One of the key contributing factors to high website bounce rates in Google Analytics is a misalignment of the keyword search terms with visitor expectations.
How do you know if you have SEO alignment issues?
The best way to determine whether you have an issue is to look at the Google Search traffic reports and examine the top keywords that are driving traffic to your website, as well as the associated bounce rates and page visits. If your bounce rates are over 40%, you have an issue with search terms not meeting visitor expectations.
To fix this you need to do a deep dive into the keyword search terms that are driving the most traffic and high bounce rates. More specifically, you need to validate the specific search terms by running manual Google searches on these terms and reviewing the search results closely.
The key questions to ask are: What types of sites are listed on the search engine results pages? Which sites are listed at the top? Does this search term return sites similar to my website? Does this search term return my primary competitors? Does this search term return products and services similar to mine?
If the results returned are not in your target market, you need to re-evaluate your SEO keyword strategy.
What’s the first step in fixing your keyword strategy to reduce bounce rates?
Check out our this blog post: Aligning On-page SEO with Visitor Expectations