How I Get My Average Time on Page as High as 40 Minutes With Magnetic Content

Magnetic Content

We’ve all had the problem at some point.

I have, you have – and everyone else.

That moment when you realise that you have overcome what you first thought to be your biggest obstacle – traffic.

Only to find that you don’t seem to be able to keep these visitors on your website?

A lot of other people have had this problem and you are not alone.

In the following post I’m going to show you how I keep my average time on page as high as 40 minutes on some blog posts (you did read that right by the way) along with an overall average time on site of over 7 minutes and how you can use the same techniques that I use to do the same.

So what will you get out of reading this post and creating magnetic content on your own blog?

  • Better rankings in search engines (more traffic)
  • More returning visitors
  • Better conversions (visitors are more likely to do what you want them to, whether it’s sign up to your mailing list or anything else)
  • Better engagement

This type of thing always makes your blog closer to getting more of the following:

  • Earned links from other blogs
  • Social shares
  • More traffic
  • More money in your bank

Ready to rock and roll?

Detailed and engaging content

500 word blog posts aren’t enough which is why I try to keep all of my blog posts above 1,500, and a lot of them end up going way above that.

As Neil Patel has mentioned on a number of occasions, when you write detailed content chances are it will rank better.

And he’s right….. it works.

I’ve seen that advice to be bang on through the posts I write here and for other sites but it’s also important to make the post as actionable as possible while being enjoyable to read.

Making your content both detailed and engaging will get you results.

Here are a number of ways you can make your content more engaging:

Ask questions

Asking questions within your post will make readers question what you’re talking about and will make them think about the topic.

This in turn really does help make them more engaged.

Keep the questions going and end the post on a question to encourage readers to comment and share their experiences or thoughts on the topic.

Include relevant and interesting images

I talk about this a bit later on in a bit more detail, but solid blocks of text would send me to sleep (or away from your site).

Don’t do it.

Instead use awesome images.

This could be a blog post in of itself, fortunately Ashley Faulkes wrote a great post on this which you can find here.

Understand what you’re writing about and be passionate about it

Ok, I’ll admit it’s difficult to force people into being passionate about something but if you’re not passionate about what you’re blogging about.


Why? Because it’s the wrong way to do things – if you’re not passionate about what you’re blogging about then this seeps through and your readers will eventually pick up on this in most cases.

Admittedly there are some people that can fake it, but most people can’t and it will hinder your success.

Now, on to the understanding what you’re blogging about part.

This is important.

If you don’t have a grasp on the topic you’re blogging about, you might want to ask if it’s right for you and what value you can really deliver to your audience.

I’m not saying give up because you can take a different position with your blog and come from the perspective of sharing your journey learning about a topic which I actually find VERY compelling to read – so this works.

The resources available on the internet are immense so the information is out there to help you learn more but there is something to be said for living and breathing what you talk about.

That’s why I set up this blog because what I talk about is what I’ve already tried and tested. Most of which I’ve either tested on other sites that I own or I do for clients at the marketing agency I run during the week.

Vary the types of content you produce

Regular blog posts are great but there is so much more that you can do and I’m guilty of not using enough of these:

  • Interviews (group interviews work great)
  • Downloadable reports
  • Slideshare presentations
  • Infographics (done to death yes, but they still work)
  • Video
  • Memes
  • Podcasts
  • Case studies

There are a lot more things that you can try, but these should be enough to get you started.

And remember that you can also repurpose content – wrote a good blog post? Wouldn’t that look good if you formatted it into a Slideshare presentation too?

Damn right it would!

Make your content magnetic

Ask yourself the question – would you want to read the content you’re producing?

Take a step back and be honest with yourself.

Here’s an example of what happens when you write magnetic content:

Magnetic Content Example

As a point of reference, the above post was over 4,000 words long, contained 50+ images and all of the text was nicely broken up.

In a recent post that you can find here, I talk about a framework that I have developed for creating magnetic and simply great content. It’s called ‘TADUIE’ which stands for:

  • Timely (or Evergreen)
  • Actionable
  • Detailed
  • Unique
  • Influencers
  • Engaging

I go into a lot of depth in that particular post, so I highly recommend checking it out – it’s a great resource.

Make your content magnetic and your average time on site will soar.

