Dwell time is the amount of time a user spends on a webpage after clicking on a search result, but before returning to the Google search results page.
In other words, it indicates how interesting or relevant your page is to the visitor. The longer a user stays, the more likely it is that they found what they were looking for — which can be a valuable signal to search engines.
Although Google has not officially confirmed that dwell time is a direct ranking factor, it likely plays an indirect role in search engine optimization (SEO), as it reflects both user experience and content quality.
What is dwell time?
Dwell time is the amount of time between when a user clicks on a search result and when they return to the search engine results page (SERP).
This metric shows how long someone stays on a page after clicking through from Google. While Google has not confirmed dwell time as a direct ranking factor, it is widely believed to be a signal of content quality and relevance.
What is the difference compared to CTR, session duration, and bounce rate?
The difference between dwell time and other metrics is that dwell time specifically measures how long a visitor stays on your page after clicking through from the search results, before returning to Google.
- Click-through rate (CTR): measures how many users click on your link in the search results.
- Session duration: shows the average time users spend on your entire website, regardless of how they arrived.
- Bounce rate: measures how many users view only one page before leaving the site.
- Dwell time: specifically measures how long a user stays on your page after a click from the search results, before returning to Google.
Dwell time is therefore the only one of these metrics that gives direct insight into user interaction from search queries.
Where can you find dwell time?
You won’t find dwell time as a standard metric in Google Analytics, but you can measure it using custom events in Google Tag Manager.
By combining Google Tag Manager with Google Analytics (or another analytics tool), you can implement scripts that track how long a visitor stays on a page after clicking through from the search results. This data can then be recorded as an event or custom metric within your reporting environment.
For proper implementation, you can use existing scripts—such as those from Simo Ahava—or ask your developer to configure it specifically for your website. The exact setup depends on your site’s structure and platform.
What is a good dwell time?
Just like session duration and bounce rate, a good dwell time varies by industry, content type, and website purpose. According to Searchmetrics, the average dwell time for a top-10 result in Google is approximately 3 minutes and 10 seconds.
To provide more clarity, here’s a general guideline for evaluating dwell time performance:
- Less than 5 seconds: Poor
- 5 seconds to 1 minute: Fair
- 1 to 2 minutes: Acceptable
- 2 to 7+ minutes: Good
How to improve dwell time?
Improve your dwell time by keeping visitors on your page longer with relevant content, a good user experience, and smart internal navigation. Use the tips below to increase dwell time effectively.
1. Write high-quality content
Answer the user’s query directly. Avoid unnecessary filler and focus on depth and relevance. Offer additional value to encourage visitors to stay longer or explore other pages.
2. Use a clear internal link structure
Encourage users to click through to related content. Link to pages that answer potential follow-up questions and suggest relevant topics to keep users engaged.
3. Implement a “pageless” design
For some websites, a single-page or “infinite scroll” design can increase dwell time. This is especially useful for single-product or focused-topic websites.
Make sure to implement it correctly — poor execution can harm your SEO. Follow Google’s infinite scroll guidelines to ensure your content remains crawlable.
4. Create long, well-structured content
Longer articles can keep users engaged, provided they are relevant and easy to navigate. Offer in-depth insights and meet the reader’s expectations.
5. Prioritize user experience
Ensure your site loads quickly, is mobile-friendly, has clear navigation, and offers a clean, readable layout. A smooth experience keeps visitors from leaving early.
6. Use internal links strategically
Add internal links at logical points in your content to lead users to supporting or related information. This increases the likelihood of multi-page visits.
7. Allow comments on your content
Enable a comment section to encourage interaction. Comments give users a reason to stay longer and return to the page later.
8. Embed videos
Videos help retain attention and deliver information in a dynamic format. Well-placed videos can significantly increase the time users spend on your page.
