Dwell time là gì

When the results page loaded, I spent time clicking through the first page of websites to find what I was looking for. When I didn"t find my answer, I clicked baông xã to that results page to look at the next one.

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This process took me through khổng lồ the bottom of the page until I refined my tìm kiếm và started the process again.

I didn"t know it at the time, but I was actually contributing khổng lồ a powerful metric — dwell time.


When we talk about metrics, we tend khổng lồ focus on demographics. We ask questions like, Who"s looking at your site, where are they located, and what are their interests?. These interests help marketers make informed decisions about campaigns tailored to their customers" interests.

Dwell time is the metric that runs through various tìm kiếm engine results pages (SERPs). It"s the time I spent reading those results pages before I went baông xã lớn Google to lớn take a look at other results.

Let"s explore more about what dwell time means, và its usefulness, below.

What is dwell time?

Rethành viên that dwell time begins và ends with the SERP.

Simply put, dwell time is the amount of time a user takes analyzing a website page before clicking back lớn search results. If a website page has a low dwell time, it likely means the page didn"t match the user"s search intent.

It"s important to note, dwell time và bounce rate are two different things. Bounce rate is what happens when a user clicks on one page, and then almost immediately leaves the site.

For it to be considered dwell time, on the other h&, the user needs lớn cliông xã on a page from the SERPhường, stay a while, and then either click bachồng khổng lồ the SERP. or otherwise exit the page.

If you use search engines, you raông xã up dwell time daily, without even thinking about it. I can already regọi two separate instances in which I"ve sầu contributed khổng lồ dwell time today, all before lunch.

Essentially, dwell time metrics can show marketers if their website pages are capturing the attention và needs of browsers. It has the potential lớn tell you what to lớn include on website pages, & what to exclude.

For instance, let"s say you write a runitravel.com article called "Social Media Tips & Tricks". You notice the piece has a high click-through rate, but low dwell time.

Upon further inspection, you see the rest of the articles on the SERPs include comprehensive sầu information regarding social truyền thông scheduling, how lớn create posts for social media, & which social truyền thông sites have the highest conversion rates.

More than likely, you thought your post was solving for a user"s search intent when it really wasn"t — which is why most readers jump back to the SERPhường. to find an alternative sầu source.

It can also lead khổng lồ clues about improving UX. For instance, if you have a slow loading time on your website page, you may see that reflected in dwell time metrics, since a user might exit your page if it"s taking too long khổng lồ load

This metric can lead lớn important decisions you make for your site, aao ước other metrics.

Next, let"s explore how dwell time is calculated.

How is dwell time calculated?

In Google Analytics, you can determine your dwell time by looking at "Average Session Duration", which tells you how long visitors are staying on a website on average. It"s measured by the total duration of all sessions, or visits, in seconds, divided by the total number of sessions.

A session begins when a user goes to a website. After 30 minutes of inactivity, or when the user leaves, the session ends. The inactivity cut-off exists so you can get an accurate report of your metrics without untrue inflation.

You can find this metric already calculated for you in Google Analytics, displayed in minutes and seconds. You can find it in two places in particular — first, when you log into your Google Analytics trang chính, you"ll see "Average Session Duration" displayed on the homepage, which indicates the average dwell time on any of the accounts you"re tracking in Google Analytics:

If you want to explore "Average Session Duration", or dwell time, for individual landing pages or runitravel.com posts, you"ll want to click "Behavior" on the left side of the screen, & then "Site Content" > "Landing Pages":


Here, you"ll see the dwell time displayed as "Average Session Duration" in the table.

It"s important to note — "Average Session Duration" can depict dwell time, but the two aren"t the same. Dwell time can only come from the SERPs, whereas Average Session Duration might also measure someone"s time on-page after they"ve sầu arrived from another trang đích, social media page, or clicked on an tin nhắn link.

Fortunately, you can account for this difference by simply adding a segment, "Organic Traffic", lớn ensure you"re only seeing trang đích cần seo metrics related lớn the SERPs.


"Average Session Duration" can help you analyze which landing pages are performing well in terms of dwell time, & which could be better.

But what"s a "good" average session? Let"s dive into lớn that, next.

Average Dwell Time on Websites

The industry benchmark for average dwell time is considered somewhere between 2-4 minutes. It usually takes around this time to lớn explore a trang web and get a feel for the thiết kế.

