Dwell time is the amount of time a person spends on your website. It is calculated from when they leave a search engine, go to your webpage, be there for some time and then go back to the search engine.
During their stay on your website, the user analyzes your content to find the answer to their queries. They stay and navigate your web pages if they get their answer. Otherwise, they leave your site and return to the SERP page to seek answers from other websites.
What Are SEO Metrics?
As a digital marketer, it is important to keep track of SEO metrics. You can measure your work to check for progress, success, or failure, note the successes (what works), and identify the reasons for failure, and where you can improve. One way of assessing your work is by examining SEO metrics. There are free tools like Google Search Console (GSC) and Google Analytics (GA) to measure SEO metrics.
When you implement SEO tactics, tracking and measuring that performance is easy. SEO metrics you can track are page ranking, traffic, engagement, leads, bounce rate, and dwell time. These metrics give you an insight into how the SEO strategies you have applied to your website perform.
Why Should You Measure SEO Metrics?
Google uses over 200 ranking factors in its search algorithms and keeps updating them frequently. In the recent update of its algorithm, dwell time is also one of the SEO metrics considered while ranking the page as the most relevant and useful page.
Measuring the performance is important as the results will give you details about organic search traffic, conversions, and revenue. Also, you will be able to know which feature to tweak to get the intended results.
It is a good SEP (Search Engine Projects) practice to check the SEO metrics if you wish to monitor whether your site is healthy, properly optimized, and leads to conversion.
Dwell Time, Bounce Rate, and Time On Page – The Differences
As a content marketer, you probably already know the importance of SEO metrics and why brands insist upon dwell time. It is a metric to determine the quality of a site by how long people spend on it. It measures how much a user liked your site if they stayed there longer.
If the dwell time is low, you need to analyze and find what has to be done to increase that metric. Dwell time is an important metric affecting SEO. Dwell time is the measure of time a user spends on your website clicking through your pages.
The bounce rate measures how many clicks the user makes. A user can be on your website for an hour but might not click on any other page. It is called bounce rate when they leave your website without clicking on anything.
Someone who spends a lot of time on the site but leaves without clicking on anything is called a bounce. The bounce rate deals with users who arrive on your website from SERP results and other websites.
Time On Page
Time on page is an important metric to measure how engaged your visitors are with your content.
For example, it makes sense to exclude the duration when visitors are not interacting with the page time on the page. Use tracking tools such as Google Search Console (GSC) to find how users spent quality time on your website. You can find out whether they played the embedded video or skipped it, what pictures or information they clicked on, and so on. Additionally, this metric will return when the user opens your web page and doesn’t do anything.
Is Dwell Time a good Metric?
Absolutely. It’s a good metric to show marketers if their web pages capture the users’ attention and needs. It can tell you what to include on web pages and what to exclude. For example, you have a blog on your website called “Content Pillars for Social Media” that gets a high-click through rate but low dwell time.
Your blog article includes information on content pillars and how to create them. The user’s search intent might be more specific: to get information on how to content pillars on Instagram or TikTok. If your article fails that need, this is the reason why a given reader may get back to the SERP to seek answers from another source.
Dwell time reflects multiple clues about your webpage. Users leave the page if the page loading time is slow or UX/UI needs to be more appealing. This, too, is reflected in the dwell time metrics.
Dwell Time Indicates the Quality of your Content
Dwell time tells a lot about the quality of content on your webpage. A short dwell time indicates that the users could not get the answers they were looking for, or it can be the other way around. They got the answer immediately. Therefore they left the page soon.
Users get to your site through the SERP results. The SEO strategies you applied to your website helped you rank at the top of the SERP results. The users skim through your webpage to find their answers.
They leave disappointed as they need help finding the answer, reducing their dwell time. This indicates that you can work on the quality of the content so that users get the answers. Align it to the user’s intent, discover keywords through research strategies, and the one that helps you to rank.
Search Engines Consider Dwell Time as a Metric for Ranking
A shorter dwell time might indicate to the RankBrain algorithm that the page does not contain the relevant answer. Google uses RankBrain to understand whether the results shown on the SERP pages are relevant to the user’s search intent.
The RankBrain algorithm pushes such websites down and shows a different result for the same search query next time. It also understands the article’s relevancy through metrics like organic click-through rate and the number of impressions.
Frequently Asked Questions
There are various metrics to measure the SEO performance of your site. Dwell time is important for page ranking as you can infer from the dwell time value how useful and engaging your website is.
Create content that is precise, relevant, and informative. You are already a step ahead in bringing the user to your webpage, and keeping them there for a longer period is desirable in the pursuit of SEO.
If you want to increase the dwell time and make your users stay on your website for longer, ask us. We will help you with your services.