How Content Length Affects Rankings and Conversions
Around a month past I ran a Crazy Egg proof, which showed that most people weren’t scrolling and reading the copy on NeilPatel.com.
Because of the premises I decided to run an a/b criterion on the homepage. The current homepage has 1292 bickering, plus the form fields are means by which anything is reached below the fold so I felt it haply decreasing my conversion rate.
I created a unused version of the homepage, as seen unbecoming, that only contained 488 words and configuration fields higher on the page:
Can you think which one converted better? The oddity converted 7.6% better than the fresh variation. And it didn’t right end there, the leads from the far-seeing form version of the page were higher in status in which they were more competent than the leads that came from the recent variation.
So you are probably wondering, for what reason can that be… right? Well I did some digging and learned that in in the greatest degree cases long form copy doesn’t blameless boost your conversions, but it likewise increases your rankings too.
Lets front at the data:
Content really is king
The serpIQ analyzed the top 10 look for results for over 20,000 keywords and noticed a follow.
The average content length for a suffusion page that ranks in the highest 10 results for any keyword steady Google has at least 2000 war of ~. And the higher up you journey on the search listings page, the more content each web page contains.
Based in successi~ the graph above you can observe that the first result typically has 2416 accents and the 10th results has 2032 accents. This shows that Google prefers appease rich sites.
But the interesting component is, Google doesn’t prefer other thing content because they feel it is greater amount of valuable, they actually prefer content gay sites because data shows you like it… that leads me to my next projection.
Content rich sites get more links
People have ~ing content is so valuable that they are resolving to link to in depth content more than they are willing to bond to content that is short.
Back in 2011 SEOmoz analyzed the content on their blog to see suppose that there was a correlation between word count and backlinks.
Here is a collapse of the number of blog posts they possess and the word count for one and the other of them:
And here is a breakdown of how many links each of those blog posts accepted:
Based on the data above, there is a direct correlation between extent of the content and how multiplied people linked to it. And in the same manner with you already know, the more links a tissue page has the higher it wish typically rank on search engines… which is why the average web page that ranks in the first boy-servant of Google has over 2000 discourse of content.
The social web prefers easy in mind rich pages
I took the 327 blog posts I get written on Quick Sprout and broke them below the horizon into 2 buckets. The first bucket contained blog posts that were less than 1500 words and second contained posts that were greater than 1500 accents. I then analyzed how many tweets and to what extent many Facebook likes each post got.
Posts that were subject to 1500 on average received 174.6 tweets and 59.3 Facebook likes. Posts that were across 1500 words on average received 293.5 tweets and 72.7 Facebook likes.
If a brand is greater than 1500 words forward average it receives 68.1% added tweets and 22.6% more Facebook likes than a column that is under 1500 words. When you take into repute that search engines take social signals into advantage. when ranking sites it reinforces for what cause web pages with lengthier content class higher.
You are becoming a better searcher
Based on data released ~ the agency of Hitwise you are starting to application longer search queries when you examine. 8 word search queries are up 34,000%.
1-vocable searches = 20.29% (previously was 19.02%)
2-word searches = 23.65% (previously was 32.58%)
3-expression. searches = 21.92% (previously was 25.61%)
4-word searches = 14.89% (previously was 12.83%)
5-word searches = 8.68% (previously was 5.64%)
6-word searches = 4.65% (previously was 2.32%)
7-word searches = 2.49% (previously was 0.98%)
8-vocable searches = 3.43% (no one did 8-vocable searches in 2004!)
The general stretch is that the percentage of the community who are searching for 2 or 3 vocable phrases is decreasing and percentage of mob who are searching for 4, 5, or not only so 8 word phrases is increasing.
If you scantiness to capitalize off this, consider boosting the amount of content on your website as the more words on each serving-boy, the more likely you are to quality for long tail keywords.
I perceive these long tail keywords aren’t searched with regard to a lot, but when you put together them all and compare them to upper part terms, there is much more trade in the long tail. For precedent with Quick Sprout, 71.28% of the hunt traffic comes from long tail keywords. The fine part about those keywords is that they are in a ~ degree competitive, which means it is easier to class for them, and then convert advantage than head terms. On Quick Sprout all a~ tail keywords convert 121.92% victory than head terms.
Longer form pattern after converts better than short copy
As you aphorism above NeilPatel.com converted better whereas there was more content… even which time the form fields were way underneath the fold.
And it isn’t appropriate with NeilPatel.com… we had the same actual presentation with Crazy Egg in which the for a ~ time form version of the homepage converted 30% percent higher than the straight version.
And others experienced this for the re~on that well; Marketing Experiments ran 3 tests in what one. they drove Google AdWords traffic to extensive copy and short copy and in eddish. case the long copy converted more fully.
In the first test the dilatory copy converted better by 40.54%. In the backer test there was a much larger schism where the short copy had a negative ROI of 66% and the diffuse copy had a positive ROI of 50%. And in fine, in the third test the dilatory copy converted better by 45.45%.
Hopefully this posts convinces you that you want to start writing longer copy. Whether it is sales pages, blog despatch, or anything else… if you wish for more traffic and higher conversions you should be attentive to long form copy.
But before you flinch to write long form copy in that place are a few things you exigency to know:
You can’t scribble crappy content – you can’t turning-handle out 1000 web pages with 2000 wrangling each and expect your rankings or conversions to extend up. You have to write absolutely great content. Good content gets the tweets, links, conversions, and higher rankings.
Copy doesn’t at all times boost conversions – for some web products or web pages, shorter copy may convert more fully. You just have to test things aloud. The reason it works well by reason of Crazy Egg or NeilPatel.com is since we first survey potential customers and place out all of the objections they had with the services. We then wrote fac-simile that answered each objection. On rise above that, we threw a ton of Google AdWords traffic to landing pages with different headline variations and appeal to action buttons to figure exhausted what copy appealed to our customers.
Social media helps – the intuitional faculty copy does well on blogs like Quick Sprout and SEOmoz, is for the cause that we have strong social media accounts by lots of followers. Sure, long duplicate may do better, but in general almost all of our content does well since we built up our social presence-chamber. Writing lengthy content won’t gain you a ton of tweets and likes grant that you haven’t built up your companionable media accounts first.
Don’t wander – I once heard Om Malik answer, “if you can write a blog brand in 1000 words, you can write it in 500 words. And admitting that you can write a post in 500 accents, you can write it in 250 bickering.” The point Om was trying to structure is that you shouldn’t rove, just get to the point. If your satisfaction in naturally long, great! If it isn’t, dress in’t fluff it up to augment your word count.
Have you noticed ~ one other interesting trends from long archetype versus short copy?