Why Blog Length Matters: Striking the Perfect Balance for Your Content

Blogs are a powerful tool that enables you to create engaging, regular content on your website. They’re not just about filling pages with text; they hold strategic value in multiple ways. Google rewards websites with growing, fresh content, ranking them higher in search results and giving you the chance to be discovered through more long-tail keyword searches.

Beyond SEO, blogs help set you apart from your competitors by showcasing your expertise and authority in your industry. Even better, blogs provide a leveraged way to add value to your existing clients and followers. You can repurpose the content for your email newsletters, keeping your business top of mind, and use the blog as a teaser to drive readers back to your website for more.

That’s not all—your blog content can also be repurposed for your social media channels and Google Business Profile, further engaging audiences across these platforms and driving even more traffic to your website. In short, blogs are an investment that keeps giving, helping you establish your brand as a trusted source while boosting traffic, engagement, and conversions.

When it comes to blog length, there isn’t a one-size-fits-all answer. However, recent research and statistics provide key insights into what works best depending on your goals.

Let’s break it down:

1. General Performance:

   • The average blog post length is now approximately 1,427 words, reflecting a growing trend toward more in-depth content (SEMrush).

   • Blogs between 1,500-2,500 words tend to perform best in terms of traffic, engagement, and SEO rankings (WGC, SEMrush).

2. Longer posts allow you to provide comprehensive insights on a topic. For example, when you write a guide, including step-by-step instructions and additional resources can give readers everything they need, encouraging them to share your content and revisit your site.

3. SEO Sweet Spot on Blog length:

   • Blogs between 2,100-2,400 words rank highest on Google, as they provide sufficient depth to cover a topic comprehensively (MasterBlogging).

   • Long-form content exceeding 3,000 words attracts more backlinks and performs well as evergreen content (SEMrush).

4. This is especially important when targeting competitive keywords. A longer blog can include supporting data, examples, and expert quotes to reinforce credibility, making it a trusted resource Google prioritises in search results.

5. Audience Engagement:

   • Shorter posts (500-800 words) can work well for quick answers or social media sharing but are less effective for driving organic traffic (SEMrush).

   • Posts that use formats like lists, guides, or “how-to” content consistently outperform others, regardless of length (Orbit Media).

6. Consider using engaging visuals and adding a “further reading” section to direct readers to other relevant blogs on your site, and where applicable links within your text. This will not only increase time spent on your site but also improve interlinking for SEO.

7. Time Investment:

   • Bloggers spend an average of 3 hours and 51 minutes writing a post. High-performing posts often require 4+ hours, reflecting the importance of thorough research and editing (SEMrush).

8. Investing time upfront in creating detailed, high-value content pays off over time. For instance, a well-researched blog can generate consistent traffic for months or even years, making it a cost-effective strategy compared to other marketing efforts.

• Search Engines Love Depth: Google’s algorithms reward comprehensive content that addresses a topic in detail. Longer blogs give you more opportunities to incorporate target keywords, internal links, and supporting information (MasterBlogging).

• Builds Authority: Longer blogs allow you to demonstrate your expertise and provide more value to your audience, establishing trust and credibility (SEMrush).

• Improves Engagement: In-depth content encourages readers to spend more time on your page, which positively impacts your SEO and engagement metrics (WGC).

Engagement is not just about word count; it’s about creating a connection. Use storytelling techniques and relatable examples to make your content memorable. This can also enhance shareability, extending your reach beyond your immediate audience.

AI tools like ChatGPT, Gemini, and others can be game changers for blog creation, enabling you to write faster and more efficiently. However, it’s essential to use AI as an extension of your creativity, not as a replacement for it. Here are some top tips to make the most out of AI when writing blogs:

1. Start with a Clear Plan: Before using AI, outline your blog’s structure. Identify your audience, key message, and goals. This will help you guide the AI in generating relevant and focused content.  Do an initial dumping of your thoughts, so it focuses on your experience and thoughts.  Give example blogs of content you approve of, that are popular and of a writer you can trust - so it is sourcing its knowledge from elements you believe to be true.

