OnPage Search Engine Optimization Best Practices by Dan Kerns

Author:Dan Kerns [Kerns, Dan]
Language: eng
Format: azw3
Published: 2017-03-14T04:00:00+00:00

Banish the Bounce

Bounce rate refers to how long visitors spend on a website after landing.

If the bounce rate is high, it means that some element is displeasing people and leading them to make a swift exit. The problem could be related to a number of things; from clunky navigation to slow loading times, poor quality content, unresponsive designs, and annoying features like pop ups [32].

High bounce rates lead to low conversions, because not enough users are making it through to the end of the marketing funnel. It is an issue which needs to be fixed and businesses can only do this by identifying the dysfunctional elements.

AB testing comes in very handy for this. All it means is that the content creator makes a change to the content (uses a different host, compresses images, writes in a different styles, etc.) and then records the results. The previous conditions are A and the new ones are B. They are compared to see if the change has fixed or improved upon the problem.

AB testing is highly recommended for all website alterations, no matter how small. It generates a history of development, which can be used to pinpoint design and content weaknesses [33]. Without a record, the only option is to repeatedly test every element of the platform, whenever traffic or conversions drop.

Google does consider bounce (or dwell) time when determining the quality of content [34]. While it is impossible to please everybody, only a small proportion of visitors should be landing on and leaving the website within a few seconds. It is important to put thought and time into content development, rather than just arranging onpage SEO around a piece of text. Make it entertaining, engaging, and capable of stimulating an emotional response.

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