Bing is changing, yet again, and this week it’s announced that it will now be taking another factor into account when determining just how relevant and important a particular website is to a specific keyword query.

Page Bounce has been a factor taken into account by Google for many years, but Bing are now going to be taking a much more specific approach to analysing this phenomenon.

If you’re not certain you know what Page Bounce is, it’s simply a statistic which represents the number of people who visit your website, and leave after seeing only one page. If people are bouncing straight off your site having seen only one page, that suggests that your website is either of poor quality, uninteresting or irrelevant. This is of course likely to have your site ranked much lower in the search results listings.

So what is Bing doing now that could cause SEO specialists and website owners to sit up and take notice? In their announcement this week Bing have stated that they will be analysing carefully the number of people who hit the ‘Back’ button of their web browser having visited a website from the search listings.

By returning to the search listings this suggests that for that particular search query the website was not relevant, and that the user wishes to continue their search by trying another website from the same results listing.

Those websites generating a high number of returns to the original search listing will be demoted for that search query. This could mean that despite all your hard work through SEO to achieve a #1 position in the search listings, you could start to drop rapidly if a high number of your visitors bounce back to the results after a single page view. So what do you need to do about this?

The answer is simple. Provide content that’s engaging enough to hook visitors, and structured in a way that encourages them to click internal links. Here, it’s nothing less than providing real quality, structured in a way that ensures more people explore more of your content. Traffic is no longer enough. Now it’s about retaining that traffic and diverting it through internal web pages, rather than spitting it straight back at Bing’s results page.