In the foreseeable future, SEO promotion tactics will change dramatically. Currently, the share of behavioral and social factors in ranking accounts for more than 20 percent of the weight in the algorithm, and if dynamic factors are disabled, this figure will increase. Thus, the flow of active users who perform conscious actions on the site is gaining more and more influence.
- Traffic that can strengthen behavioral and social metrics is assessed by the following criteria:
- the number of transitions from search engines (Yandex, Google), Vkontakte, Odnoklassniki, from external sites;
- number of pages viewed per session,
- repeat visits,
- total time spent on the site,
- number of clicks on links and other actions (filling out registration forms, questionnaires, etc.),
- user's geographic location,
- likes, comments, shares, adding to bookmarks,
- visits not via hyperlinks (from bookmarks, writing the address manually).
All this reflects the degree of interest of Internet users in this resource, its quality. As a result, the site occupies higher positions in the SERP.
A logical question is where to get such active traffic if the site is young and has just appeared in the search results? Then you should use social networks, Google AdWords, Yandex. Direct, RTB systems, etc.
There are special tools for attracting traffic from social networks. In particular, the UpToLike module. Attractive social media buttons, customized to match the website design, are installed on the website, which not only attract users, but also collect statistics on likes, returns, etc. The module clearly demonstrates what social media users like most on the website, and what they are not interested in at all, which pages provide the maximum flow of traffic and active actions. It also helps to calculate cheating. The tool is very useful, and besides, it is free.
The Brandwatch analytical tool is quite expensive, but very functional. It identifies the most influential people in social traffic, defining them by the number and frequency of their likes, comments, etc. Using the service, you can analyze in detail who and how reacts to content, what is most actively commented on, what is liked, etc. Brandwatch analyzes people's profiles, collecting data on their gender, interests, education, profession... This information helps to adjust the content strategy.
Hootsuite is designed to integrate different social networks, create a post schedule. You can "program" the schedule in advance, taking into account the optimal time of publication and other criteria. It also keeps statistics on clicks: which links are more clickable, where more traffic came from, etc.
Specifically for working with Facebook, there is Boostmate —a service for finding promising friends, the most active commentators. The Addshoppers platform will help owners of online stores. It integrates them with social networks, serves for analytics, monitoring, increasing conversions, allows you to customize social buttons, increasing CTR (the ratio of the total number of visitors and those who performed the desired action, for example, placed an online order).