SEO Glossary: Bounce Rate



In a nutshell: What is the bounce rate?

The bounce rate is important for webmasters and SEOs. It indicates how successful an entire web project or individual subpages are in terms of whether the user remains on the page.

What is a bounce rate?

The bounce rate means something like bounce rate. It is the proportion of visitors to a website who only visit one page (page view) and then leave the domain again.


Webmasters and SEOs can no longer imagine a website without the bounce rate, as it is an important indicator of the success of a website. This can apply to both the entire project and individual subpages.


But even with SEA the bounce rate also plays an important role. If a company buys traffic, for example, the bounce rate can be used to determine how efficient individual advertising campaigns are with their text and display ads. Even in email marketing, it is possible to measure the bounce rate in the mailing.


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What factors influence a bounce rate?

There is no general answer as to why a bounce rate increases. Several factors play an important role here. All factors together have an influence on the bounce rate.


These include:


  • Topic or relevance: The visitor should be on a page or LANDINGPAGE receive added value. The topic must be relevant and in line with their expectations.


  • Traffic source: Is the traffic source where users click on a link relevant to the target page? If not, this can lead to a high bounce rate.


  • Branded traffic: If websites receive inquiries with brand names, this can result in a lower bounce rate.


  • High organic traffic: If a page ranks well, it receives more traffic from search engines. At the same time, the bounce rate can automatically increase.


  • Technical influences: Technical factors are also an important part of whether visitors stay longer or leave the site quickly. These include accessibility from the server, loading speed, mobile optimization (responsive design) and general functionality of a website.


  • Mobile traffic: Compared to desktop traffic, mobile users bounce faster. This results in a higher bounce rate.



Anyone who thinks that it is enough to make the greatest effort on the on-page while neglecting the off-page will unfortunately fall by the wayside.


How can the bounce rate values be interpreted?

A look at the bounce rate shows that it varies from topic to topic and from sector to sector. It is therefore not possible to define exactly when the bounce rate is too high and when the reasons for this should be sought.


Benchmarks from other, similar sectors are available for this purpose. This gives webmasters an impression of whether their bounce rate is still in the green zone or whether certain measures are required.


There is also the question of what type of content is presented on a page. For example, if a subpage has a high bounce rate, this does not mean that the content is uninteresting. For example, if a long text is read intensively and the dwell time is correspondingly high.

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Conclusion on the topic of bounce rate

A regular look at the bounce rate is recommended in order to quickly identify possible optimization potential. Accordingly, measures can be taken to reduce the bounce rate. Typical bounce rates vary depending on the industry and topic, which is why a corresponding benchmark can help.


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