Dwell time
What is dwell time?
Dwell time is the amount of time a user spends on your webpage after clicking through from a search engine results page (SERP) before returning to those same search results. This metric captures how long someone explores your content before deciding it doesn't fulfill their needs and heading back to explore other options. A longer dwell time generally indicates that users found your content valuable enough to engage with it, while a short dwell time might suggest your page didn't match what they were looking for.
How does dwell time affect SEO rankings?
Search engines like Google don't publicly confirm dwell time as a direct ranking factor, but many SEO experts believe it influences rankings indirectly. When users quickly return to search results after visiting your page (a short dwell time), search engines might interpret this as a sign that your content didn't satisfy the user's query. Conversely, longer dwell times suggest content relevance and quality, potentially boosting your rankings over time. Dwell time works alongside other engagement signals like click-through rate and overall user satisfaction to help search engines determine which content deserves higher visibility.
What's the difference between dwell time, bounce rate, and time on page?
Though often confused, these metrics measure different aspects of user behavior:
Dwell time specifically measures the time between a user clicking on a search result and returning to the search results page. It's a search engine-specific metric that isn't directly available in analytics platforms.
Bounce rate represents the percentage of visitors who leave your site after viewing just one page, without taking any other actions. A high bounce rate doesn't always indicate poor performance—sometimes users find exactly what they need on a single page.
Time on page measures how long users spend on a specific page regardless of where they came from or where they go next. Unlike dwell time, this metric is tracked in analytics tools and includes all visitors, not just those from search engines.
How can you improve dwell time on your website?
To increase dwell time, focus on creating content that genuinely answers user questions and keeps them engaged. Start with a compelling introduction that confirms visitors have found what they're looking for. Break up text with subheadings, images, and videos that encourage continued scrolling. Internal links to related content can keep users on your site rather than returning to search results. Ensure your page loads quickly and displays properly on mobile devices, as technical issues often drive users away immediately. Most importantly, deliver on the promise made in your meta title and description—if users feel misled, they'll quickly return to search results.
Why is dwell time important for user experience?
Beyond SEO implications, dwell time serves as a valuable indicator of content quality and user satisfaction. When someone spends significant time engaging with your page, it suggests they're finding value in what you've created. This engagement reflects successful alignment between user intent and your content delivery. By monitoring patterns in user behavior related to dwell time, you can identify which topics and content formats resonate most with your audience. Ultimately, optimizing for better dwell time means creating more useful, engaging experiences for real people—not just search algorithms—which builds trust and encourages return visits.