The struggle for user attention: How to improve the behavioral factors on the site

improve the behavioral factors

Behavioral factors are one of the most important parameters of the site, which seriously affects the ranking in search results. With their help, you can find out about the user’s life on your resource: how much time he spends on the site, what pages he visits, whether he finds the necessary information or is quickly deleted. How to properly analyze these factors and improve without cheating, read in our material.  

What are behavioral factors

Behavioral factors are indicators of the behavior of users of a site or page, due to which search engines can evaluate the quality of the content provided. 

Let’s say a user follows a link to a site, but quickly leaves it. If such a scheme is repeated many times, the search engines of the system can draw certain conclusions. 

For example, that the site does not solve user problems, it does not contain the highest quality content. Accordingly, its position in the search results will decrease. 

And if users spend a lot of time on your resource, study the content, follow the links, we can conclude that the site is really useful, which means it will rise in the search results. 

Key behavioral Ranking factors - improve the behavioral factors

Behavioral factors can be internal or external. External factors are everything that the user does before entering your resource. For example, interaction with the site snippet. 

Search engines consider it a plus if your site description (snippet) is clicked on more often than competitors' resources.

Internal factors: 

Time spent on site  

If users spend a lot of time on the site, then you post really exciting and useful content. However, this behavior may also indicate that you have created an overly confusing structure and poorly thought out navigation. 

Search engines analyze all these factors together. The desired time on the resource for each of the topics is calculated in its own way. For example, for a taxi ordering site and an online clothing store, it will be very different. 

View depth

This is the number of pages viewed by the user in one session (site visit). If a person actively studies your resource, goes to its different pages, we can talk about the good quality of the site. Only if your site is not too complex and confusing structure. 

Bounce rate

The percentage of visitors who left the site directly from the login page or viewed no more than one page of the resource. 

The user can spend quite a lot of time on the page, but if there were no transitions to other internal pages and there were no targeted actions, this is considered a bounce. However, it is important to keep in mind that Google Analytics and Yandex.Metrica consider it differently. 

READ ALSO:How to increase website conversion rate (CR): instructions for split tests

Site movement 

This indicator is very important on sites that sell goods and services. It’s good if the user interacts a lot with the site: reads the description, opens the photo layout, adds products to the cart, clicks on the order button.

In addition, the number of visitors who returned to the site and the addition of the resource to bookmarks are taken into account. As soon as the user leaves the site, search engines track whether he returned to the search results. 

It happens that a person opens other resources and continues to look for an answer to a question of interest. 

This means that he did not receive the necessary information on the previous site. For search engines, this behavior is evidence of low quality, which means that the position of the site in the search results is declining. 

Tools for analyzing user behavior

To correctly draw up a resource promotion strategy, it is important to track behavioral factors. They allow you to see a portrait of a client, track his life on your site. Find out where the site ceases to be useful for the user and why the user leaves.

This can be done in Google Analytics, Google Search Console, Yandex Webmaster, Yandex.Metrica . Each tool is useful and effective in its own way, let's look at some of them.
improve the behavioral factors - Google Analytics home

Google Analytics – free, convenient and quite functional. With it, you get a summary – a short set of statistics that will give you a general idea of ​​what is happening with the resource. 

In this section, you can find out: the age of the audience, how many visitors visited the site, where they came from, what pages they looked at and how many times, how much they are involved. 

More detailed information can be found in the Reports section. Also Google Analytics. offers to study the behavior of users on the site. 

A link map shows how visitors follow links on your site. The color changes depending on the number of transitions: the warmer the color (closer to red), the more clicks. This tool will help you evaluate how easy it is to navigate the site and whether the menu is well designed. 

A webvisor helps you look at your site through the eyes of users. You will be able to watch their actions in real time via video. To go to it, select the appropriate item in the menu.

Google Analytics will also help you get a general overview of your audience: time on site, browsing depth, bounce rate. You can view the report by selecting the Overview tab in the Audience panel. 

improve the behavioral factors - User Behavior
READ ALSO: How to return a user who left the site – “Come back, I will forgive everything!”

You can get an overview of the user behavior map. The number of interruptions is indicated under each interaction number.

improve the behavioral factors

You can specify where the user lives and what device they use while browsing your resource in the Audience section by selecting Overview. And it is convenient to evaluate the CTR of a snippet using Google Search Console or Yandex.Webmaster.  

How to improve behavioral factors without cheating

Elaboration of navigation and site structure

This is especially important for commercial sites that offer their products and services. The client should easily navigate where to click to make a purchase or get the necessary information about the product.

Get rid of links that lead to non-existent pages. Add the correct search to the site, pay attention to relinking. The entire structure of the resource should be as clear and understandable as possible.

Improvement of commercial factors

Pay attention to the details that inspire user confidence: detailed contact information (including social networks), legal and actual address of the company, a variety of communication methods, warranty information, working hours, delivery information, detailed product descriptions, official documents. 

All information about your company should be as accessible and true as possible. Search engines pay great attention to commercial factors. 

improve the behavioral factors

Quality content

Constantly work on filling the resource. Publish interesting and useful articles for your target audience, do not forget to update the data. Use the widest possible semantic core for promotion. 

Post the most shared and bookmarked content people share: how-tos, tips, step-by-step guides, lists, tips from influencers.  

Read for More Info: How to create quality content that readers and search engines will love

Optimization of the snippet in the issue

Properly write meta tags, H1 headings for key pages, use micro-markup on the site, add micro-logo of the company. The most important external behavioral factor of Yandex, the snippet, depends on how your resource looks in the search engine.

Speed ​​up page loading

Increase site speed so that fewer users return to search results without waiting for the resource to load. 

Optimization of the mobile version of the site

Most people now consume content from their phones. It is extremely important to adapt the site for viewing from a smartphone, users want comfort. 

To achieve high issuance rates, it is necessary to analyze and work with behavioral factors. 

They have a huge impact on any Internet resource. It is these indicators that will help you better understand your customers and make a really comfortable and interesting site for them.

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