Click-Through-Rate, Bounce Rate & Visitor Retention

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3 Important SEO Factors

Starting an SEO campaign, whether for a new or an established website, should begin with ensuring that the on-page SEO structure is in place. There’s no point starting to build backlinks to a site that isn’t going to rank well in the search engine results pages, no matter how many links are pointing to it, because of poor onsite optimisation.

Ensuring that url’s, meta data, titles, headings, image alt tags etc are properly optimised is essential but there are 3 other factors that if given particular consideration can also lead to potentially higher search engine rankings.

  • Click-Through-Rate – Google monitors how successful each listing on a search engine results page is in terms of getting searchers to click through to their websites. If Google sees that a particular listing is getting a higher click-through-rate than its competitors it assumes that it is offering more relevant information matching the search query and can potentially reward the site with a higher ranking. You can improve your click-through-rate by writing meta descriptions for your listing which are not only well optimised but are also interesting and compelling for the person reading the information. The meta description is the snippet (150 characters maximum) of information below the title that is returned on a search engine results page. All too often this space is just crammed with keywords, makes no sense and offers no incentive for a potential customer to click through to the website. Carefully choosing the wording that goes there can give you a distinct advantage over your competition.
  • Bounce Rate – Once you have encouraged a person to click through to your site there is nothing worse than having them immediately click the back button or close their browser. Google needs to see that what you are offering on your website is relevant and interesting enough to compel the searcher to stay on your site and click through more pages.
  • Visitor Retention – this follows on from bounce rate in that if you can improve the length of time that visitors to your site spend there your bounce rate will come down and again your site can potentially be rewarded with a higher SERPS ranking. To improve visitor retention you need to offer interesting and thought provoking titles, enjoyable content, relevant images and video. Put yourself in your customers shoes, look at your websites pages and determine whether they provide good reasons to stay there.

 Pay close attention to these 3 factors and you will be rewarded with more free traffic and more customers.

 



About

Hi, my name is Mark and I'm the owner of SEO Manchester.

I started in SEO in 2009 and have gradually built up my business solely from organic traffic generated via high search engine rankings (mainly Google).

I love building highly optimised WordPress websites and optimising Google Places listings. I am also constantly building on my knowledge of the uses of all forms of social media for marketing effectiveness, particularly Google+.

When not helping clients improve their online presence I enjoy walking the dog around the hills where we live, reading, real ale and (surprise) spending more time on the web.

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