The Ultimate Guide to Blog Post Length: Crafting Content That Ranks & Converts

You’ve poured your heart and soul into crafting the perfect blog post. It’s informative, engaging, and you’re sure your target audience will love it. But as you hit “publish,” a nagging question lingers: Is it long enough? Should you have added more words, more detail, more something to ensure it doesn’t vanish into the depths of the internet?

If this sounds familiar, you’re not alone. Many content creators grapple with the question of ideal blog post length. The truth is, there’s no one-size-fits-all answer. The perfect word count depends on various factors, including your content’s purpose, target audience, and SEO goals.

Here at Nine Peaks, we understand the importance of crafting content that resonates with readers and at the same time, ranks well in Google’s SERP. As an experienced SEO agency, we’ve helped countless businesses develop content strategies that drive organic traffic and boost conversions.

In this comprehensive guide, we’ll discuss all you need to know about blog post length. Here’s what you can expect from this article:

• An analysis of the factors that influence ideal blog post length
• Data-driven insights into the correlation between content length and SEO performance
• Best practices for crafting both long-form and short-form content
• Case studies of successful content campaigns

By the end of this article, you’ll have a clear understanding of how to create content that is both valuable to your readers and beneficial to your SEO efforts. So, let’s dive in and uncover the secrets of blog post length.

Understanding the Factors that Influence Ideal Blog Post Length

Identifying the ideal blog post length is challenging. Sometimes, it’s like finding the right pair of shoes – what fits one person will not be right for another. The ideal word count for one post may not be right for another, which is determined by several key factors. 

Let’s explore these factors in detail:

1. Content Purpose

The aim of your blog post is a primary factor in determining its ideal length. Different content types have distinct goals, and these goals often dictate the level of detail and depth required. Let’s break down how content purpose influences word count:

• Informational Content: Informative posts, like how-to guides and tutorials, are designed to teach and lead your audience. They usually feature detailed walkthroughs, thorough explanations, or deep dives into a subject. To make sure these posts are clear and cover everything, they often need to be on the longer side. A short how-to could leave readers scratching their heads, but a detailed one shows your expertise and gives them something truly useful.

• Opinion/Thought Leadership Pieces: These posts aim to share your unique perspective or expertise on a particular topic. While they can be shorter and more focused, they often require evidence, examples, or data to support your claims and persuade readers. A well-argued opinion piece, even if brief, can spark conversation and position you as an industry thought leader.
• News/Updates: The primary goal of news and updates is to deliver timely information. These posts typically focus on summarizing recent events, industry trends, or product launches. Since readers often seek quick and easily digestible updates, brevity is key. A concise news update can capture attention and provide value without overwhelming readers with unnecessary details.

Remember, these are just general guidelines. The ideal length for each type of content can vary depending on other factors, such as your target audience and SEO goals. It’s essential to strike a balance between providing enough information to meet your readers’ needs and keeping your content concise and engaging.

2. Target Audience

Consider the following:

• Industry Experts: Professionals working within your niche or field often possess a deep understanding of the subject matter. They may seek out detailed analyses, in-depth discussions, and comprehensive research to expand their knowledge. Longer, more comprehensive posts can effectively address their needs and position you as an authoritative voice in the industry.
• Casual Readers: Individuals with a general interest in your topic or those seeking quick information may prefer concise and easily digestible content. Long, complex posts can be overwhelming or time-consuming for this audience. Shorter, focused articles that provide clear takeaways and actionable insights can better cater to their preferences.

Search Intent

The purpose behind a user’s search query is another crucial factor to consider. If users are seeking quick answers or definitions, a short blog post may suffice. However, if they are researching a complex topic or comparing products/services, a longer, more detailed post may be more appropriate. Understanding the search intent behind relevant keywords can help you tailor your content length to meet the specific needs of your target audience.

Taking the time to understand your readers allows you to craft content that truly resonates to them and provides the information they’re looking for. Whether you’re writing a deep dive for seasoned professionals or a quick overview for those new to the topic, adjusting your word count to fit your audience is essential for keeping them engaged and accomplishing your objectives.

