Online Marketing

How To Boost Your Website’s Ranking By Reducing Its Bounce Rate

If you have done any research into SEO or discussed it when employing an SEO agency, you may have come across the term “bounce rate”. Nothing to do with trampolines, it is a term that may at first seem rather simplistic, but unfortunately for many website owners, it is also something that can cause them a large amount of consternation.

Bounce rate, when being applied within SEO, is a metric that measures how quickly a visitor to a website leaves it after landing there. Consider it the online equivalent of you walking into a restaurant talking a quick look around and deciding to walk straight back out again. That is not good news for the restaurant, and for a website owner, it paints a dark picture too, especially as it can have negative consequences for their SEO.

The reason for that is much to do with  Google’s obsession with user experience, or UX. UX is top of Google’s priorities because it is a measure they use to try to ensure they remain, not just the most visited search engine on the internet but the most website. They want anyone who searches on their search engine to find as close to what they were looking for having clicked on one of the results Google serves up.

Google has several ways of evaluating the experience a visitor has, and the bounce rate is one of them. If it finds that people are clicking through to one of the websites it has given a high ranking,  but the majority of them are leaving that website again almost immediately, it throws up a red flag. It suggests that the website is not worthy of a high ranking and thus Google moves it down, and worse still, down to a lower page.

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7 Core SEO Actions Every Local Business Needs To Do For Google Rankings

One of the most significant benefits of how Google creates its search rankings is that it allows local businesses to compete on an even playing field. By that, we do not mean a local cafe can compete with Starbucks on the global stage, but it most certainly can in its local catchment area.

The reason for this is that Google will take into account the location of the person searching for a search term such as “local coffee shop”. Taking that a stage further, if the search includes a local town, district. or area, once again the small, local cafe business has the opportunity to be at the top of the rankings, ahead of the corporate giants, but with the caveat that it must have its SEO for local searches all in place.

This would usually mean approaching a local SEO agency and giving them the task of boosting your website’s rankings, however, you need to know exactly what it is you are asking them to do. So, here are seven of the most important elements of ranking a website for a local business, which you must ensure your SEO agency implements.

Backlinking: Backlinks influence a website’s rankings enormously so it stands to reason that you will want a comprehensive backlink strategy in place. The key here is remembering the quality of the backlinks impact rankings more than the number of backlinks, so ensure that established, authoritative websites are prioritised.

On-Site Optimisations: Top rankings start at home, or more specifically, your own website. There are a plethora of on-site optimisations that can boost your SEO and subsequently your rankings so a plan to have everything from your content to your website’s metadata in place, accurate, and optimised for keywords, is essential.

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