Should You Write Longform or Shortform Content for SEO Results?

When it comes to optimizing your website for search engines, one fundamental question arises: Should you invest your energy into crafting comprehensive longform articles or brief, punchy shortform pieces? This dilemma often keeps content creators, marketers, and SEO professionals debating, as both have their advocates and unique advantages.

In this detailed exploration, we will unravel the mysteries behind longform and shortform content, the SEO implications of each, and how you can tailor your content strategy to achieve optimal results.

Understanding Longform vs Shortform Content

Before diving into their value for SEO, it's crucial to clearly define these two content types:

• Longform Content: Typically articles or posts exceeding 1,200 words, often ranging up to 3,000 or more. These pieces delve deep into topics, providing thorough explanations, data analysis, case studies, and multiple perspectives.
• Shortform Content: Concise, usually under 1,000 words, designed for quick consumption. Examples include blog posts, news updates, listicles, and brief how-to guides.

Both formats serve distinct purposes and appeal to different user behaviors.

The SEO Benefits of Longform Content

1. Improved Search Rankings

Search engines, particularly Google, tend to favor in-depth content that demonstrates authority and relevance. Extensive articles can cover various facets of a topic, naturally incorporating a broader range of keywords and long-tail search phrases.

Backlink Magnet: Research from Backlinko shows that the average word count of a Google first page result is 1,447 words. Longer articles attract more backlinks because they offer value, increasing the domain's authority.

2. Enhanced User Engagement and Dwell Time

Longform pieces provide readers with comprehensive answers, often resulting in longer website visits and reduced bounce rates. Google's algorithms interpret high dwell time as a signal that the content satisfies user intent, improving rankings.

3. Authority Building and Trust Generation

Developing detailed content helps establish your website or brand as an expert in its niche. Consider Neil Patel, whose extensive guides in digital marketing receive massive traffic thanks to the high trust factor readers have in his content.

Example:

Consider the article "The Ultimate Guide to SEO" by Moz, which is over 5,000 words. It ranks highly and serves as a go-to resource for beginners and experts alike.

The SEO Perks of Shortform Content

1. Speed and Frequency of Publication

Shorter content can be produced more quickly and frequently, enabling websites to cover trending topics, respond swiftly to news cycles, or maintain blog consistency, which is positively viewed by search engines.

2. Catering to Mobile and Skimmers

With 60%+ of web traffic coming from mobile devices (Statista 2023), many users prefer quick, easily digestible information. Shortform content meets this need effectively, reducing friction for mobile browsing.

3. Targeting Specific Search Intents

Shorter posts often work well for transactional or navigational queries where users seek quick answers or want to make decisions fast, such as product reviews, FAQs, or brief tutorials.

Example:

A concise piece like "Top 5 Email Marketing Tools for Small Businesses" quickly delivers value, ranking well for specific queries and driving targeted traffic.

When to Choose Longform or Shortform Content

Consider Your Audience and Goals

• If your audience values depth, education, and comprehensive understanding, longform content is key. For example, B2B companies offering complex products often rely on extensive whitepapers or in-depth blogs to nurture leads.

• If your audience seeks quick info, how-tos, or bite-sized news, shortform content fits perfectly. Think lifestyle blogs or news sites where rapid consumption is paramount.

Analyze Competitive Landscape

Use tools like Ahrefs or SEMrush to analyze top-ranking content for your targeted keywords.

• If competing pages feature longform guides, a short post might struggle to rank.
• If top results include short, precise answers, matching that format could be advantageous.

Blend Both for a Holistic Strategy

Many successful websites mix long and short content. For example, HubSpot publishes comprehensive marketing guides alongside shorter blog updates, catering to varying audience needs and SEO benefits.

Best Practices to Combine Both Approaches Effectively

Repurpose and Expand

Start with a short blog post on a topic, then develop a longform article or ebook that goes deeper. This strategy maximizes content life and user engagement.

Use Longform to Build Authority, Shortform for Engagement

Publish cornerstone content as detailed articles, supported by timely, short posts to keep the content pipeline active and engage readers regularly.

Focus on Quality Over Length

Google values high-quality, relevant information regardless of length. A concise yet authoritative short article can outperform a rambling long one.

Conclusion: Charting Your SEO Content Course

There’s no one-size-fits-all answer between longform and shortform content for SEO. Your choice should hinge on factors like your audience’s preferences, topic complexity, competitive analysis, and content resources.

Longform content excels at driving authority, backlinks, and comprehensive engagement, making it ideal for in-depth topics and establishing expertise. In contrast, shortform content offers agility, quick consumption, and catering to fast-paced queries, making it perfect for timely updates and user convenience.

By strategically blending both and focusing on quality, you can build a well-rounded SEO content ecosystem that drives sustained organic traffic and meets diverse user intents.

Remember the words of SEO expert Brian Dean: > "Content is more than just words on a page. It’s a way to build trust, educate your audience, and gain authority." Whether short or long, make your content count.

References

• Backlinko Search Engine Ranking Factors Study, 2020
• Statista, Mobile Web Usage, 2023
• Moz Ultimate Guide to SEO
• HubSpot Blog Insights

Empower your content strategy by choosing the format that resonates best with your goals and audience, boosting your SEO success.