On page optimization: Bounce Rate: Reducing Bounce Rate to Improve On Page SEO

1. Introduction to Bounce Rate and Its Impact on SEO

Bounce rate is a metric that measures the percentage of visitors to a website who navigate away from the site after viewing only one page. It's a critical factor in understanding user engagement and the effectiveness of a website's content. A high bounce rate often indicates that site entrance pages aren't relevant to your visitors, or that the user experience is lacking, prompting them to leave without interacting further. Conversely, a low bounce rate may suggest that visitors find the website useful and are encouraged to explore more content.

From an SEO perspective, bounce rate is a signal to search engines about the quality of a website. While it's not a direct ranking factor, it indirectly affects SEO performance. Search engines aim to provide users with the most relevant results, and if users frequently leave a site quickly, it could be interpreted that the site's content isn't meeting users' needs. This can lead to a lower ranking in search results.

Let's delve deeper into the impact of bounce rate on SEO with the following points:

1. User Experience (UX): A website that is easy to navigate and provides valuable content will likely have a lower bounce rate. For example, a well-structured article with clear headings and informative sub-sections encourages users to stay and read further.

2. Content Relevance: If a user searches for "best smartphones under $500" and lands on a page listing high-end smartphones, they're likely to leave immediately. Ensuring content matches user intent is crucial.

3. page Load speed: A slow-loading page can frustrate users, leading to a higher bounce rate. For instance, a study by Google found that as page load time goes from one second to five seconds, the probability of bounce increases by 90%.

4. Mobile Optimization: With the increasing use of mobile devices, a site that isn't optimized for mobile can suffer from a high bounce rate. A mobile-friendly design with touch-compatible navigation can significantly improve user retention.

5. Call-to-Action (CTA): A clear CTA can guide users to engage further with the site. For example, a "Read More" button at the end of a blog post can lead users to related content, reducing the bounce rate.

6. Quality of Traffic: Attracting the right audience through targeted keywords and ad campaigns can lower bounce rates. If a website selling art supplies targets keywords related to art techniques, it will attract visitors genuinely interested in their products.

7. External Links: Providing external links to relevant, authoritative sources can be a double-edged sword. It adds credibility but can also lead users away. Using `target="_blank"` to open links in a new tab can keep users on the original site longer.

8. Multimedia Content: Engaging videos or interactive content can keep users on the page longer. For example, a tutorial video embedded in a how-to guide can significantly reduce the bounce rate.

Bounce rate is a multifaceted metric that offers insights into a website's performance and user satisfaction. By analyzing and improving factors that contribute to bounce rate, website owners can enhance user experience, which in turn can positively impact their SEO efforts. It's a delicate balance of providing value, ensuring relevance, and facilitating a seamless user journey that ultimately leads to a successful online presence.

2. Understanding the Causes of High Bounce Rates

Bounce rate is a metric that measures the percentage of visitors who land on your website and decide to leave without going to a second page. A high bounce rate can be indicative of several issues ranging from poor website design to low-quality content. It's crucial to understand that a bounce rate is not a one-size-fits-all number; what might be considered high for one site could be average for another, depending on the nature of the site and the industry standards. However, consistently high bounce rates are a signal that your website may not be engaging visitors effectively.

From a user experience perspective, a high bounce rate can suggest that the page isn't providing what visitors are looking for, or the content isn't compelling enough to encourage further interaction. From a technical standpoint, it could mean that your site has performance issues, such as slow loading times, which can deter visitors from staying. Moreover, from a content viewpoint, it might indicate that the information presented is not relevant or valuable to the audience you're attracting.

To delve deeper into the causes of high bounce rates, let's explore the following aspects:

1. User Experience (UX) Design: If users find a website difficult to navigate or visually unappealing, they are more likely to leave. For example, a site with a confusing layout, small text, or clashing colors can be off-putting. A study showed that 38% of people will stop engaging with a website if the content/layout is unattractive.

2. Content Relevance and Quality: Visitors might bounce if the content doesn't match their search intent or if it lacks depth. A blog post titled "The ultimate Guide to On-page SEO" that only scratches the surface of the topic is likely to disappoint readers seeking comprehensive information.

3. Mobile Optimization: With over half of global web traffic coming from mobile devices, a site that isn't optimized for mobile can frustrate users and lead to higher bounce rates. A common example is text that is too small to read on a mobile screen, prompting users to leave rather than strain their eyes.

