Just in case you didn’t get the memo, Search Engine Optimization (SEO) has changed. The role of the marketer in this evolution is crucial. If you want to be found at the top of those Search Engine Results Pages (SERPs) or be included in those AI-produced featured snippets, it’s no longer enough to stuff your content with carefully selected keywords and phrases and well-positioned back-links – although those strategies still remain important.
While we’ve always suggested that your content should be timely, relevant, and engaging, thanks to machine learning and behavioral analytics deployed by the major search engines, this strategy has never been more critical. In this article, we’ll explore how the search landscape is changing and introduce you to two potentially new concepts: Dwell time and pogo-sticking.
What is Dwell Time?
There’s no hidden meaning here. Dwell time simply refers to the time a visitor spends on your content before returning to the search results. A longer dwell time indicates that your content is engaging, informative, and satisfies user intent. Conversely, a short dwell time suggests that your visitors aren’t finding what they need, which may negatively impact how well your content ranks.
What is Pogo-Sticking?
Pogo-sticking, despite its playful name, is a serious issue in the world of SEO. It refers to the undesirable scenario where visitors quickly bounce back to the search results after landing on your content. This not only indicates that your content is subpar but also suggests that it might be irrelevant or unhelpful. High pogo-sticking rates can significantly harm your content’s ranking on SERPs.
Creating More Sticky Content: Be More Human
While it’s all too easy to get caught up in terminology like machine learning and behavioral analytics, the most important thing a modern-day marketer should remember when attempting to create “sticky” content is to think like a human being (I’m guessing you are one – so that shouldn’t be too hard). The reason for this is because you are essentially writing for humans, and all the clever technology (including machine learning and behavioral analytics) that search engines like Google throw at your content when ranking it is designed to improve this human experience.
5 Strategies to Improve Content Stickiness
The following five strategies combine tried and tested methods with the latest SEO trends to help ensure that search engines continue to deliver visitors to your content. These strategies are not just ‘best practice’, they are ‘absolutely essential’ and have the potential to significantly improve your online visibility.
1. Enhance Content Relevance and Quality
Creating content that aligns with user intent is essential for improving engagement. Conducting thorough keyword research helps ensure that your content addresses the exact queries users are searching for. Providing well-structured, in-depth answers to common queries increases the chances of retaining visitors. Additionally, incorporating compelling storytelling and real-world examples makes the content more relatable and engaging.
2. Improve Readability and User Experience
The way information is presented can significantly impact user retention. Using clear headings, bullet points, and concise paragraphs improves readability, making content more digestible. Optimizing page speed is crucial, as slow-loading pages lead to higher bounce rates. Furthermore, ensuring a mobile-friendly design enhances accessibility, catering to users across various devices and improving overall user experience.
3. Leverage Multimedia to Increase Engagement
Incorporating high-quality images, infographics, and videos can make content more engaging and visually appealing. Multimedia elements help break up text-heavy sections, making information easier to absorb. Additionally, interactive elements like polls and quizzes encourage active participation, keeping users engaged for longer durations and increasing dwell time.
4. Strengthen Internal Linking and Navigation
A well-structured internal linking strategy guides users to related content, keeping them engaged within your website. Providing relevant internal links encourages deeper exploration and improves session duration. Additionally, ensuring a logical and intuitive site structure makes navigation seamless, helping users find the information they need without frustration.
5. Optimize Meta Descriptions and Title Tags
Creating compelling and accurate meta descriptions sets the right expectations for users before they click. A well-written meta description entices users by highlighting key aspects of the content. Using action-oriented language in title tags can also increase click-through rates, ensuring that users are more likely to engage with your page rather than quickly returning to the search results.
10 Questions to Ask About Your Content to Improve Dwell Time and Reduce Pogo-Sticking
Common sense plays a significant role when creating optimized marketing content. While the above five strategies should already be in your marketing arsenal, there are ten questions you should ask before deploying your content to ensure it ticks all the right boxes. These are as follows:
- Does my content provide immediate value to the reader within the first few seconds?
- Is my introduction engaging and relevant to the user’s search intent?
- Have I structured my content in a way that makes it easy to scan and digest?
- Are my headings and subheadings clear and informative?
- Am I answering the key questions users might have comprehensively?
- Have I included relevant multimedia elements to enhance engagement?
- Is my page load speed optimized to prevent frustration?
- Are my internal links guiding users to related and useful content?
- Does my content align with what my meta description and title tag promise?
- Am I using a call-to-action to encourage further engagement with my site?
You might also wish to ask the following bonus question: Would I like to read this content? If the answer is negative, it’s time to take another look at your strategy.
Conclusion
As the major search engines increasingly rely on technologies like machine learning and behavioral analytics to evaluate user satisfaction, we, as marketers, need to take a more human approach. By optimizing dwell time and minimizing pogo-sticking, businesses can improve their search rankings while delivering a more valuable experience to their audience. Focus first on creating timely, relevant, and engaging content that meets user needs, and improved search visibility will follow.
Learn More
To discover how the marketing experts at emfluence can help you optimize your website content for maximum visibility across major search engines and AI chatbots, while retaining its value for your human audience, contact us today at expert@emfluence.com.
