What Is Bounce Rate?

Aaron Haynes
Oct 18, 2021

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As Google continues to fine-tune its mysterious algorithms to reward websites with rich and relevant content, many of the best SEO companies and contractors have begun to devote an increasing amount of time and resources to content creation and content marketing.

Of course, this is exactly what Google anticipated and intended. They have not only provided Google users with more informative and relevant websites for their queries by demanding quality content from websites, but they have also taken measures to improve the general quality of all web content.

If you’re a marketer, you should be aware of bounce rate and how it affects your overall digital marketing strategy.

A site’s bounce rate is important because it indicates how well – or, more importantly, how poorly – people engage with the content or user experience of a webpage.

This guide will explain what bounce rate is, what constitutes a good bounce rate, how bounce rate affects SEO, and how SEO bounce rate is calculated. This will boost your conversion rates as well as your organic search rankings.

Let’s dive in!

What Is Bounce Rate?

In general, the definition of bounce rate is the percentage of visitors to a given website who leave after a single pageview, typically expressed as a percentage.

A website’s bounce rate specifically measures how many visitors leave a page without performing a specific action, such as purchasing something, filling out a form, or clicking on a link. This bounce rate is tracked for you by the Google Analytics (GA) tracking code software.

The Traffic Analytics Tool by SEMrush makes it simple to check a page’s bounce rate, as well as its average visit duration, page visits, and the total number of unique visitors as illustrated below.

Another term that frequently comes up when discussing bounce rates is the exit rate. The distinction between a bounce rate and an exit rate is not always clear because the two are similar. If the bounce rate is the number of single-user engagement sessions on a webpage, the exit rate is the number of people who leave a particular page even if they did not arrive there originally.

Why Is Bounce Rate Important?

According to SEMrush, the fourth most important ranking factor on SERPs is bounce rate.

Bounce rate is important in the following ways:

Someone who bounces from your site did not convert (obviously). When you prevent a visitor from leaving, you can increase your conversion rate.

Bounce Rate could be a Google Ranking Factor. In fact, according to one industry study, bounce rate is closely related to first page Google rankings.

A high bounce rate indicates that your site (or individual pages on your site) has content, user experience, page layout, or copywriting issues. Sites that are difficult to navigate, confusing, or appear outdated, for example, tend to have higher bounce rates than new clean, easy-to-use, mobile-friendly websites.

Tracking your bounce rate assists in improving your pages so that more users stay on them. A/B testing for Page A and Page B can be used to optimize an offer, call to action (CTA), ad copy, and design.

Bounce Rate FAQ

What is a good bounce rate?

To define what a good bounce rate is for your site, you must first understand the distinction between a high and a low bounce rate.

A high bounce rate indicates that a visitor’s overall session duration is brief; they visit a page on your site and then exit. A low bounce rate indicates that visitors are staying on a specific page for a long time period and clicking on available links.

A high bounce rate isn’t always a bad thing in terms of good versus bad. A good bounce rate and a bad bounce rate are relative terms with varying definitions based on various criteria, including subjective ones.

According to Google, for example, if the success of your site is dependent on users viewing more than one page, then a high bounce rate means it’s bad. A high bounce rate, on the other hand, is perfectly normal if you have a single-page visit for your site, such as a blog, or offer other types of content for which single-page sessions are expected.

Another way to consider this is to consider the structure of a website. Consider an e-commerce site. For example, the homepage may have the highest bounce rate of any page because you want your visitors to stay on landing pages where they can make a purchase, such as a product page. On the other hand, if your site is slow, people will give up and leave before the page loads.

So, what constitutes a good bounce rate? A bounce rate of 56% to 70% is considered high, though there could be a good reason for this, and a bounce rate of 41% to 55% is considered an average bounce rate. The ideal bounce rate would be between 26% and 40%.

Does bounce rate affect SEO?

Visitors who bounce typically use the “back” button to return to their previous search results or close the browser window entirely. If your bounce rate is high, it can have an effect on SEO score results because Google and other major search engines consider a high bounce rate to be a sign of poor content. The bounce rate of each page influences the overall bounce rate of a website.

While content creation is still an important part of any SEO campaign, it is only one component of the equation. The most valuable content in the world is only valuable if it reaches those who seek it. This is why it is critical to ensure that your website optimization, you target the appropriate demographic and keywords.

When evaluating content and ranking it, Google considers hundreds of factors. Naturally, they are concerned with overall content quality, but when it comes to answering search queries for the millions of people who use their search service, they also have an obligation to deliver whatever they deem to be the most relevant content available. As a result, in order to lower bounce rates, you must think beyond the metric and consider each bounce in context.

Bounce rate can be reduced by removing pop-up ads and other data-heavy elements from your site. A/B testing various website improvement ideas is a good way to ensure that the changes you make have a positive impact on your bounce rate.

To understand your bounce rate data, you must consider it in relation to other metrics. As an example, comparing bounce rates by channel (organic, referral, direct, paid, and social media) will help you determine whether your traffic sources are problematic.

How is SEO bounce rate calculated?

According to Google, the bounce rate is calculated as follows:

Bounce rate is the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the analytics server divided by the number of single-page sessions.

In other words, it aggregates all sessions in which a visitor only visited one page and divides them by all sessions.

For example, if a website’s homepage receives 1,000 visitors in a month and 500 of those visitors leave the site after viewing the homepage but not proceeding to any other pages, the homepage’s bounce rate is 50%.

Don’t forget: check out the other definitions (over 200) in our growing SEO glossary.

Improve Your Website’s Bounce Rate Today

Hopefully, this article has given you a better understanding of bounce rate.

When it comes to improving your website’s bounce rate, there are several factors to consider. One quick way to reduce your bounce rate is to ensure that all links to external sites (referral websites) open in a new browser window or tab. Intuitive navigation, aesthetically pleasing design, a lack of annoying pop-up ads, improved usability and fast load time, mobile device responsive sites are just a few examples.

When it comes to web analytics, the general rule is to know what you’re looking for and then use filters and segments to isolate and investigate that data. This entails looking at data with common characteristics. However, don’t become too obsessed with bounce rates.

If you’re having trouble with the analytics, we at Loganix take pride in holding your hand and assisting you in improving your website’s bounce rate.

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Written by Aaron Haynes on October 18, 2021

CEO and partner at Loganix, I believe in taking what you do best and sharing it with the world in the most transparent and powerful way possible. If I am not running the business, I am neck deep in client SEO.