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What are behavioral factors?
Behavioral factors are data about user interactions with online resources that significantly influence website rankings in search engines. Analyzing user behavior in browsers and across various platforms helps determine how user-friendly and high-quality a resource is. Search engines, as well as SEO and UX specialists, use various methods to collect and interpret this information.
Data collection on behavioral factors is carried out through tools such as search statistics and analytics systems, like Yandex.Metrica and Google Analytics. Users agree to the use of this data in accordance with the privacy policy when they start using the browser. Search engine algorithms analyze user transitions to different pages, assessing the relevance of the content to queries and its expertise. For instance, if a user regularly visits a specific news portal, this signals to the system about its usefulness and reliability, which helps improve the site's rankings in search results.
Types of behavioral factors
There are many behavioral factors, and their complete list remains a trade secret of search engines. However, some of them are known and can be used by marketers to optimize their resources.
External factors
- Click-through rate (CTR) — the ratio of clicks to impressions, indicating how many users clicked on the site from the search results.
- Transitions from social networks and other resources — a large number of such transitions indicates the popularity of the site.
- Return to search — if a user returns to the search results, it may indicate that the content does not satisfy their queries.
- Direct visits — transitions by direct query show user trust in the resource.
Internal factors
- Repeat visits — indicate that the user was satisfied with their previous interaction experience.
- Session duration — the longer a user spends on the site, the better.
- Page depth — the number of pages viewed by the user reflects their interest in the content.
- Bounce rate — a high bounce rate may signal problems with the site.
- On-page actions — clicks and user interactions help assess the effectiveness of the site.
How to improve website behavioral factors
To enhance behavioral factors, it is necessary to make the website more user-friendly and transparent for search engines. Below are the main methods that can assist in this process.
- Snippet optimization — using rich snippets with emojis, ratings, and questions will help users find the information they need more quickly.
- Loading speed improvement — optimizing code and images, as well as using AMP, can significantly speed up page loading.
- Usability enhancement — simplifying navigation and logically placing site elements will reduce bounce rates.
- Adding functionality — online forms, calculators, and support chats will increase user engagement with the site.
- Publishing useful content — quality articles and materials written for people will help increase the depth and length of visits.
- Using social media — adding social media buttons and email newsletters will attract additional traffic.
- Avoiding manipulations — it is not advisable to use bots to inflate behavioral factors, as this can lead to penalties from search engines.