6 key ingredients to WOW site visitors and Google

There are several ingredients to a successful web page in the age of Panda. First and foremost, your goal should be to create pages that "Wow" users with useful information about the subject matter

I’ve been doing quite a bit of research into the Google Panda update in order to determine how to maximize the “trust/value/relevant” signals that are common to the best ranked websites and minimize the “untrusted/low value/not relevant” bad signals that can cause the panda to take a bite out of your site rankings.

There are several ingredients to a successful web page in the age of Panda. First and foremost, your goal should be to create pages that “Wow” users with useful information about the subject matter.

Do this and Panda will reward you as well. For example, do a search for “Flaxseed Oil Benefits” and you will land on a #1 ranked site running ClickBump 5 that does just that.

There is an abundance of evidence, both from website owners and from published research papers from current and former Google engineers, that indicate a strong correlation between bounce rates and user satisfaction (and by extension, lower bounce rates – higher site rankings).

In a paper titled “Predicting Bounce Rates in Sponsored Search Advertisements“, four Google engineers provide some concrete evidence that bounce rate can be utilized as a reliable metric and indicator of quality and user satisfaction:

Kaushik claims bounce rate is important for advertisers to monitor because a user who bounces from a site is unlikely to perform a conversion action such as a purchase. He suggests that high bounce rates may indicate that users are dissatisfied with page content or layout, or that the page is not well aligned to their original query

What is “Search Bounce Rate”?

When we are discussing bounce rate in the context of search, we are specifically referring to the activity of a user who clicks on a link from search and immediately returns back to the search page to perform the same search or click on another search result. In contrast, the bounce rate of a given page within a website has totally different meaning. A page in which all users visit only once, and they all click an outbound link (ie, an Ad or affiliate link) and never return again, would have a 100% bounce rate, however, it would be a very effective (and lucrative) page and still may rank very highly in Google because the “Search bounce rate” may be close to zero.

There is mounting evidence that Google pays close attention to “search bounce rate” as a key indicator of landing page quality.

So, how can we increase user satisfaction and decrease search bounce rates?

I want to share six essential elements that you should strongly consider implementing on your website immediately. These elements help to convey trust, increase user satisfaction and decrease bounce rates. Most importantly, they are in accordance with Google’s recommended guidelines for quality.

  1. A logo, owner photo or header graphic – Websites that are trusted and established have logos and/or header graphics relevant to their target audience. Websites that do not have logos or compelling header graphics are instantly seen as possible spam sites.
  2. An illustration, diagram or video within the content (as close to the top as possible) that helps explain the concept, product benefits, or information you are presenting. Diagrams are preferred to photos since they tend to be custom fitted to the content, rather than simply lifted from stock or web galleries. Make sure to include “Alt” text that describes what the graphic represents.
  3. An author byline– A byline is one of the easiest and most effective ways of conveying trust to the user. It gives the user a perspective with which to ingest the content from a human perspective. For example, as opposed to merely “reading a web page”, the context is shifted to “Reading Julie’s evaluation of this product”. This feature has been added as a default option in that latest update of ClickBump framework, version 5.2 r6.
  4. Over-deliver on content value. This begins with understanding the minimum metric for valuable content: content length. My previous absolute minimumrecommendation for a single article has been no less than 350 words. I’m raising that to 750 words and suggesting a target of 1000-1500 words for maximizing content value.
  5. Use named anchors to create an index of your page – to create a searchable index within your page, create jump links to identify each section of your page – Named anchors within your page are divisions which have jump links. Google now indexes these named anchors as independent links under the same search results. You can see an example here for trans fat as well as for the search prostate cancer.
  6. Use no-index on low quality pages – Make sure that your low quality pages are set to noindex and links to these pages are set to nofollow. Also, pages such as “About Us”, “Contact Us”, “Privacy Policy”, “Earnings Disclaimer”, etc are all candidates for nofollow/noindex. We now know that Panda looks at all pages on your site as a whole and pages that are of lower quality can negatively impact your pages that are of higher quality.

What does a high quality site look like?

Here’s a couple of sites which use the ClickBump framework to provide informative, engaging, credible and trustworthy content. These are the types of sites that we are talking about:

http://beyondmds.com/

Above: Beyondmds.com utilizes ClickBump 5 framework with the “XFactored 2.0” Skin

http://nomorediabetes.org/

Above: nomorediabetes.org utilizes ClickBump 5 framework with the “WikiClicks” Skin

3 Responses to “6 key ingredients to WOW site visitors and Google”

  1. Mark P-R says:

    Great information, Scott. I realize I need to make some adjustments to my websites. Especially the low quality content pages being no index / no follow.

    Thanks for the info.

  2. Scott Blanchard says:

    Hi Sunshine, those are very versatile skins suitable for a wide range of uses. A curated blog would be no problem for either of them. What both of these sites above have in common is that they both utilize the ClickBump graphical “Category Index” option. This same technique could be used for categorizing any subject matter, whether traditionally or curated.

  3. Sunshine says:

    Hi Scott,

    Would the Xfactored or WikiClicks themes be ideal theme types for setting up a curated blog in your opinion? If so, why?

☝ Back to Top