4. Page Load Speed: A delay of even a few seconds in page response can significantly increase bounce rates. According to Google, as page load time goes from one second to ten seconds, the probability of a mobile user bouncing increases 123%.

5. Call-to-Action (CTA) Clarity: If a page doesn't have a clear CTA, visitors may not know what to do next. For instance, an e-commerce site without a prominent "Add to Cart" button may see users leaving the product page without making a purchase.

6. Misleading Title Tags and Meta Descriptions: If the title and description in search results don't accurately reflect the page content, visitors might leave upon realizing the content doesn't meet their expectations.

7. Technical Errors: 404 errors, broken links, or any other technical issues can cause a visitor to leave the site immediately. Imagine clicking on a promising link only to find a "Page Not Found" message.

8. External Links: Having too many external links that take users away from your site can increase bounce rates. For example, a resource page with dozens of outbound links might serve as a springboard, sending visitors off-site.

9. Pop-Ups and Intrusive Ads: Excessive pop-ups or intrusive advertising can disrupt the user experience, leading to frustration and a quick exit. A survey found that 73% of people dislike pop-up ads, and such intrusions could lead to higher bounce rates.

10. Lack of Fresh Content: Websites that don't regularly update their content may seem stale or outdated, which can deter repeat visits. A blog that hasn't posted new content in months may not give visitors a reason to explore beyond the landing page.

By understanding these factors, website owners and SEO specialists can take targeted actions to reduce bounce rates, thereby improving user engagement and potentially boosting conversions. It's a critical component of on-page optimization that, when addressed thoughtfully, can lead to a more successful and user-friendly website.

3. Tools and Techniques

Bounce rate is a metric that measures the percentage of visitors who land on your website and do nothing on the page they entered. So, they don't click on a menu item, a 'read more' link, or any other internal links on the page. This behavior signals to search engines that the content was not engaging enough or relevant to the visitor's needs, which can negatively impact your site's SEO ranking. Therefore, analyzing and optimizing your bounce rate is crucial for improving on-page SEO and ensuring that your content meets the needs of your audience.

From a technical SEO perspective, the tools and techniques for analyzing bounce rate often involve a combination of web analytics platforms, heat mapping software, and A/B testing tools. These resources can help identify patterns in user behavior, such as which pages have the highest bounce rates and what commonalities they share. For instance, using Google Analytics, you can segment your data to see bounce rates for different sources of traffic, which can be insightful if you're running multiple marketing campaigns.

User experience (UX) designers look at bounce rate from the angle of page design and navigation. They might use tools like Hotjar or Crazy Egg to create heatmaps that show where users are clicking and how far they are scrolling. If users are bouncing because they can't find what they're looking for, a UX overhaul might be necessary.

Content creators, on the other hand, analyze bounce rate to gauge content relevance and engagement. High-quality, relevant content should naturally lead visitors to explore more of your site, reducing the bounce rate. Tools like BuzzSumo can help understand what content performs well in your niche, which can inform your content strategy.

Here's a detailed look at some tools and techniques to analyze your current bounce rate:

1. Google Analytics: The most widely used tool for tracking website performance, including bounce rate. It allows you to:

- Track bounce rates for individual pages or across the site.

- Segment bounce rate data by traffic source, device, geography, and more.

- Set up goals and events to better understand user interactions.

2. Heat Mapping Tools: Software like Hotjar or Crazy Egg provides visual representations of where users click, move, and scroll on your site. They can help you:

- Identify dead zones where users aren't interacting.

- See how far down the page most users are scrolling.

- Test different layouts to see which performs better in terms of user engagement.

3. A/B Testing Platforms: Tools like Optimizely or VWO allow you to test different versions of your web pages to see which one leads to lower bounce rates. They enable you to:

- Experiment with different headlines, images, and CTAs.

- Get statistically significant data on what changes improve page performance.

- Make data-driven decisions about web design and content.

4. Content Analysis Tools: Platforms like BuzzSumo or SEMrush can provide insights into content trends and performance. They can help you:

- Discover the most shared and engaged-with content in your niche.

- Analyze keywords and topics that resonate with your audience.

- track your content's performance over time.

