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Highlighting the best bits

An exercise I like to undertake is to examine the visits coming in from search engines which are resulting in either a high bounce rate or a low page engagement time. In conjunction with Search Console, this can give us some clues to queries where the search engines rank us reasonably, but the visitors aren’t as impressed.

Can we do something about it? Possibly, if we can work out what the problem is.

In many cases, I find that it’s because the search engines have had more patience than the real visitors. The answer to the search query is indeed on the page, but it’s not prominent, and more importantly, it’s not promised by the page’s headline and introduction.

If our initial analysis is good, this is easy to rectify. I’m not guaranteeing the exercise will always deliver great opportunities, but it can be worth a look.