Have you ever tried Googling your article only to find it on the 10th results page? The content was great, so why did it end up that far? What possibly went wrong that prevented your poor article from ranking high?

As it turns out, there are a lot of factors in play when it comes to the search engine ranking of your content. It’s not just about the information in it. How you display it is equally important. Though you might think of them as unnecessary shackles, these factors can get on the good side of search engines. In fact, search engines use these factors, collect reader statistics and compare both to one another to learn more about what readers want and rank content more accurately.

One of those factors is content length. Well, we know that no one can say there is a word count that’s ‘one size fits all’. That being said, there is an ideal length for each article to make sure it is as relevant as it needs to be to fulfil the user’s search intent. In this article, we are to going to look into how content length affects the ranking of your articles on search engine results pages and provide you with some useful tips that can get close to this length with ease.

So, let’s crack on!

The Importance of Content Length in SEO

A search engine’s job is to scour the Internet and show users the results most relevant to their search. It’s important to remember that Google doesn’t make the rules, but they’re really good listeners in knowing what most readers want. To please search engines, you, too, need to know what readers want.

Simply put, readers want relevant and comprehensive answers to their queries and that’s precisely what search engines, particularly Google, aim to deliver. In such a context, longer content often means a deeper dive into the subject matter and better addressing to its various aspects and related questions.

Longer and more comprehensive content also keeps users on the page longer. This increased dwell time signals to search engines that this content is valuable and that users find the information useful, which enhances its chances of achieving higher rankings.

So, how long should an article be?

Well, a 2013-study made by Medium suggested that the optimal content length is seven minutes, which is roughly a little over 1700 words. They got these numbers by clocking the average time spent on each article, which they then plotted against article length in minutes, giving a curve that peaked at seven minutes. This result suggested that more isn’t always better because articles of eight or nine minutes’ length had less time spent on them.

This number was shocking because it was widely believed that readers got bored reading articles over 500 words, which presumed the optimal word count to be between 500-700 words.

Fast forward seven years, Backlinko conducted a study in 2020 in which they analysed over 11.8 million search results and found that the average word count of content on page-one Google results was around 1,890 words. This correlation suggests that more detailed content is favoured by search engines.

In 2022, SEMrush surprisingly revealed that pages with around 2,400 words had lower bounce rates and higher user engagement compared to shorter pages.

Do you see where this is going?

Having more and in-depth content allows you to cover a broader range of related keywords, which increases your chances of ranking for various search terms. It also provides more opportunities for internal linking, which improves your site structure and overall SEO.

Finally, longer content is often updated more frequently to stay relevant, which helps maintain its freshness and can further boost your SEO rankings.

Ideal Content Length

Does this mean you should stretch out your content to 2400 words? Well, not really. It’s still not that simple. Instead, it’s about what kind of content you provide.

You need to categorise your writing and adjust the content length accordingly. If your content is about tackling a single answered question, it should be brief and to the point; there is no need to drag out the question and confuse the reader. However, if you’re writing an article on a certain study with many aspects, it’s better to cover every aspect of the study, which means more words.

That being said, remember that studies only show the average of all users but not the whole picture, and search engines know this. Google also ranks your articles on quality, not just quantity. If your content is engaging enough, readers will gladly follow you through a 2000-word article. In fact, most Internet users are hungry for long articles, as the studies we mentioned earlier and many others show, yet they are even more hungry for quality content.

So, yes. Content length isn’t just about the overall word count. You’ll need to optimise each component of your article to please the viewers and show search engines you mean business. There is no way to cheat your way to the top regarding search results. However, there are a few things to always keep in mind as a backbone to build your article on. So, let’s explore those.

Title Length

The average person remembers the first two or three words and the last two or three words of a title. This places the ideal title around six words. More specifically, the ideal title length should be between 50 and 60 characters, including spaces. This range ensures that the title is long enough to provide useful information for both search engines and users while avoiding truncation in search engine results pages (SERPs). Staying within this limit also improves readability and helps in ranking better.

If a title exceeds 60 characters, search engines may cut it off, potentially losing critical information or keywords that could attract clicks.

