In other words, Google pays attention to how people interact with your website.
If people are generally getting what they are looking for from your page, you can expect your rankings to improve.
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Otherwise, Google will drop dbtodata your site a few positions.
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The key to this step is to make sure your page offers the searcher EXACTLY what they are looking for.
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Let me explain how it works with a real example.
A few years ago I wanted to rank for the keyword "Conversion Rate Optimization".
We spent weeks working through a gigantic list of CRO techniques.
Backlinko – CRO Complete List
At first, the content did very well: it received a decent amount of traffic from search engines every month.
Decent amount of organic traffic
But over time, Google realized that people searching for "Conversion Rate Optimization" didn't want a giant list of techniques. And as you can see from this Google Analytics screenshot, organic traffic to that page slowly declined.
Google Analytics – Decline in traffic
So, after some time, I decided to figure out what the search intent behind “Conversion Rate Optimization” was.
First, I tried to understand what people who type this phrase into Google are looking for and I realized that the user probably wants content that includes:
a definition of what CRO is;
a description of how CRO works;
examples of CRO in action;
tips to get started.
Second, I looked at what was already on the first page and quickly noticed that virtually all of the first page results included all of the things that my content was missing.
