Blog tip #13: watch your bounce rate

Bounce rate is a measurement that is used to see how many people come to your site and “bounce” off of it before going to any other page on your site.

A high bounce rate usually means one of two things:

1. People are visiting your blog looking for information and they are not finding it.

2. People are visiting your blog, finding the information they need, but do not feel compelled to look any further into what your blog has to offer.

Using Google Analytics you can see the bounce rate depicted as a percentage – the higher the percentage of the bounce rate, the more people that are visiting your site but leaving before clicking through to other pages. So a bounce rate of 90% is a bad thing, while a bounce rate of 25% is a very good thing.

A general rule of thumb is that a bounce rate of around 70% for a blog that is putting out daily news content is pretty good, while a site offering a deeper level of information should be aiming for a bounce rate of around 40 to 50%.

One of the best and easiest to lower your bounce rate is to add a plug in to your blog called “related articles” – a function that will add content to the sidebar that is related the blog currently up on the screen.

The best example of this design is the BBC website (see my red arrows):

So when people come to the BBC to see the latest news on Wimbledon, down the right side column is a whole list of links to other news related to Wimbledon and interesting related information.

There are other ways to reduce bounce rate and many of the tactics will be outlined throughout my 50 Simple Tips to Better Blogging series.

Blogging tip #11: Take a Stand

Like in traditional media formats, controversy sells and you need to look know further than someone like  shock jock radio host Rush Limbaugh who has built an empire on this idea.

While you don’t have to be nearly as over-the-top as someone like Limbaugh, you can attract new traffic by blogging about your position on an issue related to your business.

You will also see a lot of return visits because when you take a position in a blog post, you increase the liklihood that others will add their own two cents in the comment section and check back to see if you or others have responded. On that note, I recommend that if comments do begin to appear that you engage with the commenters – especially if you are just starting out as a blogger.

All over the internet there are these longstanding epic “flame wars” or heated comment section arguments that have been going on for years logging thousands of comments still to this day. All because the writer took a stand like, “Why I love my Blackberry and hate the iPhone” or ‘Why the Washington Redskins Stink.”

Taking a stand can be tricky though and it is important that you remain respectful and get your facts right. Past that, go for it.

Taking a stand is a great way to show your thought leadership and expertise and it can also engage a very large audience in an interesting conversation.

Written by Kevin Grandia

[This is part of an ongoing series of articles on 50 Simple Tips to Better Blogging and you can check out all the previous tips there]