"Content is king" has become the most misused phrase in SEO. It has been interpreted to mean "more words = better rankings", which is wrong. Content length should serve the reader, not the algorithm. The right length is always the minimum needed to comprehensively answer the searcher's question.
How to Determine the Right Content Length
Determining optimal content length
- 1Search your target keyword in Google
- 2Open the top 5-7 ranking pages
- 3Copy all their text into a word counter to find the average word count
- 4Your target is roughly the same length, not dramatically shorter, not dramatically longer
- 5If the top results are all 800-1200 words, write 900-1100 words of high quality content
When Shorter Content Outranks Longer Content
For transactional keywords ("buy X", "hire X service"), shorter, conversion-focused pages often outperform 3,000-word guides. Google's intent matching is very good at understanding that someone searching "wix seo services price" wants a pricing page, not a blog post. Match the format and length of what is already ranking.
Thin Content, What Actually Gets Penalised
Thin content that gets penalised is not just "short content", it is content that provides no value: duplicate text, doorway pages, keyword-stuffed filler, or AI generated content without any unique insight. A 300-word page that genuinely answers a specific question is not thin content.
The Value Test
Ask yourself: if someone reads this page, will they be genuinely better informed or helped? If yes, the content has value regardless of length. If no, add value, not words.
Complete How-To Guide: Determining Right Content Length for Every Page
This guide shows you how to benchmark competitor content depth and match it with additional value.
Follow these steps to determine the right content length for every page
- 1Choose a page to optimise and identify its primary keyword
- 2Search the keyword in Google and open top 5 ranking pages
- 3Count word count of each using a browser extension
- 4Calculate average word count as your benchmark
- 5Analyse additional value top results provide beyond text (images, videos, tables, tools)
- 6Plan content to match or slightly exceed the average while adding unique value
- 7For transactional pages 500-1000 words is often sufficient if conversion-focused
- 8For informational pages aim for 1500-3000+ words of comprehensive coverage
- 9Ensure content covers every subtopic competitors cover plus at least one unique angle
- 10Publish and monitor average position in GSC over 4-8 weeks
- 11If rankings plateau consider expanding content with additional sections
Final Checkpoint
Your page should match competitor depth while adding unique value. If significantly shorter than competitors for informational keywords it likely needs expanding.
