This is the fifth post in the series What You Need to Know About Medical SEO.
My town has a great little downtown area we call The Square. Lots of cute little shops and restaurants in historic buildings encircle the county’s original courthouse, which is now a performing arts center. When my sister visits, we love to wander around The Square, in and out of shops, looking for unique treasures. But if we happen to walk into a shop that is poorly organized, doesn’t smell so good, or lacks the sort of merchandise we’re expecting, we duck right out of there.
And that’s exactly what users do when they land on a website that doesn’t meet their expectations. They bounce. The thing about bouncing is search engines know when it happens. So if everybody who lands on your website immediately hits the back button, the search engines say, “Aha! This site is not satisfying the needs of searchers so I will quit ranking it so high.” Those crazy anthropomorphic search engines.
So what makes someone want to leave your website instead of hang around? It’s the same concept as my shopping experience on The Square. It’s the medical website user experience. [Read more…]