Time on Site Increases by Matching Content to User Interest Metrics

Search engine optimization works best when the focus is less about optimizing content exclusively for the benefit of the search engines and more about writing rich, engaging content.

Search engines are learning how to evaluate content and will rank content of the highest quality that matches user search intent first. But even with artificial intelligence, search engines can’t pass qualitative judgments on how well something is written—yet. Instead, they use quantitative surrogates to evaluate content quality.

Two common measures of a page’s content quality are time on site and bounce rate. Time on site is the amount of time between a user clicking on a search result and when they return to the search page. Bounce rate is the percentage of site visitors who viewed a single page without progressing to additional pages on the site.

BrightEdge Content customers see improvements in both time on site and bounce rate

The BrightEdge Content platform is designed to identify topics that are popular with searchers. But to improve site engagement, content can’t just be relevant—it must also be interesting, well-written, and guide the reader on a click path into other areas of the site. 

Let’s look at an example of an ecommerce business that sells specialty foods. Within three months of deploying content using the BrightEdge Content platform, the company saw their bounce rate drop 13%, from 80% to 67%. Since content for this account is intended as a top-of-funnel strategy, the improvement in the bounce rate equaled a full third of organic visitors continuing their journey into the site.