> it indicates that users are happy with the result
Doubt. Especially "time spent on website" primarily indicates that the user didn't quickly find what they were looking for.
You'd be correct in assuming that it's a good indicator if it wasn't gamed. Since people believe that it's a ranking factor, they'll do whatever they can to increase it. Shitty SEO texts that go on and on without actually saying anything, breaking the back button, adding exit intent popovers, you name it, it's out there. All heavily increasing time on site. Are the users happy? Do you prefer a 5 sentence page that just plainly answers your question about some topic, or do you want a twenty paragraph novel that maybe, possibly somewhere includes the answer, but you need to completely read this opus magnum first?
Doubt. Especially "time spent on website" primarily indicates that the user didn't quickly find what they were looking for.
You'd be correct in assuming that it's a good indicator if it wasn't gamed. Since people believe that it's a ranking factor, they'll do whatever they can to increase it. Shitty SEO texts that go on and on without actually saying anything, breaking the back button, adding exit intent popovers, you name it, it's out there. All heavily increasing time on site. Are the users happy? Do you prefer a 5 sentence page that just plainly answers your question about some topic, or do you want a twenty paragraph novel that maybe, possibly somewhere includes the answer, but you need to completely read this opus magnum first?