1. User engagement is SEO 2.0.
This has two aspects to it:
- User engagement signals are becoming more and more important as ranking signals. The SearchMetrics 2015 Ranking Factors Study introduced a new section this year called “user experience”. It included content formatting, readability scores, and other design and usability factors.
Whether it’s clickthrough rate in the search results or time on site, how people interact with your pages has major consequences for your traffic. That’s only going to get more important.
- Good – or even great – content is essential. As SearchMetrics says on their study’s landing page, “The importance of good quality, relevant content cannot be understated. Ranking factors including word count and Flesch readability both increased this year, indicating in general longer texts that are easier to read.”
Or, as Search Engine Land puts it, “Get your content right, and you’ve created a solid foundation to support all of your other SEO efforts.”
What does this mean for 2016? Content creators, marketers, and SEOs need to get friendly. And learn more skills from each other.
Larry Kim, Founder and Chief Technology Officer of WordStream, also supports this prediction that user engagement will influence SEO.
Here’s how he responded to iMarketingCafe’s request for a prediction about SEO in 2016: