How long should your blog posts be?

So you want to start a blog for your business? That’s great. Blogging is one of the best ways to demonstrate expertise and engage with your customers.

But how long should your blog posts be?

That depends. But you should always consider:

  • Blog purpose
  • Blog topic
  • Your audience

 

Blog purpose

What is your blog for? Is it to educate, inform, entertain? To increase social media engagement, or something else? Perhaps your main concern is increasing SEO (search engine optimisation), so here’s a bit about Google…

He doesn’t like ridiculously short posts – under 300 words and your content will be considered ‘thin’ or not worth reading. His algorithm prefers longer posts as they rank for more keywords and give more in-depth responses to people’s questions. According to respected source Hook Agency the best blog length for SEO in 2020 is 2450 words.

But it’s not all about length. Google also considers whether your posts have substance and how much time people spend on your site. Writing quality posts that people like is important to him too.

To create content with substance you must include new concepts. Don’t simply repeat old information and facts others have already shared but include original research where possible (or at least add your opinion to existing facts). Adding trusted references can help. As can formatting your posts appropriately and including a variety of media to enhance the readers experience (e.g. video, diagrams, infographics…).

If your content is worth reading people will stick around and spend time on your site. This tells Google your content is high quality and he’ll rank it accordingly.

What this says to me is you don’t have to write long posts to keep Google happy. Produce quality content that your audience want to read, and he’ll still boost your ranking. Yippee!

 

Blog topic

Different topics will lend themselves to posts of different lengths. If it’s news related or a simple subject you shouldn’t need more than 700 words. And don’t add anything unless it’s of value.

For example:

A new breast cancer drug that increases survival rate has been discovered. To share this on a news blog you only need to outline the facts, including some snappy quotes and links to more in-depth information. The research company’s website will provide the detail but your links to it will give your post substance.

In contrast, the researchers’ own blog posts may be longer because they’re specialists and need to show their expertise, however many words that takes.

 

Your audience

You must also consider your audience. Their age, lifestyle, expectations etc. And most importantly – do they respond well to longer or shorter posts?

Comparing the news blog and the researchers’ own blog posts again:

News blog: the writers know their audience are mostly time-poor and happy to get the facts quickly – as long as they’re signposted to more information if they want it. Here a shorter post is best.

Researchers’ blog: they know their audience expect more detailed, in-depth material. Their audience is happy to spend time reading longer posts as long as they’re full of useful information.

 

In summary

  • There is no right blog post length for everyone – it depends on your blog’s purpose, the topic and your audience
  • But any blog post over 300 words can rank well on Google – if it has substance and people spend time on your site

 

Still not sure how long your posts should be? Contact me on 07768910232 for a FREE, no-obligation, 20-minute call and I’ll help you decide what’s best for your business. Or email susan@susanhammond.co.uk

By | 2020-07-02T08:34:39+00:00 December 6th, 2019|Business blogging, Copywriting|2 Comments

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2 Comments

  1. John Espirian 7th December 2019 at 1:07 pm

    Thanks for the shout, Susan 👍🏻

    • Susan Hammond 13th December 2019 at 4:44 pm

      Hey, no probs. Your business blogging tips are great 😊

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