In my last two posts, I’ve given you an introduction to Google RankBrain and told you more about it’s first ranking factor, click-through rate.
In this post, I’m going to tell you more about RankBrain’s second important ranking factor, Dwell Time. Google uses RankBrain as a way to tell if humans are enjoying or finding value in the web pages that they click on in search results.
Click-through rate is the first test. It looks to see which results you actually click on. Then it starts monitoring how long you stay on the site you visited. The time spent on your site after they click your site in a search result and before they return to search results is the Dwell Time.
So what you can you do to increase Dwell Time and keep them on your pages longer?
1) Create better content
This is a really obvious answer. If someone visits your page and they like what they are reading then they are more likely to stay on your page. This doesn’t always mean that you need longer content, you just content that will keep their attention and keep them reading.
2) Avoid “Clickbait” articles
Your article needs to align with the keywords that you put your title and meta description. Imagine that you search for “how to make an omelet” and you click on a search result that’s titled “3 Tips to a Perfect Omelet.” You are trying to find a recipe or step-by-step instructions, but this article is just talking about what makes a good one – toppings, consistency, side items. You need to make sure your article lives up to the promise that your title made.
3) Load speed and distractions
You also need to consider the user’s experience when they land on your site. If your site is slow to load and covered in ads, then they aren’t going to enjoy being there. So be careful to avoid intrusive ads that cover the screen and things like overly large images that can slow your load time.
Stay tuned for more tips on how to improve your SEO in next week’s #WebTrafficWednesdays post.