Dwell Time in SEO – How important is it in SEO?
Nowadays, to rank well on Google or any other search engine, it is not only necessary to use keywords, it is also important to analyze User Behavior. And an important part of that User Behavior is Dwell Time.
What is Dwell Time in SEO
Dwell Time is a metric that measures how long a user spends after entering your website from Google’s Search Results and then goes back to the Search Results.
For example, if someone searches for “best DSLR camera” and enters your website and returns after 2 minutes, then those 2 minutes will be the Dwell Time of your site.
Many people get confused about Dwell Time, Bounce Rate, and Time on Page. Let’s understand the difference:
Dwell Time
The amount of time someone spends after coming to your website from the search results (Google or Bing) and then goes back to the search results, that is Dwell Time.
A user typed “best budget laptop” into Google. He clicked on the first link and entered your blog and took 3 minutes to read the entire post. Then he went back and saw other results. These 3 minutes are your Dwell Time.
Bounce Rate
When a user enters your website and leaves without any interaction (such as going to another page, filling out a form, clicking a button, etc.), it is called a bounce.
A user entered a blog to read “Top 10 skincare tips”. The user scrolled for a while, but did not click on any link, fill out any form or go to any other page, he just read and left. That is a bounce, even if it is for 2 minutes.
High bounce does not always mean bad. If the user gets the necessary information, that can also be a positive signal.
Time on Page
Indicates how much time a user spent on a particular page. But it can only be measured if he clicks on any other page.
Again, if the user reads an article on your website and then clicks on another link and goes to the second page. Now the Time on Page of the first page is calculated based on the time difference between the first and second pages. If he does not click anywhere else, then it is not possible to calculate the Time on Page.
However, Dwell Time is Relevant for SEO, because it indicates the user’s Intent and Content Quality.
Why is dwell time important for SEO?
Google does not directly say that they use Dwell Time to determine Ranking. But according to many SEO case studies and industry experts, Dwell Time basically works as a User Satisfaction Signal.
If users quickly backtrack, then Google may assume that you may not have been able to fulfill their Search Intent.
How to increase Dwell Time?
Increase the Quality of Content
Suppose you typed “how to bake a chocolate cake” and searched on Google. You entered a blog where only general things were said in 10 lines and there is no specific recipe or list of ingredients. Normally you will move on to another blog within 5 seconds.
But if a blog has Step-by-step Recipe, Ingredient List, Baking Time, and even Pro Tips, then you will spend more time. That is, good content = more Dwell Time.
Hold Attention in the First 10 Seconds
If you are interested in learning photography and you enter a tutorial site and see “Master DSLR in just 7 days, no course fee”, then you will stop and read. However, if the headline says “Read about us, learn more about DSLR” then you will lose interest.
If the hook is not created in the first 10 seconds, the user will leave the site. This is an important reality in today’s content marketing. User attention is now very fleeting, so if you cannot arouse curiosity at the beginning, they will not give you more time.
Video content creators use this strategy very well. Suppose, there is a cricket video which is 5 minutes long. The main event, such as the argument between the player and the umpire, happens after 4 minutes. But the content creator shows a few seconds of that exciting part at the beginning of the video. This creates curiosity in the viewer and they watch the entire video.
The same strategy applies to website content. If something informative, surprising or a direct solution to the problem can be given at the beginning of the content, then the reader will stop. As a result, Dwell Time increases, which has a good impact on search rankings.
Do Internal Linking
Suppose you are reading a blog about “What is SEO”. And that blog says, “If you want to know more about On-Page SEO, then check out our guide.” This way, the user clicks on other pages with interest, as a result, they spend more time on your site. It is just like when you watch YouTube and click on another suggested video.
Use Visual Elements
Imagine you search for “how to tie a tie”. Now if a blog only has text – “First, knead the left side like this, then turn it to the right…” then many people will not understand. But if another blog shows step by step in pictures or videos, then you will spend more time to see and understand the whole thing.
Increase Page Speed
Suppose you click on a link on your mobile and it does not load even after 5 seconds. Then will you wait? No, you will go back directly and click on another result. Similarly, if your website is slow, then the user will not stay, the Dwell Time will decrease. So if you have a fast-loading site, the user will spend time on the page. (You know these, I hope this does not need to be said again)
