Bounce rate is counted when a visitor leaves from the same page that they arrived from, without taking further action. “Further action” can be defined as moving to another page in the website or taking some action on the page such as downloading a file or submitting a form. Time spent on the page is not the key parameter for “bounce rate”. So, you can have a bounce recorded if someone reads a page for 5 minutes but then leaves without taking further action. The organic bounce rate metric shows the number of visitors who return to search results from your website. Google can of course measure this, and uses it as a ranking factor.
It makes sense then that we need to put more emphasis on growing the engagement of the information pages on our website. And blog posts should be written for our target market rather than solely for SEO which will grow the engagement, and reduce the organic bounce rate of those pages. We can achieve this by:
- Focussing on creating fewer but longer (more substantial) blog posts. In other words, it would be better to spend the time writing one premium post that engages the audience, rather than several average posts.
- Moving away from basing posts around keywords and more towards writing posts that are topical, answer questions or otherwise speak directly to your target markets wants and needs. This could be determined by seeing what is being discussed elsewhere such as on social media.
- Including more images and infographics in Posts.
- Including video in posts!
- Asking questions in posts in order to prompt discussion.
- Supporting Posts with a more expansive social media effort.
What are the organic bounce rates like for your blog posts?