As a metric, active users signify the number of users engaging in your site within a specific time. According to Adjust, your site performs better with more unique and active users within a given time frame. You can calculate “stickiness,” or how often users return to your site, by dividing the number of daily active users by monthly active ones.

Because you want more and more unique users engaging with your site, you’ll want to achieve a high percentage of stickiness. A good stickiness score is 13%, with anything above 20% considered exceptional.

Q: What if my site doesn’t have many or any active users?

A: Here are a few suggestions to help you improve your active user count:

• Optimize your content with agency-relevant keywords - Your agency data dashboard already has suggested keywords you can use on pages. You can rely on this data first.

You may also use paid tools like Ahrefs, Mangools, and Semrush or free ones like Google Keyword Planner to find high-volume, competitive keywords. The great thing about CT.GOV-Connecticut's Official State Website is that the domain is so well-established that you can include some of the highest volume and challenging keywords in your copy.

For more information about SEO, see our guidelines for SEO Best Practices and explore our Content Style Guide.

• Find some reliable training sources - In case you have not seen these videos, check out the following resources:
• Inhabit your user’s mind - Do a Google search and look at the bottom of the page under “related searches.” You’ll see other user queries that can provide an excellent direction for your content and SEO.

You can also use Google Search Console results to identify which search terms drive most visitors to your site in search results.

• Create Targeted Landing Pages - Direct visitors to a dedicated landing page featuring their interests, which helps them engage with your website.
• Craft engaging, high-quality content - One great way to drive visitors to your website is to craft engaging content that may answer a question or solve a specific problem.
• Send emails that link to your website - A tried-and-true way to generate traffic is via email. Email can be a powerful outreach tool to target and inform your audience and drive people to specific pages.
• Create social media and blog posts - Once you have your SEO strategy in place, drive active users to your site with pithy, engaging social media posts that provide an attention-getter, quality images, and a good CTA, for example:

Does health care feel too expensive and difficult to understand? We’ve made it easy. Welcome to Health. Find out if you’re eligible for benefits today: Insurance and Paying for Care.

• Encourage action through strategy - Think about the page’s design and layout as veering beyond appearances and rooted in function. What do you want the page to do? What actions do you like your users to take? How does the content fit into the page’s job?
• Craft engaging, high-quality content - One great way to drive visitors to your website is to craft engaging content that may answer a question or solve a specific problem.
• Send emails that link to your website - A tried-and-true way to generate traffic is via email. Email can be a powerful outreach tool to target and inform your audience and drive people to specific pages.
• Create social media and blog posts - Once you have your SEO strategy in place, drive active users to your site with pithy, engaging social media posts that provide an attention-getter, quality images, and a good CTA, for example:

If the page’s main job is for users to see if they’re eligible for benefits, that section comes first, then a button and CTA. Suppose the secondary mission is to educate other users on various forms of health care and the portal. That content comes next in images with easy-to-read copy broken down into the main areas of concern. See below.