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Archive by Cecilia De La Viesca

How to Reduce Bounce Rate on Your Blog


So your blog is set up and you’re finally getting some great traffic. Time to celebrate, right? Unfortunately, you might only be part-way through this battle. If your content only holds users’ attention for a few seconds before they leave your site Google will penalise you for it.

To avoid this, we’ve asked the SEO and content experts here at Passion Digital how you can reduce bounce rate on your blog. Here are some of their tips on keeping users’ eyes glued to your digital page.

Why you should avoid pop-ups and a bad user experience?

Just think about the web, we are exposed to it almost all day, almost every day. A study from concluded that in 2018 the human race will spend 1 billion years’ worth of time online.

Despite (or maybe because of) users spending a lot of time on the web, we have become an impatient bunch. Bad online experiences will lead to an increased number of people that will visit your website and leave after no interactions, contributing to metrics that deem a page ‘bad’ for Google, such as bounce rate, time on site, number of sessions etc.

Two main reasons why bad UX will increase your bounce rate

  1. It annoys your audience: Nobody wants to wait for a video to load, see a page full of spam ads, or have a video auto-play its content when you open the page. This usually leads to one action: User leaves the page
  2. Google will evaluate this action as a clear signal to decrease the authority of the page, meaning the chances of your page being visible in Google will consistently decrease.

Can mobile optimisation help decrease bounce rate?

‘Mobile first’ isn’t hot news any more, but it’s more relevant than ever as we transition to a handheld internet experience. People use the internet on their phones because it’s convenient and easy. Websites need to reflect this to keep their users engaged.

According to research from Radware, users experience a ‘peak in frustration’ leading to an 8% decreased in engagement from just 500 milliseconds of delays when loading.

It’s imperative that users accessing your website from all devices have a good experience so ensure the site is fast and the information is presented nearly.

mobile phone and coffee

Improving Page Load Speed

Whether you’ve finally found an answer to a question that’s been bugging you all week, or you’ve sat down to read your favourite online news site, nothing is more frustrating than a web page that loads slowly.

There is an endless number of solutions to this issue, however, we’re only going to discuss the most likely source of a slow page-load speed for a blog; image compression and resizing.

Image Compression & Resizing

We all want high-quality images on our sites as pixelated images makes content look sloppy. Bigger isn’t always better when it comes to imagery. Don’t be tempted to (legally) source the largest, most high-quality image you possibly can for every image on your site.

Ensure your images are the correct size for their placeholder on the site. For example, if you place an image that is 700kb’s in size (roughly 2000×1350 pixels) in an image container that is 500×333 (pixels), sure it will not be pixelated, but it is far too large for that container. What happens is that the site will load the full-size image (700kb) and then squish it into the smaller container.

All of this happens whilst you’re loading the site, slowing it down drastically. Make sure to properly resize your images so that they are as close to their container size as possible. Once that is done, you should always compress your images to ensure that they are as small as possible. Compressing an image will further reduce the file size without drastically affecting the quality of the image, doubling up on the page speed improvements. We’re quite fond of this free online image compression tool.

The importance of decent CTAs

A clear, convincing and inviting Call to Action (CTA) should be one of the top priorities to improve not only bounce rate, but also final conversions in any website.  Once the visitor is already engaged with your site and in order to convince him/her to stay on it, you need to direct them to the right area of your site and tell them what they need to do.  There is nothing worse than arriving at a web page and not being clear on where to go or what to do next.

CTA buttons are also one of the easiest parts of a website to A/B test. Make sure you do that and find the CTA that works best for your audience.  Some tips for high converting CTAs that you can A/B test against your current ones:

  • Write them in the first person and make them results oriented
  • “Download CTA Guide” VS “Show me how to improve my CTAs”
  • Make sure it looks like a clickable button so people can’t miss it!
  • Ignore the above the fold myth. Trust your content. If it’s good, people will get to the CTA, wherever it is.

Reduce Bounce Rate in GA with Google Tag Manager

We’ve already covered many ways to reduce the bounce rate for your site including adding more calls-to-action, improving your page speed etc. But what if you find yourself in a situation when your content is well optimised, but the high bounce rate persists? In this case, maybe it’s time to look at the tracking implementation.

First, let’s remind ourselves on what bounce rate actually is. Bounce rate is the percentage of single-interaction sessions on your web page. For example, if a visitor landed on your site, did not interact with the content, and then left. This means that a visit with one interaction (which counts as a page view) will result in a bounce. If instead, your visitor lands on one page and then views a second page on your site, it will automatically count as an interaction, and therefore no bounce will be generated.

