{"id":17167,"date":"2018-05-14T12:24:09","date_gmt":"2018-05-14T17:24:09","guid":{"rendered":"https:\/\/www.rocksdigital.com\/?p=17167"},"modified":"2024-05-09T12:21:36","modified_gmt":"2024-05-09T17:21:36","slug":"bigger-isnt-better-rank-in-serps","status":"publish","type":"post","link":"https:\/\/www.rocksdigital.com\/bigger-isnt-better-rank-in-serps\/","title":{"rendered":"When Bigger Isn\u2019t Better: How to Have a Short Article Rank in SERPs"},"content":{"rendered":"<figure id=\"attachment_21480\" aria-describedby=\"caption-attachment-21480\" style=\"width: 1000px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2018\/05\/bigger-isnt-better-rank-in-serps.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-21480\" src=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2018\/05\/bigger-isnt-better-rank-in-serps.jpg\" alt=\"When Bigger Isn\u2019t Better: How to Have a Short Article Rank in SERPs\" width=\"1000\" height=\"667\" srcset=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2018\/05\/bigger-isnt-better-rank-in-serps.jpg 1000w, https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2018\/05\/bigger-isnt-better-rank-in-serps-300x200.jpg 300w, https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2018\/05\/bigger-isnt-better-rank-in-serps-768x512.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><figcaption id=\"caption-attachment-21480\" class=\"wp-caption-text\">Evan Lorne\/Shutterstock.com<\/figcaption><\/figure>\n<p>There\u2019s a fairly common idea floating around about <a href=\"https:\/\/www.rocksdigital.com\/16-best-seo-truths\/\">SEO<\/a> that\u2019s becoming less true every single day. For some reason, people are still insisting that there\u2019s only one surefire way to rank in SERPs aka the front page on Google, Bing, or any other search engine: being long-winded.<\/p>\n<h2>Is Long Content the Secret to Rank in SERPs?<\/h2>\n<p>If you break down the argument, it appears to make sense: search engines want longer pieces to rank because they want to deliver the most comprehensive answer to their users. More than that, their algorithms won\u2019t even be able to understand a piece\u2019s relevance unless something finally \u201csticks\u201d in a piece that\u2019s 3000+ words long.<\/p>\n<p>But if all that is really the case, then why are we seeing featured snippets pop up on the front page? What about all of the shorter pieces that appear to rank perfectly well?<\/p>\n<p><span class=\"callout\">Long Articles: The Pros and Cons<\/span><\/p>\n<p>There are many benefits to <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2014\/05\/05\/longform-content\" target=\"_blank\" rel=\"noopener noreferrer\">writing long-form content<\/a>, and that\u2019s why there is such a strong argument for producing it.<\/p>\n<p><span class=\"callout\">The benefits of long-form content writing include:<\/span><\/p>\n<ul>\n<li>Users spending more time on your pages<\/li>\n<li>The ability to use keywords without having the need to \u201cstuff\u201d them in<\/li>\n<li>Having more opportunities for users to interact with your content<\/li>\n<li>The opportunity to have the most comprehensive, authoritative piece on a subject<\/li>\n<\/ul>\n<p>That list isn\u2019t at all comprehensive, so you can only imagine the total amount of benefits that play to your advantage when you write longer content.<\/p>\n<p>You can send some serious positive SEO signals from your site if you successfully write a lengthy piece that makes use of all of these benefits.<\/p>\n<p><span class=\"callout\">But sadly, long articles are highly vulnerable. <em>Why is that?<\/em><\/span><\/p>\n<p>Attention spans.<\/p>\n<p>Let\u2019s face it, ever since the introduction of social media into society they\u2019re getting shorter and shorter.<\/p>\n<p>Everything about SEO that says \u201c<a href=\"https:\/\/www.rocksdigital.com\/great-content-comes-in-all-sizes\/\">write long-form<\/a>\u201d seems to be in direct opposition to what we\u2019re learning about our own attention spans.<\/p>\n<p>Imagine walking into a camera store to buy a camera that will bring you a step up from phone photography. At this point in time, you\u2019re not really passionate about photography \u2013 you simply have a vacation coming up and want to learn a thing or two about snapping some decent photographs.