The Importance of Engaged Readers to SEO – Just Filling a Page Won’t Work!

Engagement not only captivates your audience but also plays a big part in Search Engine Optimisation (SEO). In fact, it’s critical to get it right if you want good results.

So, in the past few weeks I have seen various comments along the lines of just use AI, it will produce something that will get a blog/new page/infogram up for you that will do the job... no, it won't!

Admittedly most of these were advocates of AI. To be honest, I am also a proponent of AI… in its place. Your blogs are not that place. In fact, no part of your website the right place for dull copy, boring video or uninspired blogs.

Why?

Because they do not engage the reader.

Engagement not only captivates your audience but also plays a big part in Search Engine Optimisation (SEO). In fact, it’s critical to get it right if you want good results. Understanding and implementing strategies to enhance reader engagement can significantly boost your website's visibility and ranking on search engine results pages (SERPs).

What is Reader Engagement?

Reader engagement is all about the level of interest, interaction, and involvement you get when a visitor is using your web content. High engagement can be through actions, such as clicking on links, sharing content on social media, leaving comments, and so on, and also, crucially, the amount of time they spend on a webpage.

So why does engagement matter and how is it connected to SEO?

Well, search engines, particularly Google, have sophisticated algorithms that evaluate the relevance and quality of web content. One of the critical factors these algorithms consider is user engagement. I know, that seems simple enough but not all SEO work is a dark art practiced by SERPs shamans* in mystic caves, sometimes it’s as simple as just having good content.

Next question then is around the sort of engagement that impacts SEO. So we are looking at, amongst other things such as your site design and structure:

Bounce Rate and Dwell Time:

Bounce rate refers to the percentage of visitors who leave your site after viewing only one page. A high bounce rate can indicate that your content is not engaging or relevant. Conversely, dwell time, the amount of time a visitor spends on your page, suggests the opposite. Search engines interpret longer dwell times as a sign of valuable content. This may account for why you occasionally see conflicting advice on blog length. Statistics vary but longer blogs do seem to get good engagement. One of the main reasons people turn to me for their blogs is that they simply don’t have the time to craft engaging full length copy.

User Interaction:

Interactive elements such as videos, infographics, and clickable features can enhance user experience and engagement. These interactions signal to search engines that your site provides an engaging user experience.

Content Freshness:

Regularly updated content encourages repeat visits and keeps your audience engaged. Search engines favour sites that consistently provide fresh, relevant content, which can boost your SEO rankings.

Strategies to Enhance Reader Engagement

OK so what does all this mean in practical terms? Well, this is the stuff that all good copywriters and content creators do (and AI doesn’t do, by the way) automatically when they create content for you. Here we go then. 

The starting block for reader engagement is made of high-quality content. Something that provides value to your audience. So you are looking for well-researched articles, useful information and clear and concise writing, well, actually it’s more sometimes with the concise thing. See our blog here for why. Content should be tailored to meet the needs and interests of your target audience above all other considerations.

Incorporating interactive elements such as quizzes, polls, and comment sections can encourage users to engage more deeply with your content. These features can also provide valuable feedback and insights into user preferences. Remember though that these will need to be in keeping with your brand and voice. Basically, don’t go running a poll asking who will win BGT if you are selling to the senior partners of law firms.

Attention-grabbing headlines can draw readers in and encourage them to click on your content. Headlines should be relevant to the content they represent, contain some keywords and, if it's appropriate, have some sort of twist to make them interesting as well as descriptive.

Use strategic internal linking can guide readers to related content on your site this will reduce bounce rates and increase dwell time. This also helps search engines understand the structure and relevance of your content. Blogs, for example, may well form part of your conversion strategy. The power of blogs is very much related to this but we really don't have space to go into it fully in this article. If you want to see how they will benefit your business in more detail, click here.**

Another good strategy is encouraging user feedback through comments and reviews. It can foster a sense of community and engagement. Responding to comments and addressing feedback can also enhance the credibility and trustworthiness of your site.

Measuring Reader Engagement

Once you are posting great content you really must measure it and analyse the metrics. How else will you gauge success and what works? Tools such as Google Analytics can provide valuable insights into user behaviour, including:

• Average Session Duration: Indicates how long users spend on your site.
• Pages Per Session: Shows the average number of pages viewed during a session.
• Bounce Rate: Measures the percentage of single-page sessions.
• Conversion Rate: Indicates the percentage of visitors who complete a desired action, such as making a purchase or signing up for a newsletter.

By regularly monitoring these metrics, you can identify areas for improvement and adjust your strategies to better engage your audience.

Engagement is a holy grail for content!

Engaging visitors is a vital part of successful SEO. By creating high-quality, interactive, and visually appealing content, you can attract and retain visitors, reduce bounce rates, and increase dwell time. These factors signal to search engines that your site is valuable and relevant. It doesn’t happen overnight... hmmm, let me repeat that… it doesn’t happen overnight. It takes time to embed, but ultimately good content will improve your SEO rankings.

As things have continued to evolve with AI and other digital world changes, there has been no sign that focusing on reader engagement is not going to remain a key strategy. In fact, Google have repeatedly stated the importance of helpful, engaging content.

The final word then is that engaged readers are more likely to become loyal followers, make purchases, or advocate for your brand. Set up a meeting here, Call us, or email and let’s chat about a for you/by you approach to improve your engagement.

*PS. I am officially copyright the term SERPs Shaman. You use it, I sue. So there!

** Like that... See what I did there?