Google’s core objective is simple: keep users happy.
The happier users are, the more likely they are to return, click ads,
and fuel Google’s multi-billion-dollar ad machine.
What doesn’t make users happy?
Spending ten minutes scrolling through a blog post
just to find out how many calories are in an apple.
Or worse—clicking “Back” in frustration,
only to select a competing result.
That’s what Google wants to avoid.
In the past, SEO professionals believed that keeping users on your site for longer
(also called dwell time) was a positive signal.
But that thinking is outdated.
We live in the TikTok era,
where attention spans are shorter than ever.
Most people don’t read full articles— they skim for answers.
Google knows this, and it’s adapting.
After users bounce back to the search results,
it often asks:
“How easy was it to find what you were looking for?”
If you don’t answer their query immediately, you risk losing the click—and the ranking.
So here’s the new rule:
Give the user what they came for, fast.
Clarity and relevance in the first few lines will take you much further than filler ever will.
Google’s core objective is simple: keep users happy.
The happier users are, the more likely they are to return, click ads,
and fuel Google’s multi-billion-dollar ad machine.
What doesn’t make users happy?
Spending ten minutes scrolling through a blog post
just to find out how many calories are in an apple.
Or worse—clicking “Back” in frustration,
only to select a competing result.
That’s what Google wants to avoid.
In the past, SEO professionals believed that keeping users on your site for longer
(also called dwell time) was a positive signal.
But that thinking is outdated.
We live in the TikTok era,
where attention spans are shorter than ever.
Most people don’t read full articles— they skim for answers.
Google knows this, and it’s adapting.
After users bounce back to the search results,
it often asks:
“How easy was it to find what you were looking for?”
If you don’t answer their query immediately, you risk losing the click—and the ranking.
So here’s the new rule:
Give the user what they came for, fast.
Clarity and relevance in the first few lines will take you much further than filler ever will.
