Is a high bounce rate bad? The answer is, it depends, but yes, sometimes it can be. Is A High Bounce Rate Bad For SEO? This is where things get a little more complicated. In this week's installment of Whiteboard Friday, Cyrus shares seven simple SEO tips to help you determine your bounce rate and increase engagement and satisfaction to keep your users happier.
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Welcome Moz fans to a new edition of Whiteboard Friday. My name is Cyrus Shepard. Today we're talking about bounce rate, specifically seven simple tips to reduce your bounce rate.
So most of you already know what the bounce rate is. For those who are not yet on the know, bounce rate is an analytical term. It simply means a single page or a visit with no interaction. When a visitor comes from Google or any other website and visits a page, they have no interaction and leave. This is considered a jump. That's a high bounce rate.
So is the bounce rate bad? That's a common question. The answer is yes, it can be bad. For example, if everyone is coming to your homepage and you want to bring them to your sales page or checkout page, you don't want a high bounce rate. In this situation, the bounce rate is definitely bad. But is the bounce rate bad for SEO? Well, that's where it gets a little more complicated.
To be clear, Google doesn't use a bounce rate. It is not a ranking signal for Google. However, we do know that there is a lot of evidence that Google is using engagement signals for SEO that we don't have access to. That way, you can think of bounce rate as a proxy signal of engagement and satisfaction, and that's exactly what we're trying to measure here. We try to measure how satisfied our users are, how busy they are with a page. In some cases, there is evidence that this can help your SEO under certain circumstances.
Just lowering your bounce rate now will not automatically improve your Google rankings. That's not how it works. However, lowering the bounce rate can have a positive effect. In fact, your visitors can be happier.
To be clear, before we dive into these tips, let me be very clear that the goal is not to reduce your bounce rates. It's just a number. It doesn't mean anything. The goal is to increase engagement and satisfaction to make your users happier. Just reduce the bounce rate, that doesn't help. However, if you can make your users happier, give them what they are looking for, we will try and we will use the bounce rate as a proxy to measure this along with other metrics like onsite time. the number of pages visited and things like that.
1. Page speed
We want to make users happier. How do we do that? How can we reduce our bounce rate? Well, seven quick tips, very basic things in search engine optimization. First the page speed. It's not very sexy, but I included it here because of all of these tips, improving your page speed is probably the first way you can guarantee a reduced bounce rate.
I've seen it on hundreds of websites. Make your website faster, the bounce rate goes down. Why? For one, multiple people can easily access your content. They don't wait for it to load. You are on the subway, your cell phone charges faster. Second, it's just a better experience than waiting for pictures and the like to appear.
It will almost certainly guarantee that you will lower your bounce rate. This is the main reason I think you are working on improving the speed of your website. Yes, speed is a Google ranking factor. This is a confirmed Google ranking factor. However, for the most part, it's pretty small.
However, as you increase engagement and satisfaction with your speed, it has downstream effects that have a much broader, broader SEO impact. This is the main reason to improve the speed, not for the benefit of the ranking, but for that reason alone. Yes, this includes the upcoming Core Web Vitals that are coming out that will soon be a ranking factor. We're going to point out some resources on how this can be improved:
2. Expand satisfaction with the intention
So one thing, nail your speed. Second, the easiest way to lower your bounce rate is two that will increase your intent satisfaction. What do we mean by that? Are we satisfying the intent that people came to your site for in the first place?
For example someone is looking for "Nike shoes". Well, we want to rank for "Nike shoes" but we don't really know what the intent of the person who was looking is. Do you want to buy Nike shoes? Do you want reviews of different Nike shoes? Are you looking for pictures of Nike shoes? It could be one of those things. The more comprehensively we can fulfill this intention on the page or link to other resources, the better we will deal with the engagement and our bounce rate.
In-depth competition analysis
How do we do that? For one, you want to do a thorough competitive analysis. You want to see what is already ranked for those terms, your ideal search term and any ranking results and what works, and try to fulfill those intentions. Unless you're offering the same type of content as the top 10 ranking results, you probably don't agree with that intent very well.
