‘User Behaviour Data as a Ranking Signal’ – MOZ Blog
Dan-Petrovic says, “Question: How does a search engine interpret user experience?
Answer: They collect and process user behaviour data.
Types of user behaviour data used by search engines include click-through rate (CTR), navigational paths, time, duration, frequency, and type of access.
Click-through rate
Click-through rate analysis is one of the most prominent search quality feedback signals in both commercial and academic information retrieval papers. Both Google and Microsoft have made considerable efforts towards development of mechanisms which help them understand when a page receives higher or lower CTR than expected.
Position bias
CTR values are heavily influenced by position because users are more likely to click on top results. This is called “position bias,” and it’s what makes it difficult to accept that CTR can be a useful ranking signal“.
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