Open external links in new windows

I remember reading a blog post, maybe 5 or 6 years ago – it was pretty much a rant about how annoying it was when you click on a link and it opens in a new window.

Things are different now, especially if you run a blog with the purpose of educating others – in my opinion (and the opinion of others) setting your links to open in new windows is actually a helpful thing especially when people are researching a topic and want to keep the first window open.

This also works great for improving your average time on site.

In HTML this is really straight forward to do:

<a href=”” target=”_blank”>Blogging Wizard</a>

Highlighted in red is the section you would need to add to the HTML of any link in order to make sure it opens in a new window.

It’s even easier in WordPress:

Just highlight the word or phrase that you want to link to in the live editor, then click the link button above.

Open links in new window - WordPress

Now you just need to tick a button and click update – job done.

Open links in new window - WordPress

Make your sidebar pop!

This is a popular post plugin that I am very fond of:

Postskin WordPress Plugin

It’s an awesome plugin created by Glen from ViperChill.

It’s fully customisable and you can use it to track the number of clicks that each of the articles in your sidebar is getting.

Post Skin is only $33 for the plugin and you also get a bonus plugin too – what makes this plugin even better is the free lifetime updates and you can install it on all of your websites (unlimited license).

I get a lot of readers asking me which plugins I use for various elements here on Blogging Wizard, but I get more people asking me about Postskin than anything else.


It grabs people’s attention.

Their support is awesome too.

Download the plugin here.

Other related posts plugins

As well as the post skin plugin there are a number of other helpful plugins that will display related posts to your visitors, these include:

All of these plugins will help you display related posts in a great way that will encourage your visitors to click and end up spending more time on your site.

A while back some of you may notice that I changed my commenting system away from the native WordPress comments in favour of Disqus.

While Disqus is primarily known as a blog commenting system it does have a related posts section that you can choose to enable – what I love about this is that it appears below the commenting section which helps draw more attention to the comments section and the discussion going on.

I’m still in the testing phase, but I’m quite happy with how this is working out.

Targeted visitors

When some people first start blogging they immediately think that the problem is that they don’t have enough traffic and that if only they could get more traffic things would just work out for them.

Well, in certain circumstances this can sometimes be true but what would be the point in just directing a load of visitors to your site that just aren’t interested in it?

There’s always a chance that some people may be interested but what you really need is targeted visitors that want to read what you’re blogging about.

The first mistake some people make is thinking that when they see someone selling traffic that it will work out. Unless you’re using something like Outbrain (which generates very high quality traffic from relevant sites) or StumbleUpon traffic where you can pick the interests of the users you target or PPC through a platform like Google Adwords.

Too many adverts are annoying

I understand people want to monetise their blog, but too many adverts can seriously annoy the hell out of people.

Remember this phrase:

“Everything in moderation”

It’s the same with adverts – don’t think that the shocking amount of money you get from Google Adsense is going to come anywhere close to the lifetime value of a potential customer that you could have annoyed so much that they won’t sign up to your mailing list.

Break up text and break the monotony

Big blocks of text are a pet hate of mine and for some they can be off putting to read, a great example is one that Cyrus Shepard highlights here on the Moz blog, where two of Rand Fishkin’s posts had the same number of words and one had images breaking up text, the other was just big blocks of text.

The average time on page was 4 minutes 15 seconds higher for the one that had images.

You don’t just have to break up the text with images, although it’s probably one of the best ways.

The following has always worked well for me and others:

  • Relevant and engaging sub headings (Tip – Check Gary Korisko’s guide over on Boost Blog Traffic)
  • Utilise heading tags (H2’s, H3’s etc)
  • Use relevant images that ‘pop’
  • Use bullet points
  • Use quotes
  • Your headline is a promise – deliver on that promise
  • Include relevant internal links

Why is keeping your average time on site high a good thing?

When we first launch our blog we usually have goals of what we want users to do when they come to our site, this could be one of the following:

  • Sign up to your mailing list
  • Purchase your product
  • Enquire about services you’re offering

Or it could be any other number of things but the thing is that in order to get people interested in any of these things we need to deliver magnetic content and then get them hooked.

If they’re not reading your content then what exactly is the point?

You may as well just delete your site, cancel your hosting account and disable the auto-renew on your domain because you won’t get anywhere.

