bounce rate image
Jesse Commandeur

Jesse Commandeur

Content & Authority Specialist
19-9-2023 How to/DIY,

What does the bounce rate mean for SEO? 

As a website owner or marketer, you have probably heard of the term "bounce rate". But what exactly does it mean for search engine optimisation (SEO)? In this guide, we dive deep into the onder topic and discover the meaning of bounce rates for SEO. We also tell you more about engagement rate in Google Analytics 4. 

What is the bounce rate?

Before we get into how bounce rate affects SEO, let's tell you what exactly it is. Bounce rate is a metric that measures the percentage of visitors who land on your website and then leave your site zonder take some action to onder. This means they do not click on a menu item, do not follow a 'read more' link or click other internal links on the page.

How does bounce rate compare with SEO?

While the bounce rate in itself does not directly affect your page ranking, it is still important to understand and monitor the metric. A high bounce rate can indicate problems within the website, such as issues with user experience, technology or poor targeting.

Is bounce rate a ranking factor for SEO?

The answer is no, not directly. Google does not use the bounce rate in their ranking algorithm. If your website offers high-quality content, that will be the cause of good rankings, not the bounce rate. However, it can affect rankings indirectly. 

What is a good bounce rate?

The average bounce rate is between 26% and 70%, with an optimal range between 26% and 40%. A percentage onder the 20% we see less often and indicates a lot of interaction with your website visitors. 

Why is a low bounce rate good for SEO?

A low bounce rate indicates better engagement. If your website has a low bounce rate, it means that your visitors don't stop after viewing just one page. They also click on other internal links and read more posts and pages. This ultimately translates into better engagement. 

What exactly does the bounce rate tell you?

The bounce rate can tell you a lot about the quality of your website. A high bounce rate can indicate poor content, a poor user experience, an inaccessible navigation system or a counter-intuitive website design. Slow website load times can also lead to an increased bounce rate. 

The bounce rate in Google Analytics Universal is the Engagement rate in GA4

Within Google Analytics, we experienced the transition from Google Analytics Universal (UA) to Google Analytics 4 (GA4). This transition brought many changes, whereonder the way we look at engagement and interaction within a website.

Bounce rate

In UA, bounce rate was defined as the percentage of sessions in which a user visited only one page of your website and then left the website zonder further interaction. In GA4, this definition has shifted to a more action-oriented approach. Instead of focusing on inactivity, GA4 measures the "Engagement rate", which is basically the opposite of the traditional bounce rate.

Engagement rate

The Engagement rate in GA4 is calculated as the number of engaged sessions divided by the total number of sessions multiplied by 100, where a session is considered 'engaged' if it lasts longer than 10 seconds, has a conversion event or contains two or more screen or page views.

At GA4, the focus is on events and actions

An interesting aspect of GA4 is its focus on events and actions. This means the platform is more focused on capturing interactive events such as scrolls, searches, clicks and video engagement. This event-centric approach makes it easier to measure users' actual engagement and activity on a website.

If you're wondering where to find Engagement rate and bounce rate in GA4, we recommend looking at both "Reports" and "Explorations". However, you need to make some adjustments to also display the bounce rate, as GA4 now automatically focuses on the engagement rate. Want to know more? Then also read our blog on Google Analytics 4 And the differences with Universal Analytics. 

No set standards on what is "good"

It is also important to note that while a high engagement rate is usually considered positive, it has no set standards. Different sources give different averages for what is considered a 'good' engagement rate. According to some experts, a rate above 60% for B2B websites and above 70% for B2C websites is considered good. However, this does vary by niche and website. There can also be differences between websites/webshops. So always keep this in mind when analysing engagement rates. 

Need SEO advice? Get in touch with us! 

Whether you are just starting out with SEO or are an experienced professional looking to refine your strategy, our team at SEO agency Onder is ready to onder support you. With our in-depth knowledge and years of experience, we ensure that your website performs optimally in the search engines. Do you have any questions, want tailor-made advice or just want to spar about the possibilities? Then do not hesitate to contact with us. 

For those looking for professional onder support in migrating their website, our seo migration services the help needed to maintain your SEO value.



Any questions?

Get in touch! :) we are happy to help you with all your SEO questions

SEO question

Don't miss it

Subscribe to our newsletter and don't miss a single SEO tip

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Any questions?

Do you want to know more about SEO? Could your website use a new boost?
Get in touch

This is us!

A team of SEO specialists

Our team consists of enthusiastic SEO specialists who are happy to work with you for the best results.

Meet our team

These customers are supupside down from us!

Renzo van Dongen

Renzo van Dongen

Digital content manager Peugeot

Whether it's about content or technical adjustments, it doesn't matter. Martijn briefs this in a very clear way so that it can be implemented locally or by our head office in France. [...] Since the start of our collaboration, we have achieved great results. Keep it up!

Marien van Stegeren

Eigenaar Kitcentrum

When your online onder venture grows, expectations often grow too, in every area. To a large extent, we were in control of SEO and its interpretation ourselves. We found out that our own "general view" was no longer sufficient, so we engaged Bureau Onder. Surprising and clear. We have built up a fine collaboration, partly because Martijn also regularly visits our office with Eline or Mariska (depending on the case), which is very valuable to us!

Marten Stellingwerf


Martijn and Mariska make the SEO story understandable for the layman and are happy to think along with us. It is nice that there is a personal contact moment every month with an extensive report and the opportunity to talk everything through. After just a few months, Onder has already managed to achieve number 1 positions on Google with some of our webshop pages. We are very satisfied with Onder.

Mark Prummel

SEO Specialist Stella Fietsen

For several years, Onder has been a valued partner of Stella. Martijn is my sparring partner for complex SEO issues and the extra pair of critical eyes that keeps us on our toes. Together, we have achieved nice growth in online visibility, visitor numbers and leads. Onder onder stands out for its short lines of communication and professionalism. They speak our language: don't nag, get down to business. That is what we love!


Don't miss a single SEO insight
  • Insights on SEO
  • For beginners and advanced specialists
  • From experiments to developments at Google and from
    best practices to our own cases
  • A look behind the scenes at Onder

"*" indicates required fields

This field is for validation purposes and should be left unchanged.