The question that writers have been debating since the arrival of the internet is; how much content should be considered too much? Brighton digital marketing expert Mark Sharon offers expert advice.
“SEO experts have for many years emphasized the need for long-form content. In an era where keyword optimisation is critical, many have been of the belief that longer content results in more keywords, meaning there will be better search relevance.
However, marketers must understand that great content is never only about word count rather it’s about creating the perfect experience for the consumers. “
Changes in SEO
Mark, an expert in SEO serving the Brighton area explains that, in earlier years, algorithms used to be keyword-centric, but today, consumers are not looking to get into a search engine and find a keyword-stuffed page.
So, what does Google do to rank a page these days. It does not focus on the amount of keywords provided, but rather the quality an relevance of the page. Google rolls out major algorithm updates that affect search results in a huge way. Find out when these changes happen to understand the variations in organic traffic and rankings.
The Ideal Content-Length
How does content length affect user experience when you want to increase your traffic? In 2012, experts suggested that the best length for a blog post was between 500 and 700 words for consumers to quickly read and repost.
Later in 2014, experts realised that search engines were interested in well-researched content with good sources. This led to higher-quality content that was supposed to boost brand image. According to data provided by HubSpot, content exceeding 2000 words is currently performing well with desktop backlinks and high social shares.
These are the two most powerful metrics known to give more traffic to an online page. High-quality content does not mean too huge pieces stuffed with keywords. Website traffic comes from well themed, well written content. Not from trying to trick the search engines.
On thisisbrighton we provide content generally between 500 words and 1000 words. We always think about what people are looking for. If they are searching for a restaurant review then they normally want it concise and to the point. When looking for information on the area they tend to what longer, more in-depth content. We look at the metrics to see how long people are spending on pages, and try and learn from that. We really try to understand our visitors.
Understand that Google algorithms change around 500-600 times a year, which means such marketing strategies are quickly noticed and penalised. Apparently, the mobile version is the complete opposite of the desktop in terms of shares and viewers. On mobile, readers are interested in low word counts that generally don’t exceed 700 words; often just a few hundred words is best.
The important thing to remember is that different consumers are looking for different experiences. You will be rewarded by the search engines for creating relevant, shareable, good quality content.
Customer Needs Are The Real Guide When Creating Your Content
When it comes to the length of content, it is dangerous to adopt a word count of more than 1700 words. These days, many people are more dependent on mobile and want content they can read through quickly. In fact, great content is more about delivering what consumers need. In some cases 3000 words may be right. You need to assess and understand your market.
When writing content for your website, always ask yourself if you are creating it for the search engines or the consumer. Low conversion rates and poor SERP results often emanate from the need to please your Google Bot and not your audience.