Bounce rate is the percentage of visitors to a website who navigate away after visiting only one page. A high bounce rate is generally perceived as negative because it indicates that the site does not have high-quality content. Websites could have a high bounce rate for a number of reasons, including poor website design and low-volume keywords.
The ‘contact us’ page usually attracts a higher bounce rate as it’s designated for users to quickly click on the phone number or find directions. Your ultimate goal should be to have a high click-through rate and gain more traffic to each individual page. While business owners are concerned with Google knowing if they have a high bounce rate, it’s actually only possible if Google Analytics is installed. Even when Google can track your bounce rate, it can be tricky to determine what this means considering each situation is unique.
There are, in fact, three major ranking factors that influence search results:
According to Google’s Search Quality Senior Strategist, Andrey Lipattsev, Google has a long way to go before making bounce rate a ranking factor.