High Bounce Rate – Continued from Monday April 3, 2017.
Dealing with a high bounce rate on your website? Here are my recommendations for what to do to try to solve the problem.
First, don’t get spun up. Not every page needs to have a low bounce rate of 40% to 65%. I have found that blog posts and informational articles, which may be driving traffic to your website, may also have a high bounce rate.
If this is the case, I recommend the following actions:
Put the page to work for you. Feature your newsletter subscription link, video links, and even AdSense advertising ads on those high traffic, yet high bounce rate pages. Understand that they are doorways into your site and work to market your own site on these pages with banners, icons, and interactivity like video embeds.
Second, if you have content and service pages that are really meaningful to your business and they have a bounce rate in the high 70%’s, I would tag them for a content review.
If this is the case, I recommend the following actions:
Review your meta tags, you may be getting traffic that is not targeted to your page content. Review your meta title and meta description tags. Do they make sense based on the content of the page? Should they be updated to be more reflective of what the reader will find when they click in?
Review your page content with a careful eye for detail. Are you supplying content that is engaging or just supplying information. Do you have a call to action on the page, do you have links to your contact form, are you using an app like Drift to get the person online chatting with you, are you addressing a pain point and supplying solutions with related information on other pages drawing the reader in farther to your content?
Are you driving untargeted Google AdWords traffic to your page and paying for a click where what you are offering on your page does not match keywords that are being triggered? As AdWords experts find out more about our programs to solve this issue.
Bounce rate is determined to be high if it is over 75%, however there can be acceptable reasons for a high bounce rate, but a high bounce rate does require careful review.
What is the Bounce Rate?
The bounce rate is recorded for you in Google Analytics by page in the Behavior section > Site Content section, and as a site average on the overview page.
Several years ago the average and target bounce rate for a good website was 46.9%. Now with more users on mobile devices, the bounce rate has skyrocketed.
Google states that this drastic change to bounce rate is due in part to the fact that mobile users may start a search on your site and move to a desktop to finish up a review or purchase. Page views have also decreased in this same time period from over 3 or so pages viewed per session to now about 1.5 pages per session – all driven by mobile activity.
Identifying a High Bounce Rate
To address a website’s high bounce rate, knowledge is power. First, it is important to understand what causes a high bounce rate.
You’ll get a high bounce rate if the page content does not engage the reader. This is a good flag to review your page and consider additions, video, additional links to other information.
You’ll get a high bounce rate if the content is not what the reader was looking for. This is a good flag to review your content, your meta tags, and your paid advertising.
You’ll get a high bounce rate if you supplied the content the reader wanted and they had no need to go further. It is not uncommon to see how bounce rates on articles and blog posts.
What Should You Do Next?
You’ll want to look at the pages that have a high bounce rate score and identify if changes should be done to the content. Check out my Wednesday post this week for the continuation of this article.
A content production schedule, what’s that? Even if you do not blog and pay a service to blog for you, or if you don’t blog at all, a content production schedule is key to improving your organic search placement over time.
Start first by evaluating your important traffic generating keywords
You can typically identify the top keywords for your website by reviewing what generates the most leads for you in Google AdWords or by pouring over your Google Analytics statistics.
Take time to build website or blog content that speaks to these important topics
If you convert on a particular keyword phrase, make sure you are using it in your content or build out new website content to specifically address these phrases. If you blog, consider using those important keywords in your blog posts.
Monitor your organic placement on your target terms
To see if you are moving up organically on your chosen terms focus for a full 30 days on building 12 blog posts or three website pages over 1,000 words each that speak to the phrase you are evaluating.
Make sure to measure placement before and at the 30 day mark. You may need another 30 to 90 days of hitting those same terms before you will start to see movement.
Plan your content ahead 30 days out
After you have evaluated your placement. Start a spreadsheet and create your page content or blog post titles that are keyword dense and then schedule time or have your writer create interesting informational articles that speak to these topics.
If you need help with a blog writing strategy for your website to boost your organic placement, make sure to visit our website to find out how we can help you with a content strategy that works.
Want to move up in organic (unpaid) website placement? Want to drop your ad spend in AdWords? You can if you stop doing these three things.
Taking no action on website reporting and analytics
It is great to evaluate your website, and every business owner should have an eye on Google Analytics and an organic placement reporting program, but you kill your ability to move up if you don’t take action from the data.
Not regularly blogging or building website content
You cannot move forward and improve your website placement if you are not building keyword effective content. If you are tired of your current placement, think you spend too much on AdWords, it is important to be doing something about the issue and the resolution would be content building.
Not getting the expert or consulting help you need
There is no reason to say, I cannot understand the reports, I cannot improve my organic placement. Paid consultants are expert help to plan a roadmap for your strategy and in many cases can even enact and monitor the plan. Many consultants like myself allow you to decide the hours of time you want to invest in services. If you ask me to help and you have candidly expressed your budget needs or issues, I am happy to create a plan that allows you to focus on things that really help move your site forward first and prioritize what you should do when you have the time or money.
Don’t just gripe or think things cannot change, get busy with a plan and professional help to turn things around and work towards the long term goal of organic placement improvement.
I invite you to visit my website to find out more about the web visibility services we provide at McCord Web Services. I think you will find us easy to work with and extremely knowledgeable.
Prospects hate to hear this, but for multi-state and multi-national selling businesses, placing organically is almost “mission impossible”.
Here’s Why Google is Making It So Hard
With the expansion of AdWords ads at the top of the Google.com search page and top ads showing site links, callouts, snippets and other valuable deep links to your site, AND Google placing location specific results from Google Maps just under the four AdWords ads in many cases, organic listings have been pushed so low they are not seen.
As AdWords increases relevance with new extensions, readers no longer feel that they have to look at organic listings. Click activity is increasing at the top of the page and decisions by buyers are made before they even scroll to the bottom of the page to see organic results.
Add to that the fact that with personal history in your search results top organic placement is a target that you cannot consistently hit across a wide sector of viewers.
A business can no longer rely on organic activity to drive meaningful sales. AdWords has become the new visibility tool and the way to move your website listing to the top to get the attention you need to drive sales.