Many marketers have been relying on misconceived information to measure SEO content that be detrimental.
According to some thought leaders in SEO, there are three common misconceptions that marketers have when it comes to measuring their SEO content. Some of the problems stem from the reliance on the link graph, which favors desktop content, that Google and other search engines have. Other misconceptions stem from thoughts about low bounce rate and time on a site. Here are some misconceptions and what your need to know about them and our take.
#1 Bounce rates should be low across the site
Bounce rates are the percentage of single page visits or web sessions. It is made up of the number of visits in which a person leaves a website without going further than the landing page. The original thought is that high bounce rates are bad and content should be lengthened to make it more comprehensive. In reality, a high bounce rate can mean quite the opposite. It can mean that the content performs strongly and fully serves a purpose to its user.
Our Take
This makes complete sense. People are usually looking for one thing when they search online. If they need a recipe for blueberry muffins and find it on the homepage of a website, there’s no other reason for them to interact with the rest of the site. Everything they need is right in front of them. The content they find on this page has enough to it already. It does not need to be lengthened.
#2 High average time on site means strong-performing content
Marketers want users to spend a lot of time on their sites. The thought is that if more time is spent on a site, then more time is spent with the brand, and that is a reflection of better content. Really, a user should be able to get what they want quickly and easily.
Our Take
This is very true. Think about it – since the birth of the Internet, people have been becoming more and more impatient. They want to be able to find what they need in the least amount of time. Think back to writing research papers in college. Did you really want to sit at the library for hours and read 10 books to find a minuscule piece of information? No, you wanted to find it quick and easily, just like Internet users today.
#3 High average pages per visit signals positive user engagement
The misconception is that if a person searches “high heels” and is taken to a “high heel” page on a website that they will then move on to the other pages (dresses, suits, etc.) on the same website. Marketers shouldn’t expect that consumers’ interests will be held long enough to visit other pages on a website.
Our Take
Again, we are in agreement with this misconception. Internet users usually have a specific purpose in mind when they search online. They are living busy lives without always having leisurely time to click around on a website. They want what they want, and once that purpose is fulfilled they don’t need to engage with a website any longer. Don’t be offended if your users seem to be engaging with one page over another.
All of these misconceptions have a common theme: marketers are thinking like marketers. (Don’t feel bad, that’s what you’re supposed to do.) Marketers are thinking in strategies and numbers. They aren’t taking into account what users need when they search online.
The secret here is to think like both a marketer and an Internet user. There has to be a balance between marketing strategies and knowing how a consumer searches online. Next time you conduct a search online for a recipe or how-to article, write down what was goes through your head before, during and after you search. Maybe you’re searching for a roast chicken recipe 20 minutes before your in-laws come over for dinner. Or, maybe you’re researching for a new marketing campaign and the first link you click on has all you need. Every person has a difference experience when searching online. Take that into account when measuring and creating your SEO Content.
Need help measuring or creating your SEO content? Kraus Marketing specializes in Search Engine Optimization and Digital Marketing, and serves companies in the NJ & NYC area. Inquire about our services by calling us at (973) 998-5742 or contact us online at www.KrausMarketing.com.