---- What user metrics does Google use to determine rank?
diberry - 3:04 pm on Oct 10, 2012 (gmt 0)
Also it is an interesting read on how mean bounce rates vary by language and by particular keyword.
That's very interesting. Definitely makes it sound like they are aware that a "good" bounce rate in one niche might be bad in another, and take that into account. Which is good news, since the only way webmasters can lower bounce/exit rates on a quick answer type site would be to make it harder for visitors to find what they want.
Exit rate does reveal when a page is receiving traffic that is either poorly targeted or poorly handled when the visitor arrives. It's how I've identified my high traffic problem pages for Panda.
But, as with bounce, a "good" exit rate is going to vary a little by type of query. For example, I'm often happy with WikiAnswers' quick answers, but I always bounce right back out whether I found what I wanted or not. Why don't I bookmark it, thus providing it a metric that would balance out my high bounces? Because it always turns up at the top of the SERPs if it has the answer I need. I just rely on finding it in there. Which is another aspect of the whole feedback loop we were talking about earlier.
That said, I agree with you that exit rate is a VERY important stat for webmasters to look at. On most sites, it indicates visitors who were, at best, not overly wowed by your page. Sometimes this is due to a reason beyond your control - I've found Stumbleupon, for example, creates high exit rates on good pages. But most of the time, exit rate does indicate there's something you could be doing better.