3. SEO Goals

Your objectives for search engine optimization (SEO) are another crucial factor in determining the ideal length of your blog posts. Different SEO goals often align with different content lengths, as outlined below:

• Higher Rankings:  Numerous studies have shown a correlation between longer blog posts and higher search engine rankings. Comprehensive content tends to cover a topic more thoroughly, providing search engines with a stronger signal of relevance and authority. As a result, longer posts may outperform shorter ones in search results, leading to increased visibility and organic traffic.
• Increased Traffic: Deeper, more in-depth content naturally incorporates a wider range of keywords and phrases. This can help attract a broader audience searching for information on various aspects of your topic. By addressing multiple search queries within a single post, you increase the likelihood of attracting users with diverse interests and search behaviors.
• More Backlinks: In-depth, informative guides often become go-to resources in your field. Other sites and blogs might link to your content when they need a reference or information, which boosts your backlinks. These backlinks are a big deal for SEO because they show search engines that your content is reliable and trustworthy.

While longer posts can be beneficial for SEO, it’s crucial to strike a balance between length and quality. Simply adding filler content to increase word count will not yield positive results. Your content should always prioritize providing value to your readers, as this will ultimately drive engagement and encourage backlinks.

What the Numbers Say: Blog Post Length and SEO Results

The debate about the ideal blog post length has been raging for years. Opinions abound, but what does the evidence suggest? In this section, we’ll examine what various studies reveal about the relationship between content length and its ranking in search results. ​

But remember, numbers only tell part of the story. While data can guide us, it’s important to understand that correlation doesn’t always equal causation. Longer posts don’t automatically guarantee top rankings. Ultimately, quality trumps quantity every time.

Below are several reputable studies that offer valuable insights into this topic: 

1. Backlinko’s Analysis on Content Length and Rankings

In a large-scale study, Backlinko looked at over 11 million Google search results to see how the length of content affected its ranking. They found that, on average, top-ranking pages on Google had around 1,447 words. This hints that longer content might do better in search, maybe because it goes into more detail and keeps readers interested for longer.

2. HubSpot’s Research on Optimal Blog Post Length

According to HubSpot’s 2021 research, blog posts with a word count between 2,250 and 2,500 words tend to generate the most organic traffic, as well as more shares on social media. However, this research also highlights that the perfect word count for a piece depends on what you’re trying to achieve with it. 

3. Medium’s Data on Content Engagement

An internal examination by Medium of their platform’s data uncovered a fascinating connection between article length and reader involvement. This study found that posts taking approximately 7 minutes to read, which equates to roughly 1,600 words, tend to perform best. This length appears to achieve an equilibrium between offering ample detail and sustaining reader attention, maximizing the likelihood of a post being read in its entirety.

4. Orbit Media’s Annual Blogging Survey

Orbit Media’s yearly check-in with bloggers revealed a noteworthy trend in 2023: the typical length of blog posts has grown over time. Bloggers who reported positive outcomes often craft posts around 1,300 to 1,500 words. These successful content creators also invest more time in each piece, indicating that the caliber and thoroughness of the writing play a significant role in their achievements.

5. SerpIQ’s Study on Content Length

A study by SerpIQ of the leading ten results for a broad spectrum of search terms uncovered a notable pattern: better-ranking pages typically featured more substantial content. Top-ranking pages averaged roughly 2,000 words, implying that search engines prefer thorough content, perhaps due to its ability to delve deeper into subjects and offer more value to users.

Industry-Specific Insights: A Closer Look at Content Length

While general trends offer valuable insights, it’s crucial to recognize that the ideal word count can significantly differ based on the unique landscape of your industry and the specific keywords you’re aiming to rank for. To truly optimize your content strategy, let’s delve deeper into some industry-specific examples:

Technology:

The tech world is known for its intricacies and rapid advancements. Articles that delve into in-depth analyses, dissect product reviews, or offer technical guides often necessitate a substantial word count to effectively convey the complexities involved. In fact, it’s not unusual to encounter top-ranking tech articles that exceed 2,500 words.