For example, a blog post about 'The Best SEO Practices for E-commerce Sites' might have a high bounce rate because it's too generic and doesn't address specific user queries. By using SEMrush to conduct keyword research, you might find that users are searching for 'How to Optimize Product Pages for SEO'. Creating content that matches this intent could potentially lower the bounce rate for that page.

Analyzing your bounce rate requires a multifaceted approach that considers technical SEO, UX design, and content strategy. By leveraging the right tools and techniques, you can gain valuable insights into how users interact with your site and make informed decisions to enhance their experience and your site's SEO performance. Remember, the goal is not just to reduce the bounce rate but to make your site more engaging and relevant to your visitors' needs.

4. Key Factors in Bounce Rate

design and user experience (UX) are pivotal elements that directly influence a website's bounce rate. A bounce occurs when a visitor lands on a page and leaves without interacting further with the site. This behavior can be symptomatic of underlying issues with the site's design or user experience. For instance, if users find a website difficult to navigate, visually unappealing, or slow to load, they are more likely to leave promptly. Conversely, a well-designed website with an intuitive user interface and engaging content can significantly reduce bounce rates by encouraging visitors to explore more pages and engage with the site's offerings.

From a design perspective, the visual appeal of a website can make a strong first impression. A clean, modern design with appropriate use of colors and images can draw users in, while a cluttered or outdated appearance can drive them away. Similarly, UX focuses on the overall feel of the interaction with the website. It encompasses the ease with which users can find information, the clarity of the content, and the responsiveness of the interface. Both design and UX require a deep understanding of the target audience to ensure that the website meets their expectations and needs.

Here are some in-depth insights into how design and UX impact bounce rate:

1. Navigation and Accessibility: Clear and intuitive navigation is crucial. Users should be able to find what they're looking for within a few clicks. For example, Amazon's mega menu categorizes products efficiently, making it easy for users to drill down to specific items.

2. Page Load Speed: Slow-loading pages are a major deterrent. Google has indicated that page speed is a ranking factor for mobile searches, and it's well-known that pages that load within 2 seconds have significantly lower bounce rates.

3. Mobile Responsiveness: With the increasing use of mobile devices, a website must perform well on all screen sizes. A responsive design ensures that users have a positive experience regardless of the device they're using.

4. Content Layout: The way content is presented can affect user engagement. Using headings, bullet points, and images can break up text and make it more digestible. The use of white space is also important; it can help focus attention and reduce cognitive overload.

5. Interactive Elements: Engaging users with interactive elements like quizzes, calculators, or videos can increase the time they spend on the site. For instance, BuzzFeed's quizzes are known to be highly engaging and shareable, which contributes to a lower bounce rate.

6. Consistency: Consistent design across all pages creates a cohesive experience. Discrepancies in design can confuse users and make them question the credibility of the site.

7. Call-to-Action (CTA): Effective CTAs guide users towards the next step, whether it's making a purchase, signing up for a newsletter, or reading another article. A/B testing different CTA designs can reveal what works best for engaging users.

By addressing these factors, websites can create a more inviting and user-friendly environment that not only retains visitors but also encourages them to take the desired actions, ultimately leading to a successful online presence and improved SEO rankings. It's a continuous process of learning and adapting to user behavior and preferences, which can vary widely across different industries and audiences. The key is to always put the user's needs at the forefront of design and UX decisions.

5. Content Strategies to Engage and Retain Visitors

Engaging and retaining visitors on a website is a multifaceted challenge that requires a deep understanding of user behavior, content relevance, and interactive design. The goal is to captivate users the moment they land on a page, ensuring that they find immediate value in what's presented to them. This not only reduces bounce rates but also encourages deeper exploration of the site, which is a positive signal for search engines optimizing for user experience. From the perspective of a content creator, this means crafting articles, videos, and other media that resonate with the audience's interests and needs. For UX designers, it involves creating an intuitive and rewarding navigation experience. Marketers, on the other hand, focus on aligning content with user intent and leveraging analytics to adapt strategies in real-time.

Here are some in-depth strategies to enhance content engagement and retention:

1. targeted Content creation: Understand your audience's demographics, preferences, and pain points to create content that addresses their specific needs. For example, a tech blog might feature in-depth tutorials for advanced users while also providing beginner guides to cater to newcomers.

