Are Push Notifications Good For A Website’s SEO?
Do push notifications have a direct impact on my website?
Such similar questions can be expected from marketers sending push notifications to engage their users.
Before you understand the impact of push notifications on your website’s SEO, let’s quickly understand SEO.
What is Search Engine Optimization (SEO)?
Search engine optimization is a process of increasing the visibility of your website on search engine results pages (SERPs).
There are more than 200 Google algorithms that monitor and track various factors in order to rate a page.
There are two types of SEO; On-page and off-page SEO.
In off-page search engine optimization, marketers try to build a website’s presence through external activities like link building, local search engine optimization, social media marketing, etc.
On-page SEO refers to the internal practices implemented on a website to improve search rankings.
On-page SEO covers two main aspects:
- Technical SEO
- Content Marketing
One question to ask, however, is what role do push notifications play in website on-page SEO. Does it even have a direct impact on SEO?
The simple answer is no. However, a strategic answer would be yes! But how?
Push notifications are used to engage the website visitors and re-engage the existing users. Using push notifications is indirectly linked to improving website SEO.
On-page SEO takes into account various options for evaluating a website.
Some of these mutual parameters between on-page SEO and its relationship with push notifications are discussed below.
Increased time spent on site
Time spent on a website is an important SEO factor for Google. The more people spend time on your website, the better Google understands your content.
It analyzes whether your content is useful enough for website viewers to stay on your website. Or if your content solves your user’s concerns and problems.
So how do we make it possible to use push notifications?
Push notifications are linked to a specific landing page like sales copy, homepage, etc.
Every time you send a compelling push notification, people will be directed to your website. This in turn increases the amount of time you spend on your website.
A study by Oncrawl shows how much time users spend on websites while browsing different marketing channels.
Image source: Oncrawl
The graph above shows that web push users spend an average of 46 seconds on site. The time spent on push notifications is more than just email marketing and social media marketing.
Decreasing bounce rate
The bounce rate shows the percentage of website users who left your website without clicking a link.
The higher your website’s bounce rate, the more it does your overall SEO.
Push notifications are a great medium to drive users to the website. However, it is not enough just to bring your users to the website.
The content that you promote through your push notification campaigns should be prioritized in terms of quality.
If you make every effort to send users to a specific blog and the blog does not track user pain points. Then, using an effective push notification campaign won’t do much to your bounce rates.
Hence, it is important to understand that by promoting content that provides useful information, the bounce rate will decrease.
This ensures that every time they send out the next push campaigns, users expect something better on their end. This will reduce the overall bounce rates of the website.
Moving fresh content through push notifications
New content that goes live can rank across SERPs if the content is unique and fresh.
The more visitors get to your newly published website content, the more signals Google receives about the usefulness of your content.
In order to increase the number of visits to your newly published content in a short period of time, push notifications are helpful to fulfill this purpose.
You can see similar promotions in the news and media area where the search engines recommend you for trending news notification in the device notification area.
Of the three main channels for push notifications, emails, and SMS, the push notifications perform better than the other two channels.
Pageviews show the total number of hits a website has received for a given period of time. With push notifications, the number of page views for certain page content can be strategically increased.
You can always promote old blogs using push notifications. Change the notification copy from time to time for multiple promotions. This will ensure that your particular page url will get the maximum page views.
It is important to note that push notifications do not directly contribute to search engine optimization. However, the perfect blend of user interaction can be achieved with the best of content marketing practices.
New users versus returning users
Another measure of engagement that Google takes into account for SEO is new users versus returning users.
When you send a push notification, your existing users will be included. Therefore, more returning users will be added to your website analysis with each push update.
You can check your new and returning users through Google Analytics. Once you’ve monitored the percentage of your new and non-retired visitors and have achieved a stable value, keep that percentage as an ideal reference.
Therefore, to get better results, push notifications contribute to a healthy score for the percentage of new and returning users.
Keeping your customers busy from time to time can lead to increased comments on blogs, posts, and so on. Again, this is a parameter that Google uses for SEO benefit.
A well-designed push notification can improve the ranking of your search engine results. When it comes to SEO benefits of using push notifications, it is clear that push notifications affect Google ranking factors in one way or another. And changing these ranking metrics has an impact on SEO.
One thing all of us should know is that push notifications alone are not responsible for the engagement you get through that channel. This needs to be synchronized with the right content marketing strategies. And together you achieve improved SEO parameters and thus the scope for a better ranking of the websites.