November 28, 2014 at 18:05Are there any alternatives to motivated traffic and website behavioral metrics in SEO?
Are there any alternatives to motivated traffic and website behavioral metrics in SEO?
As a rule, when speaking about behavioral factors, we think about metrics that describe the behavior of users on the site (session duration, number of active actions, etc.).
In fact, behavioral factors are divided into 2 groups:
External (or click) factors are the most important in the algorithm. The fact is that it is easier for search engines to trace the path and actions of users if they came to the site from a search. The robots, browsers, and other systems that Google and Yandex work with provide search engines with all the information they need to determine how valuable each visit was. Thus, it is better to begin strengthening behavioral metrics precisely with the generation of targeted traffic from the search or with the generation of targeted traffic through other channels (but at the same time with passing it through the search).
This fall, SeoPult offered the market a completely new scheme of working with behavioral factors, not related to cheating. How it works?
The scheme of the technology’s work involves attracting real, interested in the advertiser’s offer, users who are focused on a variety of websites. Find a traffic platform allows the DMP (the Data Management Platform) UpToLike and a number of similar services that cheated hundreds of thousands of sites and mark out their audience according to socio-demographic characteristics, long-term and short-term interests. Of all the many users of SeoPultdefines “reference” for the promoted site and attracts them with the help of targeted banners. In order to receive a signal about this traffic (external factors) by the search engine, it is carried out through search results, from where, by clicking on the highlighted snippet, it already reaches the required site and shows significant activity.
Briefly, the whole process can be represented by the following points: SeoPult analyzes the advertiser's website and selects for it the requests included in the TOP-50 ;
Thanks to cost optimization at each stage of the process (selection of low-cost sites, increasing CTR banner, increasing CTR snippet), it is possible to achieve a low price of attracting absolutely real, significant for improving PF and highly invert traffic. The cost of attracting a user to the site within the framework of this technology is on average 11-20 rubles.
Remarketing is good for working with internal behavioral metrics. The essence of the technique is to “reuse” the traffic that was already on the site.
The easiest way to create remarketing campaigns is by far Google AdWords. The service allows you to compile sufficiently targeted user lists for remarketing, to show ads on the Search (Search Network) or on many other Internet resources, including even YouTube (Display Network).
What are the benefits of remarketing and why is the traffic it attracts especially valuable for reinforcing the behavioral metrics of a resource?
It’s not enough to attract a user to the search page with your site. It is important to make him choose the resource you are promoting. An interesting technique is gaining popularity among Western colleagues. They choose low-competitive requests, for which the site already occupies top positions, and try by all means to monopolize the issuance. The main idea is to occupy the largest possible area on the issue page. In each case, the strategy and resources are different, but their goal is the same - to try to get as many "offsets" in the following positions:
Ideally, if you manage to "light up" at least 1-2 resources, not counting your own site. Especially if one of these resources will be YouTube or the page of your site with a video or illustration posted on it. Such content, as a rule, occupies a larger area on the page than various text resources.
A good example of this is companies engaged in various kinds of transportation. At the request of “carrier + city”, at least one of them appears in the search results on at least 2-3 resources: a site, a map, Google AdWords, a site with reviews, etc.
Motivated traffic means debugged user networks that “click” links to the site, thereby generating stable "live" traffic. Why is such traffic bad if it is created by people, not robots?
An alternative to motivated SEO traffic was offered by the WebArtex article exchange. Just a month ago, a new type of articles came out of beta testing - traffic, with a guarantee of transitions.
Articles are published on sites with traffic from 500 visits per day or more. Announcements within 24 hours are on the main pages. Developers guarantee a minimum of 5 transitions per month from the date of publication of such an article. Five is precisely the minimum, on average, a forecast is given for several dozen transitions. It’s clear that this is not very much, but it’s about SEOtraffic, which changes the tone of the assessment. In addition, these transitions are provided not by markups, but due to the quality of the donor site, its “liveliness" in general, and also due to the announcement on the main page. If, under such placement conditions, quality text is provided, the result will be even closer to the PR effect.
