We’ve thrown around the term “bounce rate” on more than one occasion but what exactly is it? At it’s most basic, your bounce rate is the percentage of visitors that come to a page on your website and then don’t take any kind of further action on that page; they just leave your site.
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Essentially, if someone searches for a specific term that your site is ranked for and then they click on the link, possibly scroll down the page a little bit, don’t click on anything else to go further into your website, and then leave… well, they’ve just bounced!
Your goal should be to have a low bounce rate as it is a marker of engagement and it shows Google that people are engaging with your website. However, not all ‘bounces’ are created equal. There is difference between ‘short bounces’ and ‘long bounces’.
A short bounce might occur when a user clicks on your website in the search results, views your site for a few seconds, decides it’s not what they’re looking for and then leaves. This type of bounce is harmful for your search engine rankings because it signals to Google that the information on your page is not relevant to that search term.
On the other hand, you have what are called ‘long bounces’. In this situation, a user would visit a page on your site and hang around for a longer period of time, perhaps a couple of minutes. This sends a different signal to Google, that the user was engaging with what information you were providing, and therefore the content on your page is likely relevant.
At the end of the day, a bounce is a bounce, is a bounce, so you’ll always want to work on decreasing that rate. You can accomplish that by providing great content on your website that encourages visitors to explore your website further.
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