: Can adverts on your site actually help SEO? My current understanding of SEO is this: One of the ways Google determines a webpage's quality is by how many people click back onto the SERPs.
My current understanding of SEO is this: One of the ways Google determines a webpage's quality is by how many people click back onto the SERPs. For example, if loads of people click onto your blog after searching "inception explained" and 0% of them click back, then Google will be more likely to rank your page highly.
So this got me thinking: should you optimise your website for "abducting" visitors? By that I mean, do "Related Posts" tabs work well because they draw people away from the thing they were searching for and make them less likely to click back out of your website? And if so, would adverts not also have the same effect?
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Matt seems to be referring to spam detection. Bounce Rate is a factor in SEO. Consider this: it is used to create higher quality search results (links in SERPs) and tune results. Bounce Rate is a principle metric in gauging search satisfaction as well as other things.
To answer your question. User engagement is meant to help satisfy your user and help answer their question. It may be that they got to the wrong page. A webmaster would use engagement techniques to guide the user to another page that may answer their question. Ads will effect Bounce Rate positively only if Google cannot measure a bounce. If the ad directs to a page with GA code, this may not work in your favor. Your use of the word abducting may match engagement. Ads are not engagement. I suggest thinking in terms of satisfying your users search by tightly tuning your on page optimization and using links to other resources that are related to that page. If effective, your Bounce Rate should reduce. Also consider the inbound links to that page and whether they reflect the topic correctly.
I hope this helps.
Your understanding of how Google ranks pages could be incorrect. Many people speculate that Google uses bounce rate as a ranking factory, however Matt Cutts, head of web spam at Google, has denied this on various occasions:
Is Bounce Rate a Signal in Determining What Content May be Spam?
No. Cutts said the Google web spam team doesn’t use Google Analytics
data. It’s not a bad thing when someone finds their answer right away
and bounces, he said.
Matt Cutts Talks Google Penguin, Negative SEO, Disavowing Links, Bounce Rate & More
“Google doesn’t use bounce rate” @mattcutts
Matt Cutts: Google Doesn’t Use Bounce Rate
Video: Is Google Analytics data a factor in a page's ranking?
Even if it were a factor, if these "Related Posts" adverts were for different websites, then it would be no different to some one clicking back off your site. The exit in bounce rate is when ever some one exits your site by any means, not just the back button.
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