Many webmasters spend hours trying to uncover the right keywords to make them more profitable when the truth is that dwell time is more important than keywords. Therefore, you may need to rethink the way that you are producing websites so that users are staying on your website longer. It may seem stressful and hard at times, but like with many things, knowing the right skills and having the right attitude can really make all the difference in the world. Here are some tips to help you increase the dwell time of viewers to your website.
These moments occur when a potential customer decides that they want to know more about a topic or a product. Therefore, one of the most important things that a webmaster can do is make sure that the customer is headed to their website for that information. At this point, the buyer may type a general query into Google where they will hopefully find you listed on the first page. Since it can be challenging to be one of the chosen few that Google lists in their organic search results, try creating content that Google will feature on their search engine result page in other ways. Claim your Google My Business account so that Google will generate a knowledge panel. Contribute to Wikipedia articles as Google relies heavily on these. Create news articles to try to get featured in Google’s Top Stories.
Source: The Daily Egg | The 59 Second Rule: 3 Reasons Why Users Leave a Website
The next phrase is “I want to go” moments where the user is looking to go somewhere that will have the product or experience that they are interested in. By this point in the buyer’s journey, hopefully, they have found their way to your website. Provide the most informative content so that they are not returning to Google and heading to your competitor’s site. Instead of throwing that keyword list away, take some time and learn from it. You can use it to form possible topics for a blog where you talk about your products from every possible angle. Use only high-quality content so that others will want to share your content introducing even more people to your brand.
Source: Nashville Marketing Systems | Is Dwell Time Important for SEO?
The next step in the process is creating “I want to do” moments. One of the keys to moving people to the next step is to make it easy for them to move to the point where they want to experience the product. Look carefully at your site’s navigation, and eliminate any unnecessary steps while still being informative to your potential buyer. Make sure that regardless of where consumers are looking, your company is there and has a positive reputation. Make customers feel good about your website, and your brand. Think about adding chatbots, frequently-asked question pages, and other ways so that customers have no excuse for not moving forward with their purchase.
Source: Searchmetrics | What is SEO Visibility?
The last step is “I want to buy” moments. Buyers are ready to get your product into their hands. Make it easy for them by providing easily understood shopping pages. Clearly state your return policy. If customers have any questions, then make it convenient for them to contact your company.
Source: Think With Google | How People Meet Their Needs in I-Want-to-Buy Moments
Dwell time is essential if you are going to move the buyer through each step of the process. The better job that you can meet user intent at each step in the process the more likely you are going to turn lookers into buyers and buyers into repeat customers who tell their friends.
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Matthew King is the owner of the Startup Forums, Alkries LLC, and co-owner at TR King Insurance Marketing. Partner at Independent Life Insurance Agent Association, Medicare Training 101, and Final Expense 101. When he's not creating content about running successful businesses here. He's most likely developing processes, diving into SEO, or gaming with his friends and wife.
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