Law Blog FAQ: How Long Should My Blog Post Be?
I am often asked by lawyers how many words should be included in a blog post to maximize SEO value. I personally encourage lawyers to write for their audience and not solely for SEO rankings. Law blog articles should be as long as they need to be in order to serve their purpose.
With that being said however, several attorneys who utilize our copywriting services want to increase their online visibility through blogging. If this is one of your online marketing objectives for your law practice, then I recommend you publish blog articles that are at minimum 1,200 words for optimal SEO rankings.
Is Content King for SERP?
Research shows that the average content length for a webpage that ranks in the top 10 results for any keyword on Google has at least 2,000 words. The higher up you go on the SERP, the more words each webpage contains. This goes to show that Google prefers content rich webpages when it comes to SERP rankings.
Google’s Panda update punishes websites with thin content, or pages full of links or SEO writing. If your average article length is under 200 words, search engines will likely be more critical of the content, and the general rule of thumb is that articles of 300 words or more are less likely to put you at risk for infringing on “thin” content.
Google In-Depth Article Rankings
In 2013, Google rolled out in-depth articles on the SERP in order to provide people with more detailed information regarding specialized topics. Articles between 2,000 and 5,000 words in length tend to dominate Google’s in-depth article rankings.
To understand a broad topic, sometimes you need more than a quick answer. Our research indicates perhaps 10% of people’s daily information needs fit this category — topics like stem cell research, happiness, and love, to name just a few. That’s why over the next few days we’ll be rolling out a new feature to help you find relevant in-depth articles in the main Google Search results.
I personally like to read in-depth articles and strongly encourage lawyers to write more of them. Writing in-depth articles is a great way to gain more exposure for your law blog.
My Final Thoughts
In order to gain as much traffic as possible to your blog articles, you will need to utilize various channels, such as social media networks, to promote your articles. Simply publishing an article will not guarantee first page SEO rankings no matter how many words it contains.
In addition, do not write poor quality copy in order to obtain a higher word count. If your goal is to write a 2,000 word article, or something in depth in general, take time to carefully plan out the material to ensure that it provides insightful information to your readers.