Loading ...Unless your site is currently way off target, your existing site users represent the group you want to attract with SEO. When your search engine optimisation campaign’s results come in, the amount of traffic from those groups should increase. Your knowledge of your existing user group can be a valuable tool for the search engine optimisation planning period.
A lot of SEO relies on knowledge of user behaviour. Keyword selection, for example, is based on an analysis of the traffic each keyword draws in combination with knowledge of which user groups are likely to use that search term. If you don’t have an idea of the latter, you can’t formulate your content properly. For example, the keyword ‘baby clothes’ doesn’t tell you whether the user is looking to buy or just doing research. The keyword by itself isn’t enough to tell you exactly what internet users are looking for, and if you don’t have what they’re looking for, they’ll bounce straight back to the search pages.
Part of your site’s search engine optimization planning should involve an analysis of the way your current users behave when they’re on your site.
How to use your user behaviour data
The things you need to look at in a user behaviour analysis include entry and exit points, time spent on each page, and paths throughout your site. It can be extremely helpful to have expert advice in analysing this data, and you can talk to our consultants at SEO Consult Australia about this part of your SEO. When looking at these aspects of your site, consider these things:
*Entry points: Where are they coming from and what pages are landing pages on your site?
*Exit points: Are they leaving before you’ve conveyed your business message? Are there any pages that have a high bounce rate?
*Time spent on pages: Which pages are the stickiest? Analyse these pages for techniques you can use all over your site.
*Pathways: Are users finding straightforward paths? Why are they going where they do? Are there multiple pathways, meaning multiple user groups?
Analysis of these elements can give you invaluable information on the connections users make about your subject and the things they find interesting. You can use this information to make your whole site more attractive to these groups.
Don’t let current behaviour block future prospects
It’s important to note that the groups of users your site’s attracting now aren’t the only possible groups for your site. One of the benefits most companies experience during search engine optimization is the discovery of new user groups. You might have thought that your health food site only attracted health nuts, but your SEO consultant might discover that junk food addicts want to talk to you as well. Sometimes, all it takes is the right keyword.
Blocking new user groups is the one danger of using user behaviour analysis in your SEO, and it’s important to be aware of other possibilities. The way your users behave currently should be used only as a guideline. If you discover that a new system will work better, go for it.
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Tags: content, Keywords, Search Engine Optimisation, search engine optimisation campaign, SEO
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