Users Insight

Results from search engines should be highly relevant to web users. This is in order to assure that the user comes back to them for future searches. The most reliable way to know what is significant to web users is by checking how they utilize websites. 

User data is the most effective way to track the relevance and value of a website. For instance, arriving on a website and leaving it immediately may mean that it wasn’t relevant to what they want to know. Meanwhile, a website where a user keeps visiting and spends long periods there means it is relevant. Think of it this way, relevant, valuable sites are boosted, while irrelevant ones are discredited in search engines.

How Search Engines Access Data

Cookies are used by search engines to keep a history of a user’s search activity. This involves the keywords used and the websites visited. The search engine then collects data on the clickthrough counts of the results and on bounce counts.

Additionally, Google also considers the performance of your website. This is also known as your site speed. In April 2010, Google confirmed that this was one of their 200 ranking signals. So when it comes to a website it is important to consider these. First, be valuable enough to attract both visitors and link to naturally retain them, and make sure they return to the website. Lastly, convert visitors.

Social and Search for Web Users

A big factor in search is social information. Different social content such as Tweets and YouTube videos may appear on Search Engine Results Pages or SERPs. There is an indication of social impact or importance on search rankings. Here are some contributing factors in terms of social and search.

Social Media Properties to Dominate SERPs

You can use social media properties when someone searches for your brand name. This is to own more results on that page. It is also done to lessen the chances that a small user ends up on a competitor’s website instead. Your brand name is important to be used on your different social media accounts.

Social Links as Signals of Relevance

Links from social sites like Twitter include “rel=nofollow”. There is a huge indication that, in order to indicate a website’s relevance, search engines follow these links. The main focus should be creating valuable content for your website. Also, ensure that it is easy to share so there is a result in your SEO efforts.

Online Social Network Influences Personalized Results

You can see results from or influenced by your social circle if you are logged in to your social network. For example, in Bing, results can also show you what some of your friends have shared, viewed or liked on Facebook before. On Google, you can see your friend’s blog for relevant searches.

Optimizing for Social Search Engines

Google is considered as the largest search engine all over the world. Next to it is YouTube. Even within social properties, searchers still look to find the content they want to see. You should optimize content housed on these properties for the relevant search engine too. 

Mobile Search for Web Users

Mobile search stays as a key growth area as web-enabled mobile devices continue to change the game in the market. They become much easier to use so the mobile search is great to take advantage of. And tend to be different from desktop searchers because they are more navigational in nature. Also are navigational as web users recognize where they wish to end up. Web users prefer a more succinct, actionable answers most of the time. 

Mobile searches can also be contrary to desktop searches in terms of input. You can search by voice or by using images and barcodes on mobile so they can be more beneficial. 

The fundamental principles between mobile SEO and desktop SEO remain the same. You should also take into consideration that these two have very distinct differences between them.

With usable and accessible sites and great content, you’re already a step ahead of others.

Mobile SEO is different from desktop largely because of the following:

• Search engines can deliver exact results based on location to mobile users.
• Mobile devices consider usability as a critical factor in sites.
• Unlike the traditional web, there are fewer data to work with on search engines. This is largely caused by website history, traffic, and inbound links.

Here are the basics of mobile SEO that are similar to desktop SEO

The Importance of a Usable and Crawlable Site for Web Users

That is why you should build mobile versions of your websites that cater for mobile web users. Simple navigation is important, as well as stripped-down content to only what is required.

Content Formatted for Mobile Usage

Texts and images should be adjusted for mobile use. File sizes, thus, should be small. And remember that metadata is important. Titles and descriptions are what web users first see in the results page of search engines. 

Links

Remember to always link your mobile site from your desktop site. This also works vice versa. Your mobile site should be submitted to relevant mobile depositories.

Present Mobile XML Sitemap 

Also keep in mind that protocols of basic XML sitemaps with mobile tags should also be used in mobile-specific sitemaps. 

Use the Word “Mobile” on the Mobile Website

You can also use mobile top-level domains. Make it definitive to search engines that this is your mobile adaptation for the website. This will let the web users prioritize it as such.

Local Search for Web Users

Additionally, we have the location factor. The location plays an important factor that affects the results and search behavior. Results may be local in nature or returned to map-based. Depending on the type of a specific search query, there can be a mixture of map-based results and other result types when using blended SERPs. 

As technology evolves, these search engines also evolve. They become more intricate by the day. That means that the location can also be inferred and info influences the result types. 

For instance, a user may search for “plumber london” and the search will know that the results should be London plumbers, and can even be returned on a map. However, a user in London may also search for the similar query and it can potentially infer their IP address that they are located in London. This means that most of the return results would be a list of plumbers located in the same area. 

Search engines need to know the location of things being searched for them to return location-relevant results. This is usually determined from sites with their name and address of their business. Keep in mind that location results are oftentimes determined by different factors such as review websites. 

Search engines also let businesses claim their location by verifying itself through a process with the search engine and guaranteeing the correctness of their location information. 

© Image credits to Pok Rie