Here’s the truth – engaging content leads to engaged readers which leads to great relationships and people willing to just throw cash at you because they freaking love you!

Would you rather have someone that hangs on to your every word subscribe to your mailing list or would you rather have someone that is maybe just a bit curious?

I know what I’d choose.

Looking at this from the SEO perspective…

High average time on site is a great indicator of engaging content and an audience and loves what you write and because of this Google will show you some love.

If users hit your page and instantly bounce out and don’t read all too much then Google won’t show you much love because it’s an indicator that your content isn’t what the people landing on your page are after, well that or it sucks.

What about bounce rate?

People freak out about bounce rate all the time and I agree that in some circumstances you’re going to want to improve it as much as possible and there are a number of different ways you can improve bounce rate but there’s something I want to highlight here.

Bounce rate is the percentage of people that came to your site, read a single page and left.

When people have already read your other blog posts, they’re generally going to bounce, so try not to worry too much.

If you notice in your analytics that your bounce rate is above 80-90% and you have a high percentage of new visitors then this could be an issue because it shows that you don’t have too many returning visitors but the new visitors are still bouncing.

What about some additional resources?

There’s a lot more that you can do to improve your average time on site, and even your bounce rate too – there are some other things to think about including exactly how you put the content together that I have published here on Blogging Wizard or from other great sites on the web:

Who else is rocking this magnetic content?

Here are some great examples of other bloggers that do a great job at keeping me hooked on their content for a long time:

I know there are some other great folks doing great things, but the purpose of this is to give you some great examples of people that have got this magnetic content thing on lock. These are people that I follow and I recommend you do too.

So if you do anything today, subscribe to these sites in your feed reader, you’ll learn a lot.

On a side note, if you’re looking for a good RSS feed reader, give Feedly or Netvibes a shot. Right now I’m using Netvibes and I’m loving the iGoogle style layout.


Remember that if you’re going to track your average time on site properly then you need to exclude logged in users from your analytics, if your blog is using WordPress and you use Google analytics then this can easily be done with the Google Analyticator plugin, any of the other GA plugins or by adding the GA code directly to your site.

So, the problem I spoke of at the beginning – not being able to get your visitors to stay on your site.

Is this going to stop you anymore?



You can do anything when you put your mind to it and you have this post to serve as your guide.

Whatever you want to accomplish with your blog; whether you’re just focusing on improving average time on site or working on getting on page times to the 40 minute mark or anything else.

You can do it and get monstrous results.

Your time is now.

Impossible is nothing.

How I Get My Average Time on Page as High as 40 Minutes With Magnetic Content by

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  • Danny Iny

    Really great post, Adam – so many people are fixated on getting people to come to their site for the first time, that they forget the stickiness is what really matters; if you can keep people there once they’ve arrived, then you’ve got something really special. Thanks for sharing, and for including me – I’m flattered. :)

    • Adam Connell

      Thanks Danny – really glad you like the post. You’ve hit the nail on the head there. You’ve got to have a site that converts before ramping up traffic.

      No problem at all – you do some great stuff :)


  • Heather Stone

    Hi Adam
    Love the part about looking at how magnetic your content is, but another question springs to mind. And I think you’ve partially covered it when talking about additional resources. But the question is how to get people to further explore your site. In other words, how do you keep people clicking through to more and more of the content you have to offer? I think this takes more than just linking to other content you have on the site. It also has to do with structuring your content in a way that gives you logical places to lead them. This takes some planning when creating your content in the first place. Could you lead us through the steps? Love if you could share something about this in the BizSugar community too.

    • Adam Connell

      Hi Heather – thanks for a great comment!

      There are a number of ways that you can do this aside from just linking to internal posts.

      Things like popular posts widgets in the sidebar and related posts widgets below the bottom of blog posts are a great way to help.

      Also slide in widgets like ‘the slide’ that recommend related content when a user slides down a particular portion of the page.

      Page speed has an impact and also tools like Crazy Egg can be used to figure out what should be clickable.

      Popups can also stop people from venturing further into a website so whatever they offer needs to be worthwhile or it should use some form of ‘exit intent’ technology to figure out when someone is about to leave and jump out right at the correct time. Plugins like OptinMonster come with this type of feature (


  • Renaud & Sarah

    Great post on Magnetic Content. I found that a video is the way to go in order to create an even more intimate relationship with my audience and also, it keeps them around longer.

