When it comes to SEO, there are many factors that search engines like Google use to determine how high your website will rank in search results for certain keywords. These include the number and quality of backlinks pointing to your site, the number of times it was mentioned on social media, the quality of your content and the speed at which your website loads. However, there is another significant ranking factor that many webmasters don't pay much attention to your website's bounce rate.
What Is the Bounce Rate?
Simply put, your bounce rate is the percentage of visitors who clicked on a link to your website in search results and immediately hit the "Back" button without interacting with your website further. When a visitor returns to the search results after landing on a website, Google knows they did not find what they were looking for. Therefore, if your bounce rate is too high, Google will assume that your website isn't providing visitors anything useful and you'll likely fall in its search rankings.
How to Keep Your Bounce Rate Low
There are several strategies that you can use to keep your bounce rate low. Here are the most popular ones recommended by SEO experts:
Ensure That Your Website Loads Quickly
In today's world, Internet users want to get instant access to the information they're looking for. If they click on a search result and end up visiting a page on your website, they expect it to load quickly. If they still don't see what they came for after a few seconds, they're very likely to lose patience and go back to the search results.
Test Your Website to Make Sure It Works Properly on All Devices
A growing number of users browse the web on mobile devices, like smartphones and tablets. For this reason, you should use responsive design, which automatically adapts your website to the visitor's screen size. There are many free tools that let you previous how your website will look on various devices. If your site is hard to see on some of them, this could contribute to a high bounce rate.
Structure Your Content Properly
To prevent visitors from bouncing, you should structure the content of your pages properly. This means that visitors should be shown what they're looking for immediately after following a link to your site. Another good idea is to neatly arrange the content into small paragraphs, which are easier to read than large blocks of text. Avoid keyword stuffing, as it makes it harder for readers to understand your text and actually find the information they're looking for.
Your website's SEO should be a top priority and ensuring that those who go to your website stay on your website should always be something you’re thinking about. Your bounce rate is an important metric that Google uses when determining how you'll rank in search results. Therefore, it's imperative that you take action to keep it as low as possible if you care about your site's SEO performance.