What are behavioral factors and can they be manipulated? / ITech content

Contents:

• Behavioral factors: what metrics to look at and how to analyze them
• What strategies can be used to improve behavioral factors
• Is behavioral factor manipulation effective?
• Let's summarize

In 2014, Rand Fishkin, an expert in search engine optimization, conducted an interesting experiment in which he was able to raise his website from seventh to first position in just a few hours. To achieve this result, he used behavioral factor manipulation, encouraging Twitter users to enter certain search queries into Google and then visit his blog. This case illustrates the importance of behavioral factors in search engine optimization and shows how active user engagement can significantly affect a site's position in search results.

Users interact with web resources in different ways. A visit to a site can be unsuccessful when a reader opens a page and immediately leaves it. On the other hand, a positive interaction occurs when a user finds the site interesting and spends 10-20 minutes on it, saving some pages in bookmarks. Search engines take user behavior into account and rank websites that generate positive interaction, such as Rand Fishkin's blog. These interaction metrics are known as behavioral factors and play a vital role in SEO. Improving behavioral factors can significantly increase a website's visibility in search engines. Behavioral factors significantly influence website rankings in search engines. This is confirmed by the search engines themselves. For example, on August 22, 2017, Yandex implemented the Korolev algorithm, which takes user signals into account. Similarly, on March 12, 2020, Google received a patent allowing it to modify search results based on implicit user feedback. In 2021, Google added criteria that evaluate the usability of resources for visitors to its ranking factors. Given these aspects, website owners should pay attention to user behavioral characteristics to improve their search rankings. Let's delve into this topic in more detail for a better understanding. An in-depth study reveals key points and aspects that are important to consider. We will focus on the main elements to provide a complete understanding of the subject. Understanding this topic will help you make more informed decisions and increase your awareness. Continue to stay updated with relevant information and updates to stay abreast of the latest trends and innovations.

• What are behavioral factors and what should they be?
• What strategies to use to improve behavioral factors?
• Does behavioral factor manipulation work?

Behavioral Factors: What Metrics to Look at and How to Analyze Them

Factors can be divided into two main categories: internal and external. Internal factors refer to elements that are under the control of an organization and affect its performance, such as resource management, company structure, and corporate culture. External factors include market conditions, the economic situation, legislative changes, and the competitive environment, which can have a significant impact on an organization's performance. Understanding these factors allows companies to more effectively adapt to changes and develop strategies for success in their field.

• External - how users behave in search results;
• Internal - how they behave on the website.

Behavioral factors remain a secret, but the accumulated experience of search engine optimization specialists and information from search engines make it possible to identify a number of important metrics. Experts argue that working on these metrics helps improve behavioral factors. The most well-known external metrics of behavioral factors include: time spent on the site, bounce rate, number of pages viewed per visit, and frequency of user return. Paying attention to these aspects can significantly improve the quality of user interaction with the site and, as a result, its position in search engines.

• CTR, or click-through rate of a snippet in search results: the ratio of clicks on a snippet to its impressions. According to Advanced Web Ranking statistics, there is no single CTR standard: the indicator varies significantly depending on the niche and position in the search results. According to a Semantica study, the first position in the search results receives an average CTR of 31.37%, while fifth position receives only 9.51%.
• Satisfaction with the answer. If a user does not return to the search results after visiting the site, this is a good signal for search engines. It means the person found the answer to the question. This metric is not visible in analytics systems.
• Direct visits: for example, through bookmarks. A Semrush study identified this metric as the most important of the 12 most controversial ranking factors that have been much debated. The more traffic a site receives from direct visits, the better.

Internal behavioral factors include a number of metrics that allow you to evaluate user activity on the site. These metrics include time spent on page, page depth, number of pages visited, and bounce rate. These metrics help understand how effectively your content attracts and retains visitors' attention. By analyzing internal behavioral factors, you can optimize your website to improve the user experience and increase conversion.

• Bounce rate. In Yandex.Metrica, a bounce is defined as a visit to a single page lasting up to 15 seconds, while in Google Analytics, it is a visit without clicking through to other pages. Therefore, the metrics differ between the systems. The acceptable bounce rate will vary for different types of websites and pages. For example, for landing pages, the bounce rate in Google will reach 90-95%. Benchmarks by industry and page type can be found publicly available, for example, here.
• Browse depth. The more pages a user views per session, the better: some experts recommend a rate of 2.5-3. But a good page depth doesn't always indicate quality: a user can spend a long time browsing through pages looking for an answer to a question, but still not find it.
• Session time. The average time users spend on the site. The higher the number, the better. But, as with page depth, long sessions aren't always an indicator of quality.

To assess the health of your site, Google offers benchmarking. Google Analytics offers public reports for over 1,600 industries. These reports allow you to compare your site's page depth and session time with the average in your niche. This analysis will help identify your site's strengths and weaknesses, as well as identify areas for improving the user experience and increasing efficiency.

