Bounce rate is an SEO metric that shows the abandonment rate of visitors when they enter a website. The bounce rate is used to detect which users do not find the content of the site interesting or do not find what they are looking for, as they leave the website without browsing it.
This is a very useful metric for SEO, especially for content creation, as it shows the level of user satisfaction with the content that is published.
To calculate the bounce rate, it takes into consideration when a user accesses a page on a website and does not interact with any element of it before leaving it. That is, every time a user enters a website and does not click on a link, fill out a form or make a purchase, this is considered a bounce.
For whether the bounce rate is “good or bad”, this is usually measured along with the average duration of each session of visit. In this sense, a high bounce rate means that the duration of each session is short, i.e. they arrive at the website and leave.
However, a high bounce rate doesn’t have to be a bad thing. It all depends on the goals you have set. If one of the goals is to get users to go from a piece of content to a landing page, a high bounce rate is bad. However, in blogs and news pages, where it is common for a user to enter, consume the content and leave, this metric is not so important.
To reduce the bounce rate, first of all it is important to review analytics periodically. It is important to find which pages have the highest abandonment rate and, if these match those with the highest entry rate, then there is a problem with the content or usability that needs to be fixed.
On the other hand, the usability of the website should be improved so that the user stays on it as long as possible. For this, it is important to create quality content, add internal links on each page and also use high quality images, as they attract the attention of users and invite them to navigate.