Does your blog post’s word count or overall length matter for SEO, and how should this influence your writing strategy?
The debate over whether an ideal blog post length exists for SEO has persisted since the inception of web search engines.
To quote Google itself, the answer to this question is often “It depends.”
When finding the appropriate length for your posts, two primary factors come into play:
- Subject matter.
- Searcher intent.
For instance, the ideal length of a blog post discussing tips for capturing the perfect selfie differs significantly from that of a post exploring the evolution of digital cameras.
Why? Firstly, the depth of information required to address each topic comprehensively varies. Exploring the intricacies of selfie techniques typically demands less content than delving into the historical development of camera technology.
Secondly, searcher intent plays a crucial role in post length. Are readers seeking brief insights or in-depth analysis?
Those interested in the history of digital photography generally prefer longer, more detailed articles, while individuals seeking selfie advice may favor shorter, to-the-point content. Despite the prevailing notion of shrinking attention spans, long-form content thrives in search rankings.
Nevertheless, concise content can also rank well alongside lengthier pieces. Neither inherently holds an advantage over the other.
With countless factors influencing search rankings, does article length indeed matter, and if so, what constitutes the ideal word count?
Let’s explore the data to find out.
Statistics Don’t Lie: Navigating the Content-Length Conundrum
Let’s acknowledge a fundamental truth: content can range from stellar to subpar regardless of length. Studies examining extensive content samples, like the one mentioned earlier, might not discern between excellent, mediocre, and poor content. Instead, they often analyze how article length influences content quality from a practical standpoint.
Indeed, shorter content tends to be quicker and easier to consume—an undeniable fact. But does brevity always serve the user’s query effectively? While some questions warrant concise answers, they rarely provide the depth and detail characteristic of high-quality content.
Google recognizes this distinction. It prioritizes content that offers substance, evidence, and authority. Typically, these traits are more prevalent in longer pieces.
That’s why long-form content tends to perform better in organic search results. According to a 2021 HubSpot study, the sweet spot for blog post length hovers between 2,100 to 2,400 words—a significant departure from the shorter posts commonly perceived as ideal.
While Page 1 results may not always comprise traditional blog-style content, the most valuable resources often include well-crafted, informative blog posts that thoroughly address user queries.
So, when devising content strategies for your website’s blog and other on-site written materials, aim for depth and value above all else.
What’s Google’s Stance on Blog Post Length? Debunking the Word Count Myth
Google maintains a clear stance: word count doesn’t sway rankings.
In an episode of SEO Mythbusting, Google dedicates time to debunking misconceptions about on-page content.
Martin Splitt from Google confirms that a page’s sheer number of words doesn’t factor into its ranking. Google doesn’t equate higher word counts with superior quality.
This message remains consistent across Google’s responses to queries about word count, a topic that frequently arises.
John Mueller, addressing the issue on Twitter, emphasizes: “Word count is not indicative of quality.” He highlights that content can be verbose yet devoid of substance, while concise content can be highly relevant to user queries.
It’s crucial not to interpret Google’s stance as a license to publish minimal content. While word count alone holds no significance, Google’s algorithm aims to fulfill user intent, sometimes necessitating longer articles.
Google’s critical takeaway on blog post length is to prioritize meeting searchers’ needs. If a concise post effectively addresses the query, there’s no need to inflate its length to artificially appease Google.
Quality Over Quantity: Prioritizing Substance in Your Content
Many individuals mistakenly prioritize word count and believe exceeding a certain threshold is essential for ranking well. While offering substantive content is crucial, padding articles with unnecessary words is more harmful than good.
Consider this: publishing a verbose 2,500-word movie review fixating solely on the protagonist’s appearance and language variations adds little value. Instead, focus on exploring diverse aspects of the film, delving into its various elements and scenes.
When users search for movie-related information, they seek answers to essential questions: “Was the movie good?” “Why was it good or bad?” “Should I watch it?” A well-crafted review should address these queries concisely and comprehensively without unnecessary fluff.
Remember, users value meaningful content regardless of its length. If your writing feels forced or lacks engagement, readers will notice. Additionally, Google can discern content that fails to contribute meaningfully to the web, potentially hindering your site’s visibility in search results.
In summary, prioritize substance over word count. Craft content that genuinely adds value to users, regardless of its length. Quality trumps quantity every time.
Choose Your Target Audience Wisely: Crafting Content for People, Personas, and Keywords
Effective web content always starts with a clear goal—a target to aim for.
Understanding your target audience is paramount. Who will be searching for and engaging with your content? Consider their intent—are they seeking introductory information or ready to purchase with minimal effort? Your content strategy should cater to different stages of user intent, aligning the goals of your website/business with the needs of your audience.
Mapping out your content strategy before creation ensures alignment between your objectives and user expectations.
If you need more certainty about the ideal length for your posts, analyzing the content your audience already consumes can provide valuable insights. By researching different keywords relevant to your niche and examining the top-ranking content, you can gauge the optimal length needed to address user queries effectively.
Remember, the primary goal of content is to fulfill the user’s search intent and satisfy their needs. Additionally, websites often feature content tailored to various stages of user intent for a specific topic, demonstrating deliberate planning rather than chance occurrence.
Diversify Your Content: Beyond Written Page Copy
Quality content transcends mere written text. Exceptional content seamlessly blends meticulous research and polished writing with user interests, effectively addressing their search queries.
Even captivating videos benefit from the well-crafted accompanying text. This text should elucidate the video’s concept, objectives, and additional resources, enhancing user comprehension and engagement.
As content strategists, we aim to deliver the most relevant information in the most suitable format, tailored to the appropriate platform.
For certain subjects, video demonstrations may be more effective than traditional blog posts. In-depth tutorials could be better conveyed through video. Likewise, interviews with industry experts may be more engaging in audio than plain text.
While written content remains indispensable for conveying information, visual and auditory formats often enhance engagement. However, it’s imperative to complement visual or audio content with written text to provide context and facilitate user understanding.
This practice enhances user experience and is essential for search engine optimization. While word count is not a determining factor, written content is crucial for providing context to visual elements such as photos, videos, and audio files.
Embracing Content Diversity
Content comes in forms and can be accessed through multiple channels.
Fixating a specific word count, such as striving for a 2,500-word blog post to optimize for organic search rankings.
Instead of obsessing over hitting an arbitrary ideal blog post length for SEO purposes, prioritize delivering the best, most relevant content tailored to your target audience’s needs and intent.
By providing valuable and optimized content, you enhance user experience and observe positive outcomes in your website analytics.
If you need clarification, check out our monthly SEO packages and let the experts help you.
