SEO Content Tools: Understanding Bounce Rate and CTR

SEO Content Tools: Understanding Bounce Rate and CTR

The key to good content marketing is visibility. If your content is on page 3 of a Google search, it has poor visibility. This is why so many marketers focus on search engine optimization (SEO).

As search engines get more sophisticated, good visibility means more than just having the right keywords. Search engines increasingly reward sites that engage their target audience.

Since it isn't possible to directly gauge the degree to which the audience is engaged, search engines rely on a variety of metrics. Two of the better metrics for judging audience engagement are bounce rate and click through rate (CTR).

Understanding these metrics allows you to better improve your SEO content tools.

Bounce Rate and CTR Defined

Bounce rate is effectively a negative metric. The bounce rate of a website is the percentage of site visitors that never click any links on the site. This indicates the percentage of people that simply weren't interested enough by the landing page to further explore.

CTR is a positive metric that indicates the percentage of people who clicked on a link that ended at a location where you can purchase something. This represents how well your marketing engaged someone on the website.

The Value of Incorporating These Metrics

Among your SEO content tools, you should have Google Analytics. You can use this web page to check the bounce rate of your website.

It is a common mistake among content marketers to believe that time on website is a good indicator of engagement, when actually bounce rate is a better indicator. By tracking your bounce rate, you can take proactive steps to decrease it or identify changes in your website that increase it.

Similarly, while decreased bounce rate is indicative of a more engaged audience, it doesn't assure that web page visitors are actually looking at products.

To improve your marketing message, you want to take positive steps to increase the CTR of your web site.

By focusing on both CTR and bounce rate, you are treating visitors to your website as both customers and as an audience, which increases the overall value of your marketing.

Mickey David

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Mickey has degrees in linguistics and logic from a top 25 university. He has been writing online for the approximately five years, specializing in gaming, hobbies, and media. He has never missed a deadline. Quality and speed are equally important to Mickey and he'll never sacrifice one for the other.

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Kaye McGregor
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Kaye McGregor

I never dreamed when I launched my freelance writing career in earnest this past summer that I would be learning so much about non-writing endeavors. SEO? Bounce rate? CTR? PDF? Blog template? Hubs? Analytics? But that’s okay, it’s been a great tour of the reality of tech life, so removed from the days when I wrote my first story on a legal pad with a pencil. It’s actually much more audience-driven than it used to be. I appreciate the insight you provide in creating effective content in a useful, knowledgeable way. Thanks!

Earl Dotson
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Earl Dotson

Tech life today is amazing, but remember: No matter how advanced technology may get, writing on a legal pad never goes out of style.

Linda Sinclair
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Linda Sinclair

Thank you for this informative article. I’ve just joined this site and am poking around to see what this Community is about. I’ve been learning about SEO and its importance, and have done a short course on it, but this article had information on things I hadn’t heard of. Since I have a blog and website of my own this is really useful for me both as a writer and a publisher.

Georgia Potts
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Georgia Potts

You can certainly learn a lot from this blog! There are so many different topics that are covered well here that you can learn just about anything about commercial writing, blogging and online marketing.

Maria Varner
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Maria Varner

That’s interesting. This is my first introduction to bounce ratings. It’s something I’ll definitely have to pay more attention to on my own site. There is so much to learn about effective content marketing strategies! It’s a bit overwhelming at times.

Tay H
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Tay H

This can be useful in determining what is the most popular viewed versus actual business for profit and product development beyond content writing.

auntieemily
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auntieemily

It is interesting to learn more about what will help a site show up in search engines. Thanks for sharing.

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