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SEO Strategies to Reduce Your Bounce Rate

author image Written by: Content Team           Categories - Digital Marketing, SEO Tips

SEO bounce rate results

From Content Marketing and Linking, to Design and Ad Placement, Every Bit Counts

Your site’s bounce rate might not be as glamorous or exciting an aspect of your ongoing SEO strategy as some others, but it’s just as important. This is because it’s an invaluable metric of how well your site is fulfilling its intended purpose, and at its core it combines every element of your site: the design, structure, content, optimization, and more will all determine your bounce rate. Your bounce rate, quite simply, is a measure of how well your site is engaging users. The more users are coming to your site, visiting more than one page, and staying there long enough to actually absorb your content or to complete a conversion, the lower your bounce rate will be. However, this information should always be considered carefully. For example, your “Contact Us” page will likely have a higher bounce rate, because people come to it, find your hours or your phone number right away, and leave satisfied—in this case, a lower rate for people landing on this page might indicate that your site is confusing. Alternatively, a high bounce rate on your home page or a landing page likely indicates that people are coming to your site, looking around, and going, “Nah, this is not where I want to be!” What we’re going to talk about is how to reduce the latter—by making it more worth people’s time to stick around. These are not catch-all solutions and not every tip will work for or even apply to every situation; rather, this is a place to start get the ball rolling (instead of bouncing).

Load Time

SEO bounce rate load time
Pretty much how we all feel
What better place to start than with what is guaranteed to be someone’s first experience with your site—waiting for it to load? The days of 56 kbps are long gone. If you remind your visitors of that harrowing and soul-crushing time in their lives, though, they may—and often do—click “back” out of spite. You can fix this by making sure pictures are appropriate sizes for the web and cutting down on outdated media like Flash animation or music.

Mobile Optimization

This is an issue of both load time and user experience (UX). You have to make the best design choices for your mobile experience, whether that means a separate mobile design altogether, a responsive design, or an adaptive design. You have ask yourself the questions, does it load quickly on a mobile device, and is it easy to use?

Regularly Re-Evaluate Keywords

You should always be monitoring the effectiveness of the keywords you use in your SEO. Are they relevant to your industry, or too general? Are they driving low-value traffic to your site, then it might be time to ditch them and re-optimize for new keywords, and that’s okay; SEO is an ongoing process, not a one-and-done solution. You should also be sure to keep your optimization local—you’re going to get a whole lot of low-value traffic if your Ottawa-based pizza shop is getting clicks from Moscow, Beirut, and Toronto!

Strong CTAs

Landing pages need to have powerful Calls to Action if they’re going to convert—otherwise, visitors will bounce right off of them without converting. Talk about bad! Always be sure to follow best practices for landing pages and CTAs.

SEO bounce rate design
If your site’s navigation feels like this, you’re doing something wrong

Good Design + Intuitive Navigation

Today’s model for good web design is about bringing aesthetics and functionality together. Because of this, your site’s design can affect your bounce rate in two main ways. First off, a poorly-designed site can raise questions about how professional you are. Secondly, a design that is difficult to use or navigate is going to frustrate users, driving them away from your site because they have no idea where to click to find the content they want. Supplementing strong design with a logical navigation that is accessible from every page is also a must.

Meeting Expectations

This is where we start to touch on your actual content. If you don’t employ content marketing, now would be a good time to seriously consider it. From page titles to headings and sub-headings, make it clear right off the bat what each page contains. This is a great way to tell people they’ve come to the right place.

Links (In & Out); “Related Content”

Links—both internal and external—are important. Internal links keep people clicking around your site, showing them more content and moving them through a conversion funnel. External links, where necessary, can help you back up the information you present. However, it’s important to make sure these links open in a new tab, or else people may leave and forget to come back. Personally, I’m a sucker for “Related Content” links. I have to be careful every time I visit websites like Cracked.com or BuzzFeed, lest I go on a link opening spree and end up with a dozen tabs open and not enough time to read them all.

Valuable Content

Content marketing is more than just writing words that sound nice. It’s about creating content that provides real, actual value to your visitors, whether it’s a page outlining the benefits of your product or a blog about how to take care of your windows in the winter. It needs to present that valuable information in an easy-to-digest way, and be well-understood—write to your intended audience. A great content marketing tip is to break almost everything up into sub-headings that allow people to scan the page and find what they need, and include a CTA or a link to an order form to keep them in the sales funnel.

SEO bounce rate ads
Your website should in no way resemble Blade Runner

Ads

Ads are a great thing because they keep the bulk of the web free. They’re also an essential part of SEO. But if you’re not careful, the ads you display on your site can become so annoying that they drive customers away. Your site shouldn’t resemble Times Square on New Year’s Eve, so avoid pop-ups, disruptive auto-playing sound or video, flashing banners—anything that disrupts their browsing experience and drives them to bounce.

Say “No” to Pagination

Pagination is taking your content and dividing it across multiple pages. While this can actually be a good thing with longer, media-rich content or on mobile devices, the truth is, it’s better to just let users scroll. If your content is so needlessly long that pagination actually looks preferable, you may need to re-evaluate your approach to content marketing.

Rethink the 404

The 404 warning—that a page in the domain could not be found—is not something that you want users to land on, but it’s impossible to prevent in 100% of instances, so it’s better to be prepared. Don’t just stand there shrugging, mumbling a half-hearted apology at them; be helpful! Offer links back to the main pages of your site. If you have an internal search, include that. For added value, take this opportunity to build some good will with your visitor by adding some humour to the page. Have fun with it, and you might just prevent them from bouncing away. At the end of the day, the best way to improve your bounce rate is to create a site people won’t want to bounce away from—and make sure that your SEO and content marketing strategies are tailored towards leading high-value traffic to your landing pages. For help keeping your bounce rate low, or for other SEO and digital marketing services, the team at SEO TWIST is available to help you grow your business online.

Content Team

Twitter Testing New Options For Attaching Content

04/29/2022

Even though the younger generation doesn’t want us to use GIFs anymore (yeah, I’m confused too), Twitter is testing an option that would let us attach not only oh-so-convenient-and-dear GIFs but other media as well. Seems like Twitter is working on increasing engagement and encouraging more creativity among its users.

 

This option could make way for more creative opportunities, expand its expressive tools and help businesses connect with their audience better. However, no one knows when this option will see the light of day.

Read More: Should You Start Creating Video Content? 

Social Media Today reached out to Twitter and asked for a comment, but they got no specific response, which doesn’t come as a surprise since Twitter itself doesn’t know what the platform will be like in the coming period, with Elon Musk buying the platform.

Read More:  How And Why Did Elon Musk Buy Twitter?

Another great thing about this option is the possibility to better showcase your product. With a single tweet, you could offer a photo of your product and a how-to-use video. That way, you can highlight everything there is about your product in a single place, making this option also opens a possibility to make ads more effective.

Read More: Do You Need A Video Content Strategy?

On the other hand, you can also consider using GIFs for communicating with your audience, or use them as promo content – you can let your creativity decide – the possibilities are endless.

Since we don’t know when exactly this option will be available, it wouldn’t hurt to put some ideas on paper and consider customizing your Twitter strategy.

Read More: You Will Finally Be Able To Edit Your Tweets!
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Instagram Updating Its Ranking Algorithm 

04/21/2022

Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.

 

Read More: Instagram’s Main Feed Going Full Screen

Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

Read More: Instagram Subscriptions Tests Three New Features

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.

 

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