25
Aug
pogo stick effect

3 Tips to Overcome The ‘Pogo Stick’ Impact on SEO

pogo stick effect

I’m a regular follower of Rand Fishkin’s White Board Fridays.  His latest White Board is a topic I’m extremely passionate about and one I regularly preach to my clients about; The  Pogo Stick effect in Google’s SERPs and its impact on your SEO performance.

Rand  thoroughly explains this issue and what you can do to overcome it.  I’ve summarized it below…

The “Pogo Stick” challenge in a nutshell…

Search engines strive to serve the best results to users.  They use multiple metrics to determine what these results should be.  One of the metrics they monitor is the “Pogo Stick” effect, i.e, users who click on a listing and click the back button to go back to the search results.

If the user clicks back to the result, the most likely scenario is that they didn’t find what they were looking for on your page.  This is a sign that your page was not the best result and as a consequence, your listing is negatively affected.

What can you do to overcome this challenge?

In order to overcome this challenge you need to ensure that your listing provides the best experience to the user.

You can do this in multiple ways.

  1. Understand the intent of the search engine user.  Why did they search using that particlaur search phrase?  What were they looking for?  Does your page provide the information they were looking for?
  2. Analyse your bounce rates and optimize for better usability. This might require that you re-think your design and user experience.
  3. Ensure that your page loads quickly.  Google offers a handy tool to test load time.

Final thought…

Don’t be a victim of the “Pogo Stick” follow the above tips to ensure that you maintain your top rankings after you’ve worked so hard to achieve them.

About Omar Kattan
Omar is MD & Chief Strategy Officer at Sandstorm Digital. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.
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