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.
- 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?
- Analyse your bounce rates and optimize for better usability. This might require that you re-think your design and user experience.
- Ensure that your page loads quickly. Google offers a handy tool to test load time.
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.