4 ways Google measures search relevance

04/06/2020 Kalman Szabo

If Google wants to continue being a search engine leader, then it must provide its users with the best search results. Therefore, it sends traffic to blogs and websites that offer the best user experience. Unfortunately, many webmasters and internet marketers continue to miss that important point when they develop and implement SEO strategies to pursue the highest organic rankings. Google measures these key metrics about your website’s user experience that determine your site’s search relevance (and organic rankings).

 

  1. Website Content

The most crucial component that Google uses to determine the search relevance of your website is its content. Without quality content that your audience finds engaging, interesting, and relevant, your website’s user experience will suffer because it won’t be serving your visitors’ needs. Therefore, you must invest in high-quality content that your audience will want to read. Furthermore, you must use relevant keywords on your site that match what your target audience is searching for on Google.

 

  1. Click-Through Rate

Google uses a website’s click-through rate to measure its popularity. (The click-through rate is the number of users who click on a website after seeing it in search results). For example, let’s say sites A and B rank number one and two respectively in Google search results. However, more users visit site B than site A. Their respective click-through rates tell Google that site B is more popular than site A. Therefore, the search engine’s algorithm will (likely) reverse their respective rankings to align with their click-through rates.

  1. Bounce Rate

The bounce rate tells Google how many visitors hit the back button once they land on a website. A higher bounce rate will tell the search engine that many users don’t find the site relevant. Therefore, you need to analyse the number of your visitors who leave your website after clicking on it in search results. If your site’s bounce rate is too high, there’s a good chance Google will rate it as being less relevant.

 

  1. Time on Website

Finally, Google measures your website’s relevance by analysing the average time spent on your site by its visitors. For example, if a majority of your visitors hit the back button within a few seconds of landing on your site, it will tell Google that they didn’t find your website to be very relevant. However, if most of your traffic stays on your website for a few minutes (or longer), it shows that your site is relevant to their search needs. The average time spent on your site has a direct impact on your search rankings.

 

In short, if you haven’t already, make sure that you set up a Google Analytics account and a Google Search Console account for your blog or website. That way, you can analyse the key metrics that search engines use to measure your site’s relevance. Of course, your website should have relevant content for your audience. Relevant content will help you achieve a higher click-through rate, lower bounce rate, and increase the average time spent on your site by visitors.

Is there something you think we should be covering? Write your suggestions to hello@nautilusnine.com

, , , ,

Kalman Szabo

Marketing and website consultant