Any SEO analysis is incomplete without an analysis of bounce rate. This metric plays a significant role in the understanding of how well a given web page is doing by giving insight into actual user behaviour rather than just page visibility.
If you are wondering why your website is not performing in terms of converting the visits to a possible sale, looking at the bounce rate is one of the best ways to analyse this situation.
Bounce Rate is the defined as the percentage of visits that exited your website from the entrance (landing) page. Basically, visitors to your web page are bouncing out.
In order to analyse this situation, it is wise to look how a visitor navigates within the web site in order to get the information he/she seeks and what keywords were used in order to trigger the page in the list of results on the web. Web Analytics provides statistics in this aspect and has proven helpful in all cases.
The SEO aim is to minimise the bounce rate as much as possible and keep the visitors interested in the content of the web page. It’s all about the content!
Here are some key pointer and tips on having a good content on your web page;
- Relevant content – This is the top and most important aspect of content writing from an SEO point of view. If the most relevant keywords are used in the content, a natural understanding is that the information pertains to the subject that demands use of such words. Also, make sure there is a good quantity of around 300 – 500 words in the content.
- Language – The use of local language plays an important role. For example, if you are looking for anything related to jewellery, a person with strong American English would type ‘jewelry’ rather than ‘jewellery’ as would a British and vice versa. Write the content to the local market .
- Navigation – Structure your web site in a well presented style that is easy for the visitor to find the information he/she is looking for and eventually make a purchase. Improvements such as links ‘Back to home’, ‘next page’, ‘buy now’, etc around the content will make noticeable difference.
- Updated content – Make sure the content is updates to the current and most relevant information to the topic of discussion or provide adequate relevant links to the updated content on a different web page within the website.
4Ps isn’t just another SEO agency. To discuss how SEO and content are evolving together in order to keep pace with new developments in user interaction and analytics, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about data, marketing and user behaviour across all inbound channels. Where could a 4Ps content marketing strategy take your brand?