Create Compelling, Topically Deep Content
This goes hand in hand with website design and layout. If you don't have compelling content, even though you might actually be relevant to the search phrase that they have clicked on.
If your content is poorly written or it doesn't have topical depth as I have detailed in some of our other episodes. Then people are just going to look at it and say to themselves "oh its very basic, i'm not interested in this” and they are going to click back to the search results which will again cause you to record a bounce against that page.