SEO can seem a minefield, with a myriad of acronyms, jargon and industry terms to navigate and ever-changing goalposts of algorithm preferences, best practice protocols and software tools.

One such term amongst the many is ‘ 跳出率’. Let’s explain what it means, how important it is, and how it can be improved to boost overall SEO performance.

什么是网站跳出率？

A 跳出率 is a statistic usually expressed in a percentage, and refers to the amount of users who arrive on a web page and then leave the site altogether without navigating through to another page, or taking an action on page.

也称为“单页会话”，它指示那些访问一个页面，不在网站上采取任何其他行动，然后离开的人的普遍性。这被认为是网站上任何给定网页有效性的标志，因为除非页面的预期效果只是被阅读然后放弃，否则它的目的没有得到正确实现。

什么是好的网站跳出率？

Website 跳出率s vary hugely between industries and site types and so a perceived ‘good’ or ‘bad’ rate can be difficult to ascertain. The average 跳出率 online varies hugely, and so it’s near impossible to set a goal for a business’ online presence without some solid market research.

Website 跳出率s also vary dependent on the device users are accessing the site from. Mobile devices result in an average 跳出率 of 51% across all industries simply due to the brief nature of their typical usage, whereas tablets sit at around the 45% mark and desktop computers nearer 43%.

This means that it’s critical for businesses to take device usage into account, as they are more likely to have a higher 跳出率 if the majority of their users are using 移动设备. Traffic sources are also sometimes responsible for increasing 跳出率s, with visits originating from social media and paid ads often resulting in less engaged traffic.

It’s near impossible for any 跳出率 to be below 20%, as human behaviour simply can’t be accounted for, and so it’s not advisable for organisations to aim for 0%.

A 跳出率 over 70% would, in most industries, be considered negative but is usually fairly easy to decrease as it’s often due to UX （用户体验） issues: such as poor design, excessive bots, browser incompatibility or tracking code errors.

网站跳出率如何与 SEO 的其他方面相互作用

There are many aspects to the overall discipline of SEO（搜索引擎优化） and so it’s worth noting that 跳出率 is just one of many factors that contribute to digital activity, presence and performance.

Technically, 跳出率 doesn’t directly influence page ranking – but it is an indirect factor.  Higher 跳出率s are often indicative of a UX issue that will impact on the overall performance of the site and demonstrates its usefulness to the 搜索引擎的算法.

整体停留时间如何影响 SEO

Similar to 跳出率s, the time on-site (also known as the dwell time) is the amount of time a user spends on a web page or site before clicking elsewhere. A very low dwell time indicates that the page doesn’t meet the user’s 搜索意图, and a longer dwell time shows genuine engagement. This metric demonstrates to search engines the authenticity, topic and overall usefulness of the and so longer times are considered bette, but after 30 minutes of inactivity on a site, the session ends to account for untrue inflation due to windows/tabs left open unintentionally.

Website 跳出率s and dwell times are different measures but both allow marketers and webmasters to understand user satisfaction and engagement with the content created.

什么跳出率告诉我们有关网站/页面的信息

A ’s 跳出率 can be considered a reliable informant factor of a page’s perceived value by users. Where a 跳出率 is high or conversions aren’t happening where desired, new approaches can be trialled as the existing content obviously isn’t landing correctly with its audience.

One important metric to monitor is 跳出率s from content that’s being linked to as a part of a 付费活动, as this can demonstrate the ROI (Return On Investment) on money spend. High 跳出率s or low conversions from paid ads indicate a disconnect between the advert and the landing page and may result in wasteful expenditure unless the issue is addressed and resolved.

应不断监控网站跳出率

People change, attitudes change, online best practices change and 跳出率s change – and this is exactly why 跳出率s need to be monitored on a continuous basis and not just as a one-off measurement of performance.

With the algorithms behind search engines being constantly updated as well as consumer behaviours shifting, it’s not unheard of for 跳出率s to ebb and flow, too. A rapidly changed 跳出率 can indicate a sudden error or issue and so may be the first symptom of a problem that can be rectified swiftly.

通过您的网站和 SEO 获得支持

If you need to improve your ’s 跳出率 or just need to understand where it currently sits and why, a such as Woya Digital can help you comprehend things – and better your position.

跳出率通常很容易转移到更积极的领域，只要有一点专业知识，专家团队位于Woya 在船上，您可以确保朝着正确的方向前进。