Why SEO Is More About Engagement Rather Than The Traffic Numbers
Every Search Engine Optimization (SEO) campaign is created, adjusted, planned and executed keeping in mind the objectives. The SEO practitioners have one primary goal in mind – improve SERP rank and drive traffic.
But, through the track, the marketers often get focused on a single metric: numbers, that they often stray away from engagement and conversion. For them the Quantity, i.e. Traffic Number becomes more valuable than Quality, i.e. User Engagement. But do they get results? Are they able to rank higher? The answer, relative only to a short period is – Yes. However, such type of strategy does not lead to the success that the business owner wish to achieve. The real success, the projected ROI, increased sales, and long-term benefit come from the other factor – Quality, i.e. user engagement.
Why User Engagement Is So Important?
Let’s take a real-life scenario – You want to go to a nice restaurant for a good meal. You spot an attractive looking, uniquely decorated restaurant, and decides to visit. After entering, you find the place is a mess, the staff does not look professional, and there is no proper food service order. The first thing you will do, is leave it immediately and search a new restaurant.
A visitor landing on your website has the same concerns. All they want is quality, answers to what they are looking for and ease of operation. With a strong backlink and having a technically perfect page may bring you a visitor, but making them stay and avail your service or product depends on how they interact after landing your site. This is where the quality of what is inside a web page becomes essentially important.
How Google Decides You Need To Have A Strong User Engagement
Based on technical terms, stronger the backlinks you have, the better the Google thinks the quality of that site or web page. But, this is the first step only. After putting your site to the top of search results (based on the technical level), Google assesses the user’s interaction, what they do after click-through to your site, and what signals the page sends back.
If the majority of the people returns back to the Google’s search results immediately, then it is considered a high bounce rate, and assumed that the user does not find anything valuable on the site. If these activities continue for a considerable amount of time, the Google resolves that the page is not a good match for the keyword search term, leading to a downfall in ranking. You are already witnessing reduced conversions because of high bounce rates, and has seen your ranking drop. What end-result you get – A loss in the sales and conversion, with decreased brand value and ROI.
This explains why user engagement is of higher importance, rather than numbers. SEO services in today’s times need to be focused on creating and developing user engagement and not just getting high inbound traffic.
User engagement metrics are vital to the SEO ranking and the overall success of the business. What would a wealth of traffic bring to you, if it has no value for your business growth. You need to bring in people, make them stay longer, offer them quality and desired solutions, and eventually you will see the projected business growth. A SEO company in today’s age can only survive and provide value to their clients only if they adapt and update to the required strategies with a redefinition of goals.