Optimize Your Site: Tips From Testing to Landing Page Conversion

3. You don’t customize or target your landing pages (or site) based on SEM terms. By not doing this, your site can appear less relevant to visitors who have come via a specific search engine query. As a result, a greater number of “bounces” occur. A bounce is a visitor who hits the landing page, stays for a few seconds, then hits the back button to return to the search engine page — effectively a totally wasted paid click.