Some experts identify behavioral factors that influence website rankings in search engines. These factors include user interaction with content, time spent on the page, and bounce rate. These elements help determine how well a website meets user requests and the quality of its content. Improving behavioral factors can lead to higher rankings in search results and increased website traffic.

• scroll depth;
• social interaction;
• actions on pages.

Website metrics can vary significantly depending on the type of resource, the chosen niche, and the analytics system used. This aspect was discussed in detail by Pavel Karpov in his presentation at WordCamp Russia 2015. It is important to consider that each category of website has its own unique metrics that can impact overall performance and results. Proper analysis of these indicators will help optimize the resource and increase its competitiveness.

Dmitry Andreev, head of the Webit optimization team, emphasizes that there is no universal standard for evaluating effectiveness. He recommends closely monitoring the dynamics of all key indicators and comparing them with the results of direct competitors and leaders in your niche. This approach will help identify weaknesses and optimize the strategy for better results.

Behavioral factors play a significant role in SEO. According to Ivan Babailov, internet marketer and co-founder of the digital marketing agency Adwai, behavioral factors account for approximately 25% of the total weight of projects where the agency is engaged in optimization. Link mass contributes 20%, while the semantic core and the usefulness of content for the target audience account for 45%. The remaining 10% is distributed among many other less significant factors. This highlights the need for a comprehensive approach to SEO, where all elements must work in harmony to achieve maximum effectiveness.

Ilya Rusakov, founder and CEO of the internet marketing agency Impulse.guru, emphasizes the importance of behavioral factors in SEO. According to him, although it is impossible to accurately estimate their weight in absolute values, it significantly exceeds the influence of other factors. Improving external behavioral factors can lead to a significant increase in traffic, exceeding 20%. This makes them a key element for successful website optimization and increasing their visibility in search engines.

What strategies can be used to improve behavioral factors

There are many effective methods for optimizing websites. The most common include increasing click-through rate (CTR) in search results, improving usability, working on content relevance, and optimizing page loading speed. Each of these aspects plays a key role in increasing website visibility and improving user experience, which in turn contributes to increased organic traffic and higher search engine rankings.

Increasing the click-through rate (CTR) of search snippets improves behavioral factors and attracts more traffic to the site. There are several effective methods for increasing CTR. Optimizing titles and meta descriptions, using attractive and informative images, and implementing structured data will help make snippets more noticeable and appealing to users. It is also important to analyze the competition and adapt content based on audience queries, which will help you stand out from other search results. Furthermore, regularly updating content and using relevant keywords can significantly increase interest in your pages, which in turn will influence the CTR.

• Clickable titles. The goal is to attract the user's attention, pique their interest, and compel them to click on the title. It's important to balance relevance: clickbait will lead to a high bounce rate.
• Visual highlighting. A unique snippet design attracts additional attention. You can use Yandex symbols, emojis in the text, and keywords in the Title and Description—this way, they will be highlighted in bold.
• Advanced snippet. You can expand the snippet using Turbo pages, quick links, breadcrumbs, micro-markup, and registration in the Yandex.Directory and Google My Business reference systems.

Increasing snippets is a popular SEO strategy, but its effectiveness is controversial. Some believe that a higher presence in search results leads to an increase in clicks. However, a study by Perficient showed that rich snippets increase CTR by only 0.88%. At the same time, a study by Seoquick found that rich snippets can negatively impact click-through rate. Similar results were obtained in a study by Ahrefs: having a rich snippet allows users to get the answer to their question directly in the search results, which reduces the likelihood of clicking on the site. These data highlight the importance of carefully analyzing your rich snippet strategy to optimize click-through rate.

Improving website usability is a key aspect of its success. Usability refers to the convenience and ease of user interaction with a resource. Various changes can be implemented to improve website usability. These include optimizing navigation, simplifying page structure, improving loading speed, adapting the design for mobile devices, and creating an intuitive interface. Accessibility of content is also an important element, allowing users to easily find the information they need. Regular usability testing of a website will help identify problem areas and make adjustments, which will ultimately lead to increased user satisfaction and conversion.

• Logical structure. It is important that it is understandable to the user. The nesting rule helps with this: the structure should be such that the user can reach any page in no more than three clicks.
• Pleasing design. Design is more than just pretty pictures: it should meet user needs and help consume content, not hinder it.
• Interactive elements. Placing clickable elements on pages increases viewing depth and session time. You can use breadcrumbs, interlinking, and tests. For a blog, use "read also" blocks; for an online store, use a block with recommended products.

