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Stop that Bouncing!

May 15, 2009 / by David Scoville

beach-ballI'm bouncing around the web again. I've been searching for the latest news on American Idol's Adam Lambert and haven't found a great deal of worthwhile information--at least information that encourages me to stay on the site for more than 30 seconds.

If you're regularly checking your website analytics, you've looked at your bounce rate. "Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page)." (Google Analytics).

A high bounce rate is bad. Some folks may, unknowingly, increase their bounce rate as they increase their traffic. This leads to reports showing wonderful increases in traffic, but no increase in sales--no added profit. (Note: Be careful about SEO companies who only promise traffic.) Bounce rate is a fundamental statistic that is affected by both SEO and Conversion.

Think of a bouncing beach ball. This is your potential customer. Your website is where that beach ball lands. If the landing is too hard, your visitor leaves in a jiffy. Thus, one key to keeping your visitors on your website (a longer visit provides a host of advantages, including: a longer branding experience, customer feedback, and increased conversions, to name a few), is by a soft landing.

Create a soft landing with better Conversion:

  • promote UGC (user-generated content)
  • include more videos
  • include more images
  • quality design
  • quality and quantity of content

Bounce rate is also heavily affected by SEO. It's one thing to get traffic, but a much better thing to get targeted traffic.

Targeted traffic = decreased bounce rate

Bounce rate vs. Google

Much has been said about your site's bounce rate versus Google rankings. I believe Google's algorithm accounts for bounce rate. Rather than boring you with my opinion, here's a few articles in the bounce rate vs. google discussion:

Proper keyword research with relevancy at its premise prevents a high bounce rate. Don't stuff your title tag and meta description with language that is deceitful, over-exaggerated, or irrelevant. Bounce rate is an important statistic--just as important as traffic.

Topics: SEO Blog Conversion Optimization

David Scoville

Written by David Scoville

David is the former Creative Director for PRMarketing.com. He pursues innovative design and transparent marketing. On the side, he builds things like the SEO Rank Reporter Plugin for Wordpress. Scoville has a degree in Advertising Communications from Brigham Young University.

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