But what if a visitor landed on a very lengthy, well-optimised page that answered all his/her questions and left it straight after without visiting any other pages on your site? Unfortunately, despite all interactions made by this visitor (reading and engaging with the content), it will still be count as a bounce. Which leads us to a mostly overlooked confusion with this metric – bounce rate does not tell you whether your visitors are reading and engaging with your content or not, and therefore it should be modified.

To prevent the above scenario, we can change our GA default setting, and start tracking additional interactions with GTM as a page view is not the only possible interaction! By doing so you will be positively influencing your bounce rate, hence reducing it.

With Google Tag Manager, we can easily track more important events that occur on the site. What are other interactions that can be tracked? It depends on the content of your site, but you cannot go wrong if you track form submissions, CTA clicks, social button clicks and embedded video interactions.

So there you have it, a list of actions you can take within a single working day to reduce the bounce rate on your site or blog. If you still think your content or SEO skills are lacking you can take part in a Digital Kitchen course to hone your skills, no matter what level they currently are.


Our Internship Graduates


Each of our interns becomes embedded within their team from the outset. Working in a dynamic team within an agile agency gives each individual a chance to see how the industry works at the highest level, and where their role fits into the larger digital marketing ‘picture’. We want them to grow in knowledge and confidence with the support and guidance of our staff members who have been working at the sharp end of digital marketing for years – even decades. We offer internships across all our services, including SEO, Content Marketing, Social Media Marketing, PPC, and Web Design & Development and each of our internship programs is initiated with the end goal of hiring full-time employees. We aim to turn our interns into integral, long-term team members.

Meet some of our internship graduates!

Kyle Ross: Junior SEO Manager

Kyle started his journey in digital marketing working for a start-up. After learning about Passion Digital’s internship program he joined our team and has since become one of the senior members of our SEO department. With only a basic understanding of SEO in the beginning, now he is leading accounts and helping our clients increase their online visibility. He’s also a master of client relations!


“Passion’s agile size has meant that I gained first-hand experience in client relations, SEO strategy and content marketing quickly. The best way to grow is being exposed to different elements quickly, and this is exactly what’s happened at Passion.

Katy Lowe: Senior Social Media Executive

Katy joined us in the summer holidays whilst studying for her marketing degree. She was an excellent addition to the team from the offset, showing that loved being part of a dynamic and growing industry. After completing her studies we were delighted to welcome her back as a full-time employee. Since then she has taken the role in her stride, overseeing client deliverables and helping to grow Passion Digital’s social media offering.


“Coming into an agency of Passion’s size has allowed me to focus my career growth on the specific avenues that I want explore. The experience I’ve gained from working across such a varied client base has given me the opportunity to learn a range of different skills, and the importance that Passion places on personal development and growth has allowed me to move forwards quickly.”

Oliver Casciani: Junior SEO Executive

Meet our latest internship graduate, Oliver. After completing his studies in Ireland, he migrated to London to build a career in digital. He joined us as an intern with a good understanding of SEO and with the support of our team, has built his knowledge and skill set to include CRM, design and content management.

“The invaluable support Passion provides has given me a solid platform to build on. I’ve been able to hone my skillset in SEO whilst also broadening my overall understanding of the industry. It’s fantastic to see all parts of the machine working together!”

Sam Ernest-Jones: Senior Content Executive

Sam’s interest in content marking was sparked whilst interning for a small charity. After seeing some of the fantastic content creations at Passion he couldn’t pass up the opportunity to be part of the team. Starting as an intern and quickly progressing to a full-time employee, he has since been with us for two years, leading client accounts and creating fabulous content for brand awareness, conversion and SEO.


“Everyone knows what good content looks like, but few know how to create it. I feel fortunate to be surrounded by a great bunch of creatives who showed me the ropes, who understand the expansive world of content, and know how to get excellent results.”

Are you interested in interning at Passion Digital? We want to hear from you!

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Blogging for Business: How & why your business should blog


This Business Blogging Bible includes:

Most business owners are aware that they should be blogging. But through no fault of their own the blog might be lacking insight, direction, purpose and quite frankly is as useful as a snooze button on a smoke alarm. This article explains the importance of the often overlooked and untapped marketing resource that is ‘the company blog’ and how to lay out a solid blog content strategy.

Not all of us have the luxury of expensive content marketing tools which gather vast amounts of data on trending topics across all industries, which of your competitor’s content themes to replicate, and what words you should be targeting (luckily at Passion Digital we do!). If that’s the case, then where’s the best place to start? It’s true that pricey content tools do offer you a better chance of hitting the sweet spot between interesting and relevant, but regardless of your budget or marketing experience there are some key principles that all company blogs can learn from to create a solid blog-content calendar.


