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Which Is Better for SEO?

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Which Is Better for SEO?


Long-form content isn’t necessarily better for SEO than short-form content. As with many things in SEO, it depends.

Sometimes, long-form content is overkill and a waste of resources. Other times, it’s necessary to stand the best chance of ranking.

In this guide, you’ll learn a simple way to figure out how much to write on a topic-by-topic basis.

But first, let’s get our definitions straight:

What is short-form content?

Short-form content is roughly anything under 1,000 words. This is how we choose to define it, but definitions vary. You may only consider something under 500 words to be short-form content, and that’s fine.

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What is long-form content?

Long-form content is roughly anything over 1,000 words. Again, this is how we choose to define it. You may disagree and only see something as long-form content if it’s over 2,000 words. It’s up to you.

Should I write short-form or long-form content?

If you’re asking this question in the context of SEO, then what you’re probably asking is, “Do I need to write thousands of words to rank for this keyword? Or can I write something shorter?”

Fair question. But you shouldn’t decide this by setting an arbitrary word count.

Instead, ask yourself, “How much do I need to write to satisfy searchers?”

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Here’s a straightforward way to answer that question in five steps:

1. Look at what’s ranking

Pull up the search results for your target keyword. You can do this in a couple of ways.

If you’re an Ahrefs user, use Keywords Explorer and scroll down to the SERP overview:

SERP overview for "ecommerce seo"

If you’re not an Ahrefs user, search on Google in an incognito tab and use Ahrefs’ SEO Toolbar to view results for your target location.

Google search results for "ecommerce seo"

2. Pick a content format

Your content is unlikely to rank unless it aligns with what searchers want, regardless of how much you write. This is why it’s usually best to choose a content format that is already ranking.

Here are a few popular content formats to look out for:

  • Guides
  • Listicles
  • How-tos
  • Tutorials
  • Reviews
  • Definitions
  • Vs.” posts

For example, if we look at the blog posts ranking for “ecommerce seo,” they’re pretty much all guides…

SERP overview for "ecommerce seo"

… so it’s clear that we should also write a guide.

If we look at the posts ranking for “keyword cannibalization,” we see a mix of definitions and how-tos:

SERP overview for "keyword cannibalization"

This is known as a mixed intent keyword.

With mixed intent keywords, it’s up to you which format to create. Just keep in mind that some content formats will give you a better opportunity to promote your business than others.

For example, since you’re able to find keyword cannibalization issues using our tool, it makes more sense to write a how-to than a definition post.

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3. Create a search-focused outline

A search-focused outline is a barebones plan for your content that takes inspiration from similar top-ranking content. The logic here is that similar top-ranking content is clearly satisfying searchers, so analyzing it can help you understand what they want.

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The best starting point for a search-focused outline is a content gap analysis.

Let’s say we want to create a guide targeting the keyword “pour over coffee.”

If we take the top-ranking guides and plug their URLs into Ahrefs’ Content Gap tool, we see all the keywords that one or more of those pages rank for in the top 10. By eyeballing these keywords, we can start to pluck out subtopics that we can include in our outline:

List of keywords in Content Gap results
Initial outline for "pour-over coffee" article

If you need more inspiration for your outline, visit the pages themselves and eyeball their subheadings. This will also help you better understand how to structure your content and may unveil subtopics you missed.

For example, if we open two top-ranking guides for “pour over coffee” and use Ahrefs’ SEO Toolbar to view the subheadings, we see they both talk about equipment:

List of subtopics
List of subtopics

This is likely an important thing to include.

We can also see that both guides start with a definition. This makes total sense and is probably the best starting point for any guide to pour-over coffee.

Here’s what our final search-focused outline may look like for this topic:

Revised outline for "pour-over coffee" article

4. Start writing

It’s finally time to put pen to paper and transform your outline into “content.”

This is where you get to unleash your creativity and share your knowledge with the world. Just remember not to stray too far from your outline, as it’s there to ensure you cover what is needed to satisfy searchers.

Don’t worry about word count or length at this stage. Just focus on getting your thoughts down.

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Here are a few useful tips if you’re struggling:

  1. Freewrite – This is where you write and don’t stop. No backspacing to correct spelling mistakes. No rewriting sentences. Just write. You’ll probably find that your content flows better if you can master this.
  2. Use the Pomodoro technique – This is where you write for 25 minutes before taking a five-minute break. Repeat this process as many times as necessary to get your content done. (Here’s a free Pomodoro timer.) 
  3. Use a distraction-free writing tool Bear is my favorite, but there are a few similar apps.

Whichever app you use, I don’t recommend using one that shows the word count as you type. It’s too distracting and may cause you to slip into thinking, “Hey, this is getting long” or “Hey, this seems too short.”

See also  How to Find and Fix Orphan Pages (The Right Way)

This is the kind of thinking you want to avoid. You just want to write as much as you need and no more. Don’t even look at the word count.

