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SEO/SEM and Bounce Rates

by | Mar 4, 2008 | Blog, Medical/ Healthcare Search Engine Optimization

A website needs to be optimized for the search engines and hence online business website owners always get services from professional SEO/SEM (search engine optimization/marketing) companies. An ongoing SEM campaign will definitely bring in a lot of traffic, but it must be useful traffic. One must be very clear of the objective of a web page or website. If you have a PPC advertisement program then only when the required click or conversion happens can one can say that our SEO/SEM effort has been successful. This is when the importance of measuring bounce rate has to be recognized. So What is a bounce rate?

A bounce rate refers to the rate at which people “reject” a web page on which they have landed. If we use any web analytical software or Google Analytics (GA) it becomes our website. Generally speaking if the visitor sees only one page of the website it is said to be a bounce. Some web analytics go by the time factor. Spending less than 10 seconds on a web page is enough reason to call it a reject. A bounce rate information can be very useful for us to study and improve our online marketing efforts. Bounce rates can be measured for the different keywords and we can identify and isolate those keyword searches that end up with a high bounce rate. This type of bouncing is sure to make us ask questions! Is this not what the visitor or searcher wanted? What can you do on that content/page to retain the search visitor’s presence?

Bounce rates can also be monitored such that we can identify those websites that are sending us traffic that is not of quality. Thus if we have traffic inflow into our website from 4 different websites and identify that visitors that came in from one particular website immediately leave, then we will come to know that something needs to be changed at that source. Here are some of the different factors that determine the bounce rate.

  • Search engine ranking of the page
  • Type of Audience
  • Advertisements
  • Survey requests
  • Landing Page Design
  • Ad and Landing Page
  • Messages Emails and Newsletters
  • Load time of the web page
  • Links to external sites

Online marketing efforts are often directly measured by the conversion rates. If by modifying or changing the webpage content there is a significant change in the percentage of bounce rate and we are able to get more clicks and conversions then we have succeeded. It just shows how well our website visitors are reading our content based on keywords delivering traffic to the website. Online marketing sites must use good and effective web analysis tools and keep their bounce rates at a minimum percentage level.

Outsource Strategies International (OSI) is a US based BPO company that offers services in SEO, SEM, PPC advertising for clients across the US.

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