How long should a blog post be?
The most common question new bloggers ask is “how long should my posts be?” The honest answer: as long as they need to be to fully answer the reader’s question — no longer, no shorter. This guide breaks down ideal word counts by post type, what actually determines the right length, and how to optimise for different goals.
Start your blog — free →Ideal word count by blog post type
Different post formats serve different purposes — and the right length varies accordingly. Use these ranges as starting points, then adjust based on your specific topic and audience.
| Post type | Recommended word count |
|---|---|
| Quick guide / how-to | 800–1,500 words |
| Comprehensive guide / pillar post | 2,500–5,000 words |
| Product review | 1,200–2,500 words |
| Listicle (10+ items) | 1,500–3,000 words |
| Opinion / essay | 800–1,800 words |
| News and commentary | 400–800 words |
| Tutorial with screenshots | 1,500–3,000 words |
| Comparison post (X vs Y) | 1,800–3,000 words |
These are guidelines, not rules. A 600-word post that fully answers a search query will outrank a 3,000-word post that doesn’t.
What actually determines the right length
Search intent and query complexity
"What is a blog?" warrants 600–800 words. "How to build a blogging income from scratch" warrants 3,000+ words. Let the complexity of the query — and what a complete answer requires — determine the length. Google measures whether your content satisfies the search, not whether it hits a word count.
Your competitors' depth
Search your target keyword and read the top-ranking posts. If they're averaging 2,000 words, a 500-word post won't rank. If they're thin and generic, a thorough 1,200-word post can outrank them. Your minimum viable length is "more useful than whatever is currently ranking."
The reader's available time
A beginner asking a simple question needs the answer quickly. An expert researching a complex topic wants comprehensive coverage. Match your depth to your reader. "Best coffee grinder under £100" readers want a comparison table and a quick verdict. "The history of espresso" readers are committed to reading.
Your topic breadth
Some topics are narrow (300–800 words is right). Some are wide (2,000+ is right). Artificially expanding a narrow topic to hit an arbitrary word count produces padded, unhelpful content. Artificially shrinking a broad topic to seem concise produces thin, incomplete content.
Your platform and audience behaviour
Check your own analytics. What's the average time-on-page for your best-performing posts? What length are your most-shared posts? Your audience's actual reading behaviour is better data than any general guideline.
The quality of each sentence
Every word should earn its place. A 600-word post where every sentence is necessary is better than a 2,000-word post with 1,400 words of filler. Length is a proxy for depth — what matters is the depth, not the length.
The “longer is better for SEO” claim — examined
The claim that “longer content ranks better” is partially true and widely misunderstood. What the data actually shows: longer content tends to earn more backlinks (because there’s more to cite), tends to answer more related questions (which captures more keyword variations), and tends to have higher topical authority signals. But longer content for the sake of length scores worse than shorter content that fully satisfies search intent. Google’s Helpful Content system specifically penalises content that’s long without being useful. The correct framing is not “longer is better” — it’s “complete is better.” Write until the topic is thoroughly covered; stop there.
Optimising length for different goals
Goal: ranking on Google
Target at minimum the average depth of the top 3 results for your keyword. For most informational queries, 1,500–2,500 words is competitive. For competitive, high-volume topics, 2,500–4,000 words often outranks thinner content. Ensure every added word adds value — Google measures reader satisfaction signals, not raw word count.
Goal: building email subscribers
Shorter posts with a strong, specific value proposition convert better for subscriptions. A 900-word post with a focused insight and a compelling newsletter pitch often outconverts a 3,000-word exhaustive guide where the reader feels they got everything they need without subscribing.
Goal: social sharing
Data-rich posts, strong opinion pieces, and counterintuitive arguments share more regardless of length. Posts in the 800–1,500 range often share better than very long posts (easier to skim, easier to decide to share). The exception: comprehensive guides get shared because of their reference value.
Goal: establishing expertise
Long-form, comprehensive content signals investment and depth. A 4,000-word definitive guide on a topic signals to readers and other writers that you're a serious authority. This drives backlinks and brand recognition in your niche more than short posts typically do.
Write blog posts that rank and get read.
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