    • Adam Connell

      Thanks Renaud & Sarah! Totally agree with you about video – A recent post by Neil Patel supports this, although does show that text can refer more traffic but creating a strong relationship is always the way to go.


  • Reginald Chan Xin Yon

    Firstly, Adam! Great post and thanks for sharing this. An excellent guide and certainly going to follow through!

    Wish me all the best. Haha!

    • Adam Connell

      Thanks Reginald – really glad you like the guide – good luck!

      Although your content is pretty damn good already :)

  • Joan Stewart

    I like your liberal use of white space, blue sub-heads, and sub-heads in the form of questions. Thanks for linking to the Ashley Faulkes article on how to use photos that pop. She lists some amazing tips and tools.

    • Adam Connell

      Thanks for your kind words Joan – I really appreciate it!

  • Monnel Espiritu

    I feel really happy to get my ideas validated. :)

    • Adam Connell

      Happy to help, Monnel.

  • Ashley Faulkes

    Happy Sunday Adam.
    Loving your blog post (as always) and two mentions for me – you are a kind soul!
    i have also been toying with long and detailed posts lately and see the results.
    Unfortunately most of my great stuff is guest posts – on your blog :> haha.
    But I am continuing to think of creative ideas. So let’s keep hoping it works out.
    Keep up the rockin’ work buddy

    • Adam Connell

      Thanks Ashley, you too!

      Really glad you like the post and you deserved the mentions!

      I think you’ve got more great content over on your own site than you realise :)

      Although the best thing to do with guest blogging is writing awesome content.

      That’s why some of my best ever posts have been on other sites :)

      Looking forward to seeing more of your content and always open to more guest posts if you’re up for it!

      I’m sure it will work out great, you’ve got great engagement, social shares are good and people say great stuff about you and the content is awesome so I think it’s already working out!

      Cheers buddy, you too!


  • Arkansas Authors

    The post definitely made me stay on your site for well over 40 minutes! Hope to have the same results with my content!

    • Adam Connell

      I’m flattered – that’s great to know, thanks so much!

  • Nirmala Santhakumar

    I would say this is a magnetic content :)

    Most of the things am already doing and learned a lot through this post to write magnetic content.

    Thanks for writing this post with some useful links Adam :)

    • Adam Connell

      Thanks for the kind words Nirmala :)

      Really glad this post was helpful and look forward to seeing how your content develops!

  • Amy White

    I have to say this definitely qualifies as magnetic content. I don’t
    know how long I was on the page, but I read the entire articles and
    opened up secondary screen on a few of the posts you mentioned. Thank
    you so much for the info!

    • Adam Connell

      Sorry it’s taken me a while to get to your comment Amy. It’s great to know that reading this post has worked for you, I’m really glad you were able to learn from it!

  • Gary Korisko

    Great information here, Adam – with a slew of helpful links. There’s certainly something that anyone can use to increase their average view here. It’s a useful and fun read. And thanks very much for including my Boost Blog Traffic post here among all those other talented folks!

    • Adam Connell

      Thanks Gary, really glad that you liked the post and no problem at all – very happy to include a link to your post, it was a great read!

  • Nandini Rathi

    Hi Adam, an interesting & well researched post! Often bloggers pay attention on one aspect and forget the basic rules like checking the site speed, showing related links, just as you have mentioned.

    Detailed & engaging content is the most important as Hummingbird updates proves it yet again. But, one thing I would like to add here – create content that evokes a emotional response. Content that evokes emotion is most likely to be shared.

    Self Plug: Have discussed about how to create viral content earlier: – would love to know if you think the basic rules remains same for creating viral or magnetic content?

    • Adam Connell

      Hi Nandini, thanks for the kind words and you’ve mentioned some very important things there, it all makes a difference, now more than ever.

      Especially an emotional response, although it’s important to be careful because there are occasions when companies have got themselves into trouble, but if you do it right then you’re on to a winner.

      I’d say viral and magnetic share a lot of similar traits but it depends on your definition of viral – if we’re talking about YouTube videos and similar types of content that get millions of shares and 10s of millions of views then I’d say there will be more of a difference.

