As a user, all users or users of the Internet are called, independent of how or what they use the Internet. Nowadays, the behavior of the user plays an immensely important role for SEO because it can affect the ranking of a website. It is therefore important to measure and analyze user behavior and use the results to improve usability and user experience.
Different types of users
According to usvsukenglish.com, alternative terms for the term “user” are user, internet user or user. They all refer to a person who uses the Internet in some way, for example to look for information, to leave a comment in a forum or social network or to buy something in an online shop.
There is a further delimitation of different user types with regard to software and web applications. Those who have very good knowledge are often referred to as power users. The opposite is the DAU, the stupidest possible user. He usually has very little knowledge of the applications. Developers often try to take this user as a basis in order to make the application as user-friendly as possible.
User and user behavior
In connection with the term user, terms such as user behavior and user experience are almost always used. What the user does, how he moves around a website, what he clicks on and when – these are all important aspects that cannot be ignored in search engine optimization these days. This also shows the general requirements for the structure of a website and its content design.
Usability – the user friendliness:
Usability describes how user-friendly a website is. Good usability therefore offers the user intuitive operation and navigation. He quickly gets to the desired product. The better the usability, the more satisfied the user is. Inadequate usability is shown, for example, by the fact that the website is not self-explanatory, it is difficult to find one’s way through the navigation or certain actions are not comprehensible. The result: The user leaves the site quickly.
This term is sometimes used synonymously for usability, but refers not only to the usability of the page, but to the entire user experience around the page. Above all, emotional factors count here. Does the page address the user? Does it inspire confidence in him? Does the product presentation meet his expectations? These and similar aspects affect the user experience. A positive user experience is shown by the fact that the user enjoys being on the site, that he has fun ordering something and, ideally, of course, visits the site again soon and converts.
User generated content
On the Internet, users are not only consumers, but also producers. All “productions” are summarized under the term User Generated Content. It is therefore exclusively about content that is not created by the website operator, but by the website user.
The user generated content is incredibly diverse and includes, among other things:
– Uploads of self-made videos or photos
– Creating blog posts
– blog comments
– Lexicon entries
– Comments on social media platforms
– Product reviews
Even if this content is difficult or impossible to control, it is extremely important for a company that is active on the Internet and wants to reach its customers there. User-created content takes a different look at the company, so to speak. Users from their own community are often more trusted when they give a recommendation than when it comes from the company itself. In this respect, user-generated content can have a major impact on the success and failure of a product / service.
In addition, this content can be used to determine how buyers assess the products and possibly derive improvements from it, e.g. in product reviews.
User – meaning for SEO
How the user behaves on a page or which search result he clicks on now plays a very important role in ranking. Google and Co. strive to ensure that the search result really meets the wishes of the user and therefore rate the pages according to user behavior.
If the user clicks on the first three search results, leaves them after a few seconds, but stays longer with the fourth search result, then that is a bad signal for the first three pages – apparently they did not give him the desired result. In the long term, this behavior will, of course, always affect the ranking with regard to the behavior of several users.
It is therefore important for site operators to not only keep an eye on keywords when optimizing search engines, but also to ask themselves whether the user will find what they hope to find on the site.
Furthermore, Google is on the way to present the user with search results that match his interests. For example, if the user is logged in to Google during their search, the “characteristics” of their behavior and interests, for example through activities on Google+, are incorporated into the search results. The search engine operator assumes that these topics have a certain meaning for the user and could therefore also be important in the search, provided, of course, that it fits the search term thematically. In this context, the Google feature Search Plus Your World and the Hummingbird Update are important.
– 6 reasons for a high bounce rate
– Result Pages get more staff
– Longtail keywords – why is that cool?
Measure and analyze user behavior
User behavior can be examined on several levels. In addition to web analysis, e.g. with Google Analytics, results from marketing, social studies or psychology can also be used here.
Provide information, for example:
– bounce rates
– scrolling behavior
– length of stay
– Click paths
– Click-through rate
– Type of search query – only search for information or purchase intent
However, these key figures only provide quantitative results that, taken alone, are not sufficient to improve usability or the user experience for the user. The website structure has to meet the needs and wishes of the user, so of course you also have to consider: What does the user expect? How do I meet these expectations regarding content and structure?