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You"ll see this industry standard in Google Analytics when searching for benchmark metrics. To find these metrics, go lớn "Audiences" and then "Benchmarking" on the left-side of the screen:


Then, select whether you want to see industry standards across devices, channels, or locations.

For our purposes, let"s take a look at the industry standard for "Business & Industrial" across devices. As shown in the small numbers below the larger percentage, most businesses have an average session between 2-3 minutes (the second number depicted, i.e. 02:43):

Most marketers agree that it"s rare to see average session duration times over 10 minutes or less than one minute, so if you"re looking for a goal, between 2-4 minutes is where the average typically lies.

When you"re looking at metrics, it"s a good idea lớn look at all of them to get a full scope of how your site is performing. If you"re ranking high on the SERP.., that means that your SEO is great, but if your website isn"t providing useful information, your session duration might underperform.

To provide a holistic experience for customers, looking into the meaning behind session durations is important.

How khổng lồ Improve sầu Dwell Time

A low dwell time tells you that when a user searches a query on Google & then clicks on your site, she"s disappointed with what she finds there — for whatever reason, it didn"t match what she was looking for, or didn"t provide the full answer she needed.

There are plenty of options for combatting this.

1. Make sure your introduction matches the reader"s intent, and follows good UX practices.

First, take a look at your introduction our UX at the top of the page. Is it easy lớn navigate, and does the text outline what the reader will find on the rest of the page? Best of all, does it help the reader find what she"s looking for quickly — either with a table of contents, or by using short paragraphs and bullet points khổng lồ make the content more digestible?

User experience could be a major component of a low dwell time, particularly at the top of the page — since readers who aren"t impressed with the above-the-fold UX won"t stiông xã around long.

Content matters, too. You might find you have a low dwell time if your introduction is confusing or doesn"t get khổng lồ the point quickly enough. Alternatively, perhaps your nội dung isn"t matching the user"s intent.

Take a look at other high-ranking articles on the SERPs to get a better picture of why this reader is searching for this topic. Intent matters.

Consider the following example: You see you have sầu a low dwell time for your article, "How khổng lồ Delete a Theme in WordPress." When you cliông xã inkhổng lồ the article, you find that the introduction focuses on why WordPress might be a good web hosting solution, as well as statistics to lớn tư vấn the clayên.

Except … readers who"ve just searched "how can I delete my WordPress theme?" likely already have sầu an trương mục and don"t need to lớn be convinced of the strengths of the tool — they just need to delete a theme.

If your article isn"t hitting a good note with readers from the get-go, that could be a major contributor lớn low dwell time.

2. Ensure the page is fast and clean.

Slow loading time is a major deterrent to lớn high dwell time — if your page takes too long to load, readers likely won"t stick around long.

Additionally, once readers are scrolling your page, if they find the images aren"t loading properly, or it"s an unimpressive experience, they might choose to lớn abandon the page.

This means that having clean code and following SEO best practices for a quick load time (including compressing your images and caching your web pages) is critical lớn increasing your dwell time.

Ensure the page loads quickly and efficiently across browsers và devices, too. A good mobile-experience is vital here, since a lower dwell time on điện thoại will contribute khổng lồ a lower dwell time overall.

3. Have good internal linking.

Dwell time is ultimately the amount of time someone stays on a page before returning lớn the SERPs — so including liên kết to your other runitravel.com posts or landing pages is a good opportunity for keeping them engaged on your site for longer.

Follow good link-building practices to lớn create the right infrastructure for both the SERPs and user experience. The key is ensuring your liên kết are relevant khổng lồ the topic at-hvà. A runitravel.com post about social media, for instance, should liên kết khổng lồ other posts about Instagram or YouTube — not website development.

4. Embed multimedia elements.

Many readers might get tired of reading too much text, so consider breaking up the page by embedding videos, podcasts, images, và other multitruyền thông media elements to lớn keep your readers engaged.

Along with improving dwell time, embedding these elements on your page could increase traffic lớn your brand"s other types of content. For instance, embedding a YouTube đoạn phim on your runitravel.com post (when relevant) could increase views to lớn your YouTube channel. Alternatively, including a liên kết khổng lồ a podcast episode might increase listeners.

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Ultimately, dwell time is a sign that the unique of your content or the page"s UX isn"t good enough to lớn keep readers" interested. Consider how you might refresh your nội dung khổng lồ better match the reader"s intent based on what else is on the SERPs, and follow other on-page best practices khổng lồ increase dwell time và delight your website visitors.