Also, make sure that there is a place for your content’s primary keyword in the title to make search engines happy and let the reader know you have what they’re looking for, or what is good about an article ranking high if no one clicks it?

Introduction

An introduction is the opening section of your content and practically what breaks the ice between the reader and the article they just met. So, to craft an SEO-friendly introduction for both search engines and readers, make sure consider the following points:

1. Include Target Keywords Early: Use your primary keywords naturally within the first 100-150 words. This helps search engines understand what your content is about and improves relevance.
2. Be Engaging and Informative: Capture the reader’s attention with a compelling hook. Clearly state the topic or problem your content addresses to encourage users to keep reading.
3. Set Expectations: Briefly outline what the content will cover, so readers know what to expect. This improves user experience, which is critical for SEO.
4. Write Concisely: Keep the introduction short and to the point. A concise intro boosts readability and helps retain readers.

Paragraph Length

No one wants to read a one-piece, 1000-word article; it’s exhausting for the eye and more likely to turn readers off than to make them continue reading.

Try to separate your ideas into paragraphs of two to four sentences or 40 to 70 words. Short and concise paragraphs enhance readability and make your content more digestible for users, which reduces bounce rates, and for search engines as well. They are also easier to scan, especially on mobile devices, which improves user experience and engagement—key factors for SEO.

The contrast isn’t any easier either; if it’s not poetry, don’t put every sentence or two in a separate paragraph. Like content length, you shouldn’t constrain yourself with upper and lower word count limits; ultimately, do what serves your topic best.

Headings

As it turned out, readers start to lose focus after 300 words. To create a smoother reading experience, you must structure your content into logical sections and serve each under a relevant heading to make it easier for readers to follow, digest and easily locate the information they’re most interested in. As users are more likely to stay on a well-structured page, dwell time increases, which search engines factor when ranking content.

Speaking of search engines, they also use headings to comprehend the hierarchy and organisation of the page, which, in turn, aids in better indexing and ranking.

Another advantage is the ability to optimise keywords through headings. Doing so signals search engines about the main topics and focus areas of your content. Headings, particularly H1 and H2 tags, hold more weight in SEO algorithms than regular body text. Therefore, using relevant keywords in these headings can boost the relevance of your page for specific search queries, improving its chances of ranking higher.

To use headings effectively, include one H1 tag per page as the primary title and make sure it’s relevant to the topic, with your main keyword included. Use H2s to organise key sections and incorporate secondary keywords where appropriate. Subsections can then be organised using H3, H4, and lower-level headings to create a clear, logical flow. This combination of keyword optimisation, user experience enhancement, and improved accessibility makes headings a critical factor for boosting SEO.

Recommended Length By Format

That being said, the ideal content length still varies based on the the content format itself. So, here’s a detailed guide to recommended content length to help you optimise your content strategy for different types of media:

Blog Posts

Blog posts can vary in length based on the level of detail and purpose of the content.

Short posts (300-600 words) are suitable for quick updates, news, or brief insights. These posts are excellent for fast-paced content like breaking news or company announcements, offering immediate value with concise information. For more detailed discussions, aim for medium-length posts of 600 to 1,200 words. These work well for how-tos, listicles, or exploring topics with a moderate level of detail.

Long-form posts (1,200-2,500+ words) are best suited for comprehensive guides, in-depth analyses, and cornerstone content.

Articles

When it comes to articles, the length can depend on the complexity of the topic. Short articles (500-800 words) are great for brief, straightforward content or news summaries that don’t require a lot of depth. For feature stories, detailed explanations, or opinion pieces, standard-length articles (800-1,500 words) provide enough space to explore a topic thoroughly while maintaining reader interest.

However, if you’re diving into complex issues, conducting research, or presenting whitepapers, in-depth articles of 1,500-3,000+ words offer a platform for extensive research and detailed reporting. These types of articles establish your site as an authority on a subject and are highly effective for SEO, as they tend to attract backlinks and keep readers engaged longer.

