Google’s Take on Ideal Content Length for SEO

In a recent discussion on LinkedIn, Google's John Mueller addressed a frequently asked question regarding the ideal content length for better performance in Google’s search results. Many participants pressed for specifics, expressing concerns about being outranked by platforms like Reddit and suggesting that Google Search Console should provide more specific feedback on content quality. Mueller’s response, however, encouraged SEOs and publishers to rethink their approach.

What’s the Best Content Length for SEO?

The key issue lies in the question itself—asking how-to create better content for Google, which is fundamentally at odds with how Google's algorithms are designed. Google’s systems don’t reward content simply based on length or specific SEO metrics. Instead, they focus on identifying valuable and relevant content for users.

However, there is value in the question, particularly for new publishers who may not fully understand what constitutes an ideal content length. A common mistake, regardless of experience, is creating content that is too long and drifts off-topic, rather than focusing on quality.

One user on LinkedIn asked:

“Hi John, is there an ideal content length that performs better on Google search results? Should we focus on creating longer, in-depth articles, or can short-form content rank just as well if it’s concise and valuable?”

This question reflects a widespread concern among content creators who are confused about how-to optimize content for search engines.

Mueller’s Response and Community Feedback

John Mueller responded by clarifying that there is no universally ideal content length:

“There is no universally ideal content length. Focus on bringing unique value to the web overall, which doesn’t mean just adding more words.”

His advice is a reminder that the length of the content is not the primary focus; instead, unique value is the key. This means content should serve the user's needs, whether through relevant text, images, graphs, or step-by-step guides. However, the addition of these elements should enhance the user experience rather than simply extend the content unnecessarily.

Despite Mueller’s advice, some participants expressed concerns. One commenter pointed out that even high-quality content can lose visibility on Google due to the platform's preference for showing large discussion sites like Reddit. Others suggested that Google should provide more clarity on what exactly qualifies as “unique value.”

One participant, under the name SEOBot_, asked for more specific examples of content that demonstrates this “unique value” and how smaller publishers can survive in an environment seemingly dominated by large brands and top publishers. They noted:

“We really eager to learn and know how the content is actually generating value to the web. If all the value is being generated by top publishers/brands then what exactly the small publishers/niche site owners suppose to write to survive?”

In response, Mueller reiterated that focusing on formulaic approaches, like chasing specific content lengths or other SEO metrics, would be futile. Instead, he emphasized thinking about content creation similarly to how one might approach running a real-world business—by focusing on providing products or services that fulfill user needs.

He explained:

“If you’re looking for a mechanical recipe for how to make something useful, that will be futile—that’s just not how it works, neither online nor offline.”

Mueller's advice can be distilled into a simple takeaway: Focus on creating content for your audience, not for Google. This aligns with the broader SEO shift from creating keyword-optimized content towards prioritizing user intent and satisfaction.

The Broader Context: SEO in 2024

The SEO landscape has significantly evolved over the past two decades. In the early 2000s, SEO was largely about keyword density and link building, with Google rewarding content tailored to its algorithms. But today, Google's algorithms have become more sophisticated, focusing on how content serves users rather than how well it matches predetermined SEO strategies.

Many SEOs and publishers still prioritize strategies such as keyword optimization, structured data, and internal linking. However, Mueller's comments reflect the growing consensus that content should be created for people, not search engines. While keywords, technical SEO, and proper structure are important, content’s real value lies in its ability to satisfy the needs of readers.

This shift is crucial for modern SEO success. Websites that focus primarily on Google's algorithms may miss the bigger picture: that the most successful content answers users' questions and fulfills their intent, whether it's through concise articles, in-depth guides, or multimedia experiences.

In summary, there is no magic formula for content length that guarantees higher rankings on Google. Instead, focusing on delivering unique, user-centered value is what matters most in 2024 and beyond.