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Know The Bounce Rate And How It Can Affect Your Website Ranking?

Bounce rate can be defined as the percentage of website visitors that visit the website and leave it before the amount of time which has been made significant by the search engines. Bounce rate is not a new term related to SEO. There are a number of experts who have tried to analyze the relationship between the Google rankings of websites and bounce rate. The relationship between these two cannot be easily defined and is ambiguous to draw any conclusion.

Bounce Rate – Significance

Bounce rate of any website increases when the visitors leave your website without going through the content of your website pages. Bounce rate is dependent on the experiences of your website by the single page sessions of the visitors.

Website performance can be determined by using the bounce rate. Higher the bounce rate, lower the traffic on your website. Likewise, when the bounce rate is lower, it shows your website is having high traffic. Bounce rate can be calculated easily using the formula- divide the total single-page sessions by the number of visitors to that page. This formula shows the apt results unless you are having a website of single page or your visitors directly get what they are looking for on the very first page.

An Experiment On The Traditional Belief

Let us talk first about the experiment conducted by Rand Fishkin, CEO of MOZ recently. MOZ can be called as a giant company to change the dimensions of Search Engine Optimization. Rand has been conducting a few similar kinds of experiments by choosing 500 participants approx. randomly chosen by his team. The participants are then asked to search a given word in their electronic devices i.e. smartphones, laptops, tablets, etc. by using the search engine of Google. The team then asked the participants to click on the link from the bottom and then click away quickly. This procedure is followed for the same link for few more days and on the basis of this, the monitoring of SERP is done.

This experiment revealed many eye opening results regarding SERPs and CTRs. The rank of the websites did change on SERP in around 50 percent of the cases. In 45 percent of the cases, the ranking of the websites did not change.

Results Accomplished By Rand

The experiment done by Rand was a completely artificial situation to study the effects of bounce rate when controlled on the Google rankings of a particular website. By doing so, many unanswered questions were unveiled at the end.

Effects Of Bounce Rate On Serps:

Bounce rate cannot determine if the person is spending is whole day reading the content of a particular page of the website or is snoozing to fool his boss by keeping his eyes open and pretending to look at the page.

The high level of webpage optimization makes sure that you find all the required information by just a single click that is featured on SERPs. In this way you will not be required to browse any other website or look for information which is scattered. Many websites that are heavy on content use this to make their websites completely organized and optimized for any search engine.

Higher Bounce Rate Is Not Always Evil

It is not every time that higher bounce rate is taken as a sign of bad result especially in the case when the bounce is mostly coming from your contact page. This usually happens with the small businesses. People get what they are looking for from just one page and this facilitates better user interface on your website. This is commonly known as “Good Bounce” that helps in increasing the traffic and improving the ranking of your website.

A visitor might also be making comparison while shopping for any product or service by frequently visiting one site and then another. This type of bounce is majorly seen at the time of festivals or any kind of sales on sites. People get the right thing they are looking for by a single click and this shows that your website is doing well.

How one can make sure that higher bounce rate is not lowering the popularity of your website?

There is no way we can tell the high bounce rate is because of the boring content of your website or the reason is efficient optimization. Therefore, it is always good to double check the performance of your website to be on a safer side.

Things you should do and avoid if you are aiming to reduce the bounce rate of your website:

1. Longer loading time of the page

If it takes more than 4 seconds to load your page, then it is not a good sign to have high bounce rate. People using internet nowadays have no patience to wait for a page to load for too long. Therefore, it is important to make sure that your website is having a lightning fast speed and not facing any kind of downtime to lower the bounce rate. Ideally, it should take less than 2 seconds to load your page.

2. Annoyed visitors

Are you among those who place ads, video, music, etc. on your website? Some visitors find it really annoying to be surprised by any kind of sound, ads, videos etc. even if you feel these things make your website more appealing. Do not put any ads having over the top design or pops up suddenly, any audio or video having loud voice or sound, etc. Avoid giving any surprise which may become a shock for them and any information they are not looking for.

3. Low on context quality

Generally users bounce if the context quality is poor or there are lots of unnecessary stuffs added to the content. It is very important to have a content which of good quality and is precise and clear about the purpose otherwise you cannot win the CTR battle easily.

4. Do not address the wrong audience

You must have a target audience that you can preach for selling your product or services or just to indulge them. You can only trust on the reliable sources or tools to determine your audience. You better not make an effort to sell the dress worn by Muslims to a group of Christians. Therefore it is required to be very careful while addressing your audience.

5. Focus on concreteness

If someone notices any grammatical errors or spelling mistakes in the content of the particular website, it shows that the website is spamming you and it has been proved as true in most of the cases. Therefore if your landing page is of poor quality, this might be making visitors to bounce.

What Are Exit Rate And Event Tracking?
  • Exit rate is a form of bounce rate which tells you about that part of your website that needs more optimization.
  • Event tracking includes many components (5 in Google analytics). The features of the events can be defined in your website.
Dwell Time Is Called As The New Bounce Rate

You should be paying more attention on the dwell time instead of the bounce rate. It can be explained as the combination of bounce rate and time-on-site metrics. It tells you about the actual time which a visitor take to get back to the SERP featuring your link. It can be measured using the data of search engine directly rather than using Google Analytics.

Conclusion

It still cannot be clearly said that Google uses the dwell time and bounce rates to rank the existing websites. However the experiments conducted by Rand which shows that there is coveted relationship but cannot be clearly defined. There are many tools which you can use such as Google Analytics to know about the dependence of the websites on the bounce rates. Using these tools is quite easy as they use different graphs which are specially made for easy understanding of the results.

There are very less SEO organizations having the right knowledge to understand the web analytics and technology of tracking. Therefore it is required to look for the organic SEO service providers which can help you with the bounce rate by using the specific tools.

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Ishika Chaudhary
About the author

I am not crazy about blogging. But, I am a learner who loves to find, study and research about different topics and share the same with the audience. Digital marketing is one of my favorite topics that I love writing about. I believe it has a lot of scope and layers to it in the modern business world. Thus, I search the so-called ‘lesser known’ strategies, algorithms, facts & others about the online marketing and pen down in a detailed and simple-to-understand manner.