Let’s say you visit your analytics tool for your website at minimum once a month to find out what kind of traffic your website is receiving through search engines. In analytics, Visits and page views are most likely held in high priority position and I’m sure you’re looking at where the website traffic is coming from, too. Have you paid much attention to the Bounce Rate that your site is experiencing or maybe even the Average Amount of Time visitors spend on your pages?
Don’t you think these are more important factors when compared to page views & visits? At the end of the day any website owner will want to engage with the audience with the well refined content on his website. Keeping this in mind some of the major factors that help us understand how users are being engaged with relevant content are Bounce Rate & Average Amount of Time.
The technical definition of Bounce Rate is, “the percentage of visits that go only one page before exiting a website”. It means that a visitor is landing on one of your website pages and doesn’t go anywhere else on your site. For example, someone is finding one of your blogs on a search engine results page (SERP), clicking on it, reading the post, and then not visiting any other pages. Bounce rate is a good measure to see the amount of interaction visitors have with your site.
Average Time on Page is the average of the amount of time all visitors to a page spend on that particular page. This is the good metric to check if the visitors to a page are actually reading the content or not. For example, if the average time on page for a lengthy blog post is about 20 seconds, it is to assume that the most of the visitors are not reading the post.
To make sure the bounce rate is minimal in accordance to search guidelines some of the factors that you could consider:
1. Review your site design for better performance
2. “Content is King” – Optimize your content with relevant keywords
3. Look & feel of the site should be up to date since an ugly or out-of-date site can cause a user to turn away instantly.
Thus by keeping the Bounce Rate minimal and Average Time on Page higher will give you a better SEO score which subsequently will drive more organic traffic to your site.