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How to do SEO?
Part 3: User experience

7 February 2023

In this third part of our series on how to do SEO, we will look at user experience and its importance for search engine optimization. At the end you will find a list of tips on how to improve your website’s user satisfaction metrics.

Don’t miss Part 1, where we talked about content and how to make it SEO-friendly, and Part 2 where we touched on the technical aspects of SEO.

The relation between user experience and SEO is pretty straightforward. User behaviour on a given website acts as a signal to search engines, telling them the content is relevant, engaging and worth a higher search engine ranking, or the contrary – that the content generates low interest and engagement.

Let’s look at some of the key user experience metrics that Google and other engines take into account in assessing the quality and relevance of a website, and respectively – in ranking it in search results.

Bounce rate

Bounce rate is the percentage of visitors who leave a website after only viewing one page. It represents the number of single-page sessions divided by the total number of sessions on the website.

A higher bounce rate generally indicates that visitors are not finding the content they are looking for or that the website is not meeting their expectations, while a lower bounce rate suggests that visitors find the website useful and are engaging with its content.

If users have a poor experience on a website, they are more likely to leave quickly, which can increase the bounce rate. High bounce rates can signal to search engines that the website is not providing relevant or valuable content, which can negatively impact its search engine rankings.

You can check your current bounce rate in Google Analytics, specifically in the Behaviour section.

Average session duration

Average session duration is the average amount of time that users spend on a website in a single session, from entrance to exit. It is calculated by dividing the total time usersspend on a website by the total number of sessions on the same website.

Average session duration is an important metric because it provides insight into the level of engagement of users with a website and its content. A longer average session duration can indicate that users find the content valuable, while a shorter duration may indicate that users are not finding what they are looking for or that the website is not user-friendly.

Tracking and analyzing session duration can help you make improvements to your website content and user experience, which can ultimately lead to better search engine rankings.

Pages per session

Pages per session measures the amount of pages a user visits during a single session on a specific website. It provides insight into how users are navigating a site and the level of engagement they have with its content. A high pages per session score indicates that users are finding and engaging with multiple pages on the website, while a low score may indicate low engagement. If a user visits more pages on a website in one session, this can signal to search engines that the website is providing comprehensive and valuable content, which can improve its search engine rankings.

Dwell time

Dwell time is another interesting metric and probably the most revealing one in terms of user experience. It measures the amount of time that a user spends on a page between clicking on it in a search engine result, and going back to the search engine results.

It’s an important metric as it indicates the relevancy of a webpage content to the user’s search intent and to the search engine’s results. A high dwell time generally means that the content on the page is relevant and useful to the user, and is therefore seen as a positive signal to search engines. This can contribute to improving the search engine rankings of the page. On the other hand, a low dwell time can indicate that the content is not relevant to the user’s search query, and may lead to the page being ranked lower in search results.

You can find out your website’s dwell time by going to Behaviour in Google Analytics, selecting Site content -> Landing pages, and adding a segment Organic traffic in order to see just the session duration of entrance pages from organic traffic, i.e. from search engine results.


Scoring well on the aforementioned metrics depends on two main pillars: high value content and excellent user experience. If your looking to improve dwell time, session duration, bounce rates and pages per session, focus on:

  • Consistently creating high-quality content that always aligns with the search intent of your target audience
  • Ensuring clear and user-friendly navigation to boost time on the site
  • Organizing the website content effectively and in a way that encourages engagement and exploration of related pages within the website (via hyperlinks, CTAs, buttons)
  • Optimizing page loading speed
  • Including clear CTAs (call-to-actions) to encourage users to take a specific action, such as filling out a form or making a purchase
  • Monitoring and analyzing your website’s metrics with tools like Google Analytics to identify areas for improvement and optimization
SEO FAQ2023-04-15T09:38:27+00:00

What is SEO, and why is it important for my website?

SEO stands for Search Engine Optimisation, and it’s the practice of optimising your website’s content and structure to rank higher in search engine results pages (SERPs). Good SEO practices are essential for increasing website traffic, visibility, and credibility.

Which are the four pillars of SEO?

The four pillars of SEO are content, technical aspects, user experience and authority.

How do I optimise my website for search engines?

There are several best practices to optimise your website for search engines, such as using relevant keywords, creating high-quality content, optimising meta tags and descriptions, building high-quality backlinks, and improving website speed and mobile responsiveness.

How often should I update my website’s content for SEO?

There’s no set frequency for updating your website’s content, but it’s essential to keep your website up-to-date and relevant for your target audience. Updating your content regularly can help improve your website’s visibility and search rankings.

How long does it take to see results from SEO efforts?

The time it takes to see results from SEO efforts varies depending on several factors, such as the competitiveness of your industry and the quality of your SEO practices. It could take a few weeks to several months to see noticeable results from SEO efforts. However, it’s important to remember that SEO is a long-term strategy, and consistent efforts over time will yield better results.

Is it essential to have a mobile-responsive website for SEO?

Yes, having a mobile-responsive website is essential for SEO because Google considers mobile-friendliness as a ranking factor. A mobile-responsive website ensures that your website is easily accessible and user-friendly on mobile devices.

How do I optimise my website for local search results?

If you have a physical location, you should optimise your website for local search results by including your business address and phone number on your website, creating a Google My Business listing, and getting listed in local directories.

Can I use any keyword I want to rank for in my content?

No, you cannot use any keyword you want to rank for in your content. You should only use keywords that are relevant to your content and target audience. Avoid using irrelevant or spammy keywords that could harm your website’s credibility.

What are backlinks, and why are they important for SEO?

Backlinks are links from other websites that point to your website. They’re essential for SEO because they’re a signal to search engines that your website is credible and authoritative. However, not all backlinks are created equal, so it’s important to focus on building high-quality backlinks from reputable websites.

2023-05-01T11:06:33+00:00February 7, 2023|Digital Marketing Posts, Web Development Posts|
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