You may want to restart your content. The second thing you should do is answer questions more deeply. Now let's talk about long-form content that usually performs better in search results. Long-form content is not a ranking factor. But the more fully you can answer questions, the better it usually affects you. So answering questions more easily can deepen intentional satisfaction.
Link to related content
Finally, and this is my number one trick / tip, link to related intentions. One example is Moz, we have literally dozens of articles that we have written on various SEO topics such as canonical tags. Everyone has a slightly different intention. If someone lands on one of these pages via a canonical tag, we can link to all other resources in a prominent place via canonical tags.
Now you will see frequently related articles that look like little widgets at the end of articles. In general, I like to put these much higher up in the content where people can see them and get into and click on these articles because we may not have captured the intent on this page perfectly, but we can link to all of these related resources and grasp the intention this way.
Once they click the other side and explore, their intentions get fulfilled and we've lowered our bounce rate. So find the relevant articles on your website and link them prominently. You'll do it well.
3. Smart CTAs
Number three, smart CTAs. Often, that's what you're trying to get people to do. You're trying to get them to click your CTA to buy your product or review your download or whatever.
The smartest way to improve your CTAs is to include the ranking keyword in the CTA itself. So go to the Google Search Console, go to the Moz Keyword Explorer, find the ranking of your pages, take these top keywords and paste them into the CTA itself. For example, if my page is about credit reports or getting a credit report rating, I might have a CTA that says “Add to Cart” or a CTA that says “Get My Credit Report”.
This is 100 times more powerful psychologically than saying "add to cart" since I just typed "credit report" into google, and aha, here it is. I want to receive my credit report. So, including your keywords in the CTAs is a very smart and easy way to improve engagement and decrease the bounce rate.
4. Use the inverted pyramid font
Number four, I got that from Dr. Pete Meyers got it. Thank you my Lord. Use the inverted pyramid writing style. This is why we want to involve people in our writing when they are looking for answers, and that means we want to involve them early on and include them in your content. The reverse pyramid style of writing borrowed from journalism that I am referring to here with Dr. Pete's post starts with a note. Start with a quick response, go into the details, and then go into your content. So you want to catch her. Show them what you will promise them and detail them. This is about creating more engaging content, attracting people, and having good, clean content that looks great and works well.
5. Make the site search easy
Make website searches easy and obvious. Here's why. If you can offer a simpler search solution than Google, it gives the user a reason to search your website instead of going back to Google, which is considered a bounce. If they're looking on your website, you've hired them. You are viewing more content on your website, and you have reduced your bounce rate and increased engagement.
Hence, I like to make the site search very obvious and very easy. Especially if you are a resource intensive site and people believe that they can find what they want on your site, this will make the website better. Don't let google search them. Instead, let them crawl your website.
6. Add media
Adding videos, pictures and various media. Some of our most dedicated pages here at Moz are these Whiteboard Fridays.
Why? You have a video. One thing I would suggest though, something we have learned over and over again is how to mix your formats. The average person who watches one of these videos stays on the page and website for 9 or 10 minutes, which is huge for us. But one thing we did a few years ago is we started adding transcripts and pictures to these posts.
So mixing the media is usually much better than just adding a video or pictures yourself. So pages with images, videos, and text are generally better than pages with just those things on their own.
7. Reduce anger and dead clicks
After all, recently I've been looking at reducing what is known as anger clicks and dead clicks.
Or maybe an image looks like a button. Every side has this. You can generally find these using heat tracking software. Microsoft just released a new product that is free – Microsoft Clarity. There is Hotjar. Any type of heat tracking or heat mapping software can generally show you these angry clicks and dead clicks.
When you fix these issues, users will click the items that are actually editable and see how you can reduce them. These will definitely reduce your bounce rate. Well. So, if you have any tips on how to reduce your bounce rate, please leave them in the comments below. If you like this video please share it. Let your friends know.
Thanks to all. Bye.
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