The whole premise of SEO is ranking your domain and webpages as high as possible for relevant keywords. In theory, we would assume that this would impact how often a page gets visited based on a certain keyword search, and then how long that page is interacted with. While there is no direct correlation between bounce rate and rankings, there are indirect correlations that point to the importance.
Take this graph by WordStream for example, we do see a bounce rate and organic position correlation here. The first four spots clearly have a lower bounce rate. So why might that be.
From an SEO standpoint: We know that the biggest contributors to SEO are: links, content and their AI, RankBrain. If your site has the links but the content isn’t aligned to user’s anticipated experience or vice versa, you’ll see a higher bounce rate. Which is why we stress thinking of user experience and bringing in another set of eyes. We also stress pursuing an on-page and off-page SEO strategy to maximize your efforts and visibility.
To take it a step further, you could have the best-optimized site, both on-page and off-page and have spent loads of money perfecting it but if the page doesn’t serve a purpose (to ultimately create some conversion) than what is the purpose? You are likely not getting your full money’s worth.
How can you tell? Google Analytics is a simple, powerful and free tool that should be fully utilized. Take a look at your best-performing pages (visitors, unique visitors, average time on page, bounce rates, load time, etc.) and compare it to the important pages. Are they similar? Are they similar to industry benchmarks? If not, ask yourself what is different and how can you surpass those benchmarks.