Word count—it’s an issue the SEO community has discussed since the inception of SEO blog content. Does longer actually mean better, or is the issue more complex?
Using the latest data, we’ll explore that question in this article. So strap in, and get ready to get educated.
Is Content Length a Ranking Factor?
In terms of what Google cares about, the answer is “it depends.” Ultimately, there are two answers to this question.
The first answer is no; Google doesn’t care about word count. Search liaison John Mueller has stated firmly word count is not a direct ranking factor.
The second answer is yes; Google does care about word count—but not in the way you think.
Why Word Count is Important
A respectable SEO word count is a prerequisite for fully covering a topic. For example, let’s say you’re writing an article on SEO best practices.
If your post is only 500 words long, you won’t be able to cover all the necessary topics—so readers won’t find the content they’re looking for.
Google wants to provide people with content that is thorough and relevant. Your SEO article would probably need at least 2,000-3,000 words to be comprehensive—that’s why word count is essential.
It’s not about how many words exist on a page but how in-depth it goes on the keyword’s subject matter (according to search intent).
The data supports this, too.
According to a massive study by Backlinko, the average first-page SERP result contains 1,447 words. HubSpot performed a similar study on their own posts and found their best-performing articles averaged 2,164 words.
Either figure is a far cry from the 500-word fluff pieces that dominated first-page results in days of yore.
Those first-position results are often well-cited, too. Backlinko’s same study found position-one results have 3.8x more backlinks than their lower-page counterparts.
These statistics support Google’s overarching goal in ranking content—make quality information as visible as possible. And in 2022, Google released a significant update in that direction.
The Helpful Content Update
In August 2022, Google released a major update with the aim of “better [rewarding] content where visitors feel they’ve had a satisfying experience.” They signaled sites with “helpful content” would receive notable ranking boosts.
Helpful content should be
- Up to date
- Accurate
- Accessible
- Comprehensive
You’ll note all these criteria center on user experience. And it’s hard to provide a good user experience without a minimum word count.
Determining the Right Word Count for Content Length
As you’ve probably found out, optimal word count almost entirely depends on context.
For example, listicles require a much shorter minimum word count than “how-to” explainers on in-depth topics. Here are some general guidelines to provide an idea of the length each article type requires.
Pay Attention to Top-Ranking Content on the SERP
When you’re trying to determine the SEO word count for an article, look at what’s currently ranking on the SERP.
How long are the content pieces? Do they all cover the topic in-depth, or is the content relatively shallow?
This isn’t the be-all-end-all (far from it), but it’s a great starting point. If, for example, the top five entries average between 4,000-5,000 words, it’s a safe bet people searching for that keyword want comprehensive answers.
Watch Content Structure
It’s also helpful to pay attention to the format of the top-ranking articles.
For example, let’s say you’re writing an article on how to edit video content. If the top-ranking content piece features lots of visuals and subheads, you can safely assume you can get away with a shorter word count in favor of rich media.
Or, if you’re writing about a complex topic like healthcare, expect to devote the bulk of your word count to in-depth explanations.
Review Top Blog Competition
You should also analyze the type of content your competitors are publishing, just in case you have no reference point on the SERP. You can use tools like Ahrefs to analyze the content pieces of the biggest blogs in your niche.
Are they publishing extensively detailed pieces, or are they publishing shorter posts with added visuals to get away with a shorter word count? The answers help you determine if it’s better to go for long-form content length (1,500+ words) or shorter-form (500-1,000 words) for your piece.
Word Count: The FAQs
Now, let’s answer some of the most common questions people have about word count—and how it fits into SEO.
Is Content Quality Linked to Word Count?
Yes and no. Word count is a necessary precursor to quality content—but not a guarantee.
You could write 5,000 words of fluff and promptly sink yourself to the back pages of SERPs—or you could publish 2,000 words of in-depth coverage and dominate page one.
Between content quality and word count, always pick the former.
Does Long-Form Content Rank Better?
Again, yes and no. Long-form content can rank better, especially regarding comprehensive topics—but, more often than not, it’s more about content quality than content length.
For instance, let’s say you’re publishing on the topic of marketing automation. People searching for that term want details on the subject—so you’ll need to hit a respectable word count.
But that doesn’t mean a blog post length of 4,000 words will automatically outrank a quality post of 2,000. If your 2,000-word post covers all the necessary topics (and you’ve optimized it correctly), you’ll have a great chance of outranking the competition.
Can Your Content Be Too Long?
Yes, your content can be too long.
Google emphasizes quality over quantity—so don’t post long-form content just for the sake of it. If a 500-word piece satisfies the search intent, don’t waste your time and energy adding an extra 1,000 words.
Google also penalizes keyword stuffing, so don’t go overboard trying to hit a specific word count.
Wrappping It Up
Word count is an important factor in SEO—but it’s only one of many. Focus on producing amazing content that is tailored to suit the needs of your target audience and make sure you’re as visible on SERPs as possible.
Don’t focus solely on content length.