2. Interactive Elements: Incorporate interactive features like quizzes, polls, and calculators to encourage active participation. A health and wellness site could include a BMI calculator that provides personalized health tips based on the user's results.

3. Video Content: Videos can be incredibly effective in keeping visitors engaged. A cooking site might use step-by-step recipe videos, which are more engaging than text and can lead to longer session durations.

4. Personalization: Use data to personalize the user experience. An e-commerce site could display product recommendations based on browsing history, increasing the likelihood of a purchase.

5. Quality Over Quantity: Prioritize high-quality, well-researched content over a high volume of posts. A single, authoritative article on financial planning could retain visitors better than several superficial posts.

6. Mobile Optimization: Ensure your content is easily accessible on mobile devices. A travel blog with a responsive design will retain mobile users who are looking for information on-the-go.

7. Loading Speed: Optimize images and scripts to improve page loading times. A photography site with optimized image sizes will retain visitors who might otherwise leave due to slow loading times.

8. Content Updates: Regularly update content to keep it fresh and relevant. A news site updating its articles with the latest information can keep users coming back for more.

9. Community Building: Foster a sense of community through comments, forums, or social media integration. A gaming site with an active forum can engage visitors and encourage them to return regularly.

10. SEO Practices: Align content with SEO best practices without compromising readability. Use keywords naturally and ensure meta descriptions accurately reflect the content.

By implementing these strategies, websites can create a more engaging user experience that not only satisfies visitors but also signals to search engines that the site is a valuable resource, thereby improving on-page SEO and reducing bounce rates.

6. Optimizing Page Load Speed to Reduce Bounce

optimizing page load speed is a critical aspect of on-page seo that directly impacts user experience and, consequently, the bounce rate. A website's bounce rate is the percentage of visitors who navigate away from the site after viewing only one page. High bounce rates can be indicative of various issues, including slow page load times. In today's fast-paced digital environment, users expect quick and responsive web interactions. According to Google, as page load time goes from one second to ten seconds, the probability of a mobile user bouncing increases by 123%. Therefore, enhancing page load speed is not just a technical SEO task; it's a user-centric approach to keeping your audience engaged and reducing bounce rates.

From a technical standpoint, optimizing page load speed involves a variety of strategies. Here are some in-depth insights:

1. Minimize HTTP Requests: Most of a web page's load time is spent downloading different parts of the page, like images, stylesheets, and scripts. An HTTP request is made for each one of these elements, so the more on-page components, the longer it takes for the page to render.

- Example: Combining multiple stylesheets into one and using CSS sprites to reduce image requests can significantly cut down on the number of HTTP requests and improve load times.

2. Enable Compression: Large pages are often 100kb or more. Hence, they're bulky and slow to download. The best way to speed up their load time is by compressing them, which can be done with a tool called Gzip.

- Example: By compressing resources with Gzip, you can reduce the size of your HTML, CSS, and JavaScript files that are larger than 150 bytes.

3. Leverage Browser Caching: Browsers can cache a lot of information so that when a visitor comes back to your site, the browser doesn't have to reload the entire page.

- Example: Use a tool like YSlow to see if you already have an expiration date set for your cache. Then, set your "expires" header for how long you want that information to be cached. In many cases, unless your site design changes frequently, a year is a reasonable time period.

4. Optimize Images: Ensure that your images are no larger than they need to be, that they are in the right file format (PNGs are generally better for graphics with fewer than 16 colors while JPEGs are better for photographs), and that they are compressed for the web.

- Example: Tools like TinyPNG can compress the size of your images without losing the quality.

5. Use a content Delivery network (CDN): CDNs are networks of servers that are used to distribute the load of delivering content. Essentially, copies of your site are stored at multiple, geographically diverse data centers so that users have faster and more reliable access to your site.

- Example: If your hosting server is based in New York, a user in London will experience slower load times compared to a user in Boston. A CDN can help ensure that the user's experience is optimized regardless of their location.

6. Optimize CSS Delivery: CSS holds the style requirements for your page. If CSS is at the top of your page, it must load before the rest of the page can render, which can contribute to slower page load times.

- Example: Consider using critical path CSS techniques to prioritize the loading of CSS necessary for above-the-fold content.

7. Prioritize Above-the-Fold Content (Lazy Loading): This technique involves loading only the content that is needed as the user scrolls down the page, which can significantly improve performance.

