The author’s views are entirely his/her own (leaving out the unlikely occasion of hypnosis) and may not always show the views of Moz.Is a high bounce rate bad? The response is: it depends, but yes, sometimes it can be. Is a high bounce rate bad for SEO? That’s where it gets a little bit more complex. In this week’s episode of Whiteboard Friday, Cyrus offers you 7 easy SEO pointers to address your bounce rate, and increase engagement and fulfillment to make your users happier.
Click the white boards image above to open a high resolution variation in a new tab!Video Transcription Welcome, Moz fans, to a brand-new edition
of Whiteboard Friday. My name is Cyrus Shepard. Today we’re speaking about bounce rate, particularly 7 dead easy pointers to minimize your bounce rate. So the majority of you already know what bounce rate is
. But for those who are uninitiated, bounce rate is an analytics term. It just means a single page or non-interaction check out. When a visitor comes from Google or another website and they check out one page, they have no interaction, and they leave, that’s considered a bounce. That is a high bounce rate. So is bounce rate bad? That’s a common question. The response is, yeah, it can be bad. For instance, if everybody is concerning your homepage and you wish to get them to your sales page or your checkout page, you don’t desire a high bounce rate. In that scenario, yes, bounce rate is certainly bad. But is bounce rate bad for SEO? Well, there it gets a little bit more complicated.
Now, to be clear, Google does not utilize bounce rate. It is not a ranking signal for Google. That stated, we do understand that there’s a lot of evidence that Google does use some sort of engagement signals for SEO that we don’t have access to. So in that method you can consider bounce rate as a proxy signal for engagement and fulfillment, which’s truly what we’re attempting to determine here. We’re trying to measure how satisfied our usages are, how engaged they are with a page. In some circumstances, there is evidence that this might help your SEO in some scenarios.
Now just reducing your bounce rate is not going to immediately enhance your Google rankings. It does not work that way. However lowering your bounce rate can have positive effects. In reality, your visitors might be more pleased.
Now to be clear, prior to we enter into these suggestions, I want to be very clear the goal is not to minimize your bounce rate number. It’s simply a number. It does not indicate anything. The goal is to increase engagement and to increase satisfaction, to make your users better. Just lowering your bounce rate, that does not do anything. However if you make your users happier, provide what they’re searching for, that’s what we’re attempting to do, and we’re using bounce rate as a proxy to measure that in addition to other metrics, such as time on site, the number of pages gone to, and things like that.
1. Page speed
So we’re seeking to make users better. So how do we do this? How are we going to decrease our bounce rate? Well, seven fast pointers, really fundamental stuff in SEO. To start with, page speed. It’s not very attractive, but I included it here due to the fact that out of all of these ideas improving your page speed is probably the number one method to ensure a minimized bounce rate.
I’ve seen it on hundreds of websites. Make your site much faster, bounce rate goes down. Why? Well, for one, more people can just access your content. They’re not awaiting it to load. They’re in the train, on their cellular phone, it loads much faster. Second, it’s just a much better experience than if they’re waiting for images to appear and things like that.
It will nearly definitely ensure to reduce your bounce rate. This is the number one reason that, in my opinion, you work to enhance the speed on your site. Yes, speed is a Google ranking element. It is a validated Google ranking factor. For the most part, though, it’s a quite small one.
However if you improve engagement and fulfillment with your speed, that has downstream effects that have much wider, broader SEO ramifications. It’s the top factor to improve speed, not for the ranking benefit, but for this factor alone. Yes, this consists of the upcoming Core Web Vitals that are coming out, that are going to be a ranking element soon. We’ll connect to some resources on how to enhance that:2. Widen intent satisfaction
So one, nail your speed. Two, the most convenient way to lower bounce rate is two broaden your intent complete satisfaction. Now what do we mean by this? Are we pleasing the intent that people came to your site for in the very first place?
For instance, someone look for “Nike shoes.” Well, we want to rank for “Nike shoes,” but we do not actually know what the intent is of the individual who searched. Do they wish to purchase Nike shoes? Do they want reviews of various Nike shoes? Are they trying to find photos of Nike shoes? It could be any one of those things. The more broadly we can please that intent on the page or link to other resources, the much better we’re going to do with engagement and our bounce rate.
Deep competitive analysis
So how do we do this? So one, you wish to do deep competitive analysis. You want to see what’s already ranking for these terms, for your perfect search term and look at all of the ranking outcomes and what’s working and try to satisfy those intents. If you’re not using the same type of content as the leading 10 ranking results, you’re probably not matching that intent extremely well.
