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A Guide to Understanding What Bounce Rate is & How to Lower it

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According to Google, bounce rate is a website metric indicative of the percentage of sessions in which people leave your site after interacting with the entrance page. Most often, when you own a website, you want visitors to somehow “convert” either by clicking through to buy something, fill out a form or read more. If your website has a high bounce rate, this could mean one of three things:

  • Either your website has design and/or usability issues
  • Or you are attracting the wrong kind of traffic
  • Or you attracting exactly the right kind of traffic and users are finding the information they need on the entrance page itself and ergo have no reason to click through to the other pages of your website

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In truth, a number of factors can contribute to a high bounce rate. These include:

1. Your website has only one page

If your website only has one page, analytics software such as Google Analytics do not register multiple page views unless the page is reloaded several times. Consequently, it’s not uncommon for single-page sites to acquire high bounce rates.

2. Your web tracking code setup is not working

For a multiple-page site, a high bounce rate could be indicative that the Google Analytics tracking code on your website has not been implemented correctly. To make sure you are collecting data, you will need to review the set up.

3. Site design

If all your website pages bear the tracking code and your site’s bounce rate is still high, the problem could lie in the design of your website. A few things to consider include:

  • Redesigning your landing pages
  • Optimizing the pages so they attract the right kind of visitors
  • Changing your target keywords around to better reflect page content
  • And optimizing your website with a fresh and unending stream of quality content

4. User behavior

Last but not the least, sometimes a high bounce rate has nothing to do with your website and everything to do with user behavior. For example, if a user bookmarks a page of your website and returns to it several times over the next couple of weeks, each session is considered a bounce.

How to improve your bounce rate

Because both the design of your website and its Google Analytics set up can have an impact on your bounce rate, improving this website metric is contingent upon making certain very specific changes that will be as individual as your business itself. The key to success is to analyze specific data and consequently adjust factors that are contributing to your bounce rate. To name a few:

1. Attract the right kinds of visitors

To reduce a website’s bounce rate, a valuable approach is to optimize the pages so they correlate better with search terms. The process starts with choosing the right keywords to target and maintaining top rankings up the SERPs for those keywords. Also consider creating multiple landing pages, each with unique content created around a branded term and aimed at different types of visitors.

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The Smart Way to Approach Link Building in 2015

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For Google and the other search engines crawling the web, links are the streets between pages, an analysis of which reveals how they are related to one another and in what ways. Since the late 1990s, link building has had an application in SEO whereby links are treated as votes in the nuanced evaluation of websites and pages. Till date, link-related factors represent a large portion of the complex algorithms search engines use to rank pages but algorithm updates including Google Penguin has transformed link building into an art.

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Indeed, through a website’s link profile, the search engines analyze not only the popularity of the site and its pages but also other metrics such as trust, spam and authority. Link building remains an important task for good rankings up the SERPs and traffic success but you can no longer participate in link schemes or buy links to achieve your SEO goals. These black hat techniques used to work previously but these days, they are a surefire way of getting your rankings to drop into oblivion following severe penalties. Instead, you need to acquire links to your website pages legitimately. To that end:

1. Create Content Worth Linking To

When it comes to SEO, the key to inspire natural linking and viral sharing is to create great content worth linking to. People won’t link to you unless your content is compelling, leveraging aspects of usefulness, information dissemination and/or humor.

To create content that readers will want to share through links, take the time to research what your audience wants and look for content gaps. You can also create content around topics that people are already talking about on the social networks and elsewhere on the web. For this job, some tools such as BuzzSumo are excellent.

Equally important, when people think content, they often think written content. Other forms of quality content include infographics, videos, PDF guides and images. In essence, think of the content you create as linkable assets that you will use to connect with people, either to solve their problems or entertain them.

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Knowing the Difference Between Content Marketing And Copywriting

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To many brands and businesses, content marketing and copywriting is one and the same thing. This is not completely crazy because, indeed, a couple of shared aspects underpin them both including:

  1. The skills of an experienced writer
  2. The art and science of influencing the purchasing decisions of prospective buyers

Those are the similarities between the two. Now the difference between content marketing and copywriting lies in the purpose of writing and the way in which the literature seeks to influence the readers.

