Over recent years, the length of content has been a hot date, with SEO gurus often preaching that extremely length content is required in order to garner any success. It’s true that the length of content does have a bearing on rankings, although it’s not the most important factor.
In fact, it’s as the old saying goes “quality over quantity” in the eyes of Google. If your focus is on the length of your content, it’s a natural occurrence that you reduce the value of each word (i.e stretching a point to 1,000 words when it could be covered concisely in just 300 purely for ranking benefits).
Whilst having lengthy content may give you an initial boost in rankings, it is directly going against what Google has been requesting more and more decisively over recent years; good quality content. Their aim is to serve valuable and accurate information to their users, not necessarily the longest pages. More often than not, users are looking for quick and concise answers to their queries after all.
With that being said, here are 3 quick points that are more important to focus on than the length of your content:
- Providing Value
As touched upon above, users are looking for accurate and helpful content. If your information isn’t giving the reader any value, the chances of them sharing and linking to your content is slim, making it even more difficult for you to increase your ranks for competitive search terms.
Prioritising quality over quantity is the most important factor here if you want to give value to your readers. Understanding why they are reading your content in the first instance and what information they are looking for is key.
- Provide more than just words
It’s true that an image speaks a thousand words, even on the web. Supplement your text information with images and videos to cater for all audiences as well as giving your page variety and substance. Studies have shown that pages containing images tend to rank better on search engines. Including graphical elements such as infographics have become an extremely popular way of offering information in a fun and visual format and are often some of the most shared content on the web.
- Keyword Optimisation
If you are putting the effort into creating a piece of unique, quality content, ensuring you have correctly optimised it for valuable keywords is just smart. Rather than thinking solely about length, focusing on targeting keywords that are searched for regularly you will also be drawing in passive traffic. Of course, avoid keyword stuffing by all means necessary – aim for a keyword density as low as 0.2% – 0.4% to entice Google to rank your content without flagging yourself as attempting to manipulate the algorithm.