The word revisited in 2019

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ADVERTISING

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I do not think every search query requires a skyscraper or an ultimate guide.

The optimal length of an article of 2019 depends on two things:

. In this article I will address the following SEO writing principles:

This is not a long form article that gives you a higher rank. The back links put you at the top rank. And long articles tend to gather more links. Satisfy the research intent by answering the question first. Google does not like fluff content and dilution.

"Go with 2,000 words and an optimized h1"

That's the SEO advice in a nutshell.

But is it a good practice, a common knowledge or an urban myth?

In 2016, Brian Dean and Eric Van Buskirk analyzed 1 million websites with statistical analysis to determine the most important factors for successfully ranking an article.

One of their main conclusions is the length of the content. They conclude as follows:

"According to SERP data provided by SEMrush, we found higher rank in Google's search results. The average result of a first page on Google contains 1,890 words. "

But three years is long in the world of SEO. Especially with the latest 12-month algorithm updates targeting content quality, authority and the purpose of research.

If we want to achieve SEO and own page 1 of our content:

Is larger still better? Even in 2019 and beyond?

This is not the length of the content that ranks an article – but the backlinks that are correlated to the length

The analysis of 2 million dating web sites 2018 made by Ahrefs supports the thesis of a longer content.

Their study concludes that the median length (the value separating the upper half of the bottom half of a sample of data, the "true" medium) from a high-performing article is d & # 's 39, at least 800 words.

But here's the interesting part:

In 2019, Dean and BuzzSumo reviewed 912 million blog posts and discovered that long form content gets more backlinks, factor ranking number 1 according to the 2016 study!

"The content of long forms receives on average 77.2% more links than short articles. Therefore, the detailed content seems to be ideal for acquiring upstream links.

In 2018, Ahrefs reported that 91% of all pages never got organic traffic. And this seems to be mainly due to the fact that they have no return link:

"It seems that 55.24% of the pages do not even have a single return link. And 29.79% of pages contain links from less than three websites. "

The impact of content length on rankings thus seems to be a two-step process rather than an equation" if longer, then ranks better ".

The path to ranking success looks like this:

Longer content leads to more links. More links lead to better ranking (and more organic traffic).

It seems that what could be ranking the website is not so much the length of the content itself (although it certainly helps to be competitive with the results on page 1), but all of it is First, the number of links received by the page.

Guides, skyscrapers, pillar pages and content centers are the most interesting. It is therefore recommended to create the most compelling, interesting and in-depth content on the Web and to conduct an extensive awareness campaign to this effect.

Making it sexy might not even need more words – but more targeting, better graphics or detailed results from the

Meet the research goal by starting your article with the most important information

Ahrefs advice on the length of the content:

"Do not shoot for a particular number of words – make sure just to cover an entire subject. Whether it takes 500 words or 10,000, the key is that you create the best resource available for your target keyword. "

What suggests another part of the equation:

Is it necessary to satisfy the research intent?

For many years, SEO professionals have been trying to write longer content, regardless of the cost of use. This has led to very long and bulky pieces instead of the number of words matching your goals.

That might also have prompted Google to push the excerpts presented and give answers instantly instead of providing a wrong user. experience with marathons scrolling.

A classic example is the query "How to lower the bounce rate," which returns the results on page 1 that speak of the importance of the bounce rate for 700 words before even revealing the first advice decrease it.

But if we needed an introduction on the bounce rate, we would have googled for that.

Even though these pieces still occupy a prominent place in the news (due to factors such as age and links created), I would like to invite you to rethink the creation of content and the search for meeting purpose.

I recommend you turn your content structure upside down – and thus provide value to the user from the first second of arrival on your page.

Turn your SEO article into a newspaper article or in a nutshell:

Most Important Information First = Answer Question First

Start With the main message.

Then, dig deeper as the song continues and the detail-focused users continue to read.

Second, give users a clear path to convert and make the following clicks.

This is important for your business, marketing and marketing goals, but also for users who have come to the website with some intention. Make it easy for them to find what they need.

This may include:

Links / read other related articles.Sign up to get a white paper or an instruction guide.Buy the product.

Fluffing hurts the content ontology and therefore your keyword / theme targeting

The main reason I would like you to think about the satisfaction of the intention of Search is the ontology of the content and the hierarchy between keywords and articles.

Google seems to be playing with the past year, when thin pages, duplicate content and cannibalization of keywords have a negative impact on the results of your SEO.

Getting the right research intent will allow you to create a clean website architecture, which satisfies the Googlebot.

If we unconsciously target 2,000 words to write on a subject such as "apples" (according to best practice), we will quickly realize that most writers and SEO professionals tend to speak " bananas "and" oranges "when they are They try to find the number of target words, no matter what is needed.

This is an illusion for keyword targeting from one page – and your ability to achieve the goal of research.

Instead of making it clear to Google that it is the best page on "apples", we are now confusing users and the search engine about the purpose and the subject of the content element.

We call this cannibalization of content when we continue to talk about "fruits" in general in order to forcefully extend our article on "apples" and "kiwis" to reach the number of target words.

This is a keyword of cannibalization, when we confuse Google. so much that he does not know which item to rank for the query "apples" and that it alternates between the two, which is detrimental to the overall performance of your rankings.

The name of the game in 2019 is as follows: An article by keyword (cluster). (for example, a piece for "apple / apples"). Respect the relationship between your articles (ontology or content hierarchy). Everything about "fruits" is usually found in this page / parent category. Clearly explain to users and search engines the concept / topic of each article: Only talk about "apples" in the "apple" part.

The goal of creating the best article on "apples" will determine the length of the content.

How to Rank Items in 2019: Satisfactory Intent, Number of Appropriate Words, and Backlinks

If we keep in mind what competitors are doing right now in terms of the length of the content, we comply with the intent of the research, give the best answer and invite the users to do the conversion – we have not only created a content element that will rank well.

We have also created a piece that is an excellent backlink lens that will lead to a successful ranking.

TL; DR

A higher number of words per se is not enough. avoid cannibalization of the content is the basis of a durable article aligned with the latest modifications of the algorithm.Create the most interesting article (with data, case studies, examples, research and ideas) will make the most promising backlink target. Keep in mind why users have come to the page. Give them first what they want, satisfy their intention, then give them a reason to stay.

More Resources:

Credits Images

] All images were collected by the author, July 2019
In-Post Graphics: Created by the author, July 2019

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