John Mueller from Google addressed a question on LinkedIn regarding the optimal content length for success on Google. Participants in the thread sought detailed answers, voiced concerns about content visibility overshadowed by Reddit, and recommended that Search Console provide feedback on content quality. Mueller’s reply urged SEOs to rethink their strategies concerning content creation.
What’s The Best Length Of Content For SEO?
The key issue lies in the question itself, which inquires about how to enhance content for Google, contradicting the essence of what Google’s algorithms aim to detect.
Nonetheless, the question holds some validity since newcomers to publishing may be unsure of the ideal content length. Conversely, creating excessively long content that strays from the topic is a common error that many, regardless of experience, tend to make.
This is the question posed:
“Hi John, is there an ideal content length that performs better on Google search results? Should we focus on creating longer, in-depth articles, or can short-form content rank just as well if it’s concise and valuable?”
There are numerous theories on crafting content, making it understandable why someone might find this perplexing.
Mueller’s Answer Is Questioned
John Mueller provided a solid response to the inquiry, yet others expressed concerns about the ranking preferences of Google that might hinder quality content from achieving top rankings.
Mueller responded:
“There is no universally ideal content length. Focus on bringing unique value to the web overall, which doesn’t mean just adding more words.”
Mueller’s advice to concentrate on delivering “unique value” in published content is sound. Adding unique value doesn’t inherently mean increasing the quantity of images, text, or complexity. Each of these elements can be beneficial if they are relevant to the user’s needs and inquiries.
However, as one participant noted, even high-quality content might struggle in SERPs due to Google’s preference for sites like Reddit.
A user named SEOBot _ suggested that Google should provide more clarity and feedback about what constitutes “unique value” in the context of their own content. Though it may seem unusual for publishers to question what “unique value” entails, it highlights the uncertainty some face regarding how Google ranks websites.
This is the follow-up question posed by that individual:
“…do you have any examples of content on a website that exemplifies this and manages to get favorable treatment from Google? ‘Focus on bringing unique value to the web overall, which doesn’t mean just adding more words.’ This request feels quite vague and unrealistic if the GSC could start indicating that this content/section doesn’t make sense or add value.
We are eager to understand how content genuinely generates value for the web. If all the value is being created by major publishers/brands, what should small publishers/niche site owners write to remain relevant?”
Mueller replied:
“SEOBot _, if you’re looking for a mechanical recipe for how to create something useful, that will be futile – that’s just not how it works, neither online nor offline. When you think about the successful real-world businesses near you, do you primarily focus on which numbers they prioritize, or do you consider the products/services they offer?”
What Mueller seems to imply is that prioritizing site visitors rather than solely aiming to please Google is crucial for comprehending what “unique value” content truly is.
Recently, I spoke at a search marketing conference about seven strategies publishers can use to enhance their content. While there’s much to discuss regarding content optimization, publishers and SEOs can benefit significantly from Mueller’s suggestion to consider how one would approach selling to customers in a physical store or dedicate their writing for people (similar to what I’m doing now).
Others contributed to the exchange, essentially reiterating the need for specific insights regarding what Google seeks in content. Mueller had provided all necessary insights regarding this topic.
Mueller advised:
“If you count the words in best-selling books, average that number, and then write that many words in your own book, will it become a best seller? If you create a phone with dimensions identical to a popular smartphone, will you sell as many? I appreciate spreadsheets, but numbers aren’t the whole picture.”
Takeaway
If a person’s knowledge of SEO revolves around keyword strategies, focusing on “entities,” and whether articles are interconnected with optimal anchor text, then Mueller’s insights may sound perplexing. After 25 years in SEO, I recall a time when SEO was heavily about crafting content and links for Google. However, this isn’t 2004, it’s now 2024, and we’ve reached a stage in SEO where the focus is increasingly shifting away from merely catering to Google.
Featured Image by Shutterstock/Roman Samborskyi
