Improve Bounce Rate and Traffic on your Website – A Challenging Process
Content – A tool to increase virtual footfalls
Our site quality algorithms are developed to serve the clients (search users) with the right website based on their searched terms. This is possible purely by the interpretation of the website content. – Amit Singhal, A google felow
The search engines today rely highly on the website content in order to understand your website and your services or products. The search engine bots crawl through your website and read through the content as well as meta data. This helps the bots to analyse and understand your site well. There is often a myth that just meta-data is sufficient to get ranked high in the search engines. However, a website with “not so good” content, would result in a high bounce rate – The rate at which people leave your site once they come in. A search engine also analyses this time duration to understand whether the user found the content on your site to be useful or not. Hence, ensuring that the website provides the content that the meta-data promises is also equally important.
The website content proves to be useful for the user only when the below points are being followed:
- The content has a pleasant layout
- The content viewport is adjusted in a way that the user finds it comfortable to read
- The content is structured in a manner which user perceives to be engaging
- There are useful links for providing further knowledge or “food for thought” to the user
- The content has good graphics to reduce the stress of reading a lot of information
- The content explains the service or product with minimal yet necessary details
- The content focuses on the topic that is in focus
- The content does not make the page bulky in size – it might result in increased load time for the page
It is a difficult task to ensure that all the necessary guidelines are followed perfectly. It is a consistent processes that needs to be carried out to ensure the bounce rate for your website reduces and the interest of reader increases.
Analysing User interaction on the Content
Analysing and judging the mistakes in the content is a tricky job. It is a job that needs a skilful eye and the right set of tools. The user experience on a website is a critical factor in understanding what goes wrong with the content. At Abk Multiservices, we analyse the user behaviour on complete content on your website and help you understand what changes could help you grow. This processes involves the analysis using tools like Google Analytics, Kissmetrics, Woopra and others. These tools help in recording the clicks that a user does on each page and also help in identifying the click or the content which led to the bounce off from the website. One such behaviour map is displayed below.
This is a behaviour analytics snapshot of one of our clients. This snapshot indicates how high the drop-offs are at present. Notice the “Starting pages” section above. It has 138 new sessions of which 127 sessions get dropped off. This high rate explains that the client’s website is performing extremely poor in certain pages.
Such analysis along with a heat map of website clicks help in identifying the content to be improved. There could be five major flaws in the content that might be possible:
- Badly structured content
- Gaps in the information
- Missing information of complex terms
- Interrupting advertisements
- Misplaced CTAs
Improving the content in all these aspects is a gradual process and needs a skilled expert to do so. Getting the output from a content is a difficult task without these necessary content optimisations.
Improving the Content
As discussed in the above section, the improvement in the content is a gradual process. There are seven major content blocks on a normal business site:
- Static website content
- Blogs posts
- News & Events
- Job Openings
- About the company
- Social media links and feed
Each of these content blocks need to be arranged in a way that the user gets precisely the information that he or she is looking for. The primary process of improving the content starts with the arrangement of these blocks and pages in the right manner. This processes takes care of all the factors like:
- Positioning of the menu
- Positioning of the blocks and assisting blocks like sidebar and footer
- Width of the viewport
- Heading & Sub-heading structures
- Bullet points as needed
- Images where necessary
- Reference links where important
The process that follows is improving the actual content. During our day to day interaction with numerous client websites, we have noticed that often the content quality, the quality of English used in the client’s website does not reflect quality. A website with a syntactically correct content providing all the necessary information is the one which can hold the user on the site. Abk Multiservices comes to your rescue here. With a skilled set of content writers and an expert behavioural analytics team, we make your website more engaging and worth reading.
Once the content has been made engaging in the right way, the next step is to make the density of keywords balanced. It is a common myth that a high density of keywords will lead to a higher page ranking or more traffic on the site. This is not really true. The search engines expect the keyword density to be at an optimum level. A higher or lower keyword density could impact the page badly. This is a factor that is to be handled carefully.
The next step in the processes is putting in the metadata that exactly describes the content on your page. The metadata for every page helps the search engine bot understand what your page is all about. The processes of creating metadata is also challenging as the search engines restrict the length of content that you could use in metadata. Metadata is the key to getting your site at the top of the search engines.
After the metadata has been put to action, the next step is tagging the content in the right manner. The search engine bots prefer to tag your content to ensure that they are able to provide search results to the user faster. The right tagging of the content ensures that your page is listed higher in the ranking for the specific keywords. The search engines tag your content using a default algorithm. However, you can always modifying these tags and help the search engines understand your website better. Our team works exhaustively in researching the right keywords for your website and comparing and contrasting your website with the potential competitors. Thus, we try to ensure that by all means, your website is ready to engage people and hold them back by providing enough food for thought.
Improvement of content on the website is a gradual process that requires a team with the essential skills. The website content is highly responsible for getting your website rank at the top of the search engines and in engaging the users on your website. The increase in engagement and footfalls is the key to lead generation for any business. Hence, you should think no further. Get in touch now and spike up your website visitors and improve its ranking with our services.