Long- Versus Short-Form Content: Which Wins Post-Google HCU? The Answer Will Surprise You
I’ve been writing copy for web pages and blog posts since 2010 and all that time, every single piece put people first and search engines second. This was merely a result of listening to Google’s spokespeople, who’ve been repeating the same advice, even though it came from different individuals at different times. The consistent core of the message never changed and now, with the latest roll-out of the Helpful Content Update, it remains virtually identical.
But, what about length? Both long- and short-form content can provide valuable information. Sure, one can be more detailed than the other. However, Google’s SERP itself shows Featured Snippets - short, highlighted text excerpts appearing at the top of Google’s search results page that quickly answer a user's query. So, this begs the question of which format has an advantage.
Which Performs Better for Google’s Helpful Content Update: Long-Form or Short-Form?
The discussion around the effectiveness of long-form versus short-form content has been hotly debated among bloggers and SEO experts for many years. Now with the recent Google Helpful Content Update, website owners and content creators are left wondering which format will yield the best results in terms of search engine rankings and user engagement.
It’s abundantly clear Google’s HCU prioritizes content that provides valuable and in-depth information to users. This means that high-quality, informative content is more likely to rank well in search results, ultimately driving more organic traffic to websites. But, all those attributes can be present in both long- and short-form content, which means the answer to the question isn’t immediately clear.
Long-Form Articles: The Power of Depth
Long-form articles typically consist of 1,200 words or more and allow for a comprehensive exploration of a topic. These articles delve deep into the subject matter, providing readers with detailed insights, analysis, and valuable takeaways. In the post-Google update era, long-form content has the advantage of satisfying the search intent of users seeking in-depth information.
Short-Form Articles: The Art of Conciseness
On the other hand, short-form articles are characterized by their brevity and succinctness. Ranging from 300 to 700 words, these articles deliver information in a concise and to-the-point manner. While short-form content may not offer the same level of depth as long-form pieces, they excel in capturing readers' attention quickly and catering to those looking for quick answers or overviews.
So finding the ideal content length post-Google's Helpful Content Update involves striking a balance between depth and conciseness. Long-form articles are beneficial for topics that require comprehensive coverage and detailed explanations. However, short-form content is ideal for addressing quick queries or providing key insights in a digestible format.
Long Versus Short-Form Content and Google's HCU
According to the Google Helpful Content Update, there's no single best format (long-form vs. short-form) that guarantees good performance. The focus has shifted to content that prioritizes user needs and provides comprehensive information. Here's a breakdown of how each format can be optimized for the update:
Long-Form Content Pros
Long-form content allows for a deeper dive into a topic, providing a more complete and informative experience for users. This can be especially helpful for complex subjects. Also, long-form helps to improve SEO. Comprehensive content can naturally target a wider range of relevant keywords, potentially increasing organic search visibility. Plus, long-form content is key to building trust and authority. Detailed explanations and well-researched information can establish your credibility as a reliable source.
Long-Form Content Cons
Of course, even big word counts can still be considered thin content because there’s no real value. Stretching content thin to reach a word count target is ineffective. Ensure the extended length is justified by valuable information. Then, there’s the possibility of a lack of structure. Long articles can become overwhelming for users. Use clear headings, subheadings, and bullet points to improve readability. Lastly, tangential or irrelevant information presents problems - they add unnecessary details that don't directly address the user's search intent.
Short-Form Content Pros
Perhaps the biggest benefit of short-form content is its targeted focus. Short-form content can be laser-focused on specific aspects of a topic, addressing a user's immediate question or need. Concise information can be easier to digest for users with limited time or attention spans. Additionally, short-form content offers variety and engagement. Short-form content can be a good way to break up longer pieces or offer quick tips and takeaways.
Short-Form Content Cons
Obviously, short-form content inherently risks a lack of depth. Superficial content that doesn't provide enough information or fully answer the user's query won't be helpful.
Then, there are missed opportunities. Short pieces might not be suitable for complex topics that require in-depth explanation. Moreover, short-form content can contribute to a higher bounce rate.
Google HCU and Long-Form Content Advantages
The Google Helpful Content Update, also known as the Page Experience Update, prioritizes user experience and the delivery of helpful, high-quality content to searchers. While both long-form and short-form articles can provide valuable content to users, long-form articles tend to perform better in accordance with this update for five primary reasons:
Comprehensive coverage. Long-form articles have more space to delve deeply into a topic, providing comprehensive coverage and addressing multiple facets of a subject. This aligns with Google's goal of delivering helpful content that satisfies user queries and provides valuable information.
Authority and expertise. Longer articles often demonstrate a higher level of expertise and authority on a given topic. By offering in-depth analysis, insights, and examples, long-form content signals to Google that the page is a valuable resource for searchers seeking authoritative information.
Time on site and engagement. Long-form content tends to keep users on a page for a longer duration, leading to increased dwell time and higher engagement metrics. Google considers these factors when evaluating the quality and relevance of a page, which can positively impact its ranking in search results.
Semantic relevance. Long-form articles naturally incorporate a wider range of relevant keywords, phrases, and semantic variations, helping to improve the page's semantic relevance and context. This can enhance the page's visibility for related searches and contribute to its overall SEO performance.
Backlink attraction. Well-researched, comprehensive long-form content is more likely to attract backlinks from other websites, further bolstering the page's authority and relevance in the eyes of search engines.
While short-form articles can still provide valuable information and address specific user queries, long-form content tends to align more closely with the user experience goals of the Google Helpful Content Update. By offering comprehensive, authoritative, and engaging content, long-form articles are better positioned to perform well in search results and provide value to both users and search engines alike.
Which Format Ultimately Wins When It Comes to Google’s HCU?
As you can see, in the context of the Google Helpful Content Update, long-form articles are likely to perform better than short-form articles. The update emphasizes the importance of original, helpful content that leaves users with a satisfying experience. Long-form content typically provides more in-depth information, which can better satisfy user intent and provide more comprehensive answers to search queries. Additionally, longer content tends to be more thorough and detailed, which aligns with Google's focus on rewarding content that demonstrates a depth of knowledge and expertise.
Furthermore, long-form content often covers a topic more comprehensively, which can help to establish the site as a reliable source of information. This can lead to higher rankings in search results, as Google's algorithms are designed to prioritize content that is deemed most helpful to users.However, it's also important to note that the quality of the content is paramount. Regardless of length, content should be original, engaging, and provide value to the reader. Short-form content can still perform well if it is well-written, answers the user's query directly, and provides a satisfying user experience.
