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Welcome to The Website Investor, this Is Jeff Hunt,
and today we're going to talk about increasing user engagement on
your web pages.
Well, what is user engagement
and why do you want to increase it? Well,
user engagement is the interactions the visitors who come
to your website have
with the content on your page
and quite simply the reasons that you would want to increase that
engagement are number 1: it's more valuable to the visitors
and number 2: it sends a signal to Google that
you have great content
and so when Google thinks that it sees user engagement
visitor interaction with their page
and it thinks that you have great content maybe better content than your competitors
it's going to rank your content higher in the search engines,
you get higher rankings you're going to get more clicks
and more visitors to your site so that's why you want to do it.
So in this session we're gonna talk about a number of things
you can put on your web pages that will increase that visitor
interaction with your content
and the first thing I want to talk about is video.
When I put videos on my pages
and then I go look at a tool like Hot Jar that tracks where people
are clicking on my pages,
how they're scrolling and so on,
almost always I see that people are clicking that little arrow that play
button in the middle of the videos as a high percentage
of visitors so lots people loved to watch the videos
and they may continue to scroll
and listen to the videos and read the content at the same time
but many many people click that
and so that increases time on page
and that's a signal to Google that you have better user
engagement. Another one that I want to mention is audio:
audio files that are less common on the web
but a lot of times you'll see this play bar
and you'll see the play button on the side that's audio
and what I have done recently
and I've seen positive results from on
the order of like 15 to 20 percent better time on page
is putting a recording of the
text content in audio format on my
web pages so that's another thing you can do,
it takes you know five to eight minutes to read the text of your article,
record an audio file
and then add that as an audio file in WordPress
but that's a really easy thing that you can do.
Another category is inner linking,
OK. So these are the links between articles on your
website from one article to another article.
So the more contextually relevant the more
relevant links that you have to other articles on your site
the more you're going to be increasing metrics like pages
per session time on site
improving the balance rate.
These are the kinds of metrics that Google has in mind when it's
looking for user engagement
with your content
and we're improving those
with innerlinking,
appropriate innerlinking between articles on our site.
When you innerlink one thing to really keep in mind is that you're going
to get a lot more clicks on links if they are surprising
to users, so if you have a link on an article
that says something like why you should be watching more TV.
Yeah that's a click bait title
and it's going to increase the number of clicks on that
and keep people on your site longer.
So you surprise visitors you say something kind of contrarian
or something a little bit controversial in your titles.
You know you don't want to deceive people
and lie to people and things like that,
not suggesting that, but you want to be very
interesting and surprising for users
and that's going to keep people on your pages.
With respect to innerlinking,
obviously you can use WordPress plugins like related posts plugins
that will put kind of related links at the bottom
of your articles or elsewhere if you adjust it in that way
but actually the most valuable kind of innerlinking is the innerlinking
you do yourself where you strategically put those links within
your article and you put links
with titles that are naturally going to collect more
clicks. Another way that you can make your
articles more engaging for users is the appropriate use of images,
again, like very plain ordinary images aren't going to do
a whole lot for you but if you put kind of interesting images
and you have more images then it's going to tempt people
to scroll down farther on your page
and and gaze at the images as they're going
by or sometimes click on the images to see what's behind the images,
that's another important thing.
One more item that maybe isn't as obvious
but it's just article formatting itself.
So if you break your paragraphs into smaller chunks,
if you have more bulleted lists
or more check marked lists,
if you have call outs with quotes
or definitions,
if you have more titles and subtitles,
all of those things both make your pages more attractive
but they also make your pages more inviting.
In contrast if you have just walls of text
with few massive paragraphs
and stuff like that it's really psychologically intimidating
to see texts like that and it makes people arrive at your page
and neatly bounce off,
see if they can find a page that's more appealing to look at.
So, you're gonna have better user engagement metrics if
your articles have better formatting
and so you definitely want to take advantage of that because it's so easy
to do. To add lists,
to add paragraph breaks, you might have to retrain your
writers because writers don't think in that way
but if you retrain them to think that way
and format things better, you will have definitely better metrics
and better rankings overall.
Another thing is pagination
and what that's a word for is actually dividing your
article into different sections so the
user needs to click like next article
or next section
or whatever the related continuation
of the article might be that puts them on another page from a metrics perspective
that results in lower bounce rate,
its more pages procession, more time on site time,
more time on page and so from a metrics perspective
that looks good.
Now, you have to balance that against the idea that Google
is looking for more broader topic coverage
which usually means more text linked to your article
versus having multiple articles so in most cases I don't
break up my articles with pagination
but it's still something that what you might do is test
it in a particular arena
and you may find that pagination actually
improves the performance of the ranking of your site in
certain situations: like the Mayo Clinic,
I've seen in WebM.D. for example,
do a lot of pagination and so it does work for some
sites with certain characteristics; so all
of those things are really important.
Another thing I believe that Google looks out,
I'm not sure exactly how it measures it,
is whether user scroll all the way to the bottom
of the page or whether they stop at the beginning
or stop in the middle of the page.
Clearly users that scroll to the very end send a signal
to Google that people are interested in consuming
everything that you have to say,
they obviously wouldn't scroll to the end if
if they were turned off at the beginning so that's another indicator.
Again I use Hot Jar - it's a free tool,
there's paid version but Hot Jar records how
people are scrolling, what they're clicking on
and when generally their actions are taken,
it actually makes a recording of the actions that they're taking on your page so you
can get a good idea of how they're interacting
with your page and going to the end.
So these are the things that I do that are well
documented to work
and some of them you're going to find that you get better performance
from doing certain ones of these things than other things.
If you can do all of these, fantastic,
if you can only do a few, any that you do will help your
engagement and help your traffic growth.
Go to www.flipminds.com/today for more resources
and tools for your online business.
And I'll see you in the next session.
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