A high bounce rate is a waste of your search engine optimization and marketing efforts to bring traffic to your website. Bounce rate is an important search engine ranking factor, and when it’s too high, Google sends less traffic. This translates to fewer sales, email list sign-ups, and other important conversions. Interestingly, there are a number of SEO practices that not only increase search traffic but will also reduce your bounce rate. Here are two important ones:

Increase Your Page Loading Speed

Internet traffic, and especially mobile traffic, have little time to wait for slow loading pages. Many of these people are trying to squeeze as much productivity out of their day as possible and aren’t willing to wait for even a few seconds for a page to load. If slow page loading is a problem, then correcting this will yield a big improvement in bounce rates. The first place to start is hosting your site on a fast server. Avoid shared hosting in favor of VPS hosting with a quality hosting service.

Next, reduce your image files by compressing them. The two types of compression methods are lossy and lossless. Lossy compression reduces file size by reducing the image’s quality. Most of the JPEG images you’re using probably have far more resolution than is really needed. Therefore, substantial file reductions are possible with quality reductions that are barely noticeable to the human eye. Lossless compression achieves file reduction without sacrificing image quality.

Then, if you are using WordPress as your content management system, use a caching plugin such as WP Super Cache or W3 Total Cache. Caching combines many of your page elements into a single static file. This reduces the number of database queries required for loading your page and therefore speeds up the process.

Because page loading speed is an SEO ranking factor, a faster web page will benefit from more search traffic in addition to the lowered bounce rate.

Choose the Right Keywords

Visitors will immediately leave a web page that isn’t congruent to their expectations. This occurs when the web page ranks for keywords that have multiple user intent behind them. This usually happens with short phrases with just a few words.

For example, ranking near the top of Google for the keyword “house” may attract people looking for an old popular TV show or visitors looking for photos of attractive homes. You can avoid this problem by basing your content around longer keyword phrases. The longer phrases contain more information that better reveals the user’s intent. Ranking for unambiguous keywords will reduce the number of competing websites, increase your conversion rates, and of course, reduce your bounce rate.

For more information about search engine optimization and how our services can help you, contact us today.