Engagement: SEO Best Practices 2022 Series

Team TypeStack
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In the third part of our series of SEO best practices for 2022, we will cover engagement. The first two topics touched on identifying a topic, to build topical authority, and then generate content. Either with good content writers or using AI content generation tools. The next thing you need to focus on is engagement. 

What is user engagement in SEO? It's a term that you may have heard before, but what does it mean? User engagement is the process of getting visitors to stay on your website and interact with your content.

You must focus on how users are interacting and behaving with your content and  on your site. User engagement affects your ranking on SERPs. Google identified this aspect of engagement with YouTube, as YouTube is all about engagement. 

So what is engagement for Google? Instead of depending on ranking signals which can be manipulated or don't fully represent whether a content piece is good or bad,

Why shouldn’t the algorithm look at people's behavior in the article? Did the user read the article? Did they get what they came for? Google looks for answers to these questions.

Engagement begins with CTR, also known as Click-Through Rate. CTR is the percentage of times people click on your article when it appears on the search results page. It also influences whether your article gets read at all.

So how can you improve your website’s CTR or click-through rate? You can do this by optimizing your meta title and meta description. Meta title is the title users see when your article is displayed on Google search results. And meta description is the description that appears below that title. 

To write an attractive title you can put your keywords towards the beginning of the title and then add clickbait, which will encourage users to click on your link. For your meta description, make sure you include keywords so they stand out on SERPs as they are in bold. If you are lucky, you may get jump links, and a table of contents can help with that.

The next metric that affects engagement is time on page, which is a good indication that an article is well written and answers the users query, but this doesn’t cover the whole story. SImply because a user spent 10 minutes on an article, it does not mean they liked the article or it added any value to them. It is possible that an article on which a user spent 1 minute got a quicker answer and a better user experience. Irrespective of this, more time that is spent on a page is better than less time spent.

So here's what you can do. Write a powerful and strong introduction, with paragraphs that keep the reader hooked by answering their query, making it interesting, informative, and entertaining. Break up articles with headers, images and eye-catching paragraphs, one to two crisp sentences per paragraph, with a good layout. 

Games, quizzes, and other interactive content are also great ways to keep users engaged on your website. If you can offer something that will entertain and educate your visitors, they'll be more likely to stay on your site and come back for more.

User engagement is an important aspect of SEO, and there are a number of different ways to improve it. By offering interesting and relevant content, using images and videos, adding social sharing buttons, and including interactive games and quizzes, you can help to keep visitors on your site and improve your website's ranking.

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