What Is Web site ‘Stickability’?

It is the ability of a Web site to retain the interest of surfers.  Web site stickability is one of the major concepts in search engine optimization.

Google introduced the idea of user response in determining positioning of web pages on its results pages for searched keywords. Initially, this depended on PageRank of webpages – Google’s assessment of the value of incoming links to the page. Before Google, search engines relied entirely on ‘on-page’ factors.

Determining stickability.

If a surfer clicks on a web site and returns rapidly to the search engine seeking a better site then the search engine assumes that the first Web site did not have the required information, or functioned poorly. The search engine will record this negatively.

On the other hand, if a surfer goes to a site and does not return, returns after a significant time delay or comes back and starts a totally new search, then the search engine assumes that the web site provided the required information and records this positively.

In essence, webpages rise or fall according to assessment by surfers.

Google also has opportunity to track user surfing with its analytics facility used by many websites. Website owners should monitor ‘time on website’ and bounce rates.

It follows, from a search engine optimization point of view, that every effort should be made in designing your Web site to retain the interest of your visitors and keep them for as long as possible before they return to their search engine to continue their research.

How can we improve stickability?

Valuable content (text) on every page.

Create a useful, information-rich site, and write pages that clearly and accurately provide the information visitors require.

Google will include your page title and description on its  results pages. The content of your webpages should be consistent with the page title and description.

Visually pleasing pages.First impressions are critical. If your page is appealing then it gives the impression of professionalism and encouragement that the content is likely to be accurate. Use graphics but with care.

A navigation menu that is intuitive to use. This encourages surfers to follow from page to page on your website. More about WordPress SEO London

Links that function. As with navigation, links in your text encourage your visitors to visit other pages. Check for broken links. Visitors will be discouraged if they are led to non-existent pages and they will not “stick” with you.

Links to other sites may result in the loss of your visitor for the moment, but this can still be effective from the “stickability” point of view. If you are providing high quality links to other sites, surfers may return to you for further recommendations.

If your website has more than ten pages, provide a “site search” facility.

Blogs – Many surfers like to enter into online discussions and a blog provides opportunity for them.

Video – surfers enjoy high quality videos. You do not need ‘Hollywood’ quality – Modern digital cameras can provide adequate quality.