{"id":3238,"date":"2024-03-11T12:11:12","date_gmt":"2024-03-11T06:41:12","guid":{"rendered":"https:\/\/gohelpdigital.com\/blog\/?p=3238"},"modified":"2024-03-11T12:11:15","modified_gmt":"2024-03-11T06:41:15","slug":"short-vs-long-content-what-s-best-for-seo","status":"publish","type":"post","link":"https:\/\/gohelpdigital.com\/blog\/short-vs-long-content-what-s-best-for-seo\/","title":{"rendered":"Short vs. Long Content: What ‘s Best for SEO ?\u00a0"},"content":{"rendered":"

Short-Form vs. Long-Form Content: What Do Search Engines Want?<\/span><\/h4>\n

Which is better for ranking in search engines, long or short content? If you\u2019ve been in the search game for more than a minute, you\u2019ll have encountered that question.\u00a0<\/span><\/p>\n

Seasoned search engine optimizers (SEOs) would be forgiven for rolling their eyes at this point. It\u2019s a debate that\u2019s raged almost since the advent of search engines like Google.\u00a0<\/span><\/p>\n

It would be easy for us here at GoHelp Digital<\/a><\/span> to give a short answer and declare \u201ccase closed.\u201d But we think that the reality is more complex. We believe that marketers are asking the wrong question.\u00a0<\/span><\/p>\n

We\u2019ll explain why thinking in terms of \u201cshort vs. long\u201d is misleading. We\u2019ll also show you how to determine the ideal content length for achieving the best possible rankings.\u00a0<\/span><\/p>\n

What Is Short Content?<\/span><\/h3>\n

\u201cShort content\u201d typically refers to landing pages, articles and blog posts under 500 words or thereabouts. \u201cLong-form content\u201d is anything above. These parameters aren\u2019t exact or official but are generally recognized as benchmarks by SEOs.\u00a0<\/span><\/p>\n

In the past, SEOs have favoured long content because it appears to do better in search engines. A handful of studies, many conducted several years ago and with narrow data sets, support this premise.\u00a0<\/span><\/p>\n

Examples of long-form content are in-depth how-to articles, editorials, and statistical breakdowns. Short-form content includes recipes, question-and-answer (Q&A) style content, and reviews. Dictionary entries might be thought of as the shortest of short-form content.\u00a0<\/span><\/p>\n

Why Longer vs. Shorter Is the Wrong Debate<\/span><\/h3>\n

SEOs tend to favour long-form content because it has statistically performed well in the past and it\u2019s conceived to give you more runway and put in more optimized keywords.<\/span><\/p>\n

Conclusions about the success of long content are far from definite. But the traditional way of thinking also points toward a deeper misconception about content length\u2014that it\u2019s still a significant ranking factor.\u00a0<\/span><\/p>\n

What is certain is that search engines are prioritizing user experience irrespective of content length. Google\u2019s well-known E-A-T criteria (Expertise, Authoritativeness, and Trust), taken from Google\u2019s\u00a0<\/span><\/span>Search Quality Evaluator Guidelines<\/a><\/span>,<\/span> don\u2019t mention length.\u00a0<\/span><\/p>\n

The recent \u201chelpful content\u201d update actively devalues long content in certain circumstances. The\u00a0<\/span>documentation<\/span><\/span><\/a>\u00a0states:\u00a0<\/span>\u201cAre you writing to a particular word count because you’ve heard or read that Google has a preferred word count?<\/span><\/em>\u00a0<\/span>(No, we don’t).\u201d<\/span><\/em><\/p>\n

Instead, content length should be determined after evaluating searcher intent. Specifically, there are four factors to consider when deciding on the length of content: the medium of communication (written, video, visual assets, etc.), keyword intent, possible formats for content, and the complexity and depth of the subject being discussed. Let\u2019s take a look at each of these in turn.\u00a0<\/span><\/p>\n

1)Don\u2019t Think Exclusively in Terms of Written Content<\/span><\/h3>\n

Before deciding whether a keyword is best targeted through written content, it\u2019s good practice to consider other potential formats.\u00a0<\/span><\/p>\n

Text-based web pages aren\u2019t the only type that ranks well in Google and other search engines. Nor are they always the best way to communicate every kind of information. Google ranks many forms of content, often in conjunction with text-based pages.\u00a0<\/span><\/p>\n

Here\u2019s an overview of the main formats, all of which can rank well in search engines:<\/span><\/p>\n

    \n
  • Videos and video shorts<\/span><\/li>\n
  • Infographics<\/span><\/li>\n
  • Glossary entries<\/span><\/li>\n
  • White papers<\/span><\/li>\n
  • Reviews<\/span><\/li>\n
  • Graphs and tables<\/span><\/li>\n
  • Webinars\u00a0<\/span><\/li>\n
  • Case studies<\/span><\/li>\n
  • Checklists<\/span><\/li>\n
  • Research reports<\/span><\/li>\n
  • News reports and press releases<\/span><\/li>\n<\/ul>\n

    Top content producers typically make use of most of these formats. As a result, they\u2019re able to target customers\u2019 needs directly and flexibly, often seeing rankings right across the board, not just for long-form written content.\u00a0<\/span><\/p>\n

    GoHelp Digital is universal listing tools can be used to monitor a variety of search engine results page (SERP) listings, including featured snippets, videos, images, and news stories. The functionality tracks performance across many content types and helps to create a multifaceted content strategy.\u00a0<\/span><\/p>\n

