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9.7 Raw count of Pinterest pins associated with 2.77 URL 9.8 Upvotes for the page on social sites 2.70 9. TOTAL SCORE Table 18. Page-Level Social Metrics respondent results Table 18 Total Score illustrates that the website Page-Level Social Features are primarily affected by external website aspects and - as a social variable - totally dependent of human interaction. 4.2 DISCUSSION Based on marketing respondents’ point of view and also on their perception about general ranking factors (Table 10, External and Human final scores) it seems that Google ranking factors are evolving from an internal and technical website perspective to a more complex approach, considering external website factors and much probably human behavior patterns. The discussion about the use of behavioral factors in SE ranking raised a few years ago and remains up-to-date. According to Google ́s patent named “Modifying Search Result Ranking Based On Implicit User Feedback” (2014), Google points the search users behavior as a crucial ranking determinant factor, so that if the user select a particular search result, it is considered to be relevant, or at least more relevant than other search results presented alternatives. For other SEO study authors, user experience factors will keep increasing importance regarding the optimization to be done over the ranked pages, internal and external page links, and all the complete set of technical aspects of search engine result pages. In addition, user experience over the website is a key factor that Google will probably use to determine websites rank in SERP’s. Furthermore, from a more technical viewpoint, it is quite capable of digital platforms to identify users and to drive significant opportunities for digital marketers. The points listed in the next pages show a correlation between Moz survey results analysis and other SEO market studies in order to answer to the main questions and objectives established in this work. 4.2.1 Click-Through Rate (CTR) According to respondents (Table 14, item 5.3) one metric that is gaining importance to measure the user engagement to a website is the Click-through rate (CTR). A search engine results page CTR is known as the proportion of the number of times a search listing was clicked over the number of times it was presented to the user. Google's former Search Quality Chief, Udi Manber, testified the following: "The ranking itself is affected by the click data. If we discover that, for a particular query, hypothetically, 80 percent of people click on Result No. 2 and only 10 percent click on Result No. 1, after a while we figure probably Result 2 is the one people want. So we'll switch it." (Ryan & Jones, 2016). XX XX 25.60 25.60 21PDF Image | Prova de trabalho de projeto conducent
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