Few Words, Big Results

By Miriam Brait

 
 
 

The SEO blogosphere is roaring about the importance of long-form content. How long? At least 1200 words.

Apparently short, crisp sentences and brevity might not answer the question behind the query.

Seems like Google or some bloggers are slipping in the same type of prejudice that some college professors have towards short essays. If it’s not long enough, you haven’t read enough.

I remember that I had to write the review of a book and the professor asked for at least 7 A4 pages.

However, the best reviews out there (on the most prestigious websites by people who probably have written reviews before the internet was born) are short reviews that invite spark the reader’s curiosity or warn them about the content of the book.

“Omit needless words. Instead of announcing what you are about to tell is interesting, make it so.”
— William Strunk Jr

Of course, writing that college essay, while still keeping it a review without unraveling too much, was slow torture—much like anything that is long and watered down.

The Hypocrisy Behind the Long-Form Content Studies

By now you probably read a few studies written by experts in the field who would not mind making you believe that longer content ranks better. After all, you might hire them one day.

I strongly believe that no matter what you put on your website, long or short, it should be relevant.

Do you believe you need to write long-form content to make help your potential customers? Do it.

Remember not to flatter yourself. Don’t use jargon that your audience might not understand, even if it sound good to you. 

You don’t have that much to say. Write as you would explaining something to a friend. Don’t be boring and repetitive.

This is my opinion. Now let’s see what others say.

The Search Engine Land calls this, a” classical study”. Let’s take a look.

“They found that the home page with long-form content saw an increase in conversion rate of more than 37 percent.”

I don’t know if the Search Engine Land considers us too lazy to click on a source link, but they omitted, on purpose, a very interesting fact: long form works and it doesn’t. Writing long-form content for the sake of it doesn’t. 

The first image is from Search Engine land, and the second shows the full results of the study. They both failed and succeeded.

Highrise also mentioned this on their page:

“The crazy thing was when we added more information to the bottom of the Person Page it performed over 22% worse than the original design!”

The second study that was analyzed by the Search Engine land is the one from Crazy Egg, another helpful resource.

I know, some of you might love Neil Patel, but be reasonable and tell me if you can see anything here even with a magnifying glass.

If you can’t see the changes they made and why they worked, you can’t actually draw a definitive conclusion from this study.

SEO Might Love You, but Your Readers Might Not

Even though is not known for sure, the search engine might give a small advantage to long-form content. But building traffic is not enough. You must convert.

Which brings me to the following questions:

Have you ever found yourself reading a 1500 words post that could have been written in 400 words?

Have you ever rolled your eyes while scrolling down, searching for the piece of information that really interests you?

How many times have you read a long article word by word?

Unless you are retired and you want to enjoy the style of the author decorating the functional structure, I am pretty sure you were irked, several times

What You Should Really Do With Your Content

  • Delight the your readers, not waste their time

  • Don’t bore your visitors

  • I am writing this post because I AM ANNOYED to read articles that barely tell me anything but they stretch between over 1200 words

Exceptions to the Rule

If the pain relief, the answer, or the solution you provide needs to be explained in detail, do it. Your readers need to find out more.

Conclusion

That’s it. I’m glad you stuck with me along the (I hope) not so long post. And who knows, maybe you found it helpful.

If you did, don’t forget to share! 

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