What is Your Website’s Bounce Rate?

Bounce Rate image with Laptop

What is Bounce Rate?

Bounce rate is the percentage of visitors that land on your website but decide to leave before viewing a second page.

A high bounce rate could be from an expected event (did you answer a question?), or it can mean you are not communicating enough information to a potential visitor. Anything in the 45-55% range could be considered good for the “average” website, in excess of 70% might be a concern. A bounce rate lower than 45% indicates that you are keeping your visitor’s attention. 26-40% is what most analysts would consider an optimal bounce rate, keeping in mind that every website’s targets and needs vary.

With the help of your SEO team and Google Analytics, you can see what most of your visitors are doing on your site. Look carefully at the pages with the biggest exit rates. If it’s the “Thank You” page after a contact submission, that’s great. If it is your introductory (usually home) page, maybe you need to look deeper into the content you are offering.

Some key steps to look into regarding your bounce rate:

  • Slow page speed
  • Low-quality content (including Titles and Headlines)
  • Poor UX (user experience)
  • Blank pages, technical errors, unnecessary plug-ins
  • Pages that aren’t mobile-friendly or popups (what is this, 2008?)
  • Is your Google Analytics set up correctly?

An SEO page analysis can help you determine your weak spots, and give you ideas for content, backlinks, strategy, UX (user experience). Some experts believe that external backlinks and citations are the most important, and others (like myself) say nothing is more important to your visitors than your own on-site content. Any SEO plan should include both.

Although not a direct part of your SEO, your Meta Description is what a searcher sees under your page link in a Google search. If you don’t have one, Google will write one for you. If Google’s description is way off-base, you really need to look at your content. Google may also rewrite your Meta Description; another chance to see what Google thinks your page is about. That helps your click-through rate, which is even more important than your bounce rate.