High Bounce Rate – What to Do?
Recently the SEO hangout panel on Google+ has been getting a lot of great questions and even better answers, definitely a community to watch out for as you can learn a lot. A recent discussion peaked my interest and I decided to cover it a bit and share a few findings and advice from some great SEO experts here on our blog.
“So, a high bounce rate is not necessarily a bad thing if you are attracting the right audience and giving them exactly what they are looking for. But how do the search engines know whether a high bounce rate is the good or bad kind? What supporting metrics are they using to make this decision?”
A great conversation started from this seemingly simple question, and some of the answers hit the spot. The first thing you need to understand before I give you some of the answers is that the bounce rate is a metric that we as users and webmasters see in Google Analytics, but it’s not something that Google uses for their records. They have stated the fact that they do not use GA data for their ranking methods, so what we see and what Google uses are two different things.
Back to the discussion, Rick first started with his understanding of how Google looks at certain cases and counts or discards the bounce rate issue:
“* When searchers close the window or search for something different entirely (problem solved)
* When users have a history or returning to your site over and over
* When users check out more posts/resources by the same author/brand (Google+)
* When users stay on the site for a sufficient amount of time (depending on length of content, query etc.)
* When branded search terms are included in the query
* When similar search queries/results produce similarly high-bounce outcomes”
One of the first comments that drew my attention was from Lyndon NA:
“The “bounce Rate” that people reference is a metric from GA – so technically, G cannot be using it.
Yet, Google is looking at things like “dwell time” and “long clicks”.
If you use logic, good sites are those that people spend time on, return to etc.
So G msut be getting that from somewhere.
Be it that the simplistic BBtSERPs was to simple and thus denied, or if G are using things like using ISP/server traffic logs, or using bsic traffic models … G are likely doing something to monitor and consider traffic and it’s behaviour.”
More from Lyndon on bounce rate and Google’s possible use of a similar metric:
“Of course Google do not use Bounce Rate;
1) It’s a GA measurement, and G don’t use GA for direct ranking influence
2) Not enough people use GA
3) It’s a darn noisy signal
4) It’s not directly indicative of Quality or Value
No one will dispute that.
Wht you don’t seem to be recognising is;
A) G may have a different label for it
B) G are likely using a different Data Source
C) G are likely to be using Qualifiers/Disqualifiers (time/action/volume etc.)
D) G may be inverting the view (looking at Retention and Repeat hits, rather than abandonments or singular hits etc.)”
“This is simply a gross misunderstanding of the actual metric that Google DOES look at, which is the ‘return-to-SERP’ metric. That metric, in a nutshell, is how often after clicking on a specific result users come back to Google’s search page and try a different result or a different query – i.e. the page they clicked on did not give them what they’re looking for. Pages with a high return-to-SERP metric are likely to be not relevant for the specific search query in question, and might as such lose ranking in Google.’”
So, is there such a thing as a “return to the SERP” metric”? Lyndon NA thinks it doesn’t exist:
“And yet a Googler has stated that they do Not use return to SERP(Bounce Back to SERPs) as a signal – as it would be to noisy!
(Again – I think this is because it is too broad – it needs additional Qualifiers/Disqualifiers to reduce the noise/amp the signal)”
We also covered the issue on our blog before where we busted the myth of return to serp metric, but some people still disagree.
The biggest question is whether bounce rate is a ranking signal or not? There is no official confirmation that it is, nobody at Google will give us the honors to confirm, on the other hand no one denies it, so it might be one of the many signals. Bottom line is that high bounce rate doesn’t necessarily mean a bad thing. One of the participants in this discussion gave an example where they changed a few things on their site which led to a great increase in calls from customers, increased customer usability, but at the same time bounce rate went sky high. It all depends on what you are aiming for, don’t be alarmed if your bounce rate is high, analyse the situation and try to find out why and how you can improve the user experience.
My advice, visit the panel, read the entire discussion, join other discussion and learn a bunch of new stuff, get your questions answered and stay on top of the SEO game.