Social Media Posts

Social media posts need to be concise yet engaging. On X/Twitter, the sweet spot is 71-100 characters, as short, sharp updates work best for user engagement.

For Facebook, studies show that posts with 40-80 characters receive the highest engagement, but longer updates can also perform well when detailed updates or stories are necessary. Posts on Facebook can extend up to 200-300 words for more in-depth narratives or announcements.

On Instagram, aim for 125-150 characters for captions that grab attention quickly. Although you can write longer captions of up to 2,200 characters, it’s important to keep them concise and engaging to maximise impact.

Email Newsletters

Email newsletters require a strategic balance between brevity and detail. Write short newsletters of 150-300 words for brief updates, reminders, or announcements to keep your audience informed without overwhelming them. Standard newsletters (300-600 words) offer enough room to provide detailed updates, event highlights, or a collection of quick summaries.

If you have multiple segments or in-depth content to share, consider a long newsletter (600-1,000+ words), which can house more comprehensive updates or special features without sacrificing engagement.

Videos

Video content length varies depending on the purpose of the video. Short videos between one and three minutes are perfect for quick tips, teasers, or social media clips, where the goal is to capture attention quickly and deliver concise information.

For more substantial content such as tutorials or product demos, medium-length videos (3-10 minutes) give you ample time to explain or demonstrate without losing viewer interest. For long videos featuring interviews, webinars, or comprehensive guides, you can go for as long as 30+ minutes. These types of videos tend to perform well on platforms like YouTube, where viewers are looking for more detailed, educational content.

Infographics

Infographics are an excellent tool for visually presenting information. Simple infographics should be between 300 and 600 words, focusing on one main topic, to deliver clear, easily digestible information with visuals that help illustrate key points.

On the other hand, detailed infographics (600-1,200 words) allow for multiple aspects of a topic to be covered, with more data and visuals to support the information. These types of infographics are useful for topics that require more explanation or for presenting complex data in a visual format that’s easier for users to understand.

Ebooks

If you are writing about comprehensive topics, ebooks are the best format.

Short ebooks should range between 5,000 and 10,000 words if they are focused guides or brief overviews of a subject, offering valuable insight without overwhelming the reader. Standard ebooks, between 10,000 and 20,000 words, allow for more detailed exploration.

Long ebooks of over 20,000 words serve as extensive resources or full-length books, often used for detailed research, expansive guides, or multi-topic books that can position your brand as a leader in the field.

Maintaining Quality At Length

Maintaining content quality, especially when dealing with lengthy pieces, requires careful planning and execution. Start by creating a detailed outline to organise your main sections and key points, ensuring a logical flow throughout your content. As we advised you earlier, use clear headings and subheadings to enhance readability and help readers navigate the content more easily.

It’s crucial to stay focused on the topic and provide information that is both relevant and valuable to your audience. So, offer actionable insights or practical advice to keep readers engaged and ensure your content remains useful. Write in a clear, conversational tone and avoid jargon to make your content accessible and don’t forget to break up long sentences and paragraphs to improve readability.

Incorporating visual elements such as images, infographics, and videos can make lengthy content more engaging and easier to digest. These visuals not only complement the text but also illustrate key points effectively. Ensure that all information is accurate by conducting thorough research and fact-checking your content to maintain credibility.

Engage readers from the start with a compelling introduction and include calls to action to encourage interaction. Carefully proofread and revise your content to eliminate errors and clarify any confusing sections. Regularly monitor performance metrics and update content as needed to keep it relevant and accurate. Solicit feedback from readers and peers to get valuable insights for further improvement.

Conclusion

Understanding and optimising content length across various formats is pivotal for crafting effective and engaging material that resonates with your audience and performs well in search engines. Whether you’re writing a blog post, an article, a social media update, or producing a video, the right length can significantly impact user engagement, SEO performance, and overall content effectiveness.

Shorter content serves well for quick updates and concise messages, while longer formats are ideal for in-depth analysis and comprehensive guides. By tailoring your content length to suit the platform and purpose, you enhance readability, meet user expectations, and increase the likelihood of achieving your content goals.

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