Few SEO questions have sparked as much debate as blog post length. Back in 2018, it seemed every marketing blog published a study claiming that longer content ranked better, with recommended word counts often landing between 1,800 and 2,500 words. Many businesses rushed to lengthen their articles, sometimes padding them with filler just to reach a target. So how long should blog posts have been in 2018 for SEO, and does that advice still hold? Understanding the reasoning behind those recommendations helps you make smarter decisions about content length today.
How AAMAX.CO Plans Content Length Around Search Intent
Rather than chasing arbitrary word counts, experienced teams let search intent guide content depth. AAMAX.CO is a full-service digital marketing company offering web development, digital marketing, and SEO services worldwide. Their content strategists analyze top-ranking pages, identify topic gaps, and create articles that are as long as they need to be to fully satisfy readers. With professional search engine optimization, they help businesses publish content that ranks because it is genuinely useful, not because it hits a number.
What 2018 Studies Said About Content Length
Several widely cited analyses around 2018 examined millions of search results and found that top-ranking pages tended to have more words than lower-ranking ones. Averages often fell around 1,800 to 2,000 words for first-page results. Other studies noted that long-form content tended to earn more backlinks and social shares. As a result, many SEO experts recommended aiming for at least 1,500 words, with 2,000 or more for competitive topics.
Why Long Content Seemed to Rank Better
Longer content correlated with higher rankings for several reasons that had little to do with word count itself:
- Comprehensiveness: Longer articles often covered topics more thoroughly, answering related questions and satisfying diverse user needs.
- More keyword variations: Covering subtopics naturally included more relevant terms, helping pages rank for many queries.
- Backlink appeal: In-depth guides were more likely to be referenced and linked by other sites.
- Engagement: Well-structured long content kept readers on the page longer.
The key insight is correlation, not causation. Length was a byproduct of depth and quality, not the reason for success.
The Problem With Word Count Targets
When businesses chased word counts, many articles became bloated. Writers added unnecessary introductions, repeated points, and filler paragraphs. This frustrated readers who wanted quick answers. Search engines, increasingly focused on user satisfaction, did not reward padding. A 2,500-word article that buried the answer often performed worse than a concise piece that delivered exactly what users needed.
How Search Engines View Length Today
Google has repeatedly stated that word count is not a ranking factor. Its helpful content guidance encourages creators to focus on people-first content rather than writing to a particular length because they heard search engines prefer it. What matters is whether the content fully addresses the query, demonstrates expertise, and provides a satisfying experience.
How to Determine the Right Length
Analyze Search Intent
Search your target keyword and look at the top results. If they are short definitions or quick answers, a concise post may be best. If they are comprehensive guides, you will likely need more depth to compete.
Cover the Topic Completely
List the questions and subtopics readers expect answered. Your post should address them thoroughly, which naturally determines length.
Prioritize Readability
Use clear headings, short paragraphs, bullet points, and visuals to make longer content easy to scan. Readers should find what they need quickly regardless of word count.
Edit Ruthlessly
Remove anything that does not add value. Concise, focused writing respects readers' time and improves engagement.
General Guidelines by Content Type
- Quick answers and news updates: Short posts that get straight to the point.
- Standard blog posts: Moderate length, often between 800 and 1,500 words, covering a focused topic well.
- Comprehensive guides and pillar pages: Longer content that serves as a definitive resource on broad topics.
- Product and service pages: Enough detail to inform and persuade, supported by visuals and structured information.
What Has Stayed the Same Since 2018
Depth, expertise, and usefulness still matter. In-depth, well-researched content continues to attract backlinks and rank for many related queries. What has changed is the understanding that length is a result of quality, not a strategy on its own.
Signs Your Post Is Too Long or Too Short
Engagement data offers useful clues. If readers leave quickly and the page ranks poorly, the content may not answer the query directly enough, or it may bury the answer beneath long introductions. If competitors cover important subtopics you skip, your post may be too thin. Review scroll depth, time on page, and Search Console queries to find gaps and trim sections that readers ignore.
Final Thoughts
In 2018, the common advice was to write blog posts of roughly 1,800 to 2,500 words for SEO, based on studies showing longer content ranked well. Today, the smarter approach is to let search intent and topic depth determine length. Write as much as needed to fully satisfy readers, structure content for easy reading, and cut anything that does not add value. That balance is what earns rankings and keeps readers coming back.
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