2. Use AI for Inspiration: AI is excellent for brainstorming ideas, generating outlines, or even drafting sections of your blog. For example, you can ask for a list of blog topics or ideas for catchy headlines.

3. Refine the Output: Avoid relying on AI to produce your entire blog verbatim. Review and edit sections of the AI-generated content to ensure it aligns with your voice, style, and brand. Add personal insights, examples, and a unique perspective to make the content your own.
   I often copy it into a Google Doc or Word, to edit it with my thoughts - then cut and paste it back into the tool to get AI to then write the intro paragraph and headlines after I am happy with the output.  

4. Fact-Check and Verify: While AI can provide valuable suggestions, it may sometimes generate inaccurate or outdated information. Always cross-check facts, statistics, and sources to maintain credibility.

5. Incorporate Keywords Strategically: Investigate the SEO-friendly keywords you want to focus on (priority is your audience, in what they want to hear, around common questions you are being asked, products and services you are keen to push, or something that you have learnt recently). Use these naturally within the text to improve your blog’s search engine ranking without overstuffing keywords.

6. Enhance Visual Appeal: AI can suggest creative ways to structure your blog, such as using bullet points, subheadings, and images. Incorporate these elements to improve readability and engagement.

Remember, AI should be a tool that enhances your efficiency and creativity, not a shortcut for skipping the essential elements of content creation. By integrating AI thoughtfully into your process, you can create high-quality blogs that resonate with your audience and achieve your goals.

While the ideal length depends on your audience and objectives, here are some general guidelines:

• For SEO: Aim for 2,000+ words to improve rankings and attract backlinks (SEMrush).

• For Engagement: 1,000-1,500 words works well for sharing actionable insights without overwhelming your readers (WGC).

• For Quick Updates or Announcements: Stick to 500-800 words for concise, focused posts that deliver specific information (Orbit Media).

Adding a mix of short and long blogs to your content strategy ensures you meet different audience needs. Use analytics tools to identify what types of content perform best and adjust your approach accordingly.

1. Structure for Readability: Break up long posts with headings, bullet points, and visuals to keep readers engaged.

2. Focus on Value: Ensure every section adds value and aligns with the reader’s intent. Where applicable, include internal links to other relevant articles on your website to enhance SEO and guide readers to additional resources. For example, link to case studies or tools that demonstrate how to apply the concepts discussed.

3. Repurpose Content: Use your blog content as the foundation for email newsletters, social media posts, and updates on your Google Business Profile. This not only amplifies your reach but also reinforces key messages across multiple platforms. Break longer blogs into smaller pieces for platforms like LinkedIn or Instagram to extend their utility.

4. Track Performance: Analyse metrics to understand what lengths and formats resonate best with your audience. Use this data to continuously refine your blogging strategy. Identify top-performing blogs and consider updating them periodically with fresh insights to maintain relevance.

5. Include Calls to Action (CTAs): Don’t forget to promote your offerings within the blog. Whether it’s a downloadable resource, a consultation, or a product demo, strategically place CTAs to encourage readers to engage further with your business. For example, invite readers to sign up for your newsletter to receive more tips and exclusive content.

Blogs are more than a tool for SEO; they’re a way to connect with your audience, differentiate yourself from competitors, and add lasting value to your business. Whether you’re writing a short update or a comprehensive guide, focus on creating content that speaks to your audience’s needs and goals. By effectively leveraging the ideal blog length and repurposing your content, you’ll maximise your impact across platforms and drive meaningful results for your business.

Start blogging with purpose today—and watch your content work harder for you!  If you’re not yet using a blog tool on your website or need expert guidance with your SEO strategy, our specialists are here to help.

Let’s explore how we can implement this super valuable strategy to drive your business's traffic, engagement, and growth. Contact us today to start maximising the power of blogs!