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SEO Agency
SEA Agency
Grow your business quickly with paid search (SEA).
Social ads
The agency
Pogo-sticking is the term used to describe the action of users who rapidly click back to the search results page (SERP) after landing on a webpage. Just like a physical pogo stick, they bounce back to where they started.
First impressions matter. Website users typically form an opinion on a website in the first 0.05 seconds after clicking. Pogo-sticking on a SERP usually indicates dissatisfaction with the search result.
This behavior can negatively impact your SEO ranking because it signals to search engines that your page might not be relevant to the user’s search intent.
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Many people confuse Pogo-sticking and the bounce rate as they indicate users leave a page. However, there is an important distinction between both terms.
While a high bounce rate can signal user dissatisfaction, it does not necessarily indicate Pogo-sticking. A user might simply find what they were looking for on your page and leave without needing to explore further.
There are some main reasons why users Pogo-stick, such as:
Content is king. Just like a book or movie, if the content on your website is poor, then users will lose interest quickly. Every day, there are on average 8.5 billion searches performed on Google. A huge volume, that highlights the competition for user attention and the need for high-quality, relevant content that meets the expectations of searchers.
If someone does not find the answer to their query on your page, they probably will elsewhere. Poor-quality content directly causes Pogo-sticking. Users who encounter irrelevant, thin, or poorly written content are more likely to quickly bounce back to the search results in search of better information.
Search intent refers to the goal of a user’s search. Simply put, what are they looking for? This can be categorized as informational, commercial, navigational, and transactional.
If a user searches for information on the best vacuum cleaner to buy and lands on an e-commerce site’s listing page, they will probably leave because they are looking for blog posts or guides with in-depth information regarding what is on the market right now. They may return to the page later, but the result was irrelevant relating to their current search.
While clickbait headlines, exaggerated titles, or misleading meta descriptions can attract a high click-through rate (CTR) and a surge of traffic initially, it is often short-lived. Users who land on irrelevant or disappointing content will quickly leave the page to find a more satisfying answer.
Imagine you are searching for tips to learn a new language. You come across a page with the title ‘Man Becomes Fluent Overnight Using This Secret Method.’ You click on the result, expecting to find a life hack to save you time and energy, only to quickly realize that there is none and the title is hyperbolic. Feeling frustrated, the user would return to the SERP and check out the other results.
Websites that create barriers for users trying to find relevant information on search results can result in many users leaving the site quickly. Two common culprits for user frustration are forced sign-ups and paywalls for valuable content.
In both instances, this can lead to a high bounce rate and signal to search engines that the content might not be a valuable, relevant, or user-friendly option.
Making a good first impression is vital. A landing page that is not optimized for the users’ experience can cause frustration and/ or suspicion. If a user experiences roadblocks, they will likely look elsewhere for the result. Some typical factors that may hamper UX include:
Slow loading timesIn today’s fast-paced world, users want information quickly. A website can be slowed down by large media files, bulky code, slow servers, and website plugins. If a site takes too long to load, users will often abandon it in favor of quicker information.
Searches from mobile devices account for 64% of all searches. Complex layouts designed with desktops in mind often appear crammed on smaller screens. According to a 2021 study by GoodFirms, responsive design is crucial. Over 73% of web designers consider it the top reason why visitors might leave a website. If a webpage has not been optimized for mobiles, it can lose a significant amount of users.
If a website provides relevant information, but it is not easy to find, users will leave in search of a page that is more comprehensive. Perhaps the crucial information is not given enough priority on the page and the user is forced to scroll to find it. Instead of this, they will likely leave in search of a clearer and easier-to-find answer to their query.
When opening a page, and the first thing you see is an aggressive pop-up ad, it is off-putting. These ads are called interstitials and must be closed or dismissed before access to the content is allowed. Bounce rates are often higher on sites with immediate pop-ups, and Google does not like to rank sites hosting them highly.
Pages with confusing or no calls to action (CTAs) will unlikely result in visitors exploring the site further. If you are e-commerce and your website lacks clear CTAs like ‘Add to Cart’ or ‘Buy Now’, it is unclear what the next move should be. Direct and coherent CTAs guide users toward not only your desired action, but also what they are looking for.
Not all users who Pogo-stick between results signify discontentment with the search outcome. Sometimes people browse casually without having a specific goal in mind. Perhaps they are conducting a price comparison and go quickly between sites to gain an overview. They may be looking for inspiration, exploring general topics, or searching for entertainment. In this instance, retaining their visitors can be challenging as their behavior is driven by curiosity and not a focused intent.
While there is no direct metric for Pogo-sticking in Google Analytics analyzing the bounce rate, average engagement time, and exit pages for organic traffic can provide valuable information. These metrics provide insights into how users interact with your site and can indicate whether your content meets their needs or if they quickly return to the search results.
