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Long-form copy provides in-depth value and sustained engagement that caters to readers who want more comprehensive insights and solutions.
When I was a child, my brother, who was old enough to be my father, would make me and his two sons go for a run (we were aspiring boxers). I hated it because I’d be so tired within the first minute I swore I could taste blood in my mouth.
Only years later, when I started cycling, I learned why short distances are purgatory for me. I discovered that the longer I go, the stronger I get.
It turns out (and doesn’t hold me to this) I have more slow-twitch muscles than fast-twitch fibres. Slow-twitch muscle fibres use fuel more efficiently and are more fatigue-resistant—which is good for endurance. But they take a while to kick in. Hence, I suffer through the early stages of exercise.
The length of website copy is a bit like fast twitch and slow twitch muscle fibres. Short-form content has a purpose, but it’s short-lived and ideal for browsers, while long-form copy is built for endurance.
Long-form copy provides in-depth value and sustained engagement that caters to readers who want more comprehensive insights and solutions, much like slow-twitch fibres excel in prolonged activities.
Few people know that the longer a person remains on a website, the greater the value Google ascribes to that website.
When it comes to blogs, particularly for SEO and serious buyers, size does matter.
It is not unusual for us in website marketing to hear from the client that they want it short and to the point because nobody reads anymore. The short answer is that it depends on your audience, but long-form copy is essential for Google search.
Short copy works for people not seriously considering purchasing your service or product, and you're hoping to catch their eye. But when you have a serious buyer, the more, the better because they will be doing extensive research to inform their buying decisions.
David Ogilvy, often called the ‘Father of Advertising,’ believed in the power of long-form copy when it was relevant to the audience. He said, "The more you tell, the more you sell".
Long-form content—comprehensive articles, guides, or blog posts exceeding 1,500 words—is a proven strategy for improving search engine optimisation (SEO) and enhancing audience engagement.
"Search engines reward in-depth, high-quality content" says digital marketing strategist Anna Blake.
Long-form pieces rank higher because they provide the depth of information users often seek, allowing for the natural inclusion of diverse keywords and the potential to address related subtopics.
Longer articles often outperform shorter ones on search engine results pages (SERPs). They attract backlinks from other websites that increase your domain authority and visibility. They also allow for better keyword optimisation and help content appear in featured snippets.
Long-form content keeps users on your site longer and, in so doing, signals value and relevance to search engines. Thoughtful structure and clear headings help readers navigate detailed content easily, improving their experience.
Deeply researched articles position brands as experts in their field, which fosters trust and encourages repeat visits. Offering unique insights and actionable solutions makes readers rely on your content as a go-to resource.