Lifestyle and Entertainment:

In contrast, blogs focused on lifestyle and entertainment often thrive with shorter, visually engaging posts. Personal narratives, bite-sized tips, or captivating listicles tend to resonate well with this audience. Word counts for these posts typically range from 800 to 1,500 words, striking a balance between providing valuable content and maintaining reader interest.

News and Current Events:

Timeliness is paramount in the realm of news and current events. Articles in this category prioritize delivering information promptly and concisely, often foregoing in-depth analysis for the sake of brevity. These posts commonly fall within the 500 to 1,000-word range, delivering a focused summary of the essential details.

Your Niche, Your Rules:

The case studies we’ve examined illustrate how different industries have varying preferences for content length. However, to truly grasp what resonates within your specific niche, a deeper dive is necessary.

Taking a close look at the top-ranking content for the keywords you’re after can be a real eye-opener. It’s like getting a sneak peek into what both your readers and search engines expect, showing you what kind of content is really hitting the mark in your specific sector.

Correlation vs. Causation: A Crucial Distinction

While the data suggests a strong link between longer content and improved SEO performance, it’s vital to understand that this is a correlation, not a causation. In other words, longer posts don’t automatically guarantee higher rankings or increased traffic. Several other factors come into play:

• Content Quality: Engaging, well-researched, and informative content is paramount. Search engines prioritize content that satisfies user intent and provides a positive experience. Simply adding words for the sake of length will not yield positive results.
• Reader’s Experience: How your post looks and feels also matters. A well-organized, easy-on-the-eyes piece with headings that make sense, some visuals to break things up, and links to other relevant stuff on your site can make a big difference. This keeps readers around for longer, which can boost your SEO even if your word count isn’t super high.
• Backlinks and Social Shares: These signals of authority and popularity can significantly boost your rankings. While longer content may be more likely to attract backlinks, the quality and relevance of the backlinks are more important than the sheer number.
• Relevance: Your content must be relevant to the keywords you’re targeting and the overall theme of your website. Even the longest blog post won’t rank well if it’s off-topic or doesn’t address the needs of your target audience.

So, while longer articles might have an advantage when it comes to SEO, it’s crucial to remember that the real key is crafting top-notch content that’s on point and keeps readers hooked. It’s about giving folks something they actually want to read. Length isn’t a magic bullet, but if you use it wisely, it can definitely help your overall SEO wins.

The Tipping Point: When More Isn’t Always Better

While the data indicates a connection between longer content and improved SEO performance, there’s an important caveat to consider: more isn’t always better. There’s a point at which adding extra words to your blog post doesn’t lead to better outcomes and can even have negative effects.

Consider the following:

• Losing Your Audience: If a piece drags on too long, readers might get bored or feel swamped. They could end up skimming or just leaving your page, which leads to fewer people sticking around and reading your whole post. Ultimately, this may result in higher bounce rates and lower dwell time. 
• Watering Down Your Message: Stuffing in extra details or filler just to hit a certain word count can muddy the main point you’re trying to make. This makes it harder for people to understand your key takeaways and can make your writing seem less valuable overall.
• What Search Engines See: Even though search engines like content that covers a topic well, they also care about whether people are actually reading and engaging with it. If your post is too long and doesn’t keep people’s attention, search engines might think it’s not that great, which could hurt your ranking.

Long-Form vs. Short-Form Content

Having examined the elements that affect ideal blog post length and dug into the data, we arrive at an often puzzling question: Is long-form or short-form content the way to go? Each format has its own pros and cons, and the right choice for your blog hinges on your particular objectives and the folks you’re writing for. In this section, we’ll break down the pros and cons of each approach.

The Art of Long-Form Content 

Long-form content is often defined as articles exceeding 1,200 words. While it requires a greater investment of time and resources, as discussed, the potential rewards can be substantial. Let’s explore the key advantages of the long format:

• Establishees Expertise and Authority

Longer content length means we have more opportunities to showcase our understanding and knowledge of the topic at hand. 

