What Is Dwell Time in SEO? What Can You Do to Maximise Dwell Time for Ecommerce?
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Dwell time denotes the time that a shopper spends on a single web page or multiple web pages on your online store.
The window of time between the shopper landing on your web page after clicking the link on the SERP (Search Engine Results Page) on Google or Bing and exiting the page is known as dwell time. So, in ecommerce, dwell time is really a measure of shoppers’ needs and engagement.
The average dwell time for a top 10 Google result, according to a SearchMetrics study, is 3 minutes and 10 seconds.
SEO dwell time has a significant impact on your store’s rankings on SERPs. It’s indicative of how engaging your content is. Hence, if your dwell time is low (anything less than 2 minutes is considered low), you’ll need to improve the quality of your web store content a lot.
You also need to make certain that your content captures the attention of shoppers on your online store.
Tips to Maximise Dwell Time for Ecommerce SEO
You’ve probably noticed that some shoppers hop on to a web page on your store and leave quickly. It seems like they don’t read anything.
This may be a worrying sign unless your conversion rate is high. It’s time you started to work on the dwell time of your ecommerce store. But you may be wondering, “How do I proceed?”
Take a quick look at how to conduct Ecommerce SEO Keyword Research. You’ll get a clear picture of the keywords to target for your ecommerce store, especially the ones for your category and product pages.
Next, read about how to structure Header Tags for Ecommerce.
You’ll get an excellent idea of how to structure your content. That’s it. Enough of reading! It’s time to get your hands dirty.
1. Category Page Optimisation
A good category page serves as an organised focal point for a set of related products. Optimise your category pages for broad match keywords.
2. Product Page Optimisation
A compelling product page is much more than mere SEO. You design your product pages with a focus on user experience (UX) first. Next, you optimise the pages for conversions. When you do this right, search engine spiders will crawl your product pages and show them to the shoppers who are searching for your products.
The main elements of product page optimisation are page title, meta description, header tags, and product description. You’ll need to invest substantial resources and time to get all of them right. Here are some useful pointers:
- Create buyer personas
- Outline features
- Never use duplicate content
- Use creative language
- Include bullet points for quick scanning
- Motivate the shopper
- Sell on emotion
3. Audit Your Web Store
Audit the web pages on your ecommerce store for performance. It can serve as an easy win and boost your web store’s exposure. Focus on these performance issues:
- Website speed
- Fix broken links
- Update website security
- Mobile responsive website design
- Optimise size of call-to-action buttons
4. User Experience (UX)
This is by far the most important factor in SEO dwell time. The combination of UX and SEO continues to evolve through Google’s constant evaluation of positive UX.
Google uses traditional SEO elements to measure UX. The key SEO elements in 2021 are page speed, mobile-friendliness, page structure, and links. Other than these elements, search engines evaluate how shoppers interact with your web pages.
Google and Bing also look at behavioural patterns such as time spent on the store, bounce rate and the rate at which shoppers revisit your store. The search engines can understand whether or not shoppers are satisfied with the experience of visiting your store. While optimising for UX, focus on the following elements.
Optimise for human shoppers, not for search engine spiders
Don’t stuff your web copy with keywords so that it is machine-readable. Instead, optimise the copy for human shoppers. Make sure the copy is informative so that shoppers understand the main features of your product easily.
Professional web store design
An expert web designer typically focuses on the aesthetic components of your store. Your store needs to be visually appealing, as well as functional to attract more shoppers.
Consistent shopping experience
A functional search bar, properly organised products, detailed product descriptions, intuitive shopping cart, smooth checkout process, multiple payment gateways and quick shipping options present the shopper with a consistent shopping experience. Ensure your store has all these elements in place.
Easy-to-use navigational structure
Keep the navigational structure of your store simple. Make it easy for shoppers to find what they are looking for. Don’t confuse them. After all, you want them to stay on your store and convert fast, don’t you?
5. Videos and Visual Aids
Shoppers are drawn to videos and images like how moths are drawn to light.
Product images and product description videos can help shoppers to understand your products much better.
Seeing a Video or being able to zoom into an image is a 3-dimensional experience that can massively impact how shoppers interact with your Online Store.
Visuals and videos add to the user experience. The best way to promote your store is to leverage the power of videos. Videos help you gain quick exposure.
When you use images and videos, it’s easier to create an emotional connection with shoppers.
Your dwell time will shoot up as shoppers stay on your store longer. This, in turn, will send the right signal to search engines. They will consider your page to have a high value. And a web page that has high value will rank higher. As a result, your products and brand will get more exposure.
This short blog post blends all the actionable points for a small to mid-sized web store. I have used and made recommendations of the SEO dwell time techniques discussed here with proven success for ecommerce clients.