What Is Web site Stickability?

Web site stickability is one of the major concepts in search engine optimization. It is the ability of a Web site to retain the interest of surfers.

Search engines are particularly interested in the Web sites at the top of their rankings. Here they can assess “stickability”. If a surfer clicks on a Web site and returns rapidly to the search engine seeking another site then the search engine assumes that the first Web site did not have the required information, or functioned poorly perhaps due to slow download time. The search engine will record this negatively. On the other hand, if a surfer goes to a site and does not return, returns after a significant time delay or comes back and starts a totally new search, then the search engine assumes that the web site provided the required information and records this positively. In essence, top ranked sites rise or fall according to assessment by surfers.

It follows, from a search engine optimization point of view, that every effort should be made in designing your Web site to retain the interest of your visitors and keep them for as long as possible before they return to their search engine to continue their research.

What increases stickability?

• Valuable content (text) on every page.
Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Surfers are primarily looking for information.
• Visually pleasing pages. First impressions are critical. If your page is appealing then it gives the impression of professionalism and encouragement that the content is likely to be accurate. Use graphics but with care.
• A navigation menu that is intuitive to use. This encourages surfers to follow from page to page on your site.
• Links that function. As with navigation, links in your text encourage your visitors to visit other pages. Check for broken links. Visitors will be discouraged if they are led to non-existant pages and they will not "stick" with you. Links to other sites may result in the loss of your visitor for the moment, but this is still effective from the "stickability" point of view. The search engines do not follow where a surfer goes to once they have clicked on your link. They only check to see how quickly they return. If you are providing high quality links to other sites, surfers may return to you for further recommendations.
• Provide a "site search" facility.
• Consider introducing an RSS feed on your web pages. This will provide your surfers with the opportunity to see the latest information on the subject of there interest. RSS Feeds change usually daily and effectively provide rich new content for your pages. This appears to have a positive effect on page ranking.