Improving user experience, metrics and conversion rate through structure, design and split testing is key to the path of success. It’s a more technical area of search engine optimisation, however, once you reach the top of the search results – the next logical step is to increase your conversion rate and gain more enquiries and sales from the same amount of user traffic.
One such way of improving your user conversion rate is by reducing your bounce rate. A metric that’s measured by Google to determine user experience. If a user lands on a webpage and then leaves, it signals to Google that the user didn’t have a great user experience. If they did, surely, they would have navigated through your site more. Reducing your bounce rate not only helps you to boost your conversion rate, but it also has a positive impact on your overall rankings.
Now there are various ways to reduce bounce rate, and there are several areas of technical SEO. Through our consultancy, training or managed services, we cover a much wider range of areas of SEO than what’s listed on here. These pages are only meant to give an indication into some of these areas. Therefore, for the technical SEO page, we’re going to focus on one example of reducing bounce rate, through the means of analysing your low CTR / high bounce rate pages.
You can do this using Google Search Console, a free tool from Google which will help you on the path to success.
Within Google Search Console, you can analyse metrics on your individual pages, one of which is your CTR rate. CTR, AKA, Click Through Rate, is the percentage a URL has been clicked on when a user has seen it (impression) in the search results.
For example, a user searches for something on Google. Your website appears as the number one result. They scroll past and click on the second link for whatever reason. Your CTR would be 0%, with one impression. The higher you can get your CTR, the better you’ll fair when it comes to rankings as well as conversions. If you’re getting a low CTR, this signals to Google that the result wasn’t relevant, and you’ll find your ranking position slip. On the flip side, if you’re getting a high CTR, you’ll find your rankings rise.
Likewise, once you have a decent CTR, you want to ensure you don’t get a high bounce rate. Because if the user lands on your page, and decides it doesn’t answer their query and leaves, your rankings will slip.
Therefore, getting your phrases to the top of the search results is just the first part of the process. The next is improving the conversion rate by reducing the bounce rate.
When analysing these metrics within Google Search Console or Google Analytics, you’ll want to make on-page optimisations to the pages that have a high bounce rate or a low click through rate.
It’s also worth noting that few pages can make an impact on many as CTR is measured per page and overall. Therefore, if you have a 100-page website, and 90 pages have a decent CTR and a low bounce rate, but 10 pages have a low CTR and a high bounce rate, you’ll either want to improve the optimisation of those pages or if they are classed as thin, remove them.
Thin pages can cause penalties, though when they don’t, they still have a detrimental effect on your organic growth. So, what are thin pages? These include pages that are either automatically created, low-quality content, scraped content from external sources, doorway pages and so forth. However, when we mentioned thin pages above, we were referring to the low-quality pages. Whatever the reason may be, removing or massively increasing the content on these pages as to increase the CTR and reduce the bounce rate, will impact your overall statistics as well as per page.
Technical SEO covers various other areas. It’s one of those areas of SEO that’s difficult to summarise on one page. When the focus is increasing conversions, the methods of doing so are not only varied, they’re technical. Another example would be split testing (comparing results from two different pages, buttons, metadata etc) which can mean the difference between a ton of sales vs none.
Our reason for covering six different areas of SEO was to give clients and potential clients an idea of the variety of things that we cover when carrying out search engine optimisation consultancy, training or managed services. It’s a snippet of the hundreds of factors that determine where a site ranks and how well it performs. Each business is unique and so is our strategy.