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. Search engines use these factors, collect reader statistics and compare them 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 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 good listeners who know 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 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 helpful information, which enhances its chances of achieving higher rankings.
So, how long should an article be?
A 2013 study by Medium suggested that the optimal content length is seven minutes, roughly a little over 1700 words. They got these numbers by clocking the average time spent on each article, plotting 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 and 700 words.
Fast-forward seven years. In 2020, Backlinko conducted a study analysing over 11.8 million search results and found that the average word count of content on page one of Google results was around 1,890 words. This correlation suggests that search engines favour more detailed content.
In 2022, SEMrush surprisingly revealed that pages with around 2,400 words had lower bounce rates and higher user engagement than shorter pages.
Do you see where this is going?
More in-depth content allows you to cover a broader range of related keywords, increasing your chances of ranking for various search terms. It also provides more internal linking opportunities, improving 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.
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. Readers will gladly follow you through a 2000-word article if your content is engaging enough. 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 ravenous for quality content.
So, yes. Content length isn’t just about the overall word count. You’ll need to optimise each article component 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 on which to build your article. 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. The ideal title length should be between 50 and 60 characters, including spaces. This range ensures the title is long enough to provide useful information for 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 to consider the following points:
Be Engaging and Informative: Capture the reader’s attention with a compelling hook. Clearly state your content’s topic or problem to encourage users to keep reading.
Set Expectations: Briefly outline what the content will cover, so readers know what to expect. This improves user experience, which is critical for SEO.
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 paragraphs enhance readability and make your content more digestible for users, which reduces bounce rates and is also beneficial for search engines. 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.
Search engines also use headings to comprehend the hierarchy and organisation of the page, which aids in better indexing and ranking.
Another advantage is the ability to optimise keywords through headings. Doing so signals search engines about your content’s main topics and focus areas. 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 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 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. Aim for medium-length posts of 600 to 1,200 words for more detailed discussions. These work well for how-tos, listicles, or exploring topics with moderate detail.
Long-form posts (1,200- 2,500+ words) best suit 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 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.
Aim for 125-150 characters on Instagram for captions that grab attention quickly. Although you can write longer captions of up to 2,200 characters, keeping them concise and engaging is essential 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). This format 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, aiming 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) cover multiple aspects of a topic, with more data and visuals to support the information. These infographics are useful for topics requiring more explanation or for presenting complex data in a visual format easier for users to understand.
Ebooks
If you are writing about comprehensive topics, ebooks are the best format.
Short ebooks, which are focused guides or brief overviews of a subject, should be between 5,000 and 10,000 words. They offer valuable insight without overwhelming the reader. Standard ebooks, which are 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.
Content Length Across Digital Marketing Channels
Content length considerations extend beyond your website to encompass your entire digital marketing strategy. Different channels require adapted approaches whilst maintaining consistency in your overall content quality and depth.
Social Media Content Optimisation
Social platforms demand concise, engaging content that encourages interaction and sharing. Twitter posts perform best at 71-100 characters, while Facebook updates show optimal engagement at 40-80 characters for quick reads. Longer narratives can work for detailed announcements or storytelling.
LinkedIn content allows for more professional depth, with posts of 1,300-1,900 characters often generating strong engagement. Use this platform to share insights from your longer-form content, driving traffic back to comprehensive resources on your website.
Instagram captions work best at 125-150 characters for immediate impact, though you can extend to 2,200 characters when telling compelling stories or providing detailed context. Balance brevity with value to maintain follower engagement.
Email Marketing Content
Email newsletters require careful length consideration to maintain subscriber engagement whilst delivering value. Short newsletters of 150-300 words work well for brief updates or announcements, keeping busy professionals informed without overwhelming their inbox.
Standard newsletters, spanning 300-600 words, provide space for detailed updates, event highlights, or curated content summaries. This length allows substantial value delivery while respecting subscriber time constraints.
Video content length varies dramatically based on platform and purpose. Short videos of 1-3 minutes excel for social media, quick tips, or product demonstrations where immediate value is paramount.
Medium-length videos spanning 3-10 minutes suit tutorials, interviews, or detailed explanations. This duration provides sufficient time for comprehensive coverage whilst maintaining viewer attention in our increasingly busy digital environment.
Longer videos exceeding 10 minutes work well for in-depth training, webinars, or comprehensive guides. Our video production services often create extended content for clients, establishing thought leadership or providing detailed customer education.
Quality at Scale: Maintaining Standards Across Content Volumes
Creating substantial content volumes whilst maintaining quality requires systematic approaches and clear standards. These strategies, refined through our work with growing businesses across the UK and Ireland, help maintain excellence whilst scaling content production.
Content Quality Frameworks
Establish clear quality criteria before increasing content production. Define minimum standards for research depth, source credibility, and value delivery. Every piece should meet these benchmarks regardless of length or topic.
Implement review processes that verify both technical accuracy and user value. Have subject matter experts review content within their expertise areas, ensuring accuracy whilst maintaining accessibility for your target audience.
Repurpose comprehensive content across multiple formats and channels. Transform detailed guides into blog series, social media content, email newsletters, and video scripts to maximise value from extensive research and writing efforts.
Collaborate with industry experts and clients to source authentic insights and examples. Real-world case studies and expert perspectives add credibility whilst reducing research burden on your content team.
Gather feedback from your audience through surveys, comments, and direct communication. Understanding reader preferences helps refine length strategies whilst ensuring your content continues serving their evolving needs.
“After working with hundreds of businesses across Northern Ireland and the UK, I’ve seen firsthand how content length can make or break a digital marketing strategy,” explains Ciaran Connolly, Director of ProfileTree. “The companies that succeed don’t chase word counts – they create comprehensive resources that answer every question their customers might have. That’s when you see real results: higher rankings, longer engagement, and most importantly, more qualified leads coming through the door.”
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.
FAQs
What is the ideal content length for SEO?
The ideal content length varies by topic and competition, but comprehensive articles typically perform best between 1,500 and 3,000 words. Focus on thoroughly addressing user intent rather than hitting specific word counts.
How long should blog posts be for better rankings?
Blog posts should be as long as necessary to address the topic comprehensively. Quick tips might need only 500-800 words, while comprehensive guides often require 2,000+ words to provide adequate value.
Does longer content always rank better?
Not necessarily. Longer content ranks better when it provides genuine value and comprehensive coverage. Artificially inflated content without substance often performs poorly despite high word counts.
What’s the optimal paragraph length for SEO?
Keep paragraphs between 2-4 sentences or 40-70 words for optimal readability. Short paragraphs improve user experience, particularly on mobile devices, whilst maintaining engagement throughout longer content.
Ready to Transform Your Content Strategy?
Creating content that ranks and converts requires more than understanding word counts – it demands strategic expertise, market knowledge, and ongoing optimisation. At ProfileTree, we’ve helped businesses across Belfast, Northern Ireland, and the UK develop content strategies that deliver real results: increased organic traffic, higher search rankings, and more qualified leads.
Whether you need a complete content audit, SEO-optimised web design, or ongoing digital marketing support, our team combines technical expertise with local market knowledge to drive measurable growth for your business.
Don’t let your content get lost in the noise. Get in touch today to discover how ProfileTree can elevate your digital presence and transform your content into a powerful business asset.
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