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Hey Raoul Just gonna do a quick Google and see what I can find from 2019, articles from sites which I have previously felt had a good say on one or two topics https://www.bigcommerce.co.uk/blog/bounce-rates/#what-is-a-bounce-rate-on-an-ecommerce-website The above was posted in 2019. Even though the post date isn't declared on the front-end, it is declared in the schema which you can review the results for here. Check the 'datePublished' entry under 'Article'. This is a more general post on bounce rates, but includes some sample stats from a few studies (how email segmentation affected bounce rates, how having a second review on a page instead of just one affected bounce rates). It might not have everything you need but if you give it a proper read, it might be a component that could help to build your story. I have read a few posts by Bigcommerce, I actually think they're usually pretty neat https://conversionxl.com/guides/bounce-rate/benchmarks/ This one comes from a source I haven't read previously, so you'll have to evaluate how legitimate you think this content is. It's recent but not super recent, having been published in 2017. Again I had to detect this through schema (here). Look for 'datePublished' under 'WebPage'. It may be a bit more useful to you, as it's a series of bounce-rate benchmarks split by various dimensions (channel, site type etc) http://www.fonemedia.co.uk/blog---mobile-bounce-rates.html Posted on 18th Feb 2019. Short and sweet, but again I've never heard of these guys so I don't know how good / accurate the info is. Their main claim is that "The bounce rate on mobile is 28% higher than desktop". I would be wary, nothing is cited, there's no images of graphs, charts or data-sets. No citations are given https://www.crazyegg.com/blog/why-users-leave-a-website/ Posted Feb 2019. These guys I do trust. They produce a pretty cool heat-mapping analytics solution for websites, so that you can see a heatmap of (aggregate) user mouse movements and clicks. Lots of people use CrazyEgg and they probably wouldn't go making outrageous claims without doing some ground-work. They give a break-down of different bounce-rates by site type, maybe you could aggregate their findings with the ones from Bigcommerce and ConversionXL - adding your own thoughts. What I like here is the focus on time rather than the actual percentage bounce-rate ("The 15 Second Rule") https://www.gorocketfuel.com/the-rocket-blog/whats-the-average-bounce-rate-in-google-analytics/ I think you found this one too. It's neat, but it doesn't specify a publish date on-page or in the schema. Judging by the site's blog feed, the post was written 2014 or earlier. The content mentions a sample of data from 2013, so we can say that by now this is probably out of date (what a shame!) https://golocalinteractive.com/blog/industry-news/marketing-in-the-age-of-short-attention-spans/ From June 2019. A really thorough, well presented study which is easy to read. This plays more to your short attention spans angle. I don't know these guys, but that's okay because they cite (most of) their claims including a very interesting research paper from Akamai who I am sure many are aware of (which itself was written in 2017, not too long ago) ... that's all I have time for right now! Hope that helps

That makes sense @Nick! Thank you for thinking along!

Each case is different.  That said can give you some general rules we use.  If the Brand name is short ie 6 characters or less. We use Brand in all Title tags.  - ie | Brand If long - some Brands 2-3 words we always use Brand on Home Page, Contact Page, privacy pages etc. Product pages - often go with the product only.  Then after that we just look at individual pages and determine what is best for the consumer and search engines. Hope that assists.

Thank you for your replies José, Christy and Salience, It looks like you are right, and the ('SEF URL') is fixed: it will not change when I change the title: https://screencast.com/t/XR6lS6YdL For now -changing URLs- sounds a bit too risky for me to start with yet. I'm just trying to create the best articles, contentwise. Feels a bit odd that URLs are going to be different from the titles though. But I guess that's a better situation than having titles that are too long.