For Google, changing its algorithm is a task that’s done often. Do you know why does it happen? To make search results more relevant for the users spending their few or most of the seconds on the internet. The idea leading behind it is to get users the most useful source at #1. However, its complexity level is a bit higher than that. Readers and Google speak different languages which is the biggest reason for gap creation between them. But the good news is that this gap has been becoming smaller than its actual size. Thanks to Google for their contribution. Even though we have less clue about how it manages to produce the most relevant search results for the fired query.
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But now it is disclosed by them how they decide to rank for a certain page on SERPs? In practicality, they rely on 200 major and over 10,000 minor signals. And, what is the most important signal we must pay attention to? UX. Since it has a vast definition to go into. We should mainly focus on the measurable aspects that are:
- Click-Through Rate
- Time On Page
- Bounce Rate
- Site Speed
1. Click-Through Rate -
Since this is not completely clear, search engine results can also be affected by user behavior. Why should we trust it? In realism, this was revealed in a Federal Trade Commission court case and Udi Manber, the former search quality chief of the Google, made his point clear that -
“The ranking itself is affected by the click data. If we discover that, for a particular query, hypothetically, 80 percent of people click on Result No. 2 and only 10 percent click on Result No. 1, after a while we figure probably Result 2 is the one people want. So we’ll switch it.”
We need to understand the above statement before we get to know the ways to optimize your CTR. The short say doesn’t reveal much about the search result mechanism because this particular metric is relative. How? That depends on the search phrase, what a user enters into the Google search box.
Going along with an example, if you are making continuous efforts for ranking for a keyword or say search phrase that is highly competitive, gaining 25% CTR would be considered an amazing achievement. Even especially in that case when people search that phrase with a specific purpose in mind to buy your products or services. On the contrary, if you get the same CTR while trying to rank for a phrase related to the brand name of your company the results would be considered disappointing in that situation.
How do the users react after searching a keyword or phrase, also depends on the position of search results on the SERP. You can understand that it’s more likely for them to click on higher positioned links in SERPs. And that’s the reason web analyzers find huge difference in the CTR of top and bottom search results.
To keep on reading more we suggest you head to our next blog How to improve your click-through rate? We would be letting you know more elements of the UX optimization.
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