SEO User Insights

5 min readJul 1, 2021



Central to search engine optimization is the use of key phrases. Generating such keywords require tons of research and insights to increase and refine the list. But looking at how people use websites, also known as user insights, helps.

The same goes with link popularity in SEO. These are a crucial part of how the Internet operates. Even search engines follow links! These links prove what is relevant and important because one page recommends another through a link.

While link popularity will be discussed, this will talk about user insights and search engines mostly. To understand what is significant to users, we look at how these individuals utilize sites. Gathering data on why and how users return to search engines for future searches is necessary.

One example is when a user reaches a certain website and immediately leaves. You’ll know for sure that the result was not relevant to the search. It could also mean that it is relevant but the user had a hard time accessing or looking for the information. On the other hand, a website is relevant if the user keeps coming back. They probably also spend a long time on the site. In search engines, there are promotions of the more relevant sites. Meanwhile, the irrelevant ones are demoted.

How Search Engines Access User Insights

It’s mysterious for some digital marketers how search engines access this kind of data. But it’s simply done through the use of cookies. Even search engines use cookies for the user’s history and search activity. They gather user insights on the clickthrough rate of the results as well as the bounce rates. Some search activities include the keywords used and the websites visited.

What factors affect user insights? One is site speed on Google. This is the performance of your website. In April 2010, Google disclosed that site speed is one of their 200 ranking signals.

What does this imply for you? Your website, then, should be relevant enough to compel both links and visitors. It should also convert visitors. But before that, your site must retain the visitor, making sure they return to the website.

Mobile Search and User Insights

Mobile search has become a key growth area now that mobile devices are enabling web features. This is a key factor in gathering user insights for SEO. How is it distinguished from desktop search? They are usually more navigational since individuals know exactly where to end up. Most of the time, they are better because users want results that are more concise and actionable. Even when searching keywords, mobile users can use voice or images. Others also search through barcodes.

Based on user insights, mobile search is also more usable and accessible in terms of content. That’s all it takes for you to have a mobile-friendly site!

Why the big difference? It is usually because search engines can deliver more exact results that are based on the users’ locations. They are also deemed more usable. Lastly, the mobile device has fewer data to use, considering the history, inbound links, and traffic.

Local Search and User Nights

Local search is based solely on the location regarding search behavior and results. The returned results are either naturally local or map-based.

Map-based results may be generated along with the other result kinds. This is dependent on the search kind and as long as it is blended with SERPs. Search engines are becoming even more complex. Thus, inferences can now be made in terms of location to influence the results.

One instance is when an individual searches for “electricians in London.” The search will show the results of London electricians and even provide maps. But if they only search for “electrician,” the search can still provide location-based results. It’s as simple as inferring from the IP address of the person. If they see that the user is in London, then the results returned will be about London electricians still.

This means the user insight focuses on locations. The search engine has to know the location of the user and the location of what is being searched. Usually, the sites that have addresses and names of businesses are the sources of information. It may not necessarily be your site, but the review and others.

Businesses can also claim their locations as allowed by search engines. you have to undergo a certain process with the search engine to guarantee accurate information. For example, you can claim a listing on Google+ Local. Just add a listing, details, then you can receive reviews.

Link Popularity

Links allow the user to go from one page to another, therefore building signals of trust. They also help in validating relevance. How is that? A link with the text “Hard Rock Hotel” may imply that you can count on this site to be valuable.

However, not all links are created equally. Link authority looks at the value of the links, but not user insights. For example, popular sites like news sites, schools, organizations, and government sites carry more weight. The algorithm of search engines also considers the linked sites and their relationships. Is it a natural link or a manipulative one? A manipulative link is one that is merely created for ranking.

Now you know the importance of links in search engine rankings. And you also know that many businesses want as many as possible on their sites. But generating links in certain ways can have you penalized by the search engine. To increase links ethically, create excellent content. You want others to read and value it so they may link it. You do not have to write an article that appeals to all the people on the Internet. Which industry do you belong to? What are the ways you can provide value to the members of that industry? Theme the content around your key phrases as well.

Here are other tips:

  • Produce content and tools that other people will use.
  • Design games.
  • Use widgets and software.

You can also try different software to check out who is using links to your competitors. This will help you identify sites that you will target or link for requests.

© Image credits to Fiona Art

Posted in SEO