Of course, we are left in the dark when it comes to what users do after exiting the site. We have no data to see whether they clicked on other results or if their query was satisfied. In any case, if there is a high bounce rate from the SERP, it is worth pinpointing the affected landing pages and determining the cause.
You can also go to the advanced settings and set a minimum page view and a low visit duration to identify the pages with the lowest Average Time On Page.
In 2018 during a Google Webmaster Central hangout, the question was raised, whether Pogo-sticking can harm SEO. John Mueller, a Google Senior Webmaster Trends Analyst, confirmed that the search engine does not use Pogo-sticking as a ranking factor.
We try not to use signals like that when it comes to search. So that’s something where there are lots of reasons why users might go back and forth, or look at different things in the search results, or stay just briefly on a page and move back again. I think that’s really hard to refine and say “well, we could turn this into a ranking factor."
There are the key points to consider if you want to improve your website and reduce the risk of Pogo-sticking occurring:
Understanding a searcher’s intent is key to getting great results. If you want to bring users to your page, ensure you are targeting the right keywords in your content. Consider the three C’s of search intent, which are content type, content format, and content angle. You need to understand what type of content users will be expecting when they search and how it is presented. Conduct thorough keyword research and explore the top pages currently ranking on a SERP to determine what makes them appealing to users and Google. There is no point in trying to rank for a recipe blog if your content centers on restaurant reviews.
Accurately describe your content in your titles and meta descriptions, so users know what to expect after they click. Aim to persuade users rather than tricking them into clicking. Write approximately 155 characters, focusing on the key phrases relevant to the page. Think of it like a storefront window: showcasing beautiful cakes, but only selling ingredients instead of the product advertised will disappoint visitors. Provide accurate and clear information to set the right expectations.
Once you have determined the main keywords and understood the search intent of searchers, focus on creating good quality content. But, what makes it good? Focus on curating content that is readable, relevant, and accurate. Present users with unique insights, as content will not rank well if it is paraphrased from another site.
If you have existing content on your website that requires optimization, consider the following; does this meet search intentions, and what are competitors doing to rank higher? Apply the guidelines for creating new content to preexisting pages:
Additionally, ensure all information is current and up-to-date. If you have a travel blog with a post about traveling to Mexico written in 2020, some (if not all) of the information is probably outdated.
Think about removing or delaying sign-in pop-ups from your website if they appear within the first seconds of opening the site. Convince users to sign up rather than forcing them. Similarly, if your content is behind a paywall, consider providing the essential information free of charge. It may result in users remaining on your page for longer and if the content is relevant and interesting, they may be inclined to pay to access it in full. You can think of it like a free sample in a supermarket, and show them what you have to offer and why they should consider investing.
Have you ever waited for a bus that took too long to arrive? That’s what it feels like waiting for a website to load. If your page is too slow, very few people will wait because they know they will be able to find what they are looking for elsewhere, resulting in a high bounce rate.
Google’s data reveals that a staggering 53% of mobile users abandon sites that take longer than three seconds to load. Similarly, over 60% of users will leave a page if it doesn’t load within five seconds.
Here are some tips to improve website speed, but you can find more detail on this post:
According to Forbes, 74% of mobile users say they are likely to return to a website if it is mobile-friendly. As a large portion of searches are conducted on a mobile device, a responsive design that adapts to screen sizes should be used. Website Responsive Test helps to demonstrate how your website appears on a variety of devices.
Websites should be intuitive and easy to understand, to help users find relevant information as quickly as possible. In a survey conducted by Clutch, 94% of participants agreed that the most important website feature is easy navigation. To keep users engaged and on your site for longer, consider using:
A well-structured website with a consistent layout helps users seamlessly navigate the site. Software such as HotJar can be used to track user behavior on your site to get a better insight into areas that may require improvements.
Websites should be accessible to everyone, regardless of abilities. To achieve this, it’s essential to adhere to accessibility guidelines like WCAG and conduct thorough testing with assistive technologies. Prioritize clear and consistent navigation, meaningful content structure, and sufficient color contrast. Ensure all functionality is accessible via keyboard, and provide alternative text for images and transcripts for multimedia. By preventing seizures through flicker-free design and making content perceivable, operable, understandable, and robust, you can create a website that welcomes all users.
Calls to action (CTAs) that relate to the content help to encourage users to engage with your website and reduce the bounce rate. They should be easy to find, have a clear purpose, and also should be solution-based rather than simply making a sale. Instead of ‘Subscribe To Our Newsletter’ consider something like ‘Get Weekly Tips Directly to Your Inbox’. It sets clear expectations for the user and also provides them with an efficient way to obtain information, a win-win for everyone involved.
While advertising can be a revenue stream, excessive or intrusive ads can significantly harm user experience. Prioritize content visibility by carefully considering ad placement. Avoid obstructing main content areas and implement non-intrusive ad formats. Remember, a positive user experience is essential for retaining visitors and building trust.
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