You may not know this, but the way travel shoppers respond to and behave on your website actually impacts how you rank in Google search results.
Sometimes we forget that Google, too, is a business, and its product is to deliver the most appropriate answers to the questions that people enter into its search bar.
One of the ways it does that is by tracking how users behave on websites. If they have a positive response – meaning they stay on it for a long time, click multiple links, or engage with your content – Google makes a note that your website was helpful to that person, and it may be helpful to others who search for the same thing in the future.
The good news is, now that you know this, you can use user behavior to your advantage.
How do travel shoppers impact my rank in search results?
There are several ways travel shoppers’ interactions with your website impact how you rank in Google search results. You should pay particular attention to the following:
1. Click-Through Rate (CTR)
The purpose of click-through rates is to measure the ratio of clicks to impressions for a particular link. Click-through rate is the ratio of users that click on a link.
CTR is strongly influenced by the position of a search result on the page. To offset that, Google determines CTR ranges that they expect your website to fall into.
For example, the top organic search result is expected to get a CTR of 33%, the second position should get around 15%, and 10% for third place. If your page’s CTR falls significantly outside those ranges, Google will rank your page accordingly.
Tips to Improve CTR:
- Focus on making changes to poorly performing pages. Working on creating a top performing website will boost results and improve your site’s quality score
- Optimize your page titles and meta descriptions for keywords
- Trigger an emotional response from travel shoppers with engaging page titles that encourage them to click on them
- Keep URLs simple and readable
2. Bounce Rate
Your website’s bounce rate is the percentage of visitors that navigate away from your website after only viewing one page. Google interprets repeated instances of users landing on your page and bouncing back to the results page (without visiting any other pages on your site) as a sign of poor page quality.
Tips to Reduce Bounce Rate:
- Remove distractions like unnecessary links, third-party ads and pop-ups
- Direct travel shoppers through conversion funnels – have separate links for awareness, interest, desire, and ultimately, booking.
A longer time-on-page tells Google there must be something there that users like. Google tracks how long travel shoppers spend on your website and makes note of it. This gives it an idea of whether or not your content would be useful to other people who search for the same keywords in the future.
Tips to Increase Time-On-Page:
- Develop a landing page for your most important pages
- Optimize content for popular keywords and use calls-to-action to guide shoppers to other pages
- Check for and repair broken links on the page and throughout your site
If there is one guiding principle to keep in mind when trying to improve user behavior results, it’s to think like the customer. One way to do that is to pay attention to how you react to the websites you encounter as you search and surf the web.
In order to see how your website is performing, and determine what changes you should make, you’ll need to have a Google Analytics account set up. Follow these simple instructions to add Google Analytics to your Vizlly website.