As the access data will affect your future search engine rankings

With all that has changed in the search engine optimization in recent years, one thing remains constant. Useful websites websites outperform in the long term utility of both classification and benefit perspective.

When people find your website, what do they do? Do most of them "bounce" by pressing the button again? Or stay on the site for a while and read an average of, say, six pages per visit? If you can not answer these questions, you can not properly optimize your website for positioning and sales. Why? Because usage data, as it is known, is becoming increasingly important in search engine algorithms.

An obvious point

Before we continue talking about search engine optimization, I will seek an obvious point of the road. Usage data is very important because it tells how well people can use their website, and how useful they are. Of course, it also tells you what your visitors are converting (When you subscribe, download, store, whatever), and these are the most important of all. But this is an SEO article, so let's talk about the impact of data for use in your search engine rankings.

Evolution of Search Engine

Search engine companies make most of their money from advertising (sponsored search / pay-per-click). The more people using their search engines, more money can be made from advertising revenue. In order to maintain its user base (and, ideally, to grow the base), the search engine companies have to protect the quality and relevance of its search listings. You do not need a genius to connect the dots.

Protecting the quality of search results

How search engines to ensure the quality and relevance of your ads? Continuously developing technology that rewards popular websites. However, many in the SEO industry have figured out how to trick the search engine algorithms to make their websites look bigger and more popular than they really are. They call it "black hat SEO" if you want - labels are irrelevant.

The conclusion is that search engines are always trying to eliminate the handling websites and reward the truly useful, popular websites - websites, for example, that attract inbound links based on utility, not for the rent and buying most of its links. The link building has become big business, and the fastest growing construction industry link, the more difficult for search engines to count link popularity as the number one factor of relevance and popularity web. As used by many rating factors. One factor appears to increase (especially Google) is the use of the data.

What is the use of data?

As the label implies, usage data is information that shows how people use their website. When people find your website through a search engine, the search engine can track the visitor long enough to know how to respond to their website (until the visitor closes the browser or delete the cookie files). For example, if 90% of people who find a website through search engine press the button again to reach the home page, the data suggest the use of a low quality site. Maybe it's a link farm, or maybe it has poor usability. Whatever the reason, driven search visitors leave the site en masse, and the search engine can track this behavior.

Conversely, if 90% of people who find a website through search engines will read several pages, actually spending time on the site, then use the data suggests a quality web site ( and a good match with the search query of the person).

How important are the details?

Search Engine Optimization "gurus" who argue all day about the current and future importance of usage data. Let them argue, I say. One thing is obvious. If you are a search engine company, and have data that suggest that the quality and relevance of a website, accessible to users (people using search engines), which would be a fool not to use that data to improve its ranking algorithm.

Remember the business model here. Better, more relevant search results to help the search engine company to increase its user base. A greater number of users that allows them to sell more advertising and better pricing. More advertising revenue helps the search engine company survive and thrive in a highly competitive industry.