Word Count: What the Research Says

“Long-form content ranks better” is a common SEO belief. Like most SEO beliefs, it’s more nuanced than the simple statement suggests.

Word count itself isn’t a ranking factor. But there are legitimate reasons why longer content often correlates with better rankings—and situations where shorter is better.

What the Studies Show

Various SEO studies have found correlations between content length and rankings:

Backlinko’s analysis found the average first-page result was ~1,447 words
Similar studies show averages of 1,500-2,000 words for top results
Long-form content tends to earn more backlinks

Correlation vs. Causation

Here’s the problem: correlation isn’t causation.

Longer content might rank well because:

It’s more comprehensive (covers topics thoroughly)
It earns more backlinks (more quotable sections)
It takes more effort (low-effort content tends to be short)
It signals authority (detailed guides are trustworthy)

None of these mean “add more words to rank higher.”

What Actually Matters

Comprehensive Coverage

Google wants to show the best answer. If a topic requires 2,000 words to cover properly, a 500-word post will feel thin.

If a topic can be fully answered in 300 words, padding it to 2,000 words adds no value.

User Intent

Different queries need different depths:

Query Type	Expected Length
”What is X” definitions	Short (200-500 words)
How-to guides	Medium to long (1,000-2,000+ words)
Comparison guides	Long (2,000+ words)
Product pages	Varies by product
News articles	Short to medium

Match content length to what the query actually needs.

Quality Signals

Longer content isn’t better content. Quality indicators include:

Original research or data
Useful examples
Clear structure
Accurate information
Good formatting (headings, lists, images)

A 500-word post with original data outperforms a 3,000-word post that rehashes common knowledge.

The Real Question: How Long Should My Content Be?

Step 1: Analyze the Competition

Search your target keyword. What length are the top results?

If top-ranking content is 2,500 words, a 500-word post probably won’t compete. If top results are 800 words, you don’t need 3,000.

Step 2: Cover the Topic Completely

Outline everything your audience needs to know:

Key questions they’d have
Common problems
Helpful examples
Next steps

Write to cover your outline—no more, no less.

Step 3: Remove the Fluff

After writing, edit ruthlessly:

Cut redundant sentences
Remove obvious statements
Tighten verbose passages
Delete tangents

The goal is the minimum words needed to fully serve the reader.

Word Count by Content Type

Blog Posts (General)

Quick answers: 300-600 words
Standard posts: 1,000-1,500 words
In-depth guides: 2,000-3,000 words
Ultimate guides: 3,000-7,000+ words

Product Pages

Focus on what converts, not word count:

Key features and benefits
Specifications
Use cases
Social proof

Some products need extensive copy; others convert better with minimal text.

Landing Pages

Typically shorter, focused on conversion:

Clear value proposition
Key benefits
Social proof
Call to action

Landing pages should be as long as needed to overcome objections—no longer.

Documentation

As long as necessary, but well-organized:

Clear headings
Step-by-step instructions
Code examples where relevant
Searchable structure

The Dangers of Padding

Adding words for word count’s sake hurts your content:

Lower Engagement

Readers notice padding. They’ll leave, increasing bounce rate.

Diluted Keywords

More words means more potential dilution of your target keywords.

Lower Quality Signals

Google measures dwell time and engagement. Padded content underperforms.

Wasted Resources

Writing and editing more takes time. Spend that time on quality instead.

Tracking Content Performance

Instead of optimizing for word count, optimize for results:

Engagement Metrics

Time on page
Scroll depth
Bounce rate
Pages per session

Conversion Metrics

Goal completions
Newsletter signups
Product clicks
Contact form submissions

SEO Metrics

Organic traffic
Keyword rankings
Backlinks earned

Analyzing Your Content

Before planning content, understand what you have:

Our Word Counter gives you quick statistics:

Word count
Character count
Sentence and paragraph counts
Reading time estimate
Speaking time estimate

This helps you:

Benchmark existing content
Compare against competitors
Meet editorial guidelines
Estimate production time

Content Length Strategy

Audit Existing Content

List your key content pieces
Note their word counts
Check their performance (traffic, rankings, conversions)
Look for patterns

Set Guidelines by Type

Create internal standards:

Blog posts:
  - News/updates: 400-800 words
  - How-to guides: 1,200-2,000 words
  - Comprehensive guides: 2,500+ words

Product pages:
  - Simple products: 300-500 words
  - Complex products: 800-1,500 words

Iterate Based on Data

Track what works for your audience. Adjust guidelines accordingly.

Common Word Count Mistakes

Hitting an Arbitrary Target

Writing 2,000 words because “that’s what ranks” ignores whether the topic needs 2,000 words.

Splitting Topics Unnecessarily

If a topic naturally fits one post, don’t split it into three just to create “content.”

Ignoring Update Cycles

Long content requires maintenance. Consider whether you can keep 5,000-word guides current.

One-Size-Fits-All

Different topics and audiences need different approaches. Stay flexible.

Take Action

Identify your top-performing content
Check word counts with our Word Counter
Note what lengths work for your audience
Set informed guidelines for future content

For help with content strategy or SEO, reach out.