Ivan Babailov, internet marketer and co-founder of the digital marketing agency Adwai, shared the results of his case. After analyzing the blog, the team discovered a significant decrease in page views. To improve the situation, internal links were added to each article and a "must read" section was implemented with links to related materials. These changes led to an increase in page views from 1.26 to 2.09, which positively impacted traffic volume and site rankings in search engines. This approach emphasizes the importance of internal linking and high-quality content for improving the effectiveness of internet marketing.

Dmitry Andreev, head of the SEO team at Webit, suggests implementing user-friendly features on your website. Tools such as calculators, 3D presentations, surveys, recommendations, discussions, and comparisons help retain visitor attention. These interactive elements not only increase user engagement but also contribute to a better user experience, which can positively impact your website's ranking in search engines.

Creating relevant content is a key aspect of SEO. Yandex states that the pages that most closely match user queries, i.e., the most relevant ones, rank highest. Similarly, Google suggests pages that best answer queries. To make your content more relevant to users, several key factors should be considered. First, carefully analyze the keywords and phrases used by your target audience. Second, it's crucial to create unique and useful content that answers user questions and solves their problems. You should also optimize the structure of your text, making it readable and easy to understand. It's important to use headings and subheadings to improve page navigation. Finally, regularly updating content and adapting it to changing user queries will help maintain high search engine rankings.

• Keyword Clusters. Optimizing a page for a specific query cluster will allow it to be shown only for relevant keywords. This will eliminate unnecessary clutter, and the user will find the answer to their question.
• Make the most detailed answers possible. The more detailed the answer to a user's question, the less likely they are to browse other websites. This also impacts sales: User Interface Engineering analysts claim that if customers receive complete product information, sales increase by 25%.

Ekaterina Goleva, a programmer and author of the @girlsinphp Instagram blog, emphasizes the importance of working with behavioral factors, which involves creating high-quality content. It should be interesting, concise, and clearly reflect the essence of the headings. This approach allowed her to rank her website among the top three in its niche and double its traffic.

Improving page loading speed is a key factor in increasing search engine visibility. According to Google's lead analyst John Mueller, page loading speed is taken into account in rankings, but the primary focus is on content relevance. Importantly, page loading time also influences user behavior: the longer a page takes to load, the higher the likelihood that a user will leave the site and return to the search results. Fast page loading is especially critical for increasing conversions and sales, according to research by Unbounce. Optimizing page loading speed not only improves user experience but also contributes to higher search engine rankings, which ultimately leads to increased traffic and sales.

Several key methods are used to speed up website loading. Firstly, image optimization plays a vital role: compressing files reduces their size without losing quality. Secondly, caching allows frequently requested data to be stored on the user side, significantly reducing page loading time. It's also worth paying attention to minimizing HTTP requests: by combining CSS and JavaScript files, you can reduce the number of requests to the server. It's equally important to choose a reliable hosting service that ensures fast resource loading. Finally, using a CDN (Content Delivery Network) will help distribute the load and speed up access to content for users in different regions. All these measures contribute to a significant improvement in website loading speed, which positively impacts user experience and SEO rankings.

• Mobile optimization. The Digital 2021 report confirms that users spend about half of their time online on smartphones. If website pages aren't optimized, users may not wait for the page to load and leave.
• "Turbo pages" and AMP. This is a special page format from Yandex and Google: lightweight versions of regular pages, targeted at users with mobile internet or unstable connections. If you use them, even those with 3G will see the content.
• CDN. These are content delivery networks: they store page caches on servers and serve them from the one closest to the user, which speeds up loading times. CDNs are typically used by websites with a global audience.
• Page optimization. On each page of the site, you can compress videos, GIF animations and images, improve caching, remove unnecessary scripts or use Google Tag Manager so that all this does not affect the loading speed.

Improving behavioral factors often requires a comprehensive approach. Anastasia Shestova, Head of Search Engine Optimization at InterLabs, shared a case that occurred in mid-2019. They were approached by a client—a dental clinic with several branches. The website had subdomains for each nearby metro station, but traffic was virtually nonexistent.

InterLabs carried out a comprehensive work. We conducted a thorough analysis of current processes, developed optimization strategies, and implemented effective solutions. Our team focused on improving the quality of services, increasing productivity, and strengthening competitiveness in the market. We use advanced technologies and methods, which allows us to achieve high results and satisfy the needs of our clients.

• we reworked the structure - we got rid of subdomains, and created sections for each branch on the main website;
• we added articles focused on low-frequency queries;
• we implemented additional blocks: "Other Dental Services" with an appointment booking form, a "Related Articles" block, a menu for all services, and "Book Online" buttons;
• we added a quiz on calculating the cost of treatment with solutions to specific problems and prices, and at the end of the quiz - the "Sign Up for a Consultation to Get an Accurate Cost Calculation" form;
• we adjusted "Turbo Pages";
• we carried out full technical optimization.

