Scribd Logo
Upload

Welcome to Scribd!

  • Mastering 3 Click Engagement Signals: For Higher Rankings + Traffic

    Uploaded by

    Tùng Minh
    16 views56 pages
    This document discusses three click engagement signals that can help improve search engine rankings: 1) Be the first click - optimize pages to receive first clicks from search results 2) Earn long clicks - optimize pages to keep users engaged with long click durations 3) Be the last click - optimize pages so they are the last page users visit in a search session The document provides examples of experiments optimizing elements like meta descriptions, title tags, related content, and FAQs that resulted in increased click-through rates and higher search rankings. Overall, the key message is that click signals from user engagement are important ranking factors search engines like Google use.

    Original Description:

    Original Title

    click-signal

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    This document discusses three click engagement signals that can help improve search engine rankings: 1) Be the first click - optimize pages to receive first clicks from search results 2) Earn long clicks - optimize pages to keep users engaged with long click durations 3) Be the last click - optimize pages so they are the last page users visit in a search session The document provides examples of experiments optimizing elements like meta descriptions, title tags, related content, and FAQs that resulted in increased click-through rates and higher search rankings. Overall, the key message is that click signals from user engagement are important ranking factors search engines like Google use.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    16 views56 pages

    Mastering 3 Click Engagement Signals: For Higher Rankings + Traffic

    Uploaded by

    Tùng Minh
    This document discusses three click engagement signals that can help improve search engine rankings: 1) Be the first click - optimize pages to receive first clicks from search results 2) Earn long clicks - optimize pages to keep users engaged with long click durations 3) Be the last click - optimize pages so they are the last page users visit in a search session The document provides examples of experiments optimizing elements like meta descriptions, title tags, related content, and FAQs that resulted in increased click-through rates and higher search rankings. Overall, the key message is that click signals from user engagement are important ranking factors search engines like Google use.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 56

    Mastering 3 Click

    Engagement Signals
    For Higher Rankings + Traffic

    Cyrus Shepard
    SEO Consultant, Moz
    @cyrusshepard
    You are an
    SEO
    Rockstar
    You nailed *all* the ranking factors!
    But you can’t rank higher than page 2
    What if we
    missed
    something?
    https://www.google.com/search/howsearchworks/mission/creators/

    “we … have to be
    careful not to reveal too
    much detail that would
    allow people to game
    our search”
    Google doesn’t
    talk about the
    “big” ranking
    factors
    Core Web Vitals, which
    dominated 2020-21 SEO, is only
    a “tie-breaker”
    Can 20 years of Google
    patents give us a clue?
    Yes… Click Signals
    3 Types of Click Signals
    1. Be the
    first click
    2. Earn “long” clicks
    3. Be the last click
    But does Google use
    these signals?
    Nearly every search engine uses click signals
    https://moz.com/blog/click-based-seo-engagement-signals
    Small-scale
    SEO
    experiments
    are not proof of
    Google’s larger
    algorithm!
    Optimizing for
    First Clicks
    What about
    Meta
    Descriptions?
    Before

    Meta
    Descriptions:
    Try #1
    After
    Before

    Meta
    Descriptions:
    Try #1
    After

    -7.37%
    Meta
    Descriptions
    Try #2:
    Remove
    Description
    Meta
    Descriptions
    Try #2:
    Remove
    Description

    -2.99%
    Meta
    Descriptions
    Try #3:
    Google
    Guaranteed
    Meta
    Descriptions
    Try #3:
    Google
    Guaranteed

    +7.09%
    (my reaction)
    Title Tag
    Experiments
    7.1%
    Uplift
    Removing
    Title Tag
    Boilerplate
    21%
    Uplift
    Beware of "Return-to-Earth" optimizations
    https://moz.com/webinars/registration-title-tags
    Title Tag
    Webinar
    Optimizing
    for Long
    Clicks
    I. Adding
    Videos
    -1.39%
    Adding
    Videos
    II: Related
    Articles
    Move
    Related
    Articles to
    the Top
    +18.58%
    SearchPilot Study
    https://www.searchpilot.com/resources/case-studies/seo-split-test-le
    ssons-increasing-related-article-links/

    +11%
    SearchPilot Study
    https://www.searchpilot.com/resources/case-studies/seo-split-test-lessons-increasing-related-article-links/

    +16% ~0%

    Donor Pages (outlinks) Recipient Pages (inlinks)


    Case
    Study:
    Domain
    Authority
    Before After

    Case
    Study:
    Domain
    Authority
    Optimizing
    for Last
    Clicks
    Frequently
    Asked
    Questions
    Frequently
    Asked
    Questions

    No FAQ Markup Used


    Frequently
    Asked
    Questions
    +18.05%
    Case
    Study: Moz
    Q&A
    Case Study:
    Moz Q&A

    1. New Platform
    2. Migrated > 100,000+ URLs
    3. Speed Improvements
    4. Better Sitemap Coverage
    5. No New Content
    Increased relevant links:
    1. Breadcrumbs
    2. Related Questions
    +16.7%
    Satisfaction is ranking factor #1
    Thank You!
    Twitter @cyrusshepard

    You might also like