Time on site: why it matters so much for SEO & conversions

by Joost Nusselder | Updated on:  18/07/2022

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It’s no secret that SEO and conversion rate optimization are two of the most important aspects of any digital marketing strategy. But what many people don’t realize is that the amount of time someone spends on your site can have a big impact on both of these things.

Here’s why time on site matters for SEO and conversions, and what you can do to improve it.

Time on site and SEO

There are a few different ways that time on site can impact your SEO. First, it’s a ranking factor. Google has said that they use dwell time as a signal in their algorithm, so if people are spending a lot of time on your site, it can help you rank higher.

Second, time on site is a good indicator of the quality of your content. If people are spending a lot of time on your site, it’s a good sign that they’re finding your content valuable and informative. This is something that Google looks at when determining where to rank your content.

Finally, time on site can impact your click-through rate (CTR). If people are spending a lot of time on your site, it’s likely because they’re finding your content relevant to their search query. This means they’re more likely to click through to your site when it shows up in the search results. A higher CTR can lead to a higher ranking, so it’s a good cycle to be in.

Time on site and conversions

In addition to SEO, time on site can also have a big impact on your conversion rate. Generally speaking, the longer someone spends on your site, the more likely they are to convert.

This is because the longer someone spends on your site, the more time they have to learn about your product or service and see how it can benefit them. They also have more time to build trust in your brand, which is essential for conversion.

If you want to improve your conversion rate, it’s important to focus on getting people to spend more time on your site.

Joost Nusselder is The Content Decoder, a content marketer, dad and loves trying out new tools en tactics. He's been working on a portfolio of niche sites since 2010. Now since 2016 he creates in-depth blog articles together with his team to help loyal readers earn from their own succesful sites.