The time spent on the page is one of the metrics that we must pay the most attention to as part of our work in Digital Marketing. Juan Andrés Corrales May 29, 20 | 10 min read increase the time spent on the page Especially, this indicator is key to measure the penetration, scope and results of the actions of a Content Marketing strategy that seeks to make a brand relevant and visible through its value. By virtue of the above, we will share this complete guide on the time spent on the page, where you will not only find a list of good practices that you can apply to increase it, but also specific reasons why improving this metric is so important in a strategy of Digital Marketing .
Why is the time spent on the page so important for the webs? Among the reasons that make this factor key and valuable for sites – and, commonly, strategies – the following stand out: Greater authority before search engines Yes, the time spent on the page has a direct relationship with SEO . When obtaining a high average, the algorithms of Google and other search engines will value that your site is professional, relevant and useful, for which they will give priority to it when making their results lists and defining the SERPs. Of course, when it comes to search engine optimization, there are many other aspects that come into play, such as popular keywords. Increased chances of conversion If a user stays on your website for a long time and goes from one content to another, you will manage it strategically within the Marketing funnel, having greater possibilities of converting it to Lead and, later, to a client. Reflection of engagement It is useless that your content is visible if it does not captivate users. Precisely, a high residence time is synonymous with the fact that the desired engagement does occur . 11 strategies to increase the time spent on the page There are many strategies you can carry out to boost time spent on the page and tactically manage users within your website. Here we highlight some of them:1.
Incorporate internal links in texts and articles Logically, the abandonment rate is high when users find few options and alternatives within a certain web page. Due to this, it is essential to promote a truly comprehensive experience that invites the user to stay on the page and enjoy the multiple information it offers. In this sense, a strategic practice is to place internal links in articles and texts that, in addition, respond to doubts and concerns that the user may experience as they interact with a content. For example, if you prepare a material on intelligent management tools for companies and include ERP systems in the list, you should put an internal link of some extensive and deep content that you have produced about that solution. If you do not do it and the user feels especially interested in this tool, you will run the risk of leaving your site to search for information about it on other portals. Also, to strengthen the internal links scheme, it is convenient to practice the Topic Cluster , which could be classified as the organization of content around a specific topic.
In practice, it consists of creating a complete content – which we could classify as a “pillar” – to which multiple internal links of materials that are related to your approach or that are relevant are integrated. Likewise, it is important to note that internal links contribute to the search engine optimization strategy. In WordPress you can inspect the amount of internal links that each page of your blog receives, so you can identify those that you have been forgetting more than ideal. In the end, a page that does not have internal links to its content works like a “ghost” in your overall structure. 2. Include CTAs and present them in an attractive way Do you know what a CTA is ? It is the acronym for Call to Action – call to action – and is a strategic and key element for content, websites and Digital Marketing strategies in general. As its name reflects, it is a call, graphic, advertisement or short text that invites the user to take a favorable action for the attraction or conversion process , such as reading another blog article, leaving a comment or subscribing to the newsletter . This shows that it has the ability to extend the time spent on the page and, additionally, motivate the person to move to a new stage of the business day .
For the CTA to serve these strategic purposes, it must be presented in an attractive and straightforward way. Even when a call to action is very relevant to your Buyer Persona and you plan to use it in multiple content, you can present it through a specific and exclusive design, as in this example:Do not forget to assess the stage of the Marketing funnel in which the user is. For example, it is not a good idea to create a call to action aimed at having the person contact advisers at your company if they are just in the discovery stage of their problem. 3. Use long-term content It seems like a very obvious strategy, but the truth is that it is not always applied by Digital Marketing teams. Naturally, if you include long-term content, the rate of time spent on the pages could increase substantially . Among these types of materials, videos and podcasts stand out , two formats that are also very fashionable. Of course, it is not enough to include extensive audiovisual or sound content, but you must focus on making them truly relevant and capturing the interest of the user, motivating them to consume them until the end. Another good practice is that you include CTAs – that fulfill the strategic purposes that we already mentioned – in the closing of these materials. 4. Produce interactive content Engagement plays a key role in the time spent on the page . For this reason, you should focus on producing content that impacts people, both for its usefulness and functionality and for its ability to evoke feelings and emotions.
Given this reality, the production of interactive content is a great idea, due to its ability to offer comprehensive and satisfactory experiences that motivate the user to maintain a high level of commitment to the materials and messages of a brand. Interactive tests – highly visual and eye-catching – are a very good sample of this type of content. In addition, in the case of this format, it allows obtaining information of interest about the potential client . Also noteworthy are white papers, ebooks , interactive maps, and different resource library tools, such as calculators and templates. Usually, it is important to implement a wide repertoire of content formats – interactive or not – to enrich the user experience. You can have an interactive experience on our blog with the Marketing calculator that we produced. Check it out at the link above! 5. Add smart notifications The artificial intelligence is a helping hand to promote greater time spent on the page. An example of this are the notifications that are activated when the user directs the mouse towards the exit button.
These notices offer the user the possibilities of accessing new pieces of information or reviewing other functionalities and elements of the website, encouraging them to give up the idea of leaving. 6. Use information forms as currency of exchange Modern Marketing and its good practices tell us that we must include users in strategies, opening windows for them to interact and giving them decision-making power . That is why it is convenient to share forms and boxes that invite the user to enter contact information in exchange for access to rich content, functional tools and other advantages. In this way, you direct your visitors towards your strategic objectives , entertain them and, more importantly, obtain interesting information about them that allows you to foster a closer and more personalized interaction.