When it comes to search engine optimisation (SEO), lots of businesses focus purely on getting visitors to their website. Many don’t realise that the way visitors behave when they are there affects its search ranking.
Did you know that your website’s bounce rate, which is the number of people navigating away after visiting just one page, is one of the factors search engines like Google and Bing use to calculate your website’s relevance, quality and importance?
High bounce rate can be a sign of low visitor engagement, poor keyword targeting and poor design/functionality. So, what can you do to try to reduce your website’s bounce rate?
Make sure the keywords you have optimised your website for are 100% relevant to your business. If your strongest keywords aren’t carefully aligned to what you do, you’re likely to pull in visitors who aren’t interested in your website.
Once you have attracted the right visitors, you need to make sure they actually want to be there. You can do this with strong, engaging content. Make sure all of the pages on your website have genuine, relevant copy, images and videos, which are useful or interesting to the visitor.
Intuitive navigation and structure
Make it as easy as possible for users to find content on your site; use clear navigation and page structure. If you have a user journey in mind, at each point make it clear where you want visitors to go next.
Regardless of how trendy it might look, avoid overly complicated or stylish navigation that isn’t user-friendly and intuitive for the user.
When it comes to visitor engagement, presentation is content’s twin brother. If your design isn’t good quality, visitors may assume that this reflects the quality of your business and quickly bounce off to one of your competitors.
From links to coding, make sure everything works the way it should. Clicking on broken or inaccurate links is very frustrating to users, while broken functionality is likely to send your visitors packing.
For help with search engine optimisation and reducing your bounce rate, get in touch with Group Dane.