Here’s a stat to grab your attention: 55% of visitors spend less than 15 seconds on a webpage.
For business websites, that’s a problem.
Why? The time visitors spend on your page, known as dwell time, can make or break your search rankings.
Dwell time is a key metric search engines use to assess SEO content quality and relevance.
If users stick around, it signals your content is engaging, informative, and satisfying their search intent.
Struggling with low rankings and traffic? Improving dwell time should top your to-do list.
The Ranking Factor You’re Ignoring
Google keeps its ranking factors close to the chest, but research doesn’t lie. SEMrush found that pages in Google’s top three results average 3 minutes and 10 seconds of dwell time. Coincidence? Unlikely. Keeping users engaged boosts your content performance.
When users bounce quickly from your page, they’re telling Google your content didn’t meet their needs. Do this enough, and your rankings will take a hit.
What Is Dwell Time And What It’s Not!
Before diving into strategies, let’s clear up some confusion.
Dwell time is not:
- Time on page
- Bounce rate
- Session duration
It’s the time between when someone clicks a search result and returns to the results page. Unlike other metrics, dwell time directly reflects whether your content fulfilled the user’s search intent.
The Numbers Behind Dwell Time
What’s considered “good” dwell time?
- 2–4 minutes: Healthy range
- 4+ minutes: Top-performing content
- Under 30 seconds: Likely underperforming
Mobile users, however, average shorter dwell times—72 seconds versus 150 seconds on desktops
. This mobile-desktop gap presents both challenges and opportunities for content optimisation.
Beyond SEO, dwell time impacts business outcomes. A 16-second boost in dwell time has been linked to a 50% jump in conversions.
Those extra seconds matter.
Strategies to Improve Dwell Time
1. Prioritise Visual Engagement
Adding videos can increase dwell time by 2.6x. While you don’t need Hollywood-level production, consider these options:
- Short explainer videos
- Infographics for complex concepts
- Interactive tools like calculators
- High-quality, original images
2. Improve Technical Performance
A slow site kills dwell time. Research shows that cutting load times by just 1 second boosts dwell time by nearly 5%. Here’s how to speed things up:
- Compress images
- Enable browser caching
- Minimise unnecessary code
- Reduce server response times
- Use a content delivery network (CDN)
3. Use Internal Links Strategically
Smart internal linking can increase dwell time by 40%. Linking to related content keeps users engaged, guiding them on a seamless journey through your site.
4. Make Your Content Mobile-Friendly
Mobile users have less patience, so content must be easy to scan and quick to deliver value. Best practices include:
- Clear headings
- Short paragraphs
- Front-loading key information
- Ensuring content looks great on any device
The Psychology of Engagement
Quick Value Delivery
You’ve got 15 seconds to convince users to stay. They’re asking:
- Is this relevant?
- Can I trust this site?
- Will I find what I need quickly?
Answer these questions immediately with content that’s direct and actionable.
Reduce Cognitive Overload
Simplify information to keep users engaged. Use:
- Step-by-step instructions
- Bullet points
- Visuals like charts or diagrams
By making content digestible, you reduce friction and keep users around longer.
Practical Steps to Boost Dwell Time
1. Audit Key Pages
Start with your most important pages. If they’re falling short of the 3-minute dwell time seen in top Google results, these are your priority for optimisation.
2. Evaluate Content Quality
Assess whether your text, images, or videos are engaging. Could you add visuals? Are paragraphs easy to skim? The goal is to capture—and hold—attention.
3. Seek User Feedback
Ask your audience what’s missing or confusing in your content. Their insights can drive meaningful improvements.
4. Experiment with Formats
Some users prefer videos, others like infographics. Test different formats to see which resonates and holds attention best.
Content Hacks for Better Dwell Time
Small changes can lead to big improvements:
- Start with a hook that promises value.
- Break up text walls with headings, bullet points, and bold key phrases.
- Add visuals every 300–400 words.
- Include a table of contents for long posts.
For instance, shorter paragraphs improve readability, while a compelling intro aligns with user intent and keeps them scrolling.
Dwell Metrics to Watch
Don’t rely solely on time-on-page data. Look for:
- Bounce rates (aim for 40–60%)
- Scroll depth
- Internal link clicks
- Conversion rates
These metrics provide a fuller picture of user engagement.
Mistakes That Hurt Dwell Time
Avoid tricks like auto-playing videos, excessive pagination, or hiding content behind unnecessary clicks.
These tactics frustrate users and do more harm than good. Instead, focus on delivering concise, high-value content.
Taking Action
Use tools like Google Analytics to identify pages with low engagement and high bounce rates. These are your biggest opportunities for improvement.
For example, if a high-traffic blog post only keeps visitors for 30 seconds, it’s a sign the content isn’t meeting their expectations. Optimising this page could significantly boost engagement and conversions.
Need Help with Dwell Time?
StudioHawk specialises in turning user engagement into higher rankings and better conversions. With proven strategies, we help businesses improve dwell time and achieve real growth. Let’s keep your visitors engaged—and turn that engagement into results.
Every second counts.
Contact StudioHawk today for a personalised SEO strategy.
