Tips & Tricks

Encourage interactions using your content:  

7 powerful methods 

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You wonder how to improve your SEO ranking? When it comes to ranking your website, search engines like Google don't just capture the click rate. Also important is the interaction rate, i.e. the ratio between interactions and page views. This indicator tells you how long the focus of your visitors is placed on your digital content. More interactions with the presented content indicate greater interest and point to a stronger relevance of your publications. 

In order to present your website as highly attractive and to achieve an excellent search engine ranking, the increase of user interactions is one of your main priorities. Eventually, readers will also build a stronger bond with your brand if they engage more intensively with the provided content.

The question is, how do you get visitors to interact more with your content and stay on your site for a longer period of time? We have put together 7 recommendations for you. 

1. Increase user loyalty 

Traffic does not equal engagement! Your web magazine can be called up thousands of times, your brochures, studies or whitepapers can be downloaded hundreds of times - but if the visitors drop out right after that, you will be waiting a long time for some valuable leads and truly interested readers. 

For many companies, conversion rate optimisation was at top of their priority list for quite some time. All marketing measures have been focused on generating leads as quickly as possible. But what do your leads actually do after they've been led to your landing page and downloaded the "bait" content? Will they actually come back and potentially generate revenue for your company?

Likes, page views or the number of downloads of "freebies" are no indication of how much visitors are actually interested in your company, the topics covered and the products advertised. But isn't it actually a good idea to attract not only new customers, but also many regular visitors?

Your web presence should therefore be geared towards getting visitors to return to your site by building some brand loyalty.

Focus your attention on the following indicators to measure the performance of your content marketing: 

  • Dwell time on the website or in the magazine (= duration of a session) 
  • Time spent on individual pages
  • Quantity of pages viewed 
  • Repeated calls to your website 

In order to analyse these indicators, you will need to increase your use of web-based content – if you offer downloadable PDFs, you will not be able to track what your leads do after they received the information. 

Interaction is the first step of 

converting leads into paying customer.

FYI: At Webmag, you can easily integrate your own analytics tool so all data from your magazines will be visible to you. Or simply make use of the integrated analytics. Learn more

2. Internal linking  

Providing additional articles, infographics, or videos which add value to your readers is an excellent way to keep people engaged with your content. Use internal links in useful parts of your text and write relevant anchor texts to increase the appeal of the additional content for your readers. Informative websites such as Wikipedia use this strategy to significantly increase interaction rate, and also we at Webmag add links leading to other blog articles from time to time.

Texts can also be loosened up by using boxes that provide links to related articles or additional information ("Learn more on this subject"). This encourages readers to look into the topic more deeply.You can also use plug-ins to recommend related articles at the bottom of the page ("You might also be interested in this“). 

In case you include external links in your digital publications, they should definitely be opened in a new tab or window. 

3. Videos 

Theoretically, videos are not that important for SEO ranking. However, they can be very useful in increasing the duration of a visitor's stay on your website, as they attract their attention and keep them engaged for a few minutes. This is how the presence of videos indirectly affects the performance of your website and online magazines. On top of that, they make your publications look even more appealing. 

Be sure to embed videos from YouTube or similar platforms directly into your content to avoid drawing your leads away from the site. 

Videos can be very effective in increasing the duration of stay on your website, which indirectly affects the performance – and makes your publications more appealing. 

4. Intuitive navigation menu 

Having a well-structured navigation menu which offers meaningful and informative categories will help visitors find their way in no time, make them happier, and give them more time to spend on your content. Obviously, the less time your readers have to spend searching and the faster they find what they're interested in, the better. 

Don't mistake and think that the duration of stay will increase if your leads have to search for a long time until they find the content they are looking for. Instead, visitors will bounce back quickly and possibly visit a more concise competitor's website. 

5. Optimised user experience 

The first impression is essential if you want to achieve high user engagement! That's why your web magazine should be visually appealing in every aspect and also optimised for mobile browsing. 

A high loading speed is also important as well. If your page takes too long loading before it is displayed properly, displeasure will be caused. In this case, the bounce rate will be very high. 

For your information: Webmag automatically reduces the size of images and videos. Yet, do not upload files that are overly large.

6. Appealing contents 

Relevant content is the name of the game when it comes to content marketing. If you are aiming not only to generate traffic, but also to boost engagement, it is essential that you meet the expectations of your readership. Choose to avoid unserious clickbait or overstatements in the title – then you'll attract people to your site who will ultimately bounce back because they realize you're not providing their desired content.

Create well-structured texts with significant headlines and provide variety by embedding image galleries, tables, videos or infographics. Graphic content loosens up the texts and motivates readers to remain engaged and interested until the end. 

Appealing content is the name of the game when it comes to content marketing. 

7. Interactive tools 

To boost interaction rates, consider using fun, informative online tools that invite interaction and increase the time spent visiting your site. Depending on your company's field, different tools make sense. If you're in eCommerce, for example, you can embed online calculators, quizzes, or product configurators that support your leads through the decision-making and buying process and provide them with solutions. 

To collect feedback from your visitors, it makes sense to embed surveys that don't take up too much time. 

Using an integrated live chat, you can offer immediate support, increase lead satisfaction, and highlight that your company puts the needs of customers and clients first. 

5 ideas for interactive tools 

  1. Online calculator, e.g. involve.me​​ calculator
  2. Quiz, e.g. involve.me quiz
  3. Product configurator, e.g. sitewerk.ch configurator 
  4. Survey tool, e.g. surveymonkey 
  5. Live chat

Page views have little impact if the interaction rate is poor! 

Key figures such as the duration of stay and the bounce rate strongly influence your SEO ranking. The more interactions with the content, the more pages are viewed and the longer the visitors stay active, the higher Google's algorithm ranks the relevance. The current SEMrush study points out clearly that the duration of stay is the second most important factor in the evaluation of websites – directly following the amount of visitors. Right after that, the number of pages viewed per session and the bounce rate follow. 

By paying more attention to these indicators, you will be rewarded by the search engines. By increasing reader engagement with your content and making them more familiar with different aspects of your offering, you can really attract good leads and generate returning customers. 

At the same time, you will ensure that you actually attract those readers for whom your content is relevant. And for all senders, a higher level of interaction equals a higher level of engagement with your content. And the more readers engage with your offerings, the more trust they build in all communication with you. 

Webmag: The easy way to digital content marketing

Create your digital content formats yourself – responsive, interactive and measurable. 

Thanks to modular editors such as Webmag, they can now be easily put together by using drag & drop and preconfigured design templates. No special knowledge is required. You don't need designers, IT people or agencies. Just content.

In 15 minutes we will show you how you can easily create your own digital content formats with Webmag – and multiply your reach.

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