they’re requesting to talk to you, requesting a quote, things like that. So you really wanna make sure that you’re keeping an eye on what
pages have higher exit rates, and figure out how you can
better optimize those pages to continue to guide the customer journey, and to continue to offer value to them, so they don’t leave.

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