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In content marketing, information is produced and published to:

  1. Build trust and authority among your customers
  2. Build relationships and a community around your brand
  3. Become recognized as a thought leader in your industry

Therefore, as a content marketer, you need to generate an unending stream of interesting, unique, and valuable content – a mix of multiple content types including blog posts, videos, podcasts, webinars, infographics, newsletters and others.

In copywriting, you want the readers to take a specific action, whether it’s buying a product, visiting your local store or following your company’s page on Facebook. In a way, copywriting is content writing in a more attractive and enticing form. The information is structured so that it grabs the attention of the readers immediately. Copywriting is used for things such as landing pages, direct mail campaigns, sales pages and infomercials.

About Copywriting

If you are creating a landing page or sales advertisement, poor copywriting can cause the downfall of even the best marketing campaign. To be effective, copywriting needs to be striking, compelling and optimized for the search engines. It may not always seem like it but there is a lot more to copywriting than a powerful sales message and a flashy headline. Some attributes of good copywriting include:

  • An attractive headline to grab the attention of readers
  • The headline also needs to be clever and offer reader benefits
  • If you are writing content for a landing page or sales copy, stick to simple language
  • Avoid long words, complex sentence structures and too many technical jargons
  • The content needs to benefit the reader
  • It also needs to inspire trust and authority
  • Avoid being pompous and do not exaggerate with your claims
  • The content should have a clear call to action

In any marketing campaign, copywriting is important to achieve your sales objectives. It’s straightforward advertising and it tells potential buyers why they want to buy a specific product or take an action like visiting a social media profile. It’s also totally acceptable to set a shameless metaphor hook. For example, if you were a restaurant, your copywriting would include photos of your food and words aimed at making people drool. And sometimes the success of an ad campaign comes down to a just one punchy line that paints a powerful picture. Don’t we all remember lines like:

Have a Coke and a smile.” – Coca Cola

About Content Marketing

In contrast to copywriting, content marketing is commercially neutral. The content produced is aimed at educating readers and providing solutions to their problems. Ergo, you subtly influence their thought-process and make them more prone to buy from you after establishing your authority in the industry and inspiring trust.

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A Quick Guide on the Importance of SEO in Integrated Marketing

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Previously, for a website to do well in the SERPs, it needed to tick a few, very specific boxes:

  • Good content architecture crawl-able by the search engines
  • Good site architecture with internal links
  • Strategic use of target keywords
  • External links that use a targeted anchor text

But quite a few rules have changed in recent years. Search engines have now grown smarter and for attaining high rankings, marketers need to be knowledgeable about a number of things including content creation and management, branding, PR, social media, email marketing, search marketing and community building.

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Another important consideration is the integration of SEO with the different marketing divisions to reinforce the impact of each distinct marketing channel and methodology. This leads to a more consistent and effective marketing process, which in turn translates to better exposure, conversion, customer relations and retention.

Integrated Marketing & SEO

PR, Social Media & SEO

In the busy and distraction-rich world we live in, there is an increasing need for marketers to create content that’s compelling for readers and the media. For instance, a marketing campaign with a good story and enough material for people to credit will attract the right kind of audience and the media. At the same time, without trying or even realizing it, you would have accomplished valuable link building. As a bonus, the links acquired this way don’t only “look” natural, they actually are, a byproduct of achieving bigger goals.

Another SEO consideration is putting at least part of the campaign on the actual company website while hosting any competitions and other materials on a subdomain. Too often, marketers use a separate domain for each distinct campaign and these are never mentioned on the main company website.

At this point, it’s also worth noting that like SEO, PR and Social media are not things that only large businesses have to worry about. It’s relevant for start-ups as well as small and medium-sized businesses. For any campaign, SEO, PR and social media can support one another, in particular when it comes to keyword research for both branding and search. Integrating PR, social media and SEO almost means that once the campaign is over, your website will keep ranking well for that particular  campaign thus giving rise to long-term benefits.

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