Of course there is no single, magic answer to this question, it depends. But the aim of this test was to find a definitive sweet spot of words on a page, a quantity that Google generally is rewarding more than any other, removing the factor of context, which of course in reality is impossible, all your web pages exist in the context of other pages on the web.
Regardless, this is still an interesting experiment to conduct. Over 3 months we ran tests with between 100 and 4,000 words. In this blog post you will finally find out how many words Google is generally rewarding, which we think is a handy factoid for your SEO tool belt.
In order to find the optimal number of words on a page, we built numerous test pages with the counts separated out: 100-200, 200-300, etc. After running several tests with between 100 and 4000 words, we formulated the hypothesis that a page containing 1300 words was the approximate optimal word count. The final test was run using a range of 1100-1450. We were hoping to narrow the range further, perhaps even confirm somewhere between 1100-1300 words as the number, however, the results were not consistent enough to say that we’d found the perfect number of words.
The results indicate that Google is more concerned in the macro or in a particular range, rather than nailing down a single number. However, we can learn from these tests that somewhere between 1100 and 1600 appears to be the sweet spot as a rule of thumb. We would still shoot for around 1300.
Word count is often discussed in the context of search engine optimization (SEO) because it influences how search engines and users perceive your content. While there isn’t a fixed word count that guarantees high rankings, the length of your content can significantly impact its performance. Here’s why word count matters in SEO:
1. Comprehensive Content Often Performs Better
Why It Matters: Longer content tends to cover topics in more depth, answering a wider range of user queries.
Impact: Pages with comprehensive information are more likely to satisfy user intent and rank higher in search results.
Example: A detailed guide on "How to Bake a Cake" that includes step-by-step instructions, tips, and FAQs will likely outperform a short article with only a recipe.
2. Word Count Influences Keyword Coverage
Why It Matters: More words allow you to naturally incorporate primary keywords, secondary keywords, and semantic phrases.
Impact: A well-optimized longer page can rank for multiple related keywords, increasing its visibility in search results.
3. Increases Dwell Time
Why It Matters: Longer, engaging content keeps users on your page for a longer time, signaling to search engines that your page is valuable.
Impact: Higher dwell time can positively affect rankings as it indicates good user experience.
4. Competitive Landscape Dictates Content Length
Why It Matters: In competitive niches, longer content is often the norm because it allows for more detailed exploration of a topic.
Impact: Matching or exceeding the word count of high-ranking competitors can help your content compete effectively.
5. Encourages Backlinks and Social Shares
Why It Matters: Long-form, in-depth content is more likely to be cited by other websites or shared on social media.
Impact: Backlinks and social signals are significant factors in search engine rankings.
6. Context Matters More Than Count
Why It Matters: While word count can be a helpful benchmark, its importance varies based on the type of content and user intent.
Impact: For example, a local business page or a product description may rank well with fewer words if it effectively satisfies user queries.
7. Balancing Quality and Length
Why It Matters: Longer content doesn’t automatically mean better content. Search engines prioritize quality, relevance, and readability over sheer word count.
Impact: Avoid fluff or filler content; focus on providing value to the reader.
Google does not explicitly rank content based on its word count alone. Instead, it evaluates content length in relation to other critical factors, such as quality, relevance, and user intent. Here’s how Google approaches content length as part of its ranking criteria:
1. User Intent Is the Priority
What It Means: Google prioritizes content that best satisfies the user’s query, whether it’s a concise answer or an in-depth guide.
Example: A search for “current time in New York” will rank a page with a single-sentence answer, while “how to start a business” may rank a 2000-word guide.
2. Content Depth and Comprehensiveness
What It Means: Google prefers content that thoroughly addresses the topic, covering all aspects relevant to the search query.
Impact: Longer content often performs better because it naturally allows for more detailed exploration of a subject. However, it must remain relevant and valuable throughout.
3. Semantic Keyword Coverage
What It Means: Google uses advanced algorithms to understand the semantic relationships between keywords and topics.
Impact: Content that is longer often covers a broader range of related keywords and concepts, making it more likely to rank for multiple queries.
4. Comparison Against Competitors
What It Means: Google evaluates your content in the context of your competitors’ pages. If competitors rank with long-form content, your page may need similar depth to compete.
Impact: In competitive niches, longer, more detailed content may be required to rank higher.
5. Readability and Quality Matter More Than Length
What It Means: Google values clarity, structure, and usefulness over sheer word count. Content filled with fluff or repetitive information can negatively impact user experience.
Impact: Even a short article can rank well if it delivers clear, concise, and valuable information that meets user intent.
6. Signals from User Behavior
What It Means: Google considers user engagement metrics, such as time on page, bounce rate, and click-through rate (CTR).
Impact: Longer content that is engaging can increase dwell time, signaling to Google that the content is valuable and relevant.
7. Content Type and Query Relevance
What It Means: Different queries require different content lengths. Informational queries may need long-form guides, while transactional or navigational queries may require concise pages.
Example:Informational query: “How to bake a cake” → Requires a detailed step-by-step guide.Transactional query: “Buy running shoes” → A product page with concise descriptions and specs suffices.
8. Google’s Emphasis on E-A-T
What It Means: Expertise, Authoritativeness, and Trustworthiness (E-A-T) are essential ranking factors. Content length can support E-A-T when it provides in-depth, well-researched information, but length alone doesn’t equate to quality.
As a final word on this, your SEO pages don’t exist in a vacuum, each keyword lives in its own unique competitive environment. Use a tool such as Page Optimizer to gain insights into the specific word count that is being rewarded for that specific keyword and competitive environment.
"Just recently, I was able to take a pretty competitive keyword from #12 (page 2), up to #5 on page 1 in 14 or 15 days."
