How is the user experience analyzed?

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This article from the "SEO depth analysis" in the text of the knowledge point, very good.

"Guide" now search engine is not the link analysis as the center, but the user experience as the center. On the basis of the normal content relevance judgment and link analysis, the user experience of the Web page has more and more influence on the search rankings. The website's user Experience optimizes (UEO), strictly should be the product manager's work, but the search engine in order to make them provide to the user's homepage user favorite, browses up is most comfortable, has adopted a series of technology to increase this aspect to the webpage search ranking influence, So the general SEO staff should also have an understanding of user experience optimization, and also to understand how the search engine in the end is how to judge a Web user experience quality.

Normal User Experience

User experience is not a simple figure can express clear things, everyone's use of the Web site is different, functional requirements are not the same, the number of ads on the site, pop-up ads, such as the amount of time to endure more varied. Ordinary users browsing the site's user experience, can be simply divided into the following five categories.

1. Sensory experience: Presented to the user's audio-visual experience, emphasizing comfort;

2. Interactive experience: Presented to the user experience of the operation, emphasizing ease of use, usability;

3. Emotional experience: The psychological experience presented to the user, emphasizing the friendliness;

4. Browsing experience: presents to the user browsing experience, emphasizes the attraction;

5. Trust experience: The trust experience presented to the user, emphasizing reliability.

Here is not to analyze how to do user experience optimization, but to analyze the search engine is how to judge the quality of the user experience, because the search engine has been trying to make their own algorithm results close to the real user needs, so as SEO personnel need to first understand the real user experience in the needs of the user, Then the real user needs to implement the technical judgment, to determine how the search engine will generally do, as long as found this point, SEO's job in the user experience in this respect to find the direction.

Search Engine Judge User experience

From the point of view of the search engine, it is generally how to judge the user experience of the Web page? Search engines can only judge according to the data they can get, and the PV of the website, the bounce rate of the Web page is no way to obtain, can rely on other auxiliary data to judge:

(1) Concise pages, ads will not interfere with content reading, not a large number of window or jump (sensory experience).

(2) Website brand, website exposure, website record (trust experience).

(3) Web page in the search results of the click-through, the user entered the page and returned to search engine two times the rate of search, Web content of the original, timeliness, richness and update frequency, Web page title and content relevance (browsing experience).

(4) The function of the Web page, the number of comments, the number of top steps, page sharing, such as user voting data (interactive experience).

All of these data search engines are easy to obtain, but also corresponding to some of the real user experience. After all, search engines are not really ordinary users, they can only rely on these ancillary data to determine whether one by one Web pages or Web site user experience is good. The following is an analysis of the search engine is how to use and judge these data, in fact, the search engine to judge the user experience in the process also has "machine learning" participation, interested friends can search more about the search engine "machine learning."

(1) for the simplicity of the page, Google on February 7, 2012 through the Chinese Webmaster blog, published a page layout algorithm adjustment article, detailed content as shown in the picture. The reason for the improved algorithm is that "some users complained that it was very unpleasant to find actual Web content after clicking the search results." "This is Google's algorithm upgrade specifically for the page browsing experience in the user experience." Although Baidu temporarily does not have this aspect the dynamics, but is in to the user experience attention, also should have this aspect algorithm change, therefore the website layout design, should try to ensure that the advertisement will not affect the normal content browsing.

(2) Website brand, the higher the popularity of the site will generally provide a better user experience, otherwise generally will not be respected by users. For example, in search of a news, Baidu also gave Sina, Sohu and a not heard of the site, users will generally choose to click on Sina or Sohu pages, because users trust these sites can bring their own required information.

Website exposure, like the brand, the search engine that the higher the site exposure of the site will provide a better user experience, reflected in the technical aspects of the site are mostly outside the chain quantity and quality.

There is a record of the site is relatively safe, the purpose of the site is to prevent the use of the site to engage in illegal activities and to combat bad information, so there is a record of the site vulnerable users trust. These factors can become the search engine to judge the site trust experience good or bad reference factors. Of course, the record in Baidu search algorithm to occupy a large proportion of the unknown. However, in the course of the game with 360, Baidu in the search results for medical information page for the record of the nature of the prompts, for users to choose a relatively safe real content, as shown in the picture. Even if the information is not added to the Baidu search algorithm, these tips will also affect the number of site clicks, so that the rankings have a certain impact.

(3) The Web page in the search results of the click Rate, you can directly reflect the popularity of the page, general title or description are more attractive, has a good browsing experience, so the higher the click Rate, ranking the better, this should be recognized. Now the birth of the ranking of the click is crazy, Baidu has upgraded the algorithm hit the click of the device. Visible this user experience factor directly affects the page search rankings.

Users enter the Web site and return to search engine two times the ratio, when the user through the search into a Web page, and immediately returned to the search engine to click on other pages, then the search engine can determine the user clicks the first site does not meet its search needs. If the content of the Web page can not satisfy the user, or the browsing experience is poor, when more than one user repeated this operation, it will make the search engine to reduce the search rankings. The "ratio" here refers to the jump rate of the specified Web search traffic, it's not the bounce rate for all the traffic in the traffic statistics, because even if a user is a search engine that quickly turns a few pages back on your site, it may be that the search engine thinks your site content doesn't meet the user ( The Site Analysis section will detail the bounce rate and exit rate. Search engines can only monitor the user's repeated operation of the process to analyze user behavior. As for the user's behavior in your site, unless your site installed a search engine official JS code, otherwise the search engine is not able to monitor this data, Web pages on the overall bounce rate will affect the ranking of the description is not accurate.

Web page originality and update frequency Needless to say, search engines have been trying to monitor, and can also reflect the user experience of the Web page. Richness, that is, whether the content of the Web page is illustrated, whether there is multimedia content, which can also enhance the user experience of the Web page, and also can be captured by search engines.

Through the previous Chinese word, search engine can be easier to determine the page title and content is not really related. When the user according to the search results in the title of the site, found that the content and title is not relevant, not the content they want, will choose to leave, so the page title and content of the relevance is also a reflection of the user experience level.

(4) In the Web 2.0 era, search engines have been trying to explore the experience of web interaction, and try to add this factor to the search rankings of the Web page. In the use of SEO to do crisis PR related introduction, will detail the impact of these interactive data on the page rankings, the better the interactivity of the Web page, the higher the relevant data represents the higher the user experience, the search engine for the normal number of comments, browsing number, top steps, and even the number of video playback can be easily captured, Now Baidu has launched a share of the Web 2.0 social media interactive sharing, the number of shares will also be judged on the Web Interactive user experience of a standard.

From the point of view of the product, there may be many other factors, such as the design of the login box, the design of the registration process, the design of logo, etc. But from the point of view of SEO, search engine through technology can not understand the ordinary users of these small places experience. So standing in the SEO angle and stand in the product angle of the user experience optimization is different, simply from the SEO point of view to do the user experience, as long as the above search engine can capture the data optimization in place on it. So in the site to make changes in the SEO, May and the site products people disagree.

After the search engine has completed all of the above, it is theoretically possible for users to return to their most needed search results. This is the search engine from the crawl page to the user search needs, the most relevant, most important, user experience the best results presented to the user's entire workflow overview. The following is a discussion of the caching mechanism introduced by the search engine in order to compress the user's time to return search results, as well as the anti cheating mechanism that is highly valued in order to make search results more quality and fairer.

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