Site Speed is a measure of the time the pages of a site takes to load. Faster, efficient sites are likely to provide a better, more enjoyable user experience, and as such, Site Speed is a critical ranking factor.
Many factors influence site speed, including:
When it comes to optimising Site Speed, mere milliseconds are often the difference between a Top 10 or Top 20 rank for a search query. In 2016, top-ranking websites had an average Site Speed of 7.8 seconds on desktop and 7 seconds on mobile devices.
Bounce Rate is an often misunderstood web metric. It refers to the percentage of users who land on a URL and then navigate away from the site without viewing additional pages - a single-page session.
On its own, analysing Bounce Rate is insufficient for drawing conclusions about the quality and relevance of URL content, as users can also ‘bounce' once their intention has been fulfilled. It instead needs to be considered in context with other KPIs and information regarding content category or purpose and type of page. These things considered, a ‘good', ‘average' Bounce Rate would generally fall in the 40-60% region.
‘Sessions' vs. ‘users' vs. ‘visitors'
A session is the period time a user is actively engaged with your website, app, etc. When a user lands on your website, it marks the start of a new, unique session. That session ends when the user leaves your website. All usage data (behaviour and conversion tracking, monitoring, etc.) is associated with a session.
A user is someone who has initiated at least one session for a website. Google uses unique identifiers for each user, and this allows us to differentiate between new and returning visitors. The ratio between new and returning visitors is a useful ratio especially when used to analyse the nature of users of different marketing channels bringing traffic to the website. What we normally find here is that channels such as email marketing and social media are far more effective loyalty tools, experiencing a greater percentage of returning visitors, while channels like organic traffic and referral traffic are far more effective in generating new traffic.