Like other industries, search engine optimisation is also a practice filled with jargon. One of the most common words used in SEO is bounce rate. In hindsight, it is the rate internet users click out of a website after looking for the information they need. For some, it might be a small detail quickly left out. But what does bounce rate mean, and why is it significant in SEO? Here are some ideas.
What Does Bounce Rate Mean?
Bounce rate is simply the percentage of visitors who leave a website immediately after reaching it. For instance, if you go to a website that discusses topics about rare animals and you find no information on your favourite animal. You will leave and look for another website. In this scenario, you are the visitor that bounced.
What Causes a High Bounce Rate?
Bounce rate is not always a bad thing. The goal of SEO is to make the customer stay on a website for an extended period. It does this by giving the customer what he wants: information. So when you are looking for a short article about a specific topic, you will most likely click out.
Another reason for a high bounce rate is the improper use of keywords. If you use the wrong keyword, it will lead you to a lousy website. The article might be too long and tedious. Or the internet user might be looking for something else. Either way, your bounce rate will increase.
The Correlation of SEO and Bounce Rate
SEO is not just about keyword stuffing. The different optimisation methods include blogging, link-building, on-page SEO, etc. It is essential to consider the goal of an SEO campaign to understand the correlation between SEO and bounce rate.
As mentioned earlier, the goal is to bring the most value to website visitors by giving them what they want. The website visitor wanted information on his favourite rare animal in the previous example. But another goal of SEO is to provide visitors with information that will lead them to your website. This way, it is more likely that they will return for more.
It is essential to keep both of these goals in mind. The more information visitors get, the more value they can take from your website. In the end, this will bring you more traffic.
How to Improve a Website’s Bounce Rate
Improving a website’s bounce rate is a piece of cake. The first thing to do is make a list of the information you want to provide your visitor. From there, draft the content which will be presented on the website.
The next step is to start the SEO campaign to make the target website popular. Once the website is up and running, track the number of visitors. Keep an eye out for the bounce rate. Then you can modify the website as necessary.
The Benefits of a Lower Bounce Rate
The main benefit of a lower bounce rate is the length of time spent on your site. If visitors spend a considerable amount of time on your site, they would likely return. Their return will increase your conversion rate or the number of users who buy your product or subscribe to your website.
Conclusion
Bounce rate is an excellent indicator of how a website is performing. If the bounce rate is high, there is a big chance something is wrong with the content, the visitors, or your website. Improving the bounce rate will make it highly likely for them to return.
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