To understand the meaning of such placements, it is important to understand that the main importance here is not the number of transitions (an online store will receive 20 or 50 transitions - in general, these are numbers of the same order, and this is not a lot), but the fact of their presence. Search engines see that visitors from non-search sources come to the promoted site, that these visitors do something on the site - such indicators play an important role in ranking and give an SEO effect.
The cost of placing one traffic article varies from 115 to 8,250 rubles (depending on the performance of the site). Developers recommend a monthly volume of such articles -
30-50 pieces .
==============
In this article we touched on only the newest and most technologically advanced ways of working with behavioral factors and traffic. In addition to them, there are a fairly large number of ways that are completely natural and safe, but more time consuming in terms of obtaining results. They are directly related to the direct improvement of the quality of the site, with working with social sources of traffic, working with content and other aspects that have been repeatedly mentioned in our blog.
Alternatives to wrapping behavioral factors
As a rule, when speaking about behavioral factors, we think about metrics that describe the behavior of users on the site (session duration, number of active actions, etc.).
In fact, behavioral factors are divided into 2 groups:
- internal (describing the behavior of users on the site);
- external (describing the behavior of users in the search, from where they subsequently go to the site).
External (or click) factors are the most important in the algorithm. The fact is that it is easier for search engines to trace the path and actions of users if they came to the site from a search. The robots, browsers, and other systems that Google and Yandex work with provide search engines with all the information they need to determine how valuable each visit was. Thus, it is better to begin strengthening behavioral metrics precisely with the generation of targeted traffic from the search or with the generation of targeted traffic through other channels (but at the same time with passing it through the search).
SeoPult Behavioral Improvement Technology
This fall, SeoPult offered the market a completely new scheme of working with behavioral factors, not related to cheating. How it works?
The scheme of the technology’s work involves attracting real, interested in the advertiser’s offer, users who are focused on a variety of websites. Find a traffic platform allows the DMP (the Data Management Platform) UpToLike and a number of similar services that cheated hundreds of thousands of sites and mark out their audience according to socio-demographic characteristics, long-term and short-term interests. Of all the many users of SeoPultdefines “reference” for the promoted site and attracts them with the help of targeted banners. In order to receive a signal about this traffic (external factors) by the search engine, it is carried out through search results, from where, by clicking on the highlighted snippet, it already reaches the required site and shows significant activity.
Briefly, the whole process can be represented by the following points: SeoPult analyzes the advertiser's website and selects for it the requests included in the TOP-50 ;
- for each request, several banners are created (their optimal size and content are tested in the process);
- banners are targeted to the target audience (based on data from DMP) on various websites of runet;
- when you click on a banner, traffic is sent to the search (to the results page where the target site is located);
- thanks to the marked snippet, users select the promoted site and switch to it from the issuance;
- Further, the behavior of visitors on the site is analyzed, a portrait of a “reference user” is created, which is further taken into account by the algorithm when choosing the optimal audience for displaying banners.
Thanks to cost optimization at each stage of the process (selection of low-cost sites, increasing CTR banner, increasing CTR snippet), it is possible to achieve a low price of attracting absolutely real, significant for improving PF and highly invert traffic. The cost of attracting a user to the site within the framework of this technology is on average 11-20 rubles.
Remarketing for internal behavioral metrics
Remarketing is good for working with internal behavioral metrics. The essence of the technique is to “reuse” the traffic that was already on the site.
The easiest way to create remarketing campaigns is by far Google AdWords. The service allows you to compile sufficiently targeted user lists for remarketing, to show ads on the Search (Search Network) or on many other Internet resources, including even YouTube (Display Network).
What are the benefits of remarketing and why is the traffic it attracts especially valuable for reinforcing the behavioral metrics of a resource?
- With a high probability, you will attract interested users. If a person came to the site once and became disappointed, he is unlikely to decide to visit him again after seeing an advertisement “harassing” him on the Internet. This means that when you go to the site, the failure rate will be low, while other behavioral indicators (time on the site, number of active actions, session depth, etc.) are high.
