Behavioral factors and what they eat


Good day!
We will dwell in more detail on:
  • Behavioral factors? Smoke or reality? And how to feel?
  • Need to build a ziggurat more information. How do search engines find out about user behavior?
  • What do PSs value in people's behavior? Key factors
  • How to make people behave well! Lash? Gingerbread man?
  • Well, lastly ...


Behavioral factors. They say ...


The whole Internet says that search engines take into account the "behavior" of users on sites. And Dr. House says everyone is lying. Who is right?
Of course, from the point of view of search engines, ignoring user behavior would be foolish. But can search engines take into account all the actions of all users on all sites on the Internet? Of course not.


Many optimizers identify the following factors that are considered when ranking sites:
  • Bounce rate
  • User stay time on the site
  • Browse Pages
  • Clicks on suggested links
  • Search results CTR pages

Talk about it:
Optimizers also claim that data sources are:
  • Analytical systems (Yandex metric, Google analytics, etc.)
  • Yandex.Bar
  • Search results
  • LiveInternet et al


But here is an elementary example :
Take 2 sites of the same subject.

First site


Installed : Yandex Metric, Google analytics, LiveInternet, Yandex webmaster, Google web master.
We have the following characteristics:
  • Attendance 1000 people per day
  • Average time on site 4 minutes
  • Failures 25%
  • 6 pages viewed (average)
  • All actively click on links


Second site


Found : nothing.
We have the following characteristics :
  • Attendance: ???
  • Average time spent on the site: ???
  • Failures: ?????
  • Viewed: ??? pages
  • Who clicks where on a site - we do not know


Now let's imagine that we are Yandex programmers and write a website ranking algorithm. What should we do?
The only option is to analyze many similar sites and display average values. Substitute them in the second site and compare. But there is one huge question, is it honest?
It is perfectly clear to everyone that there is nothing honest here. The characteristics of the second site may be an order of magnitude better, but the weight of behavioral factors will be much lower.


But let's see what we can really compare:
  • Attendance Clicks from search engines (you can display the site’s CTR and understand how often your site is selected for a specific request). For example, if your site is ranked seventh in search results, but they click on it much more often than the first, apparently it is more suitable for a specific search query.
  • Time spent on the site The time between clicking on your site (in search results) and on the site of your competitor. Let's say your site is at 3 positions and the user clicked on it. After which 7 minutes passed, and the user clicked on another site (in the same search results). Thus, we understand that the user spent about 7 minutes on your site (although maybe he made tea for himself).
  • Failures If a user clicks on your site (in search results), and after 3 seconds clicks on the next, then it is perfectly clear to everyone that your site did not like the user. But there are situations when users click on several sites, and only then look at them, which means: mint <X <maxt.
    Mint - the time allotted to the user, so that he could open several sites.
    Maxt - the time allotted to the user, so that he could see the information on the site and this was not considered a “failure”.
    Most likely, in each field of activity this time is different (in general, it is difficult to affirm something on the issue of “refusals”). In the metric, they are considered like this (but this is the metric ...)
  • The last click in the search results will tell the search engine that the user has found what he was looking for. Which will also affect extremely positively.




Feel the difference


A very interesting way has appeared on the Internet to see the influence of behavioral factors on your site. You need to type a query with a "billiard" into the search engine.

For instance:
  • Key request (regular search results)
  • Key query dshfhjsdgfhsgdfhsgdfhsgfhvjxchvjkghas (search results that do not take into account behavioral factors)


And even a special service appeared .
Let's check how true this information is.


Take the query “wedding photographer” and the website weddingphoto.spb.ru

Seolib shows that:
  • Normal issue 7th place
  • No behavioral factors 8th place

Let's try using the “manual method” and compare the results:
  • wedding photographer (the site is at 7 positions)
  • wedding photographer –dfklshfwtfdsgfs (site is in 8 positions)
  • wedding photographer –dfkvjhjkdsskdhfvcxvsadasdvcxvsdfsdfgfdghdgh (site is in 9 positions)
  • wedding photographer -fcvx-fd3sdfa-345 (the site is at 9 positions)
  • wedding photographer –fvcxvsdaf (the site is at 7 positions)
  • wedding photographer –fvcxvskjnkdghdfgmbncvbvxcvasdbnvngnvndfgdfg (the site is at 11 positions)

Conclusion: I would not trust this method (on other requests, of course, I also tried to do all this). Even without knowledge of the weight of behavioral factors, I still actively develop them on all my portals.



Behavioral Improvement


Behavioral factors can be improved by various methods, but there is a basis for the basics:
It is important that the user receives the information that he came for. If he wanted to buy firewood - he should see firewood, characteristics and a huge buy button in front of him.

Video content

Watching a short video is a great opportunity to sit back and stretch. Especially if the video on the topic. Try to post video clips no more than 3-5 minutes.

Interesting custom design

If the design of your site is professional and interesting, as well as dynamic elements are present, then it is likely that the user "sticks" on your site. Such portals, as a rule, have practically no failures, and this is an advantage over competitors.
Examples of “enticing design”:

Game placement

It often happens that a small game delays the client, and he cannot break away from it for about 15-30 minutes, but it happens that he plays for hours. Especially if the passage of this game is meaningful, for example, the user who has passed the game will receive a 5% discount.

Related products

Any online store should contain a module “related products” or “buy with this product”, because:
  • It is possible that the customer came for one product, but leaves with five
  • Accompanied by internal linking
  • Customers stay longer on the site


Usability and interesting texts

Do not forget that if the user is not comfortable using your site, he will leave. If you have banal huge and uninteresting SEO texts, the user will also leave. Try to pay great attention to the convenience of the site, this is important not only for promotion ...

Online manager

Do not forget that the user may have questions about the products or the functionality of the portal. Try to diversify the ways in which he can ask you a question. One of the modern ways is correspondence with the company manager online (in the form of chat). While correspondence will take place, the user will be on the site, which will also attach importance to behavioral factors, in addition, any client will thank you very much.

Social button +1 from Google

Don’t forget about the +1 button from Google

Favicon

Do not be too lazy to order beautiful favicon.ico for your site. Do not forget that it is displayed in Yandex search results.



General conclusion


Improving behavioral factors will result in:
  • Improving the position of the site
  • Website usability will increase
  • Website content will increase
  • It is much likely that the number of orders will increase.

You need to pay great attention to your site, because A site is a very powerful tool for selling your products / services or providing useful information to users, and improving behavioral factors contributes to the development of your portal.

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