Traffic increased ninefold, reaching 45 thousand unique visitors per month. At the same time, the bounce rate decreased, and other behavioral metrics improved. This indicates increased user interest and improved content quality.

Ilya Rusakov, founder and CEO of the internet marketing agency Impulse.guru, explains the key principles of his agency. The primary focus is on optimizing snippets. After this, the agency's team conducts a detailed analysis of the target audience, identifying their pain points and needs. The main goal is to maximally satisfy user requests on the landing page, thereby preventing them from returning to search results. This approach significantly increases the chances of pages reaching the top 3 search engines and ensures their stable position in these rankings.

Is behavioral factor manipulation effective?

Imitating user behavior is possible, which provides a chance to manipulate behavioral factors to improve a site's position in search results. However, it is worth noting that this is considered a black hat method of promotion, as search engines are actively working to protect their algorithms from such manipulation. We reached out to experts to get their opinions on the manipulation of behavioral factors and its impact on SEO.

Some specialists successfully manipulate behavioral factors. At the Baltic Digital Days conference in 2018, Oktavian Nizamov presented a case study confirming the effectiveness of manipulation. He noted that such methods can indeed improve rankings in both Yandex and Google. After the manipulation stopped, traffic remained stable or changed only slightly. This indicates that manipulation of behavioral factors can have a significant impact on website visibility in search engines, which is important to consider when developing SEO strategies.

Ekaterina Goleva, a programmer and author of the @girlsinphp Instagram blog, shared her experience in SEO optimization. As a result of an experiment, her site rose from fifth to first place for one query in one day. She also managed to improve rankings for 15-20 other queries. This success yielded good results for about a year, but over time, the effect began to diminish.

Anastasia Shestova, Head of Search Engine Optimization at InterLabs, recommends focusing on high-quality website development rather than on boosting behavioral factors. She emphasizes that artificially boosting metrics will be of no benefit, as even if the site ranks higher in search engines, the lack of quality content will lead to negative user reviews. As a result, behavioral factors will deteriorate, requiring even greater boosting to maintain rankings. This, in turn, could lead to penalties from search engines. Therefore, it is most important to invest in creating a valuable and useful product for users.

Alena Rybina, author of the Seofy blog, does not recommend using traffic boosting. She had a negative experience when the site was penalized for faking user actions, and it took nine months to recover. It is recommended to focus on low-frequency queries, which will allow you to accumulate positive behavioral factors. This, in turn, will help you rank higher for more competitive queries.

Alena Rybina shares an observation she recorded on a client's website in the summer of 2021. With the onset of hot weather, demand for fans and air conditioners increased sharply. This led to a significant increase in search traffic and an improvement in user behavior, which positively impacted other website categories. As a result, rankings for other products and sales volumes showed rapid growth. However, after peak demand subsided and traffic returned to normal, some rankings returned to their previous levels.

Ilya Rusakov, founder and CEO of the internet marketing agency Impulse.guru, emphasizes that using search engine optimization to promote projects is always associated with risks. If you decide to resort to this method, be prepared to restart your project. Although in some cases, search engines are unable to completely filter out bots and do not impose penalties, this does not guarantee the safety of your project. It's important to remember that long-term, non-cheating promotion strategies contribute to sustainable growth and a positive reputation for your website.

Let's summarize

Behavioral factors play a key role in search engine optimization. Research shows that their influence accounts for approximately 20% of the total number of factors determining a website's position in search results. These factors include metrics such as time spent on site, bounce rate, and user interaction with content. Optimizing these aspects can significantly improve your website's search engine rankings, making them essential for a successful SEO strategy.

There are several key metrics that experts believe effectively reflect user behavioral factors. These include snippet CTR, user satisfaction with the answer, number of direct visits, bounce rate, page depth, and session duration. These metrics may vary depending on the niche, page type, and the analytics system used. Proper understanding and analysis of these metrics will help improve user engagement and enhance the performance of your website.

To improve behavioral factors, it's necessary to improve snippet CTR, optimize usability, enhance content relevance, and increase page load speed. This requires a comprehensive approach and collaborative efforts across multiple areas.

Behavioral factors can be artificially increased. While there are successful examples, most experts advise against manipulating search engine algorithms. This is because such manipulation can lead to negative consequences for your website, such as decreased search rankings or even complete exclusion from indexing. It's better to focus on organically increasing behavioral factors, such as increasing user time spent on your site and reducing bounce rates. These methods contribute to improving your website's reputation and boosting its search engine rankings.

At Skillbox Media, you can find a wealth of SEO materials to help you deepen your knowledge in this area. We offer articles, guides, and practical tips covering key aspects of search engine optimization. Learn about the latest SEO trends, explore methods for improving your website's visibility in search engines, and get tips on creating quality content. Dive into the world of SEO and improve your skills with our resources.

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