One of the biggest concerns people have with their blog or website is knowing how to reduce the bounce rate, as it is one of the important SEO factors for search engines like Google. Bounce rate is the percentage of people who visit only one page and then leave the site. Therefor it is much better to have a higher bounce rate, because it will mean more people visit multiple pages!
A few days ago I was participating in a Google Analytics webinar where I explained how to create a personalized report, and add different metrics to analyze the performance of a corporate or professional blog.
Well, at the end of the talk a person asked me why I had not included the bounce rate in the report.
As I told that person, I will tell you that from my point of view the bounce rate in a blog is a metric that does not provide much information. It is preferable to analyze the duration of visits and see if it is growing compared to previous periods.
Also, you should bear in mind that as a general rule, the bounce rate in a corporate or professional blog is usually around 70% -90%.
And the only page that gets a low percentage is the home page , because this has the latest blog posts and the bounce rate is only 40% or 50%.
What is the bounce rate?
The bounce rate or percentage is a term used in web analytics that refers to the behavior of users when they visit a page, and leave without continuing to browse other pages for any reason.
To calculate the bounce rate, a mathematical formula is used , and that Google Analytics calculates automatically when you access the reports:
- Total number of users visiting a single page / Total number of website visitors
- That said, the top three reasons for a high percentage (90% -100%) of blog bounce are:
- Visitors do not find what they were looking for.
- Navigation is uncomfortable or very complicated.
- Users found the information they were looking for, and had no need or desire to visit more pages.
- How to reduce the bounce rate for your blog
Next, I will explain the 5 keys to reducing the bounce rate on your corporate or professional blog and increasing the time spent by users.
Currently there are still many websites that do not have a responsive design, and this is one of the main reasons for having a high bounce rate.
Today, one of the fundamental keys to optimizing the content of your blog or website is to have a design adapted for all devices (computers, tablets, mobiles), and that offers a good user experience.
Otherwise, you will only get all users to leave the website because they cannot navigate comfortably and quickly.
A few years ago, visitor traffic only came from computers, but the appearance of mobile devices and tablets has revolutionized user behavior on the Internet.
And it is that, in some cases the traffic from mobiles can be much higher than from computers.
Recently, and with the arrival of summer, a report has come out on consumer trends in Spain for swimwear that has highlighted the following:
The 60% of online shopping towels are made from mobile devices.
It is true that this article is not focused on online stores, but I wanted to show you the importance of mobile phones for a website that sells products.
In addition to having a responsive design, there is another thing that you must take into account for the contents of a blog, and that is reading.
It will not do any good to have a blog adapted for all devices if then people need to zoom in or even use a magnifying glass to read each sentence (do not laugh because there are many cases) of the article.
For this reason, it is essential that the structure of the article is easy to read so as not to blind users looking at the screen, and also follow some recommendations to improve the user experience such as:
- Write paragraphs of text with a maximum of 3 or 4 lines.
- Large font size (16px recommended), and Black text color.
- Use bold to highlight important words or terms.
- Add images every 200 – 300 words.
- Don’t bombard with pop-ups.
Loading speed on a corporate website or blog is another key factor in reducing bounce rate, as users don’t want to wait even a few seconds.
Nowadays, people have very little patience when they are looking for information on the Internet, and therefore loading speed is a factor that the Google search engine highly values for web positioning.
For these two reasons, it is necessary to increase the speed of your corporate blog to get a good rating from search engines and avoid a high percentage of abandonment in visits.
There are many free tools to know the loading speed on your website or blog, but the 3 most popular that you should always use are:
- Google analytics
- Pingdoom Tools
- PageSpeed Insights
If you use the web analytics tool Google Analytics, it is advisable to create a personalized report to analyze the performance of the website or blog, since it is important to know the following information:
- Average page loading time
- Average server load time.
- Average redirection time.
- Average domain search time
- Average server connection time
- Average charging time by devices.
- Server response time by country.
- Average loading time per browser.
- Download time of the pages.
The advantage of using the Pingdoom Tools tool is that by means of a graph you can know the elements that are consuming the most resources , and thus make the corresponding decision to improve the loading time.
