Bounce rate. If it's happening on your web site you want to know why. Simply defined, a bounce is what happens when a surfer lands on one of your pages, sees absolutely nothing that interests him and heads off into the sunset, never to be seen again.
If the bounce happens because the surfer plugged the wrong term into Google and found your site then you may want to check the optimization on that page; your SEO may be inviting the wrong crowd to your website.
On the other hand, let's say you sell Yard Widgets and the surfer landed on a page in your website after Googling for Yard Widgets. If the visitor bounces, something may be wrong with the content you're presenting on that particular landing page.
Checking your site statistics often will reveal which pages are getting the most traffic from search engines (landing pages), and what search terms were used to find those pages. If those pages aren't providing what a searcher was hoping to find then get used to the big bounce.
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