How to Leverage Real User Metrics (RUM) for Ongoing SEO

As an SEO professional, you’re likely no stranger to the importance of understanding user behavior and experience on your website. In recent years, the concept of “Real User Metrics” or RUM has gained significant traction as a key tool in this endeavor.

In this article, we’ll delve into what RUM is, how it differs from traditional web analytics tools, and most importantly, how to leverage its insights for ongoing SEO success.

What are Real User Metrics (RUM)?

RUM refers to the collection of data directly from real users’ browsers as they interact with your website. Unlike traditional web analytics tools like Google Analytics, which rely on server-side tracking codes and JavaScript libraries, RUM uses a more direct approach to gather insights.

How does RUM differ from traditional web analytics?

While both RUM and traditional web analytics aim to understand user behavior, there are key differences:

Sampling vs. Full Population

Traditional web analytics tools typically rely on sampling methods, where data is collected from a subset of users. In contrast, RUM collects data from the full population of users, providing more comprehensive insights.

Browser-level data collection

RUM collects data directly from users’ browsers, whereas traditional tools collect data from server-side interactions (e.g., page views).

No tracking code required

RUM doesn’t require any custom tracking codes or JavaScript libraries to function, making it easier to implement and more difficult to manipulate.

Benefits of using RUM for SEO

So, why should you care about RUM as an SEO professional? Here are the key benefits:

Deeper understanding of user behavior

RUM provides a more nuanced understanding of user behavior, including browsing patterns, interactions with specific elements (e.g., buttons, links), and time spent on individual pages.

Improved page performance insights

By collecting data directly from browsers, RUM offers valuable insights into page loading times, rendering speed, and overall user experience.

Enhanced technical SEO capabilities

RUM allows you to identify areas for improvement in terms of page structure, content organization, and mobile responsiveness.

How to leverage RUM for ongoing SEO

Now that we’ve explored the benefits and differences between RUM and traditional web analytics, let’s dive into actionable tips on how to incorporate RUM into your ongoing SEO strategy:

1. Integrate RUM data with your existing analytics tools

Combine RUM insights with data from Google Analytics or other tools to get a more comprehensive understanding of user behavior.

2. Focus on fixing page performance issues

Prioritize improvements in page loading times, rendering speed, and overall user experience based on RUM data.

3. Analyze browsing patterns and interactions

Study how users interact with specific elements (e.g., buttons, links) to identify areas for improvement in terms of page structure and content organization.

4. Monitor mobile responsiveness and adaptability

Ensure that your website provides a seamless experience across various devices, using RUM data to inform technical SEO improvements.

Conclusion

RUM offers a powerful toolset for SEO professionals seeking to improve their understanding of user behavior and optimize their websites’ performance. By integrating RUM insights with traditional web analytics and focusing on page performance issues, browsing patterns, interactions, and mobile responsiveness, you can take your ongoing SEO strategy to the next level.

Whether you’re looking to improve user experience or drive more conversions, RUM is an essential component in any SEO professional’s toolkit.