SEO & Behavioural Signals

Be On Your Best Behaviour


Google has stated EAT – experience, authority, trust – are the key ‘overall criteria’ for ranking website pages. So how does Google evaluate EAT? One of the key ways it evaluates EAT is by something called behavioural signals. This is in addition to the Google My Business Optimisation and On-Page Signals we discussed previously.

Google monitors these behavioural signals constantly and uses them to assess that your website pages have the authority and trust to prioritise website pages. This means more traffic to your website and more enquiries and sales. Here are some behavioural signals that you can check and optimise.



1. Create Your Click-Through Rate

When you conduct a Google search, a whole range of results shows up. If a lot of people skip over the first listings and go to the next one, Google sends a signal thinking ‘well that website is obviously better than the first one as people are clicking on it’ – this can change the ranking order to ensure prospects are clicking on your website link, measure your click-through rate and how it could be better.  You can gain a better click-through rate by creating appealing meta descriptions and using the right keywords so users can click on them.

2. Dwell On Your Dwell Time

Dwell time is the amount of time a user takes when looking at an individual web pages. This can be found in your Google Analytics account (if you haven’t set it up Google Analytics for your business yet, you definitely should) as it will show you exactly how people behave when they reach the pages on your website. Why is dwell time important? It tells Google if someone stays on a website page for longer than another website page, then the first website page has answered the searcher’s query better. Therefore, it should rank that page higher than the competitor, so be aware of dwell time and improve your page to make sure it is engaging.

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3. Just A Phone Call Away

Not only people are using your phone number on your website to get new prospects, but it is also a signal to Google that people think you have a reliable business. The more people who access your website pages and click on your phone number, it signals to Google that this is a real business that can be trusted and therefore should be ranked higher than a competitor’s pages.

4. Checking In On Social Media

There is some debate whether this is still relevant. If you encourage visitors to your premises to check in on Facebook, it is a signal to Google that this is a real location that people wants to visit and that your business is trustworthy. Although many says, Google does not use it as a signal anymore (no one really knows for sure) it will certainly help your Facebook engagement at a minimum and depending on your point of view be a good behavioural signal for Google to trust your website and rank it higher.


All of these behavioural signals work together to help Google prioritise the most trusted website pages for particular searches. As Google has stated EAT – Experience, Authority, Trust – are the key ‘overall criteria’ for ranking website pages.

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