Every business needs to have active engagements with its targeted audiences and customers regularly. A proactive engagement helps boost the customer relationship for the company where the buyer’s attention or focus is captured and the support for the brand or company is strong.
In terms of search engine optimization (SEO), customer engagement refers to the duration in which the web user stays on the website. This is also observed diligently by Google, which rewards better rankings to websites with strong user engagements.
A good Google ranking is highly effective in boosting the bottom line of the business with more potential business leads generated to flow to the business site. Google suggests that the length of time a user spends on a site is a good indication of the usefulness of the site and the degree of support given by that user.
Hence, the giant search engine aims to provide the best of results and online experience to its users at all times. This would mean pushing up the page rankings for sites that display strong user engagements in online searches. Business owners and marketers are then motivated or pressured to improve user engagements at their site.
There are three strategies which could be utilized in boosting the web page ranking by Google.
1) Easier Reading of Posts
Good contents are highly sought after but such contents must be well displayed to encourage a full read for the business message to be conveyed aptly to the readers. Hence, it is necessary for webmasters to enhance the readability of every webpage to attract more web visitors who are potential business customers.
This may require a proper formatting of the post to ensure a longer time web user spends at the webpage. When the post is well structured, web readers enjoy reading the contents to take a favorable call to action prompted by the system. This would improve the rate of user engagement which augurs well with Google.
Simple formatting tips are readily available to make content more attractive to users. These include shorter paragraphs, shorter sentences and proper use of sub-headers. The proper application of such formats would enhance the readability of the post to attract more readers to read the whole post before taking the desired actions stipulated by the brand or company.
Short paragraphs of maximum 3 sentences help web readers to read and understand the contents more easily and quickly. Busy consumers want to grasp what is essential without wasting a lot of time before moving on to their next task; hence, simple sentences to formulate the business message are critical to the degree of engagement by web users.
Long sentences may deter web readers to grasp the business message as busy consumers may have a short attention span or weak mind-processing power. Short sentences are easier to read and digest, especially if the right words are used to formulate a clear image to help web readers understand the business message.
Many web users tend to scan the web over detailed reading to find out if the contents would be worth their while and time. Hence, the use of sub-headers is excellent in directing web readers’ attention as the apt words of sub-headers help readers to scan the overview of the message to stir up greater interest for a full read.
Appealing and informative sub-headers would attract more readers as these guide them towards the expectations of the contents that would supposedly meet their needs or search requirements. The use of bullet points is also effective in content displays when listing different types of data like stats, ideas, and facts as a quick summary of information to the reader. Bullet point information is very easy to scan for web readers to grasp the contents and message.
Webmasters and bloggers should also consider images in their posts to enhance the presentation of contents. This is a simple and effective method of enhancing engagement with targeted audiences. Relevant and high-quality images should be professionally inserted to draw the attention of web visitors who are more visually inclined. Clear pictures and graphs or infographics materials could be generated at appropriate spots throughout the content piece to divert the attention from a text. This would help web readers connect or understand what was read as images not only convey the idea but summarize the point to be grasped better and quickly.
Moreover, images offer a quaint way of breaking down long contents into various parts that would make reading less boring. Beautiful images are also instrumental in keeping web readers at that site to boost webpage rankings.
2) Lower Bounce Rate
Good contents are the main attraction at a site to keep web visitors glued to the page. With high-quality contents that are properly formatted for easy readability, more web visitors are expected to come by and connect with the brand and marketer.
This leads on to the lowering of bounce rate, which refers to the percentage of users that leave the site without engaging although they were directed to it. This is frustrating for business owners and marketers who want to connect with potential business leads to growing their mailing list and brand awareness in the market.
Bounce rates can spike if the proper action is not undertaken by business owners and marketers. These include proper implementation of processes and systems such as user-friendly web pages and clear landing pages that are professional.
High bounce rates could be caused by unattractive pages with little contents of good value to keep users on that page. Web users want user-friendly web pages with good contents to keep them interested and engaged.
3) Changing SEO
Search engine optimization is crucial to the welfare of the website for any business. However, SEO changes rapidly with new features based on evolving technologies. Business owners and marketers need to adapt to these changes immediately to ensure that their business site always have a competitive edge in the market.
When quality content is generated with the best of SEO techniques and good copywriting basics, web visitors are likely to engage more with the brand and company.