Getting your website to display at the top of a search engine results page is quite an achievement, but keeping it there also takes quite a bit of effort. If people visit your site only to have to click their back buttons to look for a better result, you could fall in the rankings. Also known as the pogo-sticking effect, this implies that searchers don’t find whatever they’re looking for when they visited your site, which means it wasn’t a relevant result.
Does Your Site Have a Pogo-Sticking Problem?
Pogo-sticking may sound like fun, but nobody enjoys clicking a handful of search results before they finally see whatever they were looking for. This event is also closely evaluated by search engines, along with other metrics like bounce rate. If pogo-sticking becomes a common occurrence on your landing pages, the major search engines are going to catch on, eventually coming to the conclusion that your site is ranking for the term erroneously. From a search engine algorithm’s perspective, no one has the right to the top spot in the rankings if people are hardly satisfied by what they find on the pages. Users are meant to discover the content they want on their first attempt, so pogo-sticking isn’t in their best interest.
The Best Way to Prevent Pogo-Sticking
Obviously, your site may not be affected if this happens once or twice. But if it becomes more common, it’s very important that you try to figure out where the confusion arises between what people search for and what they find on your site. To maintain good rankings, you have to satisfy the query of everyone who lands on your page(s), even if they’re not going to buy anything from your site. This means you should:
-Recognize what terms drive traffic to your site, and determine how those terms correlate with the content on your landing pages.
-Analyzing your copy to uncover any opportunities you might have missed. Landing pages aren’t supposed to remain static; you should regularly update them to reflect upcoming developments in the marketplace.
-Think of how user experience counts when it comes to the success of your brand’s online presence. If your content falls below the fold and visitors have to scroll down to find whatever they’re searching for, they might give up immediately and go back to the search engine results page for a better resource.
Ultimately, you can only prevent pogo-sticking by getting in the searcher’s head. People choose brands that satisfy their needs, instead of focusing solely on sales. If you’re concerned about your site’s performance, using the right SEO packages Brisbane could help you find out what’s affecting its success.
