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Behavior

by Rob Bertholf

The Behavior Layer focuses on the experience that users (including search engine robots) have while on your website.

A poor user experience (UX) on the human side will result in a less enjoyable visit for your audience and potential customers. A negative experience can occur due to broken links, poor navigation, difficult to read fonts, unclear copy, and any other confusion someone has while on your website. Unhappy, frustrated people are less likely to come back to your website or to purchase a product or service.

On the robots side, search engines measure how visitors interact with your website as well as the way content is displayed to determine how future visitors are likely to receive your site. The better the user experience, the more likely it is that Google will recommend your website.

Course instructor Rob Bertholf’s (@Rob) interactive lessons will help you improve the user experience of your website for people and search engine bots.

Rob Bertholf established the Behavior Layer based on:

  • Analytics Basics What metrics are available to you and how to read them.
  • User Experience How to create a positive visit for both humans and robots visiting your website.
  • KPI Reporting How to choose KPIs for your business model, platform, and goals.
  • Actionable Analysis How to make actionable decisions from data based on what will directly impact KPIs.

The Behavior Layer will help you look at all of your digital marketing in a more human-centered way. The experience people have on your website and with your brand is what they will remember, which makes UX a growing priority for search engines. User experience isn’t isolated to analytics and website design. Behavior is something you should be thinking about throughout every layer from Branding to Community.

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Rob Bertholf
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Rob Bertholf

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