If you haven’t guessed it by now, Passion Digital values blogging as a key part of any digital marketing strategy. Broadly speaking, digital marketing provides brands with greater online visibility, increasing the amount of ‘good quality’ traffic to the site, thereby increasing leads and sales. There are a number of ways to achieve this and blogging is one of them. Here’s how:

SEO (Search Engine Optimisation) 

Increasing organic traffic to your site through blogs
Creating optimised content to appear in front of users when they search for a specific term. (‘e.g. how to blog for a business’, ‘business blogging’ or ‘how to blog’)

Increasing the number of target keywords on the website
This particular blog targets keywords around ‘blog content calendar’, ‘blog content’, ‘content marketing’ which are all services provided by the Content Team at Passion Digital. We have landing pages dedicated to those services and this blog supports the SEO of those pages. The aim is to increase the site’s overall visibility for those target keywords.

Bulking out the amount of content on the website as a whole
Larger sites are more likely to have a higher domain authority and therefore have their pages rank highly in search engines, increasing traffic.

Frequently posting demonstrates to search engines that the website is active
Active sites are likely to be the most cutting edge and provide up-to-date information for search engine users. Google rewards active sites with higher rankings in results pages.

Supporting campaigns
If the company is wanting to push sales of a specific product or service, then blog content can create supporting content to increase product/service-related keywords and increase internal linking to services pages.

Link building
The more compelling your blog is, the more people will link through to your blog posts. The more links you gain from good quality websites the more of an ‘authority’ search engines consider your content to be, ranking you more highly and increasing traffic. The blog is also a great place to host any larger content pieces (videos, original research, infographics) which might be ‘linkable’.

Learn more about SEO with our SEO training courses for both beginners and advanced users.

Brand Awareness & Lead Generation

Accessing new audiences
By producing regular, high-quality content, you’ll encourage more users to visit your site. If your content ranks for a specific keyword then you’ll receive traffic to your site through that content piece. There are a number of free keyword tools out there, but make sure you use a number of them and cross-reference the results to get a more accurate idea of search volume.

Retaining existing customers
Creating compelling blog content helps customers build a relationship with your brand. The more people that affiliate themselves with the brand, the more ambassadors you have to praise your brand to others.

Provides content for social posting
If you have a strong social media following or are looking to increase it, posting blog content is a good way of both sparking interest in your brand and driving traffic to your site. If you have a media budget you can boost your posts on social media to ensure your blogs appear in front of the appropriate audiences to increase the amount and quality of traffic to the site.

Data capturing
Blogging enables you to capture data for future remarketing. You can remarket to people who visited a specific post.

Traffic ushering
Through your blog content you can usher new or existing audiences to the actionable areas of your website site to increase leads. Include a call to action in your blog (‘sign up here’, ‘get a free quote’ etc.) and encourage users to engage with your content.

Learn more about Social  with our Social Media training courses for both beginners and advanced users.


If the blog is to yield good results for the reasons above then the right foundations must be laid. Here are the basic principles of blogging…

Blogging guidelines recommend the blog is comprised of 20% company news and 80% wider industry news. One of the biggest mistakes we see businesses make is using their blog for internal company news only. This restricts the amount of traffic your blog drives.

Ensure you’re publishing blog content every month. Ideally, no less than twice a month to ensure you website appears active to both users and search engines alike. However, if you have the capacity to create good quality content every week or even every day, then go for it!

It’s important to be responsive to developments in your industry so you might have to re-jig the calendar to ensure the blog remains at the cutting edge. Also, learn from what gets the best feedback/results and adjust your calendar accordingly.

Know what keywords to target in each blog. Are you trying to increase the number of core keywords on the website, to push a specific product or service, or trying to answer a direct search query?

When it comes to blogs, bigger generally is better so aim for 750-1,000 words. However, search engines reward content that directly answers a users query so ensuring it’s 100% relevant should take precedence over the length.

Adding images, videos, or infographics will enrich your content and will keep your readers reading! This will also highlight your content is user-centred which search engines recognise.

Goals and Amplification
Before creating the blog, have a goal in mind. Whether you’re looking to drive traffic from social, re-engage your existing audience, or reach a new audience, make sure to tailor your content to these goals.


Click Image to Download

Now you have the key principles locked down, it’s time to start formulating a content calendar. Above is a simple blog content calendar template. We recommend a spreadsheet (either in Excel or Google Sheets) so you and your colleagues can see and edit the table.

Below is a blog content calendar (posting twice a month for three months) for a hypothetical company selling sustainable cleaning products:

Click Image to Download

Don’t forget to add in a few notes about the direction you want the blog to take, keywords to target, and any calls to action you want to include so you can hit the ground running when it comes to writing it.