We can dig deeper into the topic, offer detailed breakdowns, thorough data-driven explanations, and more so you can position yourself as a reliable source – not simply sharing information.

When your readers find content that is comprehensive and well-researched, they are more likely to see you as an expert and thought leader in the niche so they can trust you. 

• Increases Dwell Time and Engagement

Longer articles (that are also engaging) naturally encourage their reasers to spend more time on the page. As readers explore your long-form content, they are more likely to become invested in the topic, leading to increased interaction: more clicks to other pages on the site, more shares on social media, higher conversion rates, and so on.

Not to mention, Google now treats bounce rate and dwell time as ranking signals. , when people spend more time on your site, it sends a positive signal to search engines, potentially giving your search rankings a leg up.

• Offers Opportunities for Comprehensive Coverage of Complex Topics

Some subjects simply cannot be adequately addressed in a short blog post. Long-form content provides the canvas you need to explore complex topics in their entirety. For certain industries or sectors (i.e., technology, finance, or healthcare),  in-depth explanations and detailed analyses are often required to educate and inform readers.

By offering comprehensive, in-depth content in a long-form format,  you not only cater to the needs of your audience but also differentiate yourself from competitors who may only scratch the surface of the topic.

Best Practices of Long-Form Content

Crafting compelling long-form content requires a thoughtful approach and attention to detail. To ensure your efforts yield the desired results, adhere to these best practices:

1. Dig Deep and Use Reliable Sources:  Long-form pieces are your chance to shine as an expert. Back up your claims with solid research from trustworthy sources. This shows your readers you know your stuff and builds credibility.
2. Structure for Clarity: No one wants to read a giant wall of text. Use clear subheadings, numbered lists, and bullet points to break up your content and make it easier to scan. Use images and even embed videos when appropriate. This helps readers find what they need and keeps them engaged.
3. Connect the Dots: Weave in internal links to other relevant content on your website. This not only keeps readers engaged by providing additional resources but also helps search engines understand the structure and hierarchy of your site.
4. Lead the Way to Action: Long-form content presents more opportunities for conversion optimization. Strategically place clear calls to action (CTAs) throughout your piece, encouraging readers to take the next step, whether it’s subscribing to your newsletter, downloading a lead magnet, or making a purchase.

By implementing these best practices, you can create long-form content that not only informs and engages your audience but also drives meaningful actions and contributes to your overall marketing goals. Remember, long-form content is an investment in your brand’s authority, expertise, and online presence. With careful planning and execution, it can become a cornerstone of your content strategy, attracting and retaining a loyal audience while boosting your SEO performance.

The Proof is in the Pudding: Long-Form Content Success Stories

Enough with the theory—let’s examine how some brands have actually used long-form content and seen impressive outcomes.

1. Buffer’s “The Complete Guide to Designing Visual Content“

In 2014, Buffer –back then a rising star in the social media management landscape– released this 11,000-word guide into visual content marketing. 

The behemoth guide quickly garnered attention with its depth, detail, and rich actionable insights, drawing not only attention and engagement from readers (mainly marketers and designers), but also attracted a lot of valuable backlinks, solidifying Buffer’s reputation as a thought leader in the social media management niche. 

This guide also drove significant traffic to Buffer’s website, contributing to their overall growth and success until today. One of the best-executed long-form content in the history of th einternet, demonstrating how a well-researched and well-executed content can establish a brand’s reputation and propel it forward. 

2. Moz’s “Beginner’s Guide to SEO” 

When it comes to SEO, Moz is a name that needs no introduction. Their “Beginner’s Guide to SEO” is a shining example of what long-form content can achieve. Over the years, this exhaustive resource has become the gold standard for anyone taking their first steps into the world of SEO (and even seasoned digital marketers find it valuable).

