The more content, the better
In simple terms, yes. However, you need to have something to say. Artificially stretching texts will not work with readers (they will close it immediately because they won't find what they're looking for) or with bots (long but useless text will be ranked lower in search results than a slightly shorter but relevant page).
After all, people don’t read long texts!
You might wonder why to write long texts when readers are increasingly scanning them instead? Because the length of the text is one of the parameters that search engines evaluate, and the page with the highest-rated content will be presented to the user first in search results. This way, a new visitor will reach your website, who may either skim through the text or read it more thoroughly. Therefore, the text must be of high quality in any case.
In addition to text length, you will also benefit from
- unique content
- appropriate and reasonable use of keywords
- structuring the text for better readability
- internal linking to other pages on the website
- filled metadata
- alternative text for images
So how specifically about the length of the text?
One unwritten rule states that the range of quality optimized text for a single key page is at least one standard page of text (1,800 characters). Of course, it also depends on the type of page in question.
- Product or service detail - If you want to thoroughly describe a product including its parameters, accessories, materials, colors, and controls, you can easily write 2-3 standard pages or more. It is very important to structure the text and highlight the product's advantages in the introduction, perhaps using icons or bullet points to make them even more visible.
- Product categories - In this case, you will likely be writing more for robots than for users, as the average person probably does not need further explanation for a category called Leather Sofas. If the category is among the key pages, it is recommended to create at least 0.5 standard pages of text. However, since potential customers will be more interested in specific products than text, place the category description below the product index.
- Other pages like About Us or Careers - For these pages, stick to writing enough to give readers something to think about. The targeting for these pages is usually lower, so rely more on instinct than on meeting a character count standard. However, if you want to apply some rule here as well, aim for roughly one standard page of readable and clear text.
- Metadata - Every optimized page should also include text for metadata. These are short and concise texts that appear in search results and help users decide which link to click. Metadata consists of a title, which should be 50-70 characters and include the company or brand name along with a brief description of the page. In the description, which is recommended to be around 160 characters, you can elaborate on the reasons why a user should visit the page and ideally mention a competitive advantage or other distinction.
Structure the text into short and clear sections that are easy to read
If you embark on writing long texts, remember that they should remain clear and readable for users. For this reason, structure the texts and intersperse images. This is why the pages of Apple.com appear so airy and inviting. In fact, the latest model of the iPhone 11 Pro contains even 10 standard pages of text. Thanks to excellent work with text, photos, and their layout, you won't even notice it.
Structure the text using
- H1, H2, and other headings
- short paragraphs (highlight the introductory paragraph of the page with larger or bold text)
- bulleted and numbered lists
- text descriptions for images
- tables
- text for icons and infographics
- text in two columns side by side
Beware of hidden text
If you optimize any text and want to give it weight, avoid hidden texts on the website. It was once thought that texts hidden in dropdown elements or product tabs were not seen by search engines, but it is much simpler than that. Bots can see these texts too; they just assign them less weight than those displayed directly on the page. They "think" just like users, so it is appropriate to use hidden texts for clarification or to provide additional information.
In conclusion, always keep in mind the reader and their needs when writing any text. The bot analyzing your text will never buy anything from you.
