User Context Signals & Search Engine Rankings: How Google Use Contextual Signals
As of now, we know, strategies and ideologies of search engines and SEO are not anchored. As a result, websites with traditional practices will be lost in the shuffle of search engines’ vision in those changing tides.
Websites and content optimized for user signals and user intent can thrive in search results accordingly because search engine queries can vary from user to user. It’s not that everyone sees different results, nor does everyone see the same generic results.
Instead, some listings will appear depending on where you live or how they surf the web. Moreover, search engines try to match the results with the intent of the user’s query. Hence, designing the content with the user in mind is Google’s go-to advice to SEO to reflect in user elements. Let’s dive into how Google uses contextual signals to personalize search.
Based On Country
Users will get the results relevant to the country or place they’re in. So, for example, if a person in the US searches for a ‘last night football score’ will get the results from American football. Simultaneously, if a person in the UK searches for the same query, they will see the results for their corresponding event.
While considering geography and language, ensure that your content interacts with users in the areas you serve. If your website doesn’t consider its relevance to a specific location or country, you’ll miss the opportunities to show up when it comes to personalizing the location. If you need to be relevant, you should focus on your international SEO.
Based on Locality
Another significant metric that needs to focus on user signals. Have you ever tried a search engine with the term ‘near me?’ you’ll get the results from a search engine comprised of the town or area you’re currently in.
If you want to appear in the city-based results, optimizing your site based on locality is crucial. You can make your site relevant to areas by adding your business’ address to the website and Google My Business. Furthermore, focusing on industry-based verticals like ‘Make my Trip’ by establishing the presence can enhance your site’s relevance. If your business has multiple locations, it’s good to add to the site.
Based on History
Along with location signals, Google also personalizes results based on the context from recent research. For example, suppose a user searches for music-related content. In that case, a search engine may use that prior query to contextualize the results for the following query and provide results related to the music.
History as an SEO factor is not a low-hanging fruit to optimize for. However, instead of focusing on the context history, improving your user experience and the content will create a meaningful first impression and enhance your brand authority. Sometimes it will encourage users to visit your website; even if it is not listed on the top search results.
Search engines not only focus on relevant results but also on user experience. That’s means if a user searches a query, Google doesn’t involve direct users to the relevant information, but they also want to list the sites that have a positive experience.
As per Google’s official ranking update, ‘core web vitals’ user experience (UX) plays a vital role in SEO. Moreover, user experience comprises everything from quality to your site navigation to quality content and more. Hence, don’t make your visitors do guesswork, provide accessible navigation clear hierarchy of pages easy to follow for both desktop and mobile site versions will enhance user engagement and traffic. Furthermore, satisfying users’ intent will also do wonders for your site’s UX. This is where first impressions matter.
Search engines are becoming more sophisticated to measure how well a page responds to user intent. And the page ranks high as per the best answer craft on the site. For example, on your website, different pages are likely tailored to various stages of the user’s journey. Therefore, the content you craft should address the users’ specific needs. In order to craft the addressing content, you should understand how the users search in different stages of their journey.
Search Intent can be categorized as,
This tends to be users who begin their research and need more information about a problem or a topic.
This query often occurs when users search for a specific product or service interested in the latest news about a brand.
These queries are considered middle-funnel queries. Users are deeper in their research and more likely to consider and look for additional information.
Think they are at the bottom of the funnel queries and ready to buy.
Indeed, words are useful clues, but intent goes beyond what appears in the search intent. So don’t rely only on the keyword to match. There are so many different ways to express the same intent. That’s where deep understanding plays in. Optimizing the site based on user signals is crucial, but implementing the strategies with a deep understanding is crucial. That’s where we specialize. Texas Business Analytics offers search engine optimization services with advanced site optimization with user behavior intent and user signals to enhance performance. Get your website audit from our experts.
Richard Kevin is a content manager and SEO copywriter at Texas Business Analytics with a zone of 50% creativity and 50% strategy. Richard is passionate and obsessed with delivering quality work, creating efficient pieces of content, and discipline to achieve success for the organization.