In the ever-evolving landscape of Search Engine Optimization (SEO), numerous metrics have been touted as crucial for improving website rankings. Among these, dwell time has often been mentioned as a significant factor. However, the notion that dwell time directly impacts SEO has been challenged by several experts and Google’s own Search Teams. In this article, we will delve into why dwell time isnt even a misconception but using it to rank content is just dangerous
Introduction to Dwell Time
Dwell time refers to the amount of time a user spends on a webpage after clicking through from a search engine results page (SERP) before returning to the SERP. The idea behind its supposed importance is that longer dwell times indicate user satisfaction with the content, which could theoretically signal to search engines like Google that the page is relevant and worthy of higher rankings.
TL;DR Why I’ve never bought into SEO Dwell Time
When it comes to most SEO philosophies, I find that people rarely check data and those that do barely scrape a thin veneer – almost because they feel they have to. A great example is when people try to rate blog post performance and just look at the amount of clicks earned (even though each phrase has wildly different search volumes to begin with).
When I’m helping companies scale: I know that bigger companies have their mindshare when it comes to education about emerging technologies. My clients dont have the time, budgets or interest in educating the global IT workforce – or what we often call “boiling the ocean”. So – capturing people at the critical phase.
I love using tools like Microsoft Clarity, HotJar etc – something I talk a lot about on SEO on Reddit. For people who know what type of solution they want to buy and are ready to talk to OEM vendors about a solution – they dont need 10 hours of reading. I find it hard to believe that in 2025 as TikTok and TikTok style content are the most popular on the planet (nowhere near Google though) that people are still being talked into people spending so much time reading 3,000 words.
How does Microsoft Clarity Help with SEO?
Microsoft Clarity is a free screen recorder that literally records peoples mouse interactions on your website and then plays back a second by second recording of how they interacted with it.
And from watching people convert on Clarity – scrolling, scanning, glancing briefly at bullet points – you can see that highly educated IT professionals buying software services that start at $50k-$100k per customer – cna zip through 5 pages AND a Demo Request form in under a minute. There is no “dwell time” – and why should great sites like yours be “penalized” for providing the information, navigation and features in such a high end and often mission critical product, like a cybersecurity software solution?
Challenges with Dwell Time
Despite its intuitive appeal, dwell time faces several challenges that undermine its potential as a reliable SEO metric:
- Lack of Official Confirmation: Google has never explicitly stated that dwell time is a ranking factor. This lack of confirmation from the source itself raises significant doubts about its importance.
- Measurement Challenges: Accurately measuring dwell time is complex. Even if Google could access this data through tools like Google Analytics or Chrome, it would not be comprehensive due to privacy regulations and the limited scope of data availability.
- User Behavior Variability: Users may spend little time on a page yet still find it valuable if their intent is quickly met. Conversely, long dwell times might not always indicate satisfaction or engagement, as users might leave tabs open or step away from their devices.
- Conversion vs. Engagement: Many SEO experts emphasize that conversions (e.g., leads, purchases) are more important than engagement metrics like dwell time. A page with short dwell time can still be effective if it leads to conversions.
- Myth vs. Reality: The emphasis on dwell time is often seen as a “myth” perpetuated by content creators who benefit from emphasizing its importance. There is no concrete evidence from Google supporting dwell time as a key SEO factor.
Statements from Reputable Sources
Several publications and Google representatives have expressed skepticism about the role of dwell time in SEO. Here are some notable quotes and statements:
| Source | Statement |
| Gary Illyes (Google) | In a Reddit SEO AMA, Gary Illyes, a Google Webmaster Trends Analyst, was asked about dwell time. While he didn’t directly address it, his responses emphasized the complexity of ranking factors and the importance of focusing on user experience rather than specific metrics like dwell time. |
| John Mueller (Google) | John Mueller, another prominent Google Webmaster Trends Analyst, has often highlighted the importance of user experience and relevance over specific engagement metrics. He has explicitly said dwell time is not a ranking factor. |
| Search Engine Journal | This publication has discussed how dwell time is not a confirmed ranking factor and how its measurement is problematic. They emphasize that while user engagement is important, focusing solely on dwell time can be misleading. |
| Moz | Moz, a leading SEO resource, notes it is not a confirmed ranking signal. They suggest focusing on more tangible metrics like click-through rates and conversions. |
| Ahrefs | Ahrefs, a popular SEO tool provider, also questions the significance of dwell time. |
Conclusion
Dwell time is just not convincing as conjecture but is thoroughly rebuked by the Google Search teams. While the conjecture is “interesting” – iots not strong enough to suggest that sites that convert through quick visit times should be penalized.
Sorry, but SEO myth fully debunked!
Additional Reading
For those interested in exploring more about SEO metrics and strategies, here are some recommended resources:
- Google Webmaster Central Blog: Offers insights into Google’s approach to search and SEO.
- Google Search Central SEO YouTube Channel
- David Quaid on X; Offers insights into building SEO strategies
