Google Says User Actions Not a Ranking Factor
In a recent Google Hangout with John Mueller, a user posed a question:
I am webmaster for an information based website, when a user fills out a form, in a conversion like that will the algorithm deduce it as a positive ranking factor? Or a user spends time reading a blog article -- does that increase the authority of my website?
After John made a joke about needing more hair, he responded with:
In general, I don’t even think we see what a user is doing on the website, if we can’t really see that then that’s not something that we’d be able to take into account anyway. So from my point of view, that is not something that we treat as a ranking factor.
Of course if people are filling out forms on your website, generally that is a sign you are doing the right thing. I do see that as a positive thing in general, but don’t see that as a ranking factor.
I was personally a little surprised by this answer by John. While Google can’t really “see” many of these actions, they certainly would be able to deduce some of them through actions such as bounce rate, time on site, etc.
Marie Haynes commented on SERoundtable:
I have trouble believing that Google doesn't use user engagement as a ranking factor. Google has told us over and over again that the best way to rank well in Google is to make a site that users prefer. So, how can they tell which sites users prefer if they are not using engagement metrics? (I'm sure they get those from Chrome and Android use.) I'm sure it's not all about time on site or adjusted bounce rate.
I think that this is one of the reasons why Google has made a big deal of telling webmasters that their javascript should be crawlable. I think it's possible that Google can say, "Well, users tend to engage with this site...they trust it enough to submit a form or make a purchase, so we'll rank it well.
Which I really agreed with. It’s a bit odd the fact that Google practically never releases answers about ranking factors then one day we can an answer like this.