Moz regularly refreshes and updates the guide to reflect the ever-changing landscape of SEO and search engine algorithms. This execution and commitment have helped Moz established their position as a trusted thought ladder in the field, attracting countless individuals and businesses to use their services and products. 

3. Animalz’s “The Content Marketing Benchmark Report”

Animalz, a content marketing agency, offers a prime illustration of the impact of in-depth reports with their yearly “Content Marketing Benchmark Report.” This extensive analysis, exceeding 4,000 words, consistently secures top spots in search engine results for relevant terms. This prominent placement has been instrumental in generating leads and significantly boosting brand visibility for the agency.

These examples from the real world show how flexible long-form content can be, helping companies reach different goals. Whether it’s becoming the trusted authority, attracting more eyeballs to their site, collecting potential customer details, or simply sharing knowledge, there’s a long-form strategy that can work. When you put the time and effort into crafting in-depth pieces, you’re not just helping readers at the moment. You’re also building something that lasts by improving your SEO and establishing your business’s reputation.

The Art of Short-Form Content 

While long-form content has its place, it’s not the only game in town. Shorter pieces (think under 1,200 words) are a key player in many content strategies. They bring their own special perks to the table, appealing to different tastes and meeting specific content needs. Let’s dive into the realm of short-form content and uncover what makes it tick, along with the best ways to use it.

Here are the key advantages of the shoft-form content:

While long-form content has its place, it’s not the only game in town. Shorter pieces (think under 1,200 words) are a key player in many content strategies. They bring their own special perks to the table, appealing to different tastes and meeting specific content needs. Let’s dive into the realm of short-form content and uncover what makes it tick, along with the best ways to use it.

Here are the key advantages of the shoft-form content:

• A Quick Read for Busy Audiences

In today’s world, where attention spans are shrinking and schedules are packed, short-form content provides a welcome respite. It enables readers to absorb information efficiently, without requiring a substantial time investment. This accessibility caters to busy professionals, those on the move, or individuals seeking a concise burst of knowledge or entertainment.

• Perfect for Social Sharing and Mobile Consumption

Short-form content is inherently shareable, fitting seamlessly into the bite-sized nature of social media platforms. Its concise format is also optimized for mobile devices, where a majority of online content is now consumed. By crafting content that’s easy to understand and share, you’re more likely to see your message spread further and gain momentum across different platforms.

• Effective for News Updates and Opinion Pieces

Certain types of content naturally lend themselves to a shorter format. News updates, for instance, prioritize the timely delivery of information, making brevity essential. Similarly, opinion-based articles can leave a stronger impression when they are succinct and to the point, conveying a clear and compelling message without unnecessary embellishment. 

Short-form content allows you to promptly share your unique insights and viewpoints on current events or industry trends, ensuring that your audience remains well-informed and actively engaged.

• Lower Barrier to Entry

Producing short-form content is typically easier, requires less resources, and faster to execute. This can be especially beneficial for those just starting out or with limited resources (i.e., smaller businesses.) 

For example, focusing on shorter pieces of content allows businesses to maintain a more consistent publishing schedule. This can ensure the website is constantly refreshed with new content, keeping the audience engaged.

• Increased Opportunities for Engagement

Short-form articles often invite more comments and shares on social platforms. Readers are simply more inclined to interact with content that’s quick and easy to take in. This heightened interaction can elevate your brand’s profile and cultivate a loyal following around your content.

Best Practices of Short-Form Content

While as discussed, the short-form content offers a unique set of advantages, it also has its challenges. To effectively leverage the short format, consider the following best practices: 

• Compelling Headlines and Strong Hooks

Capturing your audience’s attention as early as possible is important for any type of content, but it is even more important with short-form content since due to the fewer interaction opportunities.

Your headline is the first impression your article makes, and it must entice readers to click and explore further. Craft headlines that are clear, concise, and promise value. Similarly, your opening paragraph should hook readers quickly. You can start with an attractive/surprising statistic, a compelling anecdote, or a thought-provoking question.

