Creating high-ranking content can feel like an art and a science, especially when it comes to word count. One of the big questions for content creators and marketers is whether long form content actually performs better on search engines, and helps to gain more rankings. Let’s dive right in – does longer content really rank higher?
Longer content doesn’t necessarily mean a page will rank higher on search engines, but high-quality, engaging, and useful content does, which usually happens to be long form! This is why many top-performing pages are over 1,500 words – they offer readers substantial information, answer follow-up questions, and generally better engage the reader.
Read on to learn how word count may impact rankings, if word count is a ranking factor, and finding the balance between ‘long form’ and ‘thin’ content.
Why Does Longer Content Rank Better On Search Engines?
It’s no secret that long content generally gains higher rankings than a concise 300-word webpage. Just Google something – right now – how many words does that page have? Generally, pages in the top 10 ranking positions are over 800+ words long, with some even being longer than that!
Plus, a study from Semrush also concluded that pages with a word count of over 1,500 are 7x more likely to rank for keywords, compared to pages with less than 500 words. You can use this as a benchmark when writing future content for your website.
Here are just a few of the reasons why longer content generally performs better from an SEO perspective:
A Closer Match To Search Intent
Whilst a lot of user queries will be able to be answered in a paragraph or two, you’ll likely be competing with articles on the SERPS (search engine results page) that have answered the main query, whilst also addressing any questions that the user may want to ask next. Not only does this stop the user from needing to visit another website, or make another search to get the answer, but also better matches user intent.
If you are new to the term ‘search intent’, it can be a little tricky to get your head around. But, you can learn more in one of our recent blogs: Is Search Intent a Ranking Factor?
Improved User Engagement
When you’re able to answer the query a user has, and then anticipate their next questions, and answer those two, they are more likely to stay on your webpage, and perhaps even click through to other pages on your website. The longer the user stays on your website (aka, the better dwell time they have), the more likely Google will see your content as high quality, which is a ranking factor.
In essence, the goal of your content should be to create a “one-stop” answer hub that anticipates user needs and keeps them engaged – Google sees this as a huge green flag!
Better Topical Authority
Long form content enables you to thoroughly demonstrate your expertise on a topic, covering it from multiple angles and diving into related subtopics. This comprehensive approach helps establish your page (and you!) as an authority on the subject, something that Google prioritises according to E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines.
Learn how to craft a page that demonstrates all the E-E-A-T factors needed to rank on Google in one of our recent article: How Do You Write E-E-A-T Content?
More Opportunities For Keyword Placement
We’ve long moved past the days where cramming every sentence with keywords helps you to achieve rankings – you now have to be much more subtle about it. Writing longer-form content will likely provide you with more opportunities to place your main target keyword – and semantic ones, too – without sounding forced. This increases the chances of ranking for a wider set of queries.
Learn about the negative impacts of keyword stuffing in our helpful blog: Is There a Downside Of Having Too Many Keywords?
What if You Can’t Write 1,500 Words?
Whilst 1,500 words can act as a good benchmark for future website content, it isn’t necessarily a target. If you feel that you’ve added value to the reader, answered their main query and any other questions they might have, and you’ve successfully showcased your industry expertise, then you don’t necessarily need to reach the 1,500-word mark. Quality is always better than quantity, and you should avoid waffling for no reason as it may do more harm than good.
So, is Word Count a Ranking Factor?
Although word count often correlates with higher rankings, it’s important to understand that word count itself is not an official ranking factor for search engines.
Word count is not a factor in Google’s Search Algorithm – but content quality, relevance, and authority are. And generally, these things are much easier to achieve with longer pages, as you give yourself a better chance to demonstrate these key ranking signals.
What Counts as ‘Long Form’ Content?
Whilst we don’t have a specific answer from search engines as to what they would class as ‘long form’ content, as SEO experts, we usually class anything over 1,000 words to be ‘long form’. But, depending on your industry, ‘long form’ content may actually be nearer the 3,000-5,000 word mark!
Remember – the optimal length depends on your niche and your audience’s expectations, so be mindful of the level of detail your readers need.
What is ‘Thin Content’?
Whilst long form content gives you the best opportunity to rank, not all web pages need to reach that 1,000 word mark in order to be successful – take product pages or contact pages for example. However, you still need to avoid thin content in order to rank.
Thin content is website content that either lacks in quantity and/or quality. This means that the content doesn’t necessarily resolve the reader’s problem, meet their intent, or encourage them to convert. It is usually flagged up on tools like Screaming Frog or Sitebulb.
Learn more about how low word-count pages can impact your rankings in one of our helpful blogs: What is Thin Content and Does it Hurt SEO?
We Can Help You Create Long Form Content That Ranks Well On Google
If creating high-quality long form content sounds daunting or time-consuming, Wildcat Digital is here to help. Our team specialises in crafting unique, targeted content as part of a comprehensive SEO strategy tailored to your business.
To get started, book a consultation with a member of our team, or visit our SEO page to learn more.
Jasmine Savery
SEO Account Manager
