Your search engine results page (SERP) bounce rate — the rate at which people click your website’s listing from search results, then click the “Back” button to return to the search results — can seriously impact your ability to rank in the top positions for target search terms.
Yet, Google Webmaster Tools doesn’t provide any immediately obvious ways to discover if SERP bounce is a problem for your site.
Here’s how to use a blend of Google Webmaster Tools (GWT) and Google Analytics (GA) to discover your problem pages for performing terms that cause your site visitors to bounce.
Oh, and we’ll also be replacing the data removed by (not provided) on the way…
Step 1: Do You Have A Problem?
Before you spend time building out analyses on what terms and ranking pages are causing you the most pain, let’s use a quick and easy report to identify if you’re likely to have an issue with SERP bounce in the first place.
Break out your rollup Google Analytics profile for sites and countries you want to analyse, and jump into Behaviour > Behaviour Flow.
Set a date range that will give you decent volume, but which is less than three months (to match up with GWT data later). Create a segment for organic traffic by clicking + Add Segment and selecting “Organic Traffic” from the System segment.
Apply filters in GA to view organic traffic behaviour only. [CLICK TO ENLARGE]
What we’re looking for here is a trend showing significant dropoff from non-homepage pages.
Why non-homepage? Well, your homepage will rank for all sorts of terms, many of which you’re not actively targeting. However, if you have even the very basics in place for your optimisation campaign, you’ll have plenty of content on-site targeted at your mid- and long-tail key phrase targets.
These pages should show up strongly …read more