The origins of SEO can be traced back to 1990 when the first few search engines surfaced in the IT arena. However, it is the birth of Google in 1998 which spurred the interest of techies in exploring this concept further to better equip them with an understanding of search engines and how their output could be enhanced to assist users worldwide. Since that period in time till today, the ranking factors which are essentially the ingredients in the recipe of Google’s algorithm have changed – some are either new while the others have increased in quantity (or level of significance).

On-point meta titles and descriptions do incite a users’ interest and spike their urge to click but quality content is what enhances dwell time.

With the advent of artificial intelligence (AI) and its subsequent impact on various industries, search engines experienced their own interaction with the technology with the launch of Google’s RankBrain algorithm in 2016 which quickly rose through the ranks to become its third most important ranking factor.

RankBrain is a specimen of AI which assists Google in filtering, sorting and organizing search engine results. This factor makes user experience (UX) on the portal more important than ever because it essentially keeps track of which pages they click on and then gives a boost to its ranking on the page accordingly. For instance, if a user searches for ‘best restaurant in Paris’ and clicks on the 3rd result, RankBrain will take note of this selection to give the article an upward push in its standing. Similarly, if you search for this query again and select article number 2 this time around only to find out that it is not the content you are looking for and jump back to article number 3 – RankBrain will take note of this and give a demotion to article number 2.


Digging deeper into the riddle of RankBrain, the element can be further broken down into two factors 1) how much time a user spends on a specific page or dwell time and 2) the percentage of clicks that a research result receives or click through rate (CTR). Industry users have commented that an ideal dwell time which stands at about 3 minutes and 10 seconds possesses greater importance in the eyes of Google in comparison with click-through rate. The idea here is not only about attracting a user to click on your page but to make them stay long enough. On-point meta titles and descriptions do incite a users’ interest and spike their urge to click but quality content is what enhances dwell time.

So what exactly can be done to turn a “ short ” click into a “long ” one? The top two actionable strategies to achieve this goal are as follows:


Surprisingly enough, Google willingly accepted a slight drawback in their own algorithm by stating that it does rank some pages higher than they should be. This is precisely why brushing up on your Click Through Rate or CTR enhancing skills is really important because content which rakes in positive CTR results automatically receives a spike in its search engine standings.


While RankBrain is an important piece in the SEO puzzle, it is important to note that your readers are coming for one thing after all – engaging, useful and valuable content. Surely, not ever one is a writer or has enough time to collect their thoughts on paper but you can definitely apply some tried and tested strategies to make your content worth the readers’ time.

Do you also find it difficult to create content on a regular basis? Without a strategy, you are without a map to success. To help you get started, in the next article, we will explore Content Creation Strategies. Subscribe now and be among the first to receive the article via email.