Creating a blog content calendar might sound like a daunting task, especially if you’ve never done it before. This article demonstrates that blogging can be done by all companies, large and small, and shouldn’t just be the remit of content marketers! It’s a simple and effective way of increasing your businesses visibility and building affinity with your customers. We’ve covered the benefits of blogging, best practice, and how to plan. Remember to be consistent in your tone of voice, flexible in your planning and have the results in mind when creating each blog.

If you’re looking to take your business blogging to the next level, get in touch with us at Passion Digital. We’re experts in crafting content that will increase brand affinity, support SEO and increase leads.

Get In Touch

Alternatively, if you’re interested in learning more about Content Marketing and want a crash course that you and your colleagues can attend, check out our Content Marketing training courses. Our in-house experts have tailored courses for advanced and beginners levels, as well as group sessions, check out Digital Kitchen for more!

Why subscription boxes are so popular right now and how to get in on the trend


This is a guest blog by Laura Gayle, the founder of Business Woman Guide

From Ipsy to Bark Box, Dollar Shave Club, Stitch Fix, Blue Apron, and more – there are countless subscription box services available online these days. These services have become incredibly popular over the last few years because they provide an exciting and hassle-free shopping experience for consumers. For online retailers, starting a subscription box service offers a stable and reliable income.

Although it is becoming increasingly competitive, it is simpler than ever to start your own subscription box service. We’re going to tell you how, but first, let’s take a look at some of the current statistics about this booming trend.

Subscription Box Service Facts and Statistics

  • Over the last five years, the subscription service market has grown by over 100% per year.
  • E-commerce subscribers can be of all ages, but most are between 25 and 44 years old.
  • Of those who receive subscription boxes, most have an income of between $50,000 (£39,200) to $100,000 (£78,400)
  • Overall, 15% of online shoppers have signed up for a subscription service over the last year.
  • Women account for a higher percentage (60%) of online subscriptions, but men are more likely to have multiple subscriptions. It is thought that this may have something to do with men wanting to save time on store trips more than women.
  • 55% of subscription boxes on the market are curated. This shows consumers’ desire for personalized experiences.

Tips for Starting your Own Subscription Box Service

With statistics like those above, you can see why getting in on this trend is a good idea. Here are step-by-step suggestions on how to do it:

  1. Start with an idea. Make sure to be specific, as that will set you up for success. Vague ideas often run into problems. Subscription boxes are available for anything and everything, so try to think of something niche that targets a particular audience. Think of who you want your customer base to be. One great way to ‘meet’ your potential customers is to see who subscribes to the boxes curated by your competitors. Take note not only of age and income level but also what their general preferred social media platform is. Once it’s time to promote your box, you’ll know which social media sites to focus on.
  2. Choose your pricing. Make sure that the price of your box remains competitive, while also giving you a profit margin that will make your business sustainable. There are a variety of calculators online to help you determine the right cost for your box. Remember to also include things like the cost of advertising your subscription service and shipping costs.
  3. Create a prototype for your box. You do not need to have your first shipment ready before you start marketing. The purpose of creating a prototype is to show your potential customers the sorts of things they will be receiving in their boxes. Consider packaging and the items you want to include in your box, making sure your packaging aligns with your brand and catches the attention of your target audience. Create a box that you would love to receive yourself on a regular basis.
  4. Promote your subscription box. Collect email addresses from potential customers (this can be friends and family to start – use your social media friends, too) and begin your pre-sale campaign to get your first paying subscribers. Make pre-sale orders available and promote their availability through social media.
  5. Make your boxes. Use any revenue made from your pre-sales, to fund creating your boxes and shipping them. Make sure you get feedback from your customers, as this will help you curate future boxes.
  6. Forecast future revenue. After your first couple of months, you’ll have a better idea of your recurring revenue, which will allow you to better plan your box contents. Online tools can help you determine the ideal order quantities.  Remember that your budget must also include the physical box and any inside filler used to keep your items safe in transit.
  7. Encourage word of mouth. Social media is a huge asset when looking to spread the word about your business – and it’s free. It’s important to engage with your audience. Consider holding box giveaways and posting unboxing videos on social media. If you happen to have a surplus of a particular item included in your box, using that extra inventory to create a giveaway is a great way to get your audience to respond to you. Unboxing videos are all the rage right now, and an easy way to show off the contents of your boxes.  

The Takeaway

Online businesses all over the world are taking part in the subscription box trend. If you want to get on board, there are some things to keep in mind. If you’re just starting your service, make sure your brand, theme, and packaging are consistent. Always encourage word of mouth among your customers, they can be your best marketing strategy. Make sure you deliver on expectations, as customers will only keep coming back if your product meets their needs. If your customers are happy, your business will benefit, and you’ll be able to count on having predictable revenue and increasing your bottom line.

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