Finally, the free tool PageSpeed Insights shows you an assessment or score that the Google search engine has on the speed and user experience of your website or corporate blog.
The first task you must do when you want to optimize the contents of your blog for SEO is to carry out a keyword research, because this way the visits will be more qualified and the users will almost always find what they were looking for.
In addition, using the right keywords to position an article is essential because in this way you will also be able to reduce the bounce rate, and it will increase the time of permanence of users when they visit the corporate website or blog.
Hence the great importance of using different free tools to search for keywords, such as:
- Keyword planner
- Google search engine
However, when you go to perform this search it is important that they are not generic keywords, because it will be quite difficult for you to get a good position due to the high competition that there is in the search results.
The key to success with the positioning of an article is to research keywords long tail, also known as long tail keywords, because they have little competition and low demand.
These long-tail keywords are always made up of 2 or 3 words and can sometimes even contain more words, although it is not advisable to abuse them because the result can be negative.
If you want a real example, you just have to look at the URL that this blog article has, where you can verify that I have used the keyword “bounce rate”.
One of the common mistakes often made in writing articles is to use keywords for the sole purpose of attracting readers , but the consequence of this behavior is that later high bounce rates are obtained.
Therefore, when you go to choose a long-tail keyword for your corporate or professional blog article, make sure that this is a brief description of the content, and always try to use synonyms that are related to the subject in order to repeat the same keyword.
One of the keys to optimizing the content of a professional or corporate blog is to do SEO on Page , that is, to include links that direct users to other content on the website.
The most technical definition of the SEO on Page concept would be the following:
It refers to the optimization of a web page to help search engines and also improve the user experience.
Internal links is a necessary practice because it makes it easier for search engines to verify the validity or relevance of your content on the blog, although this also applies in the case of external links to other websites (see in the next section), and it also allows you to get a better ranking in search engines.
Something very important to keep in mind is that internal links should always be useful and relevant to the user, that is, the content of that linked page has to be complementary to the current page.
When you are going to write an entry on your blog it is advisable to always include 1 or 2 internal links that point to other content related to the subject, and it is recommended that these are always configured to open in a new window or tab.
Through this practice of internal links, you can enrich the content and increase the time that users stay on your website, because many users end up visiting more than one page on the site.
In my personal case, I have decided to use the Disqus comment system to offer related content at the end of each article, since I wanted to avoid the opportunism of certain people who only left comments to enter their web address and obtain a dofollow link.
Another factor that causes a high bounce rate is the absence of visual content in the articles, since reading them is very uncomfortable and unattractive for users.
You should bear in mind that no person will want to read a text or article that contains 2,000 words, as well as a tutorial or a complete guide with 5,000 words without any images.
For this reason, it is essential that articles on the corporate blog are easy to read so that users do not leave the website instantly.
If you use a content manager such as WordPress, you have the possibility of inserting different types of visual content into your multimedia library , which are:
- Video (YouTube)
- Presentations (Slideshare)
As you can see, there are many ways to enrich the entries of a corporate blog, so you have no excuses to write articles only with text.
There are certain cases where visual content is always more prevalent than text, such as fashion or kitchen blogs where images or videos are the main format and text is secondary.
However, apart from these specific exceptions of blogs so specific that they have a very visual format, in the rest it will be necessary to insert visual content to reduce the bounce rate and increase the time of permanence of visitors.
The only drawback of visual content such as images and infographics is that they increase the size of the website and considerably decrease the loading speed.
For this reason, the images should be optimized to reduce their size or weight and thus not affect the loading time of the pages.
Currently there are numerous plugins that allow you to perform this task when images are added to the WordPress multimedia library, and they are:
- WP Smush
- EWWW Image Optimizer
The great advantage of these WordPress plugins is that they allow you to configure them to do an automatic optimization when you add new images.
But in addition, when you install these plugins you can also do a massive optimization of the entire multimedia library, and without having to optimize each image. In this way you get to have optimized the images that have been added previously, and save a great amount of time (which is worth gold !!).