Dwell time is a trending term at the moment, but wat is it and why is it important? Searchmind breaks it down for you.
Basically, dwell time describes the proces from where a user clicks on a search result, for instance on Google, until the same user returns to the search results. In other words, dwell time is the time the user spends on a website. It is closely connected to “time on page” and “bounce rate”.
All three of them can measure a users visit on a website but the focus on different parameters. “Time on page” focuses on how long the user is on the specific site. This means that it starts over if the user visits a different page. They can be on the same website but the measurement only focuses on one site. Bounce rate, on the other hand, is a measurement instrument on Google Analytics. It shows how big a percentage of the users that visit a page on the website and leaves it afterwards. You might call it “one-and-done”.
Dwell time, though, is harder to measure, as there is no actual tool that exclusively measures the dwell time. But it is possible to calculate a websites estimated dwell time by looking at “Session duration” and “bounce rate”. Session duration is closely related to the three other instruments, as it measures the average time a user spends on a website.
Is dwell time important?
It is being discussed intensely in the business whether dwell time is an essential factor when it comes to indexing on Google, and, thereby, SEO. The Bounce rate is measured on Google Analytics and, therefore, has an influence on the indexing. The shorter amount of time a user spends on your website, the worse it is in terms of indexing.
Whether dwell time has a direct influence on the SEO and Google indexing or not, it can never hurt to focus on optimizing the dwell time. Everything moves quickly on the internet today and the competition is big. Therefore, optimization of the website and user experience is always a good idea.
How do you optimize the dwell time?
If you wish to optimize the dwell time for a website, there are several tools you can use. First of all, you can focus on the content. Quality content that is up to date on a website always catches the user’s attention and makes them stay longer on the site. You can make the content more captivating by infographics or pictures that can catch the eye and make the content more “eatable”. You can also make internal link building so that the user keeps getting tempted to view som of the other content on your site.
A manageable web design with good information architecture is a must if you want the users to stay longer on your website. A responsive website with a clear layout without disruptive elements is the optimal solution. Also, try to avoid too many heavy elements that can slow down the download speed and make the website slow. Lastly, don’t forget to connect your website to the relevant search words. Otherwise, the user will quickly leave again.