- Example: implementing lazy loading for images and videos can prevent large files from loading until they're actually needed, which keeps initial page load times fast.

8. Reduce the Number of Plugins: Plugins can bring new functionality and features to your website, but too many can cause issues with speed, security, and crashes.

- Example: Periodically review your plugins and remove those that are unnecessary or that duplicate the functionality of others.

By implementing these strategies, you can significantly improve your website's page load speed, thereby enhancing user experience and reducing bounce rates. Remember, the goal is to provide a seamless browsing experience that encourages visitors to stay on your site longer, explore more pages, and ultimately convert into customers or followers. Bold the relevant parts of response to make it easy-to-read for the user.

7. Ensuring a Seamless Experience

In the realm of on-page SEO, mobile optimization stands as a pivotal factor in reducing bounce rates and enhancing user engagement. With the majority of internet traffic now originating from mobile devices, it's imperative for websites to deliver a seamless experience that caters to the needs of mobile users. This goes beyond mere aesthetics; it encompasses the functionality, speed, and accessibility of a website. A mobile-optimized site not only retains visitors but also signals to search engines that it values user experience, which is a critical aspect of seo rankings.

From the perspective of a user, a mobile-optimized site should load quickly, display content appropriately without the need for zooming or horizontal scrolling, and have touch-friendly navigation. On the technical side, developers must ensure that the site is responsive, meaning it automatically adjusts to fit the screen size of various devices. Additionally, they should consider the implementation of accelerated Mobile pages (AMP) to further speed up page loading times.

Here are some in-depth insights into ensuring a mobile-optimized experience:

1. Responsive Design: Employ a fluid grid layout that adapts to different screen sizes. Use CSS media queries to apply different styling rules based on the device's characteristics.

2. Speed Optimization: Compress images, leverage browser caching, and minify CSS and JavaScript files to enhance loading times. Tools like Google's PageSpeed Insights can provide specific recommendations for improvement.

3. User Interface (UI) and user experience (UX): Simplify the design by using large, easily clickable buttons and links. Ensure that forms are easy to fill out on mobile devices and that the font size is readable without zooming.

4. Touchscreen Readiness: Design for touch by providing ample space around touch targets to prevent accidental clicks. Implement gestures like swiping and pinching where appropriate.

5. Testing on Real Devices: While emulators are useful, nothing beats testing on actual devices to ensure compatibility and discover potential UX issues.

6. Accessibility: Make sure that content is accessible to all users, including those with disabilities. This includes proper contrast ratios, alt text for images, and voice navigation support.

For example, consider an e-commerce site that has implemented a responsive design. On a desktop, the site displays multiple columns of products, but on a mobile device, it shifts to a single-column layout with larger images and text to facilitate easier browsing. The checkout process is also streamlined for mobile users, with larger form fields and clear, tappable buttons that minimize the risk of input errors and frustration.

By prioritizing mobile optimization, websites can significantly reduce their bounce rate, as users are more likely to stay and interact with a site that provides a hassle-free mobile experience. This, in turn, can lead to better SEO performance, as search engines like google now use mobile-first indexing, meaning they predominantly use the mobile version of the content for indexing and ranking. In essence, mobile optimization is not just a facet of on-page SEO; it's a cornerstone of modern web design and digital marketing strategies.

8. Using Analytics to Continuously Improve User Engagement

In the realm of on-page optimization, understanding and reducing bounce rate is pivotal. It's not just about keeping visitors on your page longer; it's about engaging them in a way that encourages interaction and conversion. This is where analytics come into play, serving as the compass that guides continuous improvement efforts. By meticulously analyzing user behavior data, website owners can identify patterns and trends that indicate both strengths and weaknesses in user engagement strategies.

For instance, a high bounce rate might suggest that visitors are not finding what they expected or that the page is not sufficiently compelling to keep them interested. In contrast, a low bounce rate could indicate that users are more engaged with the content, potentially leading to higher conversion rates. However, it's not enough to simply observe these metrics; one must delve deeper to understand the 'why' behind them. This is achieved through a combination of qualitative and quantitative analytics, from heat maps and session recordings to user feedback and surveys.

Insights from Different Perspectives:

1. User Experience (UX) Designers:

- UX designers might use analytics to track which design elements are most engaging. For example, they may find that interactive infographics significantly reduce bounce rates compared to static images.

