Conversion
Bounce rate
Bounce rate is the share of visits in which the visitor viewed one page and left without interacting. It is often treated as a measure of page quality, which it is not.
A high bounce rate is bad when the page was meant to lead somewhere and did not. It is fine when the page answered the question and the visitor left satisfied, which is what most glossary entries, contact pages and articles do. Judging a page by bounce rate without knowing its job produces the wrong conclusion in both directions.
Google Analytics 4 changed the definition. The older metric counted single-page visits; the newer one counts visits that were not "engaged", meaning under ten seconds, no conversion event and no second page. The two numbers are not comparable, and a report that mixes them is comparing nothing.
The more useful question is what visitors from a given source did next. If people arriving from search read one article and leave, the article did its job and the site did not give them a reason to continue. That is a linking and structure problem, not a content problem, and it is fixable.
What to check before a redesignConversion