The main goal of Google is to give users the best selection of websites, which will be ultimately relevant to their request. The launch of Google Panda in February 2011 marked the dawn of a new search era with user experience in focus. Panda is the first search algorithm which is able to define quality, relevance and freshness. It analyzes the user’s actions. Page Layout Algorithm was launched in February 2012. It down-ranks websites which show very many ads and too little of useful content above the fold. The launch of Penguin algorithm in April 2012 is another proof of Google’s re-focus on UI. In August 2013, Hummingbird algorithm was also introduced. It dramatically changed the principles of searching. The Hummingbird tries to understand what the user means and desires instead of showing websites containing keywords entered by the user.
Think about why people are looking for something rather than what they are looking for.
Google’s analytical department constantly monitors users’ reactions, marks behavioral patterns, finds trends and defines user factors which reflect the website’s quality, its relevance and freshness for users. These parameters are taken into account in the complex ranking formula. User experience depends on user factors of a website. The quality of user factors is of ultimate importance for TOP ranking.
User factors are the users’ actions on the website: their logging-in, bounces, visiting pages of the website, clicks on pages, completing forms, clicks on social networks’ buttons, etc. The collective estimation of these actions allows and defines users’ satisfaction and mood.
Users like high-quality, informative websites with interesting content layout and unique services. Such websites capture the visitors’ attention automatically, reducing the bounce rate. Interactive services keep users on the website longer, hence increasing the time of their visits. Simple website navigation and additional options define the success of user experience:
Such options improve user experience by reducing the bounce rate, increasing the click-through rate, depth of the visit and average number of user actions on the website. Adding the website to favorites or bookmarking the website is a positive signal to Google that the user likes the website and trusts it.
Google ranks those websites which deserve the trust of users higher.
User factors are considered in ranking of all types of websites (e-commerce websites, news websites, blogs and online services).
The official Google blog confirms that improving of usability and user factors affects website ranking positively. Such websites get more traffic.
The goal of Google ranking algorithms is to help users find websites that provide a great user experience and fulfill their need for information. Google is also willing to reward good guys making great websites with TOP positions.
Working on user factors improves the overall user perception of the website, hence boosting the conversion rate. In its turn, Google values web masters' efforts to improve websites for users, and promote them to the Top.
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