• Concise and Focused Writing:

Every word counts in short-form content. Avoid unnecessary fluff or tangents. Get straight to the point and deliver your message efficiently. Use strong verbs, active voice, and concise sentences to keep your writing engaging and easy to follow. Prioritize clarity and conciseness to ensure that your readers grasp the main points without feeling overwhelmed.

• Clear Calls to Action:

Short-form content may not offer the same depth as longer pieces, but it can still be highly effective in driving conversions. Guide your readers towards a specific action by incorporating clear and compelling calls to action (CTAs). Whether it’s encouraging them to leave a comment, share the article on social media, or explore a related product/service, a well-placed CTA can maximize the impact of your short-form content.

Short-Form Success Stories: Brands That Nail It

• The Hustle: The Hustle, a popular daily news digest, is a prime example of how short and sweet can be oh-so-effective.  Their quick, engaging summaries of the latest business and tech buzz perfectly cater to the time-strapped professional who needs the lowdown fast.  The fact that so many readers are loyal to The Hustle daily proves that bite-sized content is a winner, especially when it comes to delivering timely news.
• The Skimm: The Skimm’s widespread appeal as a news source is rooted in its knack for breaking down complicated news and events into bite-sized summaries delivered through email and social media. Their friendly, conversational tone has connected with a wide range of readers, proving that even complex topics can be made both understandable and interesting when presented concisely.
• ​BuzzFeed’s Tasty:  The popular food brand Tasty, a branch of BuzzFeed, has mastered the art of short-form video content. Their recipe videos, often under a minute long, combine simple instructions with mouthwatering visuals, making them highly shareable across social media platforms. The immense popularity of Tasty’s content;  garnering millions of views and interactions, highlights the effectiveness of short-form content in capturing attention and driving substantial traffic.
• Seth Godin’s Blog: Marketing guru Seth Godin’s blog is living proof that short and sweet can be incredibly powerful.  His posts, often just a few hundred words, consistently deliver thought-provoking insights in a clear, concise style. Godin’s ongoing success shows that when brevity is paired with purpose and expertise, it can make a real impact, proving that you don’t need a high word count to write something meaningful.

As we can see from the examples above, whether you’re looking to raise your brand’s profile, spark conversations, teach your audience something new, or attract potential customers, there’s likely a short-form strategy that can get the job done.  By putting your energy into writing that’s both concise and captivating, and packing value into every sentence, you can connect with the people you want to reach and make a lasting impression.

As we’ve discovered, the hunt for the “perfect” blog post length isn’t about stumbling upon some secret formula. It’s about truly understanding your unique aims, your audience, and the kind of content you’re putting out there.

Whether you’re crafting a comprehensive guide or a quick news bite, there’s no single answer that fits all. The right length is the one that best aligns with your goals and speaks to your readers.

Conclusion: ​Finding Your Content’s Sweet Spot

As we’ve discovered, there’s no single magic number when it comes to blog post length. It’s about finding the right fit for your specific aims, audience, and content style.

Whether you’re putting together an in-depth guide or a quick news update, there’s no universal answer. The best length is the one that hits the mark for your purpose and truly connects with your readers.

Don’t be shy about trying different things. Test out various lengths, keep tabs on the results, and use those insights to guide your decisions.  Pay attention to how your audience reacts, how your content ranks in search engines, and how it’s performing overall – those are your best clues.

Key Points to Remember:

• Long-form content: Great for building credibility, getting people involved, and diving deep into complex subjects.  To make the most of it, put in the research, organize it clearly, and give readers a clear next step to take.
• Short-form content: Easy to read, easy to share, and perfect for certain types of content. To nail it, focus on attention-grabbing headlines, tight writing, and clear calls to action.

Ready to up your content game? Nine Peaks is here to help. We offer one-on-one consultations and detailed content audits to help you figure out the best length for your specific needs. Our SEO experts will work alongside you to analyze your data, get to know your audience, and create a content strategy that gets results.

Get in touch today for a free consultation and let us help you unleash the full potential of your content marketing.