      A great example is a musician that wanted to get traffic to his MySpace page (we’re going back a while) … he recorded a video of himself smashing barbie dolls together, throwing tomato sauce around and screaming the name of his band .. he also had his myspace page URL sliding across the bottom of the video. His MySpace page then managed to get over 2 million views in the space of a view days – this type of thing would differ slightly, although still incorporates some general elements.

      • Nandini Rathi

        You’re right Adam. I wasn’t talking about viral Youtube videos but content like The Oatmeal does.

        • Adam Connell

          I think there’s still a lot of cross over between the viral content of Youtube and the type of stuff The Oatmeal does.

  • Bonnie Andrews {Hobby to HOT!}

    Adam, love your magnetic content!

    Q: I’ve been testing this a little lately and I’ve found for my audience, there has to be a good mix. They don’t have a lot of time to digest, so I generally have better response when I focus on short, git-r-done posts. I haven’t tested it long enough to really track the search/rank results though.

    Have you tested a happy medium for the two? I’d love to know your mix…

    • Adam Connell

      Thanks Bonnie!

      It’s great to know how you’re finding success by providing a good mix with your posts!

      From what I’ve seen on my own blog I get the majority of my traffic/social shares/comments from the more detailed and generally longer blog posts.

      As for search rankings, I don’t have enough data to really get a complete picture (although those with more data do like Neil Patel etc).

      Although I have tried this another way – by adding content to and updating existing posts and I have noticed some good ranking increases.

      Overall I keep the balance by writing as much as I believe a post needs. Some posts just don’t need to be 2,500 words long and others do.

      Another thing about creating detailed blog posts is that the post ends up being more valuable, I find that I usually earn more links through more detailed posts and get more returning visits too.

      • Bonnie Andrews {Hobby to HOT!}

        Thanks Adam!

        • Adam Connell

          Anytime Bonnie :)

  • Henrietta Poirier

    Wow – what a shipload of information you have shared with us – thanks so much, I know I’m going to be referring back to this page a lot.

    • Adam Connell

      Thanks so much Henrietta :)

  • Patricia Patton

    Demo in action of Adam’s claim I think

    • Adam Connell

      That’s what I was trying to go for at least :) Thanks for checking this out, Patricia!

  • Adrienne

    Hey Adam,

    Okay so you’ve done it again. Major killer post here my friend and boy do I agree with what you’ve shared. Although I don’t do everything you mentioned I must be doing something right because you have me listed here as one of those who is! Thank you for that Adam, I’m so very flattered.

    I never intend to sit down and write over a 1,000 word post but once I get started the words just continue to flow. For me, most of the posts that I read that are long are so worthy of my attention. They aren’t filled with crap and I’m stuck pealed to every word. To me that’s what makes them interesting so I know that I can expect more of that time and time again.

    I was on a webinar with Jon Morrow last week and I was really surprised to hear that 90% of people who read your blog will never come back. Now those are the statistics that he shared but as you very well know, I have a very loyal following and my returning visitors are at around 54%. So I see those same faces all the time and I love it.

    Make them want to keep coming back for more and to me that’s success. With what you shared you’ve just given them the formula for achieving just that. I love them staying on your post for 40 minutes. Wow, that’s a darn long time. I’m very impressed my friend, bravo!

    Thanks for sharing these gems with us Adam and they are definitely gems. Great job and well done.


    • Adam Connell

      Hey Adrienne,
      Sorry it’s taken a while to get to your comment! Thanks so much for the kind words : ) You’re definitely doing something right, that’s exactly why you get such an incredible number of detailed comments on every post and people get hooked on your every word!

      I know exactly what you mean and it’s the same for me, sometimes I set out to write a quick post and before I know it I’m at over 2,000 words and I still feel the need to add more detail.

      I’ve heard that type of statistic mentioned a few times and I’m still surprised about it. And wow 54% returning visits is incredible, that is a great sign and shows exactly how good you are at building relationships!

      My pleasure Adrienne, thanks for stopping by and leaving a great comment, I really appreciate it!

  • Maketta

    Adam this post was packed with lots of excellent informative information! It was really a great read! I really enjoyed reading it! Thanks for sharing this with us!

    • Adam Connell

      Thanks for your comment Maketta – really happy to know that you have found a lot of value here.