So you might wish to rejigger your material. The second thing you ought to be doing is response concerns more deeply. Now we talk about long-form material usually performing better in search engine result. Long-form content isn’t a ranking aspect. But the more complete you can answer questions, that generally has a much better effect. So just responding to questions much better can deepen the intent satisfaction.
Link to associated material
Finally, and this is my top trick/tip, link to associated intent. An example is on Moz we have literally dozens of posts that we have actually written about different SEO topics, such as canonical tag. Each has a slightly various intent. When somebody arrive at any of those pages about a canonical tag, we can link to all the other resources about canonical tags in a popular position.
Now you frequently see related short articles that are like little widgets at the end of articles. I usually like to put those much higher in the content, where people can see them and engage and click on those short articles since we might not have actually caught the intent completely on this page, but we can connect to all those related resources and catch the intent that way.
As quickly as they click and go check out the other page, they’re getting their intent satisfied, and we have reduced our bounce rate. So discover those related short articles on your site and link to them prominently. You’re going to do well.
3. Smart CTAs
Number 3, clever CTAs. Often that’s what you’re trying to get people to do. You’re attempting to get them to click your CTA to go buy your item or check out your download or whatever it is.
The most intelligent way to improve your CTAs is consist of the ranking keyword in the CTA itself. So this means go to Google Browse Console, go to Moz Keyword Explorer, find what your pages are actually ranking for, and take those leading keywords and insert them into the CTA itself. For instance, if my page has to do with credit reports or getting a credit report rating, I could have a CTA that says “Add to Cart,” or I might have a CTA that says, “Get my credit report.”
This is emotionally 100 times more powerful than saying “Add to Cart” due to the fact that I simply typed “credit report” into Google, and aha, here it is. I wish to get my credit report. So including your keywords in the CTAs is a very smart way and easy method of enhancing engagement and decreasing your bounce rate.
4. Usage inverted pyramid composing
Number four, I got this from Dr. Pete Meyers. Thank you, sir. Use the inverted pyramid design of writing. So we want to engage individuals in our writing, when they come looking for answers, which means we wish to hook them early and draw them into your content. The inverted pyramid design of composing, obtained from journalism and I’m going to link to Dr. Pete’s post on this, is start with a lead. Start with a fast answer, enter into the information and after that your material. So you want to grab them. Program them what you’re going to assure them and pull them into the information. That’s everything about developing more engaging content, drawing people in, and having good, clean content that looks excellent and works all well.
5. Make site search basic
Carrying on, make website search easy and obvious. Here’s why. If you can supply a simpler search service than Google, that offers the user a reason to search your website rather of returning to Google, which counts as a bounce. If they search on your website, you have engaged them. They’re taking a look at more material on your website, and you’ve minimized your bounce rate and improved engagement.
So I like making website search extremely apparent, extremely simple. Especially if you’re a resource heavy site and individuals think that they can discover what they desire on your website, it’s going to improve it. Do not make them browse Google. Let them search your website rather.
6. Include media
Adding video, images, and various media. A few of our greatest engagement pages here at Moz are these Whiteboard Fridays.
Why? They have a video. Something I would recommend though, something we’ve found out over and over once again, is blend your formats. The typical person enjoying among these videos stays on the page and the website for 9 or 10 minutes, which is big for us. However one thing we did numerous years earlier is we started including transcripts and images to these posts.
So blending the media generally does much better than simply adding a video or images by itself. So pages with images, video, and text generally do much better than pages with just those things by themselves.7.
Minimize rage and dead clicks
Lastly, something I have actually been entering just recently is lowering what’s known as rage clicks and dead clicks.
Or perhaps an image appears like a button. Every website has these. You can normally find these with heat tracking software. Microsoft simply came out with a brand-new product that’s complimentary– Microsoft Clearness. There’s Hotjar. Any sort of heat tracking or heat mapping software application can typically show you these rage clicks and dead clicks.
If you repair these, individuals are going to click the aspects that are really workable, and it will provide you insight on how to decrease these. These are definitely going to lower your bounce rate. All right. So if you have any tips on reducing your bounce rate, please leave them in the comments listed below. If you like this video, please share. Let your pals understand about it.
Thanks, everyone. Bye-bye.
Video transcription by Speechpad.com