Why are behavioral factors important?

Representatives of the major search engines very often tell the market that their goal is to provide users with search results that best meet their expectations. To achieve this goal, the complex technical infrastructures of Google and Yandex must take into account the opinions of the target audience.

Every marketer is interested in getting his resource into search results. He does everything possible to collect as much data as possible to understand how customers interact with his product. For this, behavioral factors are analyzed when promoting sites in search results.

What are behavioral factors?

Behavioral factors are various interactions between users on page seo service and a web page that are evaluated by search algorithms and influence its overall ranking.


These factors attract the attention of marketers who have specific goals and deadlines. There are techniques related to behavioral factors that are used to improve the ranking of a page, but the approval of these methods by search engines is also important. In this article, we will consider only the "legal" factors for assessing the ranking of sites.




These include all user actions: selecting a link in search results, interacting with the site. In addition, actions after closing the site are tracked, as well as the session time and saving the link in the browser bookmarks.

The behavior of users can be influenced by making the site interesting and useful for the target audience and by optimizing its SEO parameters. Let's imagine that marketing activities are carried out for an online store offering women's shoes. The main target group will be women who enjoy browsing fashion sites and those who are looking for a specific model of shoes. Since they are the target audience for this offer, advertising messages should also be addressed to them. This will have a positive effect on their behavior.

What are the behavioral factors?

There are official recommendations for webmasters that determine the preferences of search engines. These are the only official factors that 100% influence the output of a separate site to the top. All these factors can be divided into two main types:

external - user behavior when a site is displayed in a search
internal - behavior directly on the site page
External factors

Click-Through Rate (CTR)
This is a term used in digital marketing that refers to the percentage of people who visit a web page by clicking on an advertisement or search result.

Clicking on a link sends them to the product or service website and thus CTR is analyzed by the success of the link in attracting the user's interest and the success of its search engine ranking.

Satisfaction with the information found
If a user stays on your site, it means that he/she has found the necessary information and does not return back to the search results page. Google and Yandex consider this as good behavioral factors.

Provide direct answers to queries that search engines often use to find your content so you can quickly provide visitors with the information/experience they need.

Direct traffic
Strong direct traffic is a quality indicator for metrics that a site is trustworthy. If users type the URL of a site directly into the address bar of a browser, it means that they are familiar with your brand. In this case, they do not need to turn to a search engine.

Internal factors

Bounce rate
Measures the percentage of people who visit a site and do not take any action. They do not click on menu items, the "Learn More" link, or any other internal links on the page. This means that the metrics server does not receive information about the visitor's interaction with the site and the visit ends with one page.

This metric indicates the quality of the web page and/or the "quality" of your target audience. That is, whether users fall into this category.