- April 3, 2013
- Posted by: Vishal Shah
- Category: SEO
Forget for a moment everything you know about how Google ranks content. Put yourself in the shoes of a person who has the task of classifying the results. A result is clicked often, but most of the time the user remains on the page for a few seconds, comes back on the SERPs the search engine and then click on another link.
Meanwhile, another result on the same SERP receives clicks, but when the user clicks on it for a long time are on the landing page, and not come back on the SERPs to find other links to click on, or seek to refine their query. Which of the 2 pages is more likely to be the one with the best content for that specific research?
Now think about instead of not being a human being. Are you an algorithm that has the task of classifying the information being sought. Even if you have more than 200 other factors to determine the order of the results, do not you think that this could be one of those able to give you a big help?
This is not exactly the bounce rate (or “bounce”), but it is similar. In the case above we are talking about a rebound towards the SERPs, SEO field and has been discussed for some time that Google uses this type of bounce rate as one of his “signals”.
Search Metrics, releasing the list of “winners and losers” of the Panda, said:
“It seems that all the sites” losers “are those with a high bounce rate and low time spent on the site. The price comparison sites are nothing more than search engine product: click on a product and go to the merchant’s site. Therefore, if you arrive at ciao.co.uk by Google and click on over to an interesting product with a good price, immediately leave that page. On the “vouchers site” is the same. And on the farm as content eHow, read the article and often go back or click on a Google AdSense ad.
The “winners” are sources with greater trust, where users browse and read more about where the time spent on the site and page views per visit are high. The ambition is to offer you the best Google “search experience” possible. That’s why prefer pages with high trust, good content and sites that have demonstrated over time that they are loved by the users.”
Brett Tabke of WebmasterWorld wrote a post on what he calls “metric Panda”, stating that “the pages of great success, with many referrals, low bounce rate, high quality and seniority have obtained a great advantage with Panda.”
Matt Cutts, in a recent video, he speaks of as the speed increases to maintain the site and as long as the users on them can increase your ROI. The speed is a factor in the placement, we know. And the speed can reduce the bounce rate, so there is a strong relationship between the 2.
More and Matt Cutts, in the session “You & A” SMX Advanced last year said that “as far as I know, the ranking team does not use the bounce rate in any way” , weighing words carefully: it should also be said which has since spent about a year, while the Panda Update was announced only a few months ago.
Jim Boykin, a SEO New York, thinks that “some aspects of the bounce rate is very important in the post-Panda. It ‘important to understand what Google intends to bounce:
“The bounce rate is the percentage of single page visits, ie visits in which the user left your site from the landing page. This parameter is an indicator of the quality of visits. A high bounce rate generally indicates that the entry pages are not relevant to your visitors. Is the most effective landing page, the more visitors will remain on site and will provide a conversion. You can minimize bounce rates by tailoring landing page for your keywords and ad that you run. Landing pages should provide the information and services mentioned in the text. “
It also emphasizes the definition of Google Analytics: “The percentage of single page views resulting from this set of pages or page”.
“Personally I do not think that a visit to a single page is a bad thing. In my opinion, indicates that the visitor has found what he was looking for. Is not that what Google wants? If I were Google, I wish you find the answer to his search in the exact page where you click in the SERPs … and not after 2 or 3 clicks. If I were Google, would look rather at those who bounce off the page, returns on the same SERP, click on some other outcome, and then never returns more about that site. “
Regardless, cannot be a bad thing to try to improve every page of your site to make it closer to what users are looking for. In the end, is what I want to update the panda, and the one that Google aims: to provide the best possible result based on the query entered?
With regard to inbound links Boykin says to make sure that they point to pages of quality, which have a large impact in how Google ranks the websites in the post-Panda: “the final solution should be to remove or correct the pages of low quality, and therefore all your links should point to high-quality pages “ .
Which should improve the bounce rate?
“I think most will agree with me that the pages are assigned a” Page Score “, and that when this is negative, it impacts on the site,” said Boykin. “It may well be that if you have a page that links internal pages 100, and 80 of these are considered” low quality “, it could affect link ante page. This is very difficult to prove, but there are several clues pointing in this direction. “
“The bounce rate is important, and many of the sites affected by Panda have a high bounce rate, but compare these with the sites / pages that have not been hit is not really correct, because the bounce rate shows that Google has not publicly several key parameters that they know, but who do not share. “
I think the best advice that can be followed in this matter is simply to prevent users from leaving your site before completing what they had in mind to do when they landed on it, meaning give them the content they wish.
Mohit Maheshwari is the CEO and strategist of a digital marketing agency, New Media Guru. He is also an active blogger and loves to share his experience and knowledge of the web development india