How Content Length Affects Rankings and Conversions

Table of Contents

A recent heatmap test conducted via Crazy Egg revealed that most users were not scrolling far enough to read the full copy on a webpage. This observation prompted an A/B test comparing two homepage variations. The original version contained over 1,200 words, placing the lead form well below the fold. A new, streamlined version was created with only 488 words, and the form was positioned higher on the page.

Contrary to expectations, the original long-form version outperformed the shorter alternative, converting 7.6% more effectively. Moreover, the leads generated from the more extended version were of higher quality, suggesting that more detailed content attracted more qualified users.

These results challenge the common assumption that shorter content is more engaging. Instead, long-form content may deliver greater benefits, not just in conversions, but also in search engine optimization and social engagement.

Content-Length and Search Rankings

An analysis by serpIQ of over 20,000 search results found a clear pattern: webpages that ranked higher on Google generally had more content. The average word count of the top result was approximately 2,416, while the tenth result averaged 2,032 words.

Google's preference for longer content is based on user behavior. Visitors spend more time on in-depth pages, engage more thoroughly, and are likelier to share or link to them. These user signals, in turn, influence how Google evaluates content quality.

Longer Content Attracts More Backlinks

In-depth content attracts more inbound links, a key factor in search engine rankings. A SEOmoz (now Moz) study found that blog posts with higher word counts consistently received more backlinks than shorter entries. The reason is straightforward: comprehensive content is seen as more authoritative and valuable, making it more likely to be referenced by others.

Extended Articles Boost Social Engagement

A separate analysis of 327 blog posts categorized by length showed that articles exceeding 1,500 words received significantly more social engagement. Specifically, these longer posts earned 68.1% more tweets and 22.6% more Facebook likes on average than shorter ones.

This increased social sharing amplifies visibility and contributes to stronger SEO performance, as search engines incorporate social signals into their ranking algorithms.

Evolving Search Habits Favor Long-Tail Content

Search behavior is changing. According to data from Hitwise, users are increasingly entering longer search queries. For example, 8-word searches have increased by 34,000% over time. Meanwhile, shorter search queries (1–3 words) steadily decline in use.

This trend emphasizes the importance of long-form content, as detailed pages are more likely to rank for long-tail keywords – those particular phrases that may have lower individual volume but collectively drive substantial traffic. These keywords also tend to be less competitive and convert more effectively.

Long-Form Copy and Conversion Rates

The performance advantage of long-form content extends beyond organic traffic. In experiments conducted by Marketing Experiments, long-form pages consistently outperformed shorter versions in conversion tests. One version achieved a 40% higher conversion rate, another flipped from a -66% ROI to +50%, and a third showed a 45% improvement.

The reason is often tied to user trust. Longer copy allows space to address objections, explain benefits in detail, and guide users through decision-making.

When to Use Long-Form Copy: Key Considerations

For businesses and content creators seeking more traffic and better conversion rates, long-form copy is often an effective strategy. However, several factors should be kept in mind:

Focus on quality over quantity: Extended content should always provide meaningful, relevant value, not filler.
Run tests when possible: Shorter copy may perform better in some contexts. Results vary by audience, product, and placement.
Address user needs: Long-form copy's success often depends on its ability to answer questions, reduce friction, and clarify complex topics.
Leverage social media: Strong content performs better when supported by an active social presence.
Avoid unnecessary length: Effective content gets to the point. Length should be a function of depth, not repetition.

While short-form copy has its place, data shows that well-crafted, long-form content can enhance rankings, boost engagement, and increase conversions.