We have seen indications that Google has increased its use of user data, or data resembling user data, in search results but do not yet know how to measure it.
Google has access to data from a wide range of search results and various other types of user data. We believe this points to Google having increased the importance of user data for ranking web pages (in the Swedish index) in recent months, but we cannot confirm this today.
What types of data does Google use?
This is a very good question, and the probable reason is RankBrain, which Google describes as their AI for search that has quickly become one of the most important ranking factors. It is, as we understand it, simply a system trained on user data. This would mean that the factor is not about how your own users actually behave, but rather how other users have reacted to sites like yours.
Other things previously discussed include bounces and pogo-sticking. Here we are not talking about a bounce as defined by Google Analytics, but when a user enters a site from a search result and then returns to the search results again. Pogo-sticking is the next level of this: returning to the search results from the first result chosen, then clicking on another site in the same results. This has been tested and position changes have been observed, although this is far from scientifically certain. It is also reasonable that Google uses some form of safeguards to prevent manipulation, as it would be too easy to write a bot to exploit this otherwise.
We are open to suggestions
At Brath, we are, as usual, highly critical when something new emerges in SEO. Things are often far from what they seem, and this is especially hard to test, at least the RankBrain theory.
If Google has indeed done a good job with its algorithm here, then as an SEO specialist, you probably do not need to do much. Then it is simply, as always, about focusing on a good user experience in addition to the traditional ranking factors. And we have never been against a good user experience, have we?
Magnus Bråth
Consultant & Adviser
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.