5. Trim the fluff

Regardless of whether your content ends up being short-form or long-form, your first draft will always be way too long. It’ll have run-on sentences, points that nobody cares about, and overly long paragraphs.

That may seem bad, but it’s exactly what a first draft should look like. You’ll find it much easier to trim and refine your ideas once they’re down on paper than to obsess over them as you go.

Here’s how to do that in three steps:

The first step is self-editing. This is where you go through your first draft and cut any unnecessary fluff. You should also rewrite any meandering sentences and make sure things are as concise as possible. Tools like Hemingway and Grammarly can help with this.

Longer paragraph next to a more concise version

The second step is to get a friend or colleague to provide feedback. This can be a tricky one, as most people won’t want to hurt your feelings. I recommend explicitly asking them for feedback on things you can cut or shorten. This should make their feedback more focused and reduce their anxiety about offending you.

The third and final step is a round of self-edits based on your friend’s or colleague’s feedback.

Whatever your word count is now, that’s how long your content needs to be. Maybe it’s long-form; maybe it’s short-form. It doesn’t matter. What matters is you’ve written what is required to meet searchers’ expectations.

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Is it really this simple?

Kind of—although there are a few other factors to keep in mind that may influence your decision.

You shouldn’t repeat yourself

Let’s say you’re researching subtopics for a content piece and find one that you’ve already covered on your site.

For example, our beginner’s guide to link building primarily targets the keyword “link building.” If we plug two top-ranking guides for this keyword into Ahrefs’ Content Gap tool, we see that searchers want to know about link building strategies and techniques:

List of keywords in Content Gap results

But here’s the thing: We’ve already published dedicated guides about most of these strategies:

For that reason, we decided not to regurgitate everything in this guide and make it unnecessarily long. Instead, we chose to keep things brief and link to our guides on each tactic in case the reader wants to learn more.

Excerpt of blog post showing list of links

Then in each “sub-post” about an individual tactic, we added a link back to our link building guide.

Excerpt of blog post showing link to guide

This is known as a topic cluster or content hub, and there are a few reasons why it can be beneficial to SEO.

See also  Google December Product Reviews Update Affects More Than English Language Sites? via @sejournal, @martinibuster

You can write multiple posts targeting multiple intents

Let’s take a keyword like “guest blogging.”

If you look at the SERP, it’s a mix of definitions and guides:

SERP overview for "guest blogging"

The definitions are generally short-form, and the guides are long-form.

Although you could pick one format to create here, you might also want to consider creating multiple posts in different formats to try to win multiple rankings. In this case, that would mean creating a short-form definition-type post and a long-form guide.

Yoast did this successfully for the keyword, “canonical URL”:

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Google search result for "canonical url" showing Yoast's article first

You may want to approach competitive keywords differently

Let’s say that you’re targeting a super competitive keyword like “SEO.” We see a mix of definitions and guides in the SERP, but pretty much all of them have backlinks from thousands of websites:

SERP overview for "seo"

Most of these pages are old, have accumulated their backlinks over many years, and continue to earn backlinks thanks to the vicious cycle of SEO:

SEO cycle: People search & read #1 result, then link to that result on own site, then these new links cause #1 page to stay on top

Bottom line: If you want to rank for this keyword, you’re going to need a ton of backlinks.

In this case, you’ll probably struggle to do that by following the crowd with a search-focused piece of content. You’ll stand a better chance of attracting the links you need by publishing something interesting or innovative (and ideally then doing outreach for links).

Note that this doesn’t mean you need to publish long-form content. Long-form guides can be link magnets, but so can short-form pieces.

For example, take Aleyda’s LearningSEO.io:

Roadmap with links to free resources

The original version of this (pictured above) was published in February 2021 with just 114 words on the page. Yet it’s managed to attract links from over 560 referring domains in only nine months:

Graph showing increasing number of referring domains over 9 months

My guess is that Aleyda isn’t trying to rank for anything here (especially not “SEO”) and simply created this to give back to the community. But the point remains: If you want links, it’s not about short-form vs. long-form. It’s about creating something that resonates with people and putting it in front of them.

Final thoughts

Focus on satisfying searchers, not hitting some arbitrary word count.

If you’re working with freelancers and need to give them a ballpark figure because you’re paying by the word, let your search-focused outline guide you. If there’s not much ground to cover, tell them to keep it short and sweet. If there’s a lot to cover, give them a rough limit and have them tell you if the content needs to be longer. Giving a bit of flexibility is key here.

Got questions? Disagree? Ping me on Twitter.





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SEO

How Data Is Reshaping The SEO & Digital Marketer’s Landscape

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How Data Is Reshaping The SEO & Digital Marketer's Landscape

There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

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Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!
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As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

Read More On SEJ

Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

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So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

See also  Google December Product Reviews Update Affects More Than English Language Sites? via @sejournal, @martinibuster

Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

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Read More On SEJ

Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

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AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

Read More On SEJ

Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

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The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

More resources:


Featured Image: ra2 studio/Shutterstock

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