What is dwell time and why is it an important SEO metric?

What is dwell time?

Dwell time refers to the time a visitor spends on a web page after landing on the page via a search engine such as Google, but before returning to the search results page. Simply put, it is the amount of time between when someone clicks on your website and when they return to the search results page.

Dwell time is not a metric directly visible in Google Analytics or Google Search Console, but search engines do use this information to determine how valuable a page is to a user. When visitors stay on a page longer and actively consume content, it often means that the page is relevant to their search query. This, in turn, can have a positive effect on your website's position in search results.

How is dwell time different from other metrics?

It is important to distinguish dwell time from other similar SEO metrics:

• Bounce rate: This percentage shows how many visitors leave your website without viewing another page. A high bounce rate can be an indication that users are not finding what they are looking for, but it gives no insight into how much time they spend on the page itself.
• Session duration: This is the total time a visitor spends on your website, including visiting multiple pages. Session duration does not specifically measure time on a single page, and therefore does not include the same focus as dwell time.
• Time on page: This indicates how long a user stays on a particular page, but does not take into account where the visitor comes from or whether they return to the search results afterwards.

Dwell time is specifically linked to the interaction between search results and your content, which makes it unique from these other metrics.

Why is dwell time important for SEO?

Dwell time can be an important SEO metric because it helps Google (and other search engines) determine how valuable and relevant your content is to a specific search query. Here are some reasons why dwell time is important for SEO:

Relevance of content

If users click on a search result and then quickly return to the search results page, it may signal that the page's content is not relevant or attractive. So a short dwell time can have a negative impact on how search engines rate your page.

User experience (UX)

User experience is a crucial factor in SEO, and dwell time is a strong indicator of how well the user experiences your content. A longer dwell time suggests that the content is valuable and that the page is well designed, which search engines can evaluate positively.

Ranking in search results

Although Google has not explicitly confirmed that dwell time is a direct ranking factor, it is plausible that it plays a role in the overall rating of your page. If many users return to search results quickly after visiting your site (shorter dwell time), this could indicate low quality, which could worsen your ranking in search results.

Increased likelihood of conversions

If visitors stay on your page longer, you have more time to persuade them and steer them towards a conversion. Whether that's a purchase, newsletter subscription or other action, a longer dwell time gives you more chances to convert visitors into customers.

How can you improve dwell time?

Now that you know why dwell time is important, let's look at ways you can optimise it to improve both your user experience and SEO performance:

Create high-quality, relevant content

The first step to improving dwell time is to provide valuable, well-written content that matches your visitors' search intent. If the content is irrelevant or of low quality, visitors will quickly leave. Make sure your content is in-depth and responsive to your target audience's needs and questions.

Improve the loading speed of your website

Nobody wants to wait for a slow-loading website. If your pages take too long to load, users will quickly click away again. Optimise your site's loading speed by compressing images, removing unnecessary plug-ins and using caching.

Provide a clear and attractive layout

A good user experience is essential to keep visitors on your page longer. A clear, attractive layout with easy-to-read text, images and videos can hold users' interest. Also make sure your site is mobile-friendly, as many visitors come from their smartphones or tablets.

Use internal links to encourage visitors to stay longer

By including relevant internal links in your content, you encourage visitors to navigate further through your site. This not only increases session duration, but can also indirectly help improve your dwell time as users stay on your website longer.

Optimise for featured snippets and search intent

If your content matches well with the user's search intent, they will be more likely to stay longer. Target keywords and queries that match what your target audience is really looking for. Optimising your content for featured snippets can also increase the chances of users clicking on your page and sticking around.

Conclusion: focus on dwell time for better SEO results

Dwell time is a valuable, albeit subtle, metric to measure the relevance and user experience of your website. By focusing on improving the quality of your content, site speed and overall user experience, you can achieve a longer dwell time. This can lead not only to higher search engine rankings, but also to more engaged and loyal visitors.

Want to know more about how to improve your SEO performance, including optimising dwell time? Then contact us today. Our team of SEO experts is ready to help you take your website to the next level!