It is well known that progress never stands still, especially when it comes to Internet technologies, and in particular search engines. Webmasters still remember the times when it was enough to create a static site, fill it with uncomplicated content and perform a couple of simple manipulations to bring a resource to the TOP.
Currently, everything has changed dramatically. Modern users have high requirements for websites – they need convenient, interesting, beautiful, useful resources. In this regard, developers are constantly upgrading search systems, making them more comfortable and optimal for use.
Search has become intelligent: its main focus is the unconditional quality, not the quantity of content. That is why the promotion of sites ceased to be purely mechanical work, in fact any web project is required to comply with the new requirements of search engines Yandex and Google, which focused primarily on the behavior of users.
Behavioral factors – briefly about the main thing.
Behavioral factors are a set of parameters that operate on the principle of a single chain, and are necessary to determine the behavior of visitors on a particular site.
The main behavioral factors include:
• The time spent by the visitor on the website. It is assumed that a person does not stay long on a "bad" resource with inconvenient navigation and structure.
• Viewing depth. How many pages are viewed on average during a visit.
• Bounce rate. The percentages of visitors who performed only one action and quickly left the site (close the tab and turn to the search again).
• Download speed. One of the most important criteria is that if a resource is running slowly, it does not belong in the top lines of search results.
• Popular login/exit pages.
• The number of returned users. This is also an important parameter - it shows how many visitors come back again.
How do behavioral factors work?
The principle of operation of behavioral factors and their influence on the site's position in the search results is quite simple. The algorithm of the search system is based on activity graphs that provide for the correspondence of certain parameters selected and processed by the robot for sites of various topics.
Each thematic zone has its own unique correlation of matching behavior parameters, based on which the search engine evaluates the quality of the web-project. Forming the principle of ranking sites, search engines are guided by this data. Positive indicators serve as a signal for the search engine robot that the content of the pages of a particular web-site is interesting to visitors and fully corresponds to their requests, while negative indicators give the opposite effect.
With a good result, the search quality increases and websites with a competent structure, unique and interesting content win the competition and get high positions in search results, provided that all optimization requirements are met. And vice versa - web-projects with an ill-conceived structure and low-quality texts have no chance of success.
How can behavioral parameters be improved?
A professional optimizer can always influence behavioral metrics. Such work should be carried out constantly, because the role of these parameters for search engine algorithms is growing and, consequently, the quality of the site requires more and more attention.
The most optimal conditions for improving the parameters of visitors' behavior on a web-site are considered to be:
• page loading speed;
• continuous operation;
• competent structure, beautiful design;
• relevant, in-demand, unique content;
• exclusion of all broken internal links (identified by technical audit);
• an attractive snippet of pages for search engine robots;
• relevance of web-pages;
• the presence of an external reference mass;
• site usability (convenience, ergonomics).
Cheating behavioral factors – why is it risky?
Individuals mistakenly believe that behavioral parameters can be manipulated. This idea is not new, the process is called cheating behavioral factors, which can be implemented using special services, programs or a group of users.
Naturally, the owners of search engines, who invest millions of dollars in the development of their algorithms, have provided for such "gray"/"black" schemes for promoting sites, and have made the necessary efforts to protect the quality of search.
Automatic website promotion is tracked by search engine robots and is associated with a great risk for the resource that uses these manipulations. Such actions threaten severe sanctions – pessimization of positions or the imposition of filters.
Attempts to manipulate behavior parameters using a group of users are inefficient (expensive, time-consuming).