Once people are on the page, you need to be sure that the content stays relevant to the page topic. There’s nothing wrong with lengthy copy but it should stay on topic. Stay relevant from the moment you consider phone number data keywords right on through to the last sentence on the page.
4. Employ Smart Interlinking
While the content on the webpage needs to be relevant, you can certainly add in links to other parts of your site. If you’re discussing search engine optimization, as example, and you reference paid search marketing, it’s perfectly okay to link to your paid search marketing page. See what I did there? This can increase the stickiness of your site as well as provide more opportunity for user engagement.
Interlinking Tip – Be sure to have the link open a new page on your site and not navigate away from the current page to the new page. You want people to explore your site but also stay rooted to what they were initially looking for.
5. Use a Custom 404 Page
Another sure-fire way to a high bounce rate is to have people navigate to a broken link. That said, it happens. If you just let people land on a 404 page you will likely lose that person. If you can’t set up a 301-permanent redirect to the most relevant site that no longer exists, then be sure to have a custom 404 page created. This custom page should have some navigational elements and options so that people click on a link and not their back button.
