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How User Interaction Benefits SEO

SEO 15th Jul 2015

This is the transcript from our new video so it may not read as well as a normal blog post would.

Hi there. Today I’m going to talk to you about user interaction signals. So first things first, what I’m going to talk about are kind of the four main components that I think are really important in SEO.

So let’s start off with number one. So first things first, technical SEO is obviously really important. You want to make sure that you have a really fast website. You want to make sure that you’ve got no technical issues, no broken links. You want to make sure that you’ve got the right robots.txt file. You want to make sure that there’s no canonical issues in place. So technical is a really important base for SEO and something that shouldn’t be ignored. So number one on your SEO checklist is always to make sure that it’s technically sound.

Number two is relevance. So once you’ve got a really technically sound website, that’s quick and got no duplicate issues, anything like that, you can start making it relevant. So if you want to rank for particular keywords, you would want that keyword to be featured in the meta title and in the meta description, and ideally have relevant headers like an H1 header. Once you’ve done that, you’ll want to make sure that there’s enough body text that’s talking about the keyword that you want to rank for, but obviously not going overkill on the keyword density side of things.

So once you’ve got a technically sound website and a really relevant page, the next thing you want to look at is the authority of the domain you’re trying to rank. So in an ideal world, the domain would have lots of authority. So this means quite an old age domain in an ideal world. You would also want lots of links from reputable websites. So this might be done through PR. It might be done through really good content marketing. It might done through partnerships with other companies. But the main thing to remember is you run a really authoritative domain, and this is obviously done by links pointing to your website. So these could be followed links, no followed links. It doesn’t really matter as long as the domain is passing a good level of trust and it’s from a really authoritative website.

So once you’ve done that, you can start to look at the social side of things. We all know social’s not necessarily the be-all and end-all of an SEO campaign, but it is important and it’s a good way to show Google that you are a big brand. So if you’ve got lots of followers on Facebook and lots of followers on Twitter, or if you’re B2B, if you’ve got lots of followers on LinkedIn, then social is a really good way to show Google that you’re a big brand with lots of followers and lots of activity. If you push your content out on social, that’s a good way of doing that.

So these four things are very important in an SEO campaign — a technically sound website, having really relevant content, then building that authority for getting some good links to the website. Social is obviously important to show that you’re a big brand.

But the fifth one is one that people often forget about. Once they start ranking well, they’re not sure necessarily how to keep their rankings there. So the fifth one I put down as a question mark, and that’s why I’m going to talk about user interaction signals. So UI signals are basically a way of telling Google that the user is having a good post-click experience.

So the way you can tell Google that the user is enjoying the content is by having a good bounce rate. So, obviously, if they’re bouncing off the page really quickly, they’re not liking what they’re seeing.

Click-through rate is another way to show Google that the users are liking what they’re clicking on, and they’re seeing that the meta title or the schema is really relevant.

Then if the user looked at multiple pages, then they obviously like the content and they want to read more about the content on your website.

Time on site is obviously really important as well, because it’s kind of showing that the users stay on the site, they like what they’ve seen, they like the content, and they’re staying there for a good amount of time.

One other thing to think about is obviously return visits. So if Google can see that users are returning to your site time and time again, it’s obviously showing that they trust the site and they like the content on there. So this is another really important factor.

So to give Google the proper user interaction signals, you’ve got to think about how to do this. So to minimise bounce rates, you might provide more internal links on your page. You might increase the speed of the site. You might put a video on there to make them stay on the page longer. You might have other related articles or links to a blog post. So try and think about, once you’ve done all this to get your users to the website, try and think about what you can do to keep them there for longer. This will have a really good impact on showing Google that the user is having a good post-click experience.

So this is the recap. These are the main factors to think about. Have a good technically sound website. Make it relevant. Have a good authoritative domain with lots of good backlinks, and think about social as well. Once you’ve done that, you can start giving Google the right user interaction signals and show that the users are enjoying the content on the website.

So I hope that was helpful. If you want any more information on user interaction or SEO tips in general, then please visit Thanks.

Oliver Ewbank
About the author

Oliver Ewbank

Working in new media for over 8 years, Oliver has worked for a range of brands including eBay and on SEO, PPC and Social Media Management. He has won awards for his SEO work and been featured in a number of publications, including Virgin online.

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