What is Dwell Time?

Dwell time is the amount of time someone spends on your page after clicking from search results before returning to the SERP. If someone searches for "blog post structure," clicks your result, reads for 3 minutes, then hits back to search again, that 3 minutes is the dwell time.

Dwell time likely signals content quality to Google. If people click your result and stay for a while, your content probably satisfied them. If they click and immediately return to search, your content probably didn't. Google has never confirmed dwell time as a direct ranking factor, but multiple SEO studies show correlation between longer dwell time and higher rankings. Regardless of ranking impact, longer dwell time means people are actually reading your content.

Understanding dwell time metrics

Bounce rate measures whether someone clicked to another page on your site. Dwell time measures how long they stayed before leaving. You can have high dwell time and high bounce rate - someone reads your 1,500-word post for 5 minutes, finds it valuable, and leaves without clicking anything else. Dwell time is often more meaningful than bounce rate for content quality.

There's no universal benchmark for good dwell time - it depends on content length and type. For a 500-word post answering a simple question, 1-2 minutes is solid. For a 2,000-word guide, you'd hope for 4-6+ minutes. A rough estimate: average reading speed is 200-250 words per minute. If average dwell time is significantly lower than expected reading time, most people are bouncing quickly.

Google Analytics doesn't report dwell time directly (since it can't track returns to search results), but time on page gives similar insights. High time on page suggests engaged readers staying with your content.

How to increase dwell time

Longer dwell time happens when content is valuable, readable, and matched to search intent. Hook readers immediately with a strong introduction that promises value and gets to the point. Structure for scannability using clear headings, short paragraphs, and strategic lists.

Match search intent. If someone searches "blog post template" and you give them a 2,000-word history of blogging, they'll bounce. Give them what they searched for immediately. Study the SERP for your target keyword - what format do top results use? Add depth by going deeper than competitors, anticipating follow-up questions, and including examples.

Improve page speed so content loads instantly. Use internal links naturally throughout content to guide engaged readers to related topics. Focus on genuine value - helpful content that serves reader needs naturally keeps them engaged longer than shallow content optimized just for metrics.