Does dwell time really matter for SEO?

This has been one of the biggest debates within SEO over the last year. Please note, this article was originally published on the Wordstream blog; it is reprinted with permission. I won't lie: I've become a bit obsessed with machine learning. My theory is that RankBrain and/or other machine learning elements within Google's core algorithm are increasingly rewarding pages with high user engagement. Basically, Google wants to find unicorns – pages that have extraordinary user engagement metrics like organic search click-through rate (CTR), dwell time, bounce rate, and conversion rate – and reward that content with higher organic search rankings.