Bouncing Around with Your Bounce Rate
August 5, 2013
Last week, I talked a little bit about the power of online reviews and your rankings. This week, I would like to touch on an old, but sometimes forgotten, ranking factor. Bounce rate. We spend a lot of time analyzing what Google is doing and what Matt Cutts has to say this week, but there are always the basic factors that should be considered in the ranking conversation. Why is bounce rate important? Well, this one is extremely basic. If a visitor arrives to your website and doesn’t find what they are looking for, they leave (bounce). According to Google, Bounce Rate is defined as the following:
Bounce rate is the percentage of visits that go only one page before exiting a site.
This gets a little interesting, however. In the SEO world of, “yes and nos” this scenario is no different. A bounce could be a bad thing if a visitor arrives to your website, determines that they are not where they would like to be, based on website performance, design, lack of info, etc. and they leave. BUT, and here is where it gets interesting, a bounce rate could be a GOOD thing if the visitor arrives to your website, finds what they are looking for ie. A phone number, contact name, pricing information, and they determine that they don’t need to look any further because they found the information that they were looking for and they bounce before engaging deeper into the website.
So, how does Google know if it’s a good bounce, or a bad bounce? Well, there are many factors that are taken into consideration: average visit duration, unique visitors, % of new visits. All of this data helps Google understand how a visitors interacts with your website and whether or not your bounce rate is positive or negative.
And to complicate things even further there, of course, is an industry standard bounce rate based on your specific niche. See below:
Google Analytics Benchmark Averages for Bounce Rate
- 40-60% Content websites
- 30-50% Lead generation sites
- 70-98% Blogs
- 20-40% Retail sites
- 10-30% Service sites
- 70-90% Landing pages
Bounce rate is an important factor to keep on your radar. Of course, there are about a million other things that should be on your radar, too, but this is a great go-to. Alright, that’s all I’ve got, time for me to booouuunnnccceee!!!
Jori Stevian is an Account Manager at SEOhaus. If you would like to stay up-to-date on all of the latest SEO industry news and tips, you can subscribe to our blog here. Thanks for reading the SEOhaus blog!