Copywriter to the glazing industry, Helen Savage, discusses how to maximise the success of your website content with the right blog post structure.
How many words should a good blogger blog?
Different businesses use a company blog in different ways. Some use it to publish their company announcements and latest press releases, while others use it as a comprehensive resource of longer advice articles to boost their reputation and support readers in their buying decision. And of course, some business blogs are a combination of the two. But is there an ideal blog post length for best results? Well, sort of!
Blog posts that are between 1,000 and 2,000 words tend to do best in SEO results. Particularly now we’re writing with traditional search engines and AI in mind, longer posts that delve deep into a topic are the ones that are more likely to rank higher. Longer posts also provide the opportunity to build authority and credibility for your business that in turn might just be enough to nudge a potential buyer over the line.
While longer posts might be the Holy Grail, time and resources are always in short supply for busy businesses, and the truth is shorter blog posts do still serve a purpose.
When to go short and when to go long?
For topics that are more niche, haven’t had much research done on them, or don’t have many pros and cons to debate, a smaller post will be enough. Similarly, company news pieces probably don’t need to be that long. And if the topic is small, it is far better to write fewer words than pad out the piece just to hit a higher word count as this will be jarring to the reader and won’t help achieve better SEO results.
Blog posts perform best when they are genuinely helpful so providing valuable content on the topic you’re writing about for the target audience you are writing for should always be the first priority.
How to write a successful long blog post
It’s not all about length either. A blog post consisting of between 1,000 and 2,000 words won’t necessarily be successful.
Longer posts need to be easy to read with plenty of sub-headings, bullet points, easily digestible chunks of information that people or AI search bots can skim through and digest when they find the section they are looking for.
And for the best search engine results, and to position your business as an authority on a topic, long posts should have valuable content from start to finish. Each one should answer a specific question and delve deep into every aspect to ensure every section of the post is useful.
Fresh, relevant content, in the form of blog posts both short and long, is a great way to drive organic traffic to a website and reinforce a company’s reputation. But it has to be genuinely helpful and offer readers value to succeed.