    2)Understand Keyword Intent<\/span><\/h3>\n

    You should always evaluate keywords through the lens of user intent. If keyword intent mapping isn\u2019t already a part of your content ideation process, you\u2019re almost certainly missing out on the opportunity to provide what your audience is looking for, increasing relevance.<\/span><\/p>\n

    There are three questions to ask to effectively discern intent:<\/span><\/p>\n

      \n
    • Which intent category does a keyword fall into?<\/span><\/strong>\u00a0Generally speaking, a keyword phrase will fit into one of three categories: \u201clearn and understand,\u201d \u201cbrowse and consider,\u201d or \u201cbuy and convert.\u201d There are, of course, exceptions to this rule.\u00a0<\/span><\/li>\n
    • How does your existing content perform?\u00a0<\/span><\/strong>Content on your site that garners high levels of engagement can be useful for determining the intent behind similar keywords to those the content targets.<\/span><\/li>\n
    • What kinds of content already rank well?\u00a0<\/span><\/strong>Existing rankings of competitor sites, when viewed in conjunction with other factors, can be valuable indicators of what search engines value. They provide pointers about which formats to consider and whether or not to create long or short-written content.\u00a0<\/span><\/li>\n<\/ul>\n

      Understanding intent can significantly affect decisions about length. Individuals searching for recipes, for example, will typically want a straightforward and concise piece of content. Those searching for in-depth how-to guides with accompanying statistical analysis\u2026well, the ideal length of the content should be fairly self-evident.\u00a0<\/span><\/p>\n

      3)Work Within Existing Structures<\/span><\/h3>\n

      There is a general awareness among searchers of different content frameworks\u2014\u201d how to\u201d articles, opinion pieces, glossary entries, etc. As a result, people often look for specific types of articles and web pages. Sometimes, certain keywords will be included in search queries to indicate this.\u00a0<\/span><\/p>\n

      A robust understanding of different formats is valuable for both meeting intent and determining what the length of a piece of content should be.\u00a0<\/span><\/p>\n

      For example, opinion pieces usually occupy a middle ground of between 600 and 800 words. Any more, and you run the risk of losing readers\u2019 interest. A recipe, on the other hand, can easily be less than 200 words while fulfilling its function perfectly.\u00a0<\/span><\/p>\n

      Ensure that your content team is familiar with the following content types:<\/span><\/p>\n

        \n
      • Opinion pieces<\/span><\/li>\n
      • News pieces<\/span><\/li>\n
      • Product landing pages<\/span><\/li>\n
      • How to guides<\/span><\/li>\n
      • List-based posts (or listicles)<\/span><\/li>\n
      • Reviews<\/span><\/li>\n
      • Comparison articles (like Pixel vs. iPhone)<\/span><\/li>\n
      • Recipes\u00a0<\/span><\/li>\n
      • Definitions and glossary entries<\/span><\/li>\n
      • Graphs and visual content<\/span><\/li>\n<\/ul>\n

        This isn\u2019t an exhaustive list but should provide a basis for thinking about what users are looking for. Ensuring proficiency with different frameworks in your content team is one of the surest ways to guarantee that length doesn\u2019t become an arbitrary SEO target.<\/span><\/p>\n

        More organizations are adopting a democratized SEO model, in which previously siloed departments are expected to collaborate to meet key performance indicators (KPIs). The SEO\/Growth team should consider working with content creators to establish an understanding of the different content types outlined above to find the appropriate way to work optimization into the fold.<\/span><\/p>\n

        4)Leverage Long-Form Content for Complex Topics<\/span><\/h3>\n

        It\u2019s worth stating in strong terms that\u00a0<\/span>long content is not bad.<\/span><\/strong>\u00a0That isn\u2019t the message that we\u2019re trying to put across. It\u2019s simply a weapon that needs to be wielded intelligently.<\/span><\/p>\n

        In particular, there is a lingering myth in the SEO industry that creating dedicated pages for keywords increases the likelihood of ranking for them.\u00a0<\/span><\/p>\n

        This isn\u2019t the case, particularly with Google\u2019s on-site Chrome highlighting function (Quick Focus Highlight), along with featured snippets, that take searchers directly to the relevant section of a web page.\u00a0<\/span><\/p>\n

        Data from GoHelp Digital suggests it is better to use sub-keywords intelligently as part of a longer piece of content than to create lots of shorter articles. Determine whether or not keywords should form a separate page or a subsection of a longer one by a detailed evaluation of both user intent and the performance of your existing web pages.\u00a0<\/span><\/p>\n

        Ultimately, you should structure long-form content with coherent headlines that match searcher questions, include media and space to break up walls of text, thereby improving readability, and be sure to match the length of what you think would be appropriate for a reader to digest.<\/span><\/p>\n

        Conclusion<\/span><\/h2>\n

        The long vs. short debate is the wrong paradigm through which to look at content. Instead, SEOs should focus on user intent and an impartial analysis of text-based web pages that already perform well.<\/span><\/p>\n

        For example, if you want to buy Nike shoes, you don\u2019t need a 2,000-word block of text that explains the features and history of your preferred pair. Similarly, if you are researching fishing rods, you might require some FAQ guidance and reviews to help guide you, but will likely avoid overly long pages.\u00a0<\/span><\/p>\n

        Search engines like Google don\u2019t equate length with quality. Before you start making word requirements for your content creation process, think about what your audience is looking to do with that content and make sure you match their intent.<\/span><\/p>\n\n\n

        <\/p>\n","protected":false},"excerpt":{"rendered":"Short-Form vs. Long-Form Content: What Do Search Engines Want? 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