Off Page SEO
There are metrics that calculate user engagement, session duration and search engine click through rates for your website.
Session duration is the amount of time that people stay on our website on average.
Bounce rate is when people are not happy with what they have seen on your website and then bounce off to another website.
Click through is when browsers find what they are looking for and now do they click your website or is there something that attracts them more to click on a different website rather. The website that gets more clicks more often will get given the higher ranking on Google. You do want to try and keep people on your website for as long as possible.
You want to be able to measure and check if your customers are happy. Happy with the content and the images and the videos and the products and the services offered on your website.
If they not happy, they gonna bounce away.
So to get intelligence on how your customers are moving though your site, you start by signing up to Google Analytics. Your website designer or developer can do this quite easily. Over time (for a couple of days from inserting your Google Analytic code) you will start to see data from the day you inserted the code.
Important to look at is “session duration” which shows how long people are generally on your website. Next, in the navigation, go to audience and click on behaviour and then click on engagement and will get a lot of data which are all very important metrics.
The ideal time that you want people on your website is around… 2 minutes.
When it comes to bounce rate, the lower the better. Bounce rates do change from industry to industry, with averages as follows:
– Retail 20% – 40% bounce rate
– Landing pages 70% – 90%
– Portals like Yahoo 10% – 30%
– Service websites 10% to 30%
– Content website 40% – 60%
– Lead generation 30% – 50%
So what you need to do is see where your site fits into the categories above, and you need to get your bounce rate in this range. Then you will know that you are on track. What you want to do in Google Analytics now is, go to behaviour then site content and then exit pages. This will show you the pages are causing people to leave your website. If you can fix this and cause less people to leave your website, then your bounce rate will decrease over time.
Put your mind in your visitors shoes and think how you can make these pages better to keep them on your site for longer. Understand too that some pages are designed to be exit pages. That’s fine. But if they are quality content and educational pages, then what you want to be doing is creating internal links on that pages that take your readers to other pages on your site that will give your readers even more education and so on and on.
And all of that gives your reader what you ultimately want to achieve, that being, giving your reader a better and better use experience. Next, you want to look at your site speed. If a page takes too long to download, then you will lose a lot of potential traffic. To check your site speed, go to Ubersuggest and go to the site audit report on the left hand side. Then scroll down and see you site speeds statistics. Getting green is good. You also want to compress your images. Now, your website bounce rate will probably be high when you start out with your SEO, and as your SEO improves and you get more traffic over time, your bounce rate should decrease and website statistics improve.
You also need to work on improving your click through rate when it comes to off page SEO. Improving and making your title tags more appealing can help a lot here. And make sure that you use the appropriate keywords in your meta descriptions. At the beginning of your SEO journey, you want to actually go more after long-tail keywords, as you will find that you will get many more clicks than of you only go after head terms which are much harder to rank for.
You can actually see a lot of this information on Google Search Console / Google Webmaster Tools and click on search results on the left hand side. Now look at your data and the clicks you are getting. What you want is to be getting more and more impressions over time (more impressions = you getting higher and higher rankings on Google) and more clicks means that you are getting a better click through rate. So, you want to improve both of these metrics over time. Your website must also be mobile friendly. Try and keep your site to a simple design and UX. Strongly consider doing AMP which is a framework by Google which will load your mobile blog content much quicker.
Your site structure is also very important. Your site structure will help with click through rate and eventually (if your site interlinks well) Google will give you a site indentation. This will help you get more clicks. Learn to link your home page to category pages that link to deeper pages and the some of them back to your home page, In simple terms, you want Google to see your website as a really entangled website. Just always keep in mind that user experience is so very important, so make sure that you link relevant pages to each other. Google ultimately ranks a site highest based on the users who click though and use a website on a regular basis.
Now, go download yourself some action items so that you can organize your SEO activity in a coordinated way and you can do this by visiting Neil Patel Training. Go and download the SEO Factors Worksheet Then go and export your websites top 50 click through rate (CTR) pages from your Google Search Console / Google Webmaster Tools into an Excel sheet and also export the page speed of 10-20 of your top website pages and begin to work though how you can improve each of these website pages n order to improve your sites off page SEO.
Find out how to do an SEO Site Audit.
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