  • Geri Richmond

    Hi Adam,
    Wonderful post! :). I have been hearing more and more that the longer the post and the more informative it is, the better results you’ll receive when it comes to getting traffic.

    I try to do at least 1 post a week in the 2000 word range, but, only if I think it will be informative.

    Thanks for the list of bloggers, as well. I follow several of them already and the ones I don’t follow, I will go and check out.


    • Adam Connell

      Hi Geri,

      Thanks so much for the kind words, really glad you liked the post!

      Doing at least one 2,000 word post each week sounds like a good way to keep a balance and I think you have got that exactly right by only doing it providing the post will be informative.

      Thanks for stopping by!


  • Sue Neal

    Hi Adam – I’ve just popped over from Adrienne’s blog and can see why she raved about this post. Thanks so much for the very detailed advice and links.

    I think I’ve got a lot of this covered, but I could probably do to vary the type of posts I publish – I keep meaning to have a go at making some slideshows and you’ve just given me another good reason to try this.

    The Post Skin plugin looks very tempting – I keep saying I’m not going to add any more plugins, because I already feel I have too many, but I might just look into this one – do you know whether it has much impact on your site’s speed?

    Thanks very much for all the tips :)

    • Adam Connell

      Hi Sue, thanks for your comment – it was great to see that Adrienne included me in a recent post and I’m really glad you’ve found this post helpful.
      I have to admit, slideshows are one that I’ve been meaning to do a lot of, my problem with them is time but hopefully I’ll be able to find some more time soon to focus on them.
      I don’t blame you, there are so many plugins that add awesome functionality that it’s very easy to go overboard. I’ve been guilty of this on occasions.
      I’ve ran P3 Plugin Profiler every so often and Post Skin doesn’t appear to have much of an impact on my sites speed.

      My pleasure, happy to help : )

  • Sandy Appleyard

    Holy smokin’ hot post, Batman! lol. This is exactly what I’ve been looking for. My website is going to undergo dramatic change in the next week. All the things you’ve mentioned I’m doing wrong. My site is monetized and is doing me no favours, and my posts, while long enough, are scrunched together in long paragraphs. I’ve been trying to figure out why my bounce rate is terrible and I think I know why now. Thanks a lot for this helpful post. I’ll be using many of your suggestions.

    • Adam Connell

      Haha thanks Sandy :)

      I’m really glad that this post will help you.

      Feel free to drop me an email through my contact form with a link to your blog and I’ll take a look, see if I can offer any other feedback to help you:)

      Thanks for checking out the post!

      • Sandy Appleyard

        I’ll definitely do that, Adam. Thanks :)

        • Adam Connell

          You’re most welcome, Sandy :)

  • Kat Perez

    Hi Adam! I really love your blog! Thanks for all the useful tips here!!!! Do you have any blogs or advice on what to write when posting vlogs on the blog of a website? I have been posting more vlogs lately and I have been wondering how much I should write and what I should include in the posts.

    • Adam Connell

      Hi Kat! Wow, thanks :) Happy to help!

      It’s strange really, I haven’t been able to find many blog posts about video blogging, well not where it comes to what to talk about. There was a post on Mashable a few years ago (, although it didn’t talk too much about planning what to talk about.

      You could try just transcribing the video itself like they do for white board fridays on or you could write unique content and use the video to go into more detail or for some sort of tutorial.

      How much you write about will depend on your audience and how much they like to consume, although the more detail you include, the more likely your post will be to get more traffic/shares/links.

      Although mentioning influencers in the content makes a big difference.

      The important thing is that your content is part of a plan that helps you get closer to the goals you’re looking to achieve on your blog.

      It should all start with your target audience and what problems they have, your content should help them solve their problems.

      If there are sites that you would consider as competitors, take a look at what they are doing – what’s going well? what isn’t? what are they talking about?

      Then use tools like and Google keyword planner to get suggestions for keywords to target and then integrate them into titles for blog posts and create topical clusters where you have a trophy article that is incredibly detailed and then other articles that answer specific questions or talk about more specific issues etc.

      I hope that helps – feel free to drop me an email so I can check out your blog :)

      • Kat Perez

        Thanks Adam for going above and beyond to answer my question! I hope you have a great week! :)

        • Adam Connell

          You’re most welcome Kat! Thanks, hope you have a great week too :)