Written by Nick Garner
- We think holistically about tech SEO
- Experienced with enterprise SEO
- Free 1 hour consultation
- Solving complex issues
- Better indexation
- Higher rankings
Engagement for rankings
We started seeing the correlation between engagement and rankings somewhere around 2013. Today, we know sites cannot rank on links alone. In fact, if a website is engaging and satisfying to users, it can rank with virtually no links.
The ‘X factor’ for SEO today is engagement. If you’ve got a website which delivers satisfaction to users, you get engagement, Google will trust you and will rank you.
We’ve seen engagement drive rankings again and again, despite the persistent idea that links are going to hold your rankings.
Want your site to be engaging? We offer a free one-hour consultation, where you can have a conversation with us about user engagement. So email us on firstname.lastname@example.org and let’s set up a call or an email thread.
Engagement and rankings…
Everything begins with satisfying users, moves on to being engaging, leading to the first link acquisition cycle and in the end, sustained rankings.
It’s very easy to believe that you can rank on links alone and somehow not bother with making your website engaging.
The reason so many site owners want to believe in links over engagement as a ranking driver is because links don’t require imagination, just money.
If you think about what Google wants; satisfying and engaging content that users want. What Google does not want is somebody with enough cash to game the system and rank ‘inferior’ content.
Finally Google have up-weighted engagement as a primary rankings driver and now we see content that should rank, ranking.
Simple: it is what is satisfying to a web user in the context of a search phrase.
– what key phrases do I make my money on?
– Is my content engaging in the context of those key phrases?
– How can I be more engaging and relevant on my money phrases?
Take for example the search query ‘free bets’. What is engaging and satisfying to a web user for this key phrase?
Perhaps lots of free bets? But everyone does free bet content, so what is the unique selling proposition you’ve got? Maybe it’s the best value free bets, from the operators who cash out easily if you win?
Engagement on search results is about satisfying users.
What about links?
Links get you into the ‘test’ zone with Google. This ‘test’ zone is where there is enough traffic to give Google a statistically meaningful conclusion on whether users click through:
– more than expected per search position = rise in rankings
– as expected per search position = stable rankings
– less than expected per search position = drop in rankings
Aside: Ever wonder why Google search results constantly change outside of the top three results? If so they can get a clear understanding of click through rates, per search position, per key phrase.
Have you thought about user engagement on your website? If you think it’s an issue, we can help. Why? We have huge expertise in technical SEO, link acquisition and we’ve got vast experience in building and reinforcing user engagement.
Engagement is a mixture of user experience, content and the deep understanding of how you can satisfy users on ‘money’ key phrases.
Want your site to be engaging? We offer a free one-hour consultation, where you can have a conversation with us about improving your user engagement. So email us on email@example.com and let’s set up a call or do an email thread.