2. Content Creators:

- Content creators can use analytics to see which topics or styles keep users reading. For instance, a blog post that uses storytelling to illustrate SEO principles might have a lower bounce rate than a straightforward, technical explanation.

3. SEO Specialists:

- SEO specialists might analyze search query data to ensure that the content aligns with user intent, thus reducing bounce rates. For example, if analytics show that users searching for "beginner SEO tips" are bouncing from an advanced technical SEO page, the content strategy may need adjustment.

4. Digital Marketers:

- marketers can use engagement metrics to refine their calls-to-action (CTAs). A/B testing different CTA placements and wording can reveal what works best for keeping users engaged and moving through the conversion funnel.

5. Data Analysts:

- Data analysts might look for correlations between bounce rate and other metrics like page load time. For example, they may discover that pages taking longer than three seconds to load have a 50% higher bounce rate.

Examples to Highlight Ideas:

- A/B Testing: A website conducted A/B testing on two versions of a landing page. Version A had a video tutorial, while Version B had a text-based guide. Analytics showed that Version A had a 30% lower bounce rate, indicating that users preferred video content for learning.

- Heat Map Analysis: An e-commerce site used heat maps to track user interaction. They found that users were not scrolling down to see the product descriptions, which were below the fold. By moving key information above the fold, the bounce rate decreased by 20%.

- page Load Time optimization: A news portal optimized their image sizes and used a content delivery network (CDN) to improve page load times. This resulted in a 15% reduction in bounce rate, as users were less likely to leave due to slow loading pages.

By leveraging analytics in these ways, businesses can create a more engaging user experience that not only reduces bounce rate but also enhances overall on-page seo. It's a continuous cycle of measurement, analysis, and improvement that keeps the digital landscape both challenging and rewarding.

9. Integrating Bounce Rate Reduction into Your SEO Plan

In the realm of on-page SEO, the significance of reducing bounce rate cannot be overstated. It is a metric that reflects the percentage of visitors who land on your website and leave without browsing any other pages. A high bounce rate is often an indicator of either irrelevant content or a poor user experience. Therefore, integrating bounce rate reduction strategies into your SEO plan is crucial for improving engagement, enhancing user experience, and ultimately boosting your site's ranking in search engine results pages (SERPs).

From the perspective of a content creator, ensuring that the content is engaging, relevant, and valuable to the reader is paramount. This involves not only the use of targeted keywords but also the creation of compelling headlines, informative subheadings, and a logical structure that guides the reader through the content. For the web designer, it involves creating an intuitive navigation system, fast-loading pages, and a mobile-friendly design. From a marketing standpoint, it's about understanding the audience, tailoring content to their interests, and making sure that the landing pages are aligned with the expectations set by your ads or social media posts.

Here are some in-depth strategies to consider for reducing bounce rate:

1. Improve Page Load Time: Users are likely to leave if a page takes too long to load. Optimize images, leverage browser caching, and minimize HTTP requests to enhance loading speed.

2. Optimize for Mobile: With the increasing use of mobile devices, ensure your site is responsive and mobile-friendly to keep users engaged.

3. Use Engaging Content: Incorporate multimedia such as videos, infographics, and interactive elements to make the content more engaging.

4. clear Call-to-action (CTA): Guide your users on what to do next with a clear CTA. Whether it's to read another article, sign up for a newsletter, or check out a product, make it clear and easy to find.

5. Internal Linking: Use internal links to guide users to related content within your site, keeping them engaged and reducing bounce rate.

6. User Experience (UX) Design: Ensure your website is easy to navigate, aesthetically pleasing, and provides a seamless user experience.

7. Content Quality: write high-quality, relevant content that addresses the needs and questions of your audience.

For example, a blog post about 'The Best seo Practices for small Businesses' could include an infographic summarizing key points, a video interview with an SEO expert, and internal links to case studies of successful small business SEO strategies. This multi-faceted approach caters to different user preferences and encourages further exploration of your site.

Bounce rate is a multifaceted issue that requires a holistic approach to address. By considering the various perspectives and implementing a combination of the strategies listed above, you can create a more engaging website that not only satisfies your visitors but also signals to search engines that your site is of high quality, thereby improving your SEO performance. Remember, the goal is to provide value at every click, turning visitors into readers, and readers into loyal followers or customers.