5 Tips to Keep Your Content Sticky and Your Bounce Rate Low

By:

Posted: November 14, 2011 | Content Marketing

Are your blog visitors sticking around to read your content?

Having sticky content is essential for capturing the short attention span of the online reader. When someone clicks through to your blog they are looking for well written content that is relevant to the keywords searched on or the messaging surrounding your inbound link. One of the best metrics to gauge the stickiness of your content (or how long your visitors are “sticking” around on your blog) is the bounce rate.

Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance page. A high bounce rate is most likely caused by visitors not finding the information they are searching for when they land on your page. Chances are these visitors are clicking the back button and going on to the next relevant page from their search engine results, resulting in a missed opportunity for you.

The main goal here is to make sure your content is relevant to the keywords and entrance paths that are referring traffic.

Here are five tips to deliver sticky content and a lower bounce rate:

  1. Use Google Analytics to find posts with a high bounce rate and short average time on page. Re-write or re-purpose those posts based on the keywords that are being searched on and becoming entrance paths. Make sure those keywords are relevant to the content on the page.
  2. Set the links inside your blog posts to open into a new window once clicked. This will allow your readers to easily return to your blog when they are finished checking out any links. Don’t overdo it, but do include internal and external links that add value to your post.
  3. Monitor your visitors’ time on page. Are they staying long enough to read an entire post? Time yourself reading an average length post and compare. You may find that your posts are too long and you may need to shorten them. If this is the case, try keeping your blog topics to one idea per post.
  4. Monitor your traffic sources. Are your visitors referred from Google? Facebook? Twitter? LinkedIn? Which sources have the best time on page/lowest bounce rates? Which ones have room for improvement? Consider adjusting the ad copy or meta descriptions to better match your content page to align expectations with your audience.
  5. Create a “Top Posts” or “Popular Posts” widget in your sidebar. Having a running list of your most shared blogs and commented on posts is a great way to encourage a second click.

In a perfect world, your bounce rate will be zero. In the real world, your bounce rate should be somewhere that you are comfortable with based on your overall objectives. Relevant posts based on targeted keywords will keep your content from disappointing; following the tips above will encourage visitors to stick around longer.

Jason Miller is Senior Manager of Content Marketing at LinkedIn. Previously, Jason was Senior Manager of Social Media at Marketo and focused on optimizing social for lead generation and driving revenue. He is a regular contributor to leading marketing blogs such as Social Media Examiner, Social Media Today, and Marketing Profs.

Read Jason's Blogs

5 Tips to Keep Your Content Sticky and Your Bounce Rate Low

Follow Us

Most Shared

true colors feat

What Brand Colors Say About Your Business – Marketo

purple 4 hands

The 4 Things Digital Marketers are Missing

measuring social

6 Ways to Make Social Measurable

Influencers to follow 2017

31 Influencers to Follow in 2017

You Don’t Know Jack About Online Marketing – More than Just the Coolest Marketing Game Ever