- Low cost of attracting traffic. In remarketing, you usually pay per click. Since campaigns are targeted and a significant proportion of non-targeted traffic is screened out, the cost of a targeted click is low (on average about $ 1).
- When setting up remarketing campaigns, it’s even possible to account for pages viewed by a user on your site. Thanks to this, you can create narrowly targeted banners or advertisements to maximize the effectiveness of each session on the site.
Monopolization of extradition
It’s not enough to attract a user to the search page with your site. It is important to make him choose the resource you are promoting. An interesting technique is gaining popularity among Western colleagues. They choose low-competitive requests, for which the site already occupies top positions, and try by all means to monopolize the issuance. The main idea is to occupy the largest possible area on the issue page. In each case, the strategy and resources are different, but their goal is the same - to try to get as many "offsets" in the following positions:
- at least one, and ideally several pages of the site with extended snippets (the correct headings, beautiful and meaningful descriptions, pictures, etc.) in the output;
- company blog;
- Review sites
- map (make sure that your site is displayed on the map along with competitive ones);
- social networks (regularly updated groups with a huge number of subscribers are also often displayed in SERP );
- advertising (in the West - this is, of course, Google AdWords ads with all kinds of extensions (links, reviews, address, phone, etc.));
- images;
- video (keep in mind that it is pictures and videos that often attract attention in the search and have great potential in terms of attracting traffic to the site).
Ideally, if you manage to "light up" at least 1-2 resources, not counting your own site. Especially if one of these resources will be YouTube or the page of your site with a video or illustration posted on it. Such content, as a rule, occupies a larger area on the page than various text resources.
A good example of this is companies engaged in various kinds of transportation. At the request of “carrier + city”, at least one of them appears in the search results on at least 2-3 resources: a site, a map, Google AdWords, a site with reviews, etc.
Are there alternatives to motivated traffic?
Motivated traffic means debugged user networks that “click” links to the site, thereby generating stable "live" traffic. Why is such traffic bad if it is created by people, not robots?
- It does not help in any way the behavioral metrics of the resource, since most visits are characterized by a high failure rate or minimal activity on the site.
- It does not help sales in any way. Such traffic will bring 0 conversions, because random people who don’t care about your services or products visit the site.
- It is easily recognized by search engines. A sharp increase in traffic in general, an increase in traffic from specific regions or even countries from which you did not receive visitors before (for example, India for an online store with customers in the CIS countries or Kamchatka for a restaurant in Moscow), a high failure rate are all signals for search engines about your use of manipulative techniques.
WebArtex Traffic Articles
An alternative to motivated SEO traffic was offered by the WebArtex article exchange. Just a month ago, a new type of articles came out of beta testing - traffic, with a guarantee of transitions.
Articles are published on sites with traffic from 500 visits per day or more. Announcements within 24 hours are on the main pages. Developers guarantee a minimum of 5 transitions per month from the date of publication of such an article. Five is precisely the minimum, on average, a forecast is given for several dozen transitions. It’s clear that this is not very much, but it’s about SEOtraffic, which changes the tone of the assessment. In addition, these transitions are provided not by markups, but due to the quality of the donor site, its “liveliness" in general, and also due to the announcement on the main page. If, under such placement conditions, quality text is provided, the result will be even closer to the PR effect.
To understand the meaning of such placements, it is important to understand that the main importance here is not the number of transitions (an online store will receive 20 or 50 transitions - in general, these are numbers of the same order, and this is not a lot), but the fact of their presence. Search engines see that visitors from non-search sources come to the promoted site, that these visitors do something on the site - such indicators play an important role in ranking and give an SEO effect.
The cost of placing one traffic article varies from 115 to 8,250 rubles (depending on the performance of the site). Developers recommend a monthly volume of such articles -
30-50 pieces .
==============
In this article we touched on only the newest and most technologically advanced ways of working with behavioral factors and traffic. In addition to them, there are a fairly large number of ways that are completely natural and safe, but more time consuming in terms of obtaining results. They are directly related to the direct improvement of the quality of the site, with working with social sources of traffic, working with content and other aspects that have been repeatedly mentioned in our blog.