<\/p>\n<p>All you really need to know is how to set up the camera with beginner-friendly settings. You just want to know which buttons to press and when.<\/p>\n<p>But instead, assume that the associate selling you the camera dives into the history of photography, the long list of features the camera has, and the difference that setting aperture, shutter speed, and ISO values can make. During his presentation, he even invites several other experts over to share their opinions.<\/p>\n<p>In the end, your questions are answered, but you still walk away frustrated. Why? Because you could have gotten a much simpler answer somewhere else.<\/p>\n<p>This is the difference between long- and short-form content. On certain subject matter, you must assume that your audience is coming to you out of necessity, not passion. And in these cases, a long-form answer just isn\u2019t right.<\/p>\n<p>If you\u2019re asking yourself what becomes of all the SEO benefits listed out earlier when the switch is made to short-form content, know this:<\/p>\n<p>Most of the SEO benefits of a long-form content piece only exist if you can actually get someone to read through your content. If they choose to click away instead, you\u2019ll face the one negative SEO signal that is thought to be strongest of all: pogo-sticking.<\/p>\n<p>In SEO, pogo-sticking refers to the action of a user entering your site, reading for a little while, and then going back out of your site and to the SERPs (search engine result pages) again.<\/p>\n<p>That simple series of steps informs search engines that a user\u2019s request was not satisfied by the content on your site.<\/p>\n<p>Because of that, you can probably see how short articles have their benefits as well when it comes to SEO.<\/p>\n<p><span class=\"callout\">Short Articles: The Pros and Cons<\/span><\/p>\n<p>It\u2019s easy to see how <a href=\"https:\/\/www.rocksdigital.com\/start-creating-short-blog-posts\/\">short-form articles<\/a> can be a convenient way to answer questions quickly, but do they really perform in terms of SEO?<\/p>\n<p>That all depends on who you believe.<\/p>\n<p>Some SEO experts will tell you that there\u2019s very little benefit in having someone on your site for a short period of time, but others will tell you that satisfying a search request is powerful \u2013 no matter how long it takes.<\/p>\n<p>In my opinion, search algorithms are becoming more intelligent every day. Even now, they seem to understand that some queries just don\u2019t take that long to answer. If someone looks up \u201cHow old is Max Greenfield?\u201d is it really necessary to write an extensive article?<\/p>\n<p>Definitely not.<\/p>\n<p>But if the answer doesn\u2019t have to be comprehensive, then I\u2019m of the opinion that search engines won\u2019t require it either. They\u2019ll allow for short pieces to rank based on other factors.<\/p>\n<p>I was once shocked to find a client\u2019s piece ranking in the SERPs that consisted of just two or three sentences of copy and some relevant links. The page was designed more as an organizational necessity than anything that was supposed to rank for SEO. And yet, there it was on page one!<\/p>\n<p><span class=\"callout\">But why was the piece there?<\/span><\/p>\n<p>Because it was exactly what people needed to find in response to their query \u2013 a query that wasn\u2019t even used as a keyword in the copy.<\/p>\n<p>While it\u2019s true that pages like these tend to have high bounce rates and low amounts of time spent on page, they usually don\u2019t lead to pogo-sticking or other more dangerously negative results \u2013 so long as they\u2019re answering the query. Because of that, search engines like Google are able to ignore weaker signals that might otherwise be considered \u201cnegative\u201d in exchange for the confirmation that a searcher\u2019s query was satisfied.<\/p>\n<p><span class=\"callout\">Short vs. Long: Is One Always Best?<\/span><\/p>\n<p>So when you sit down to write, is there a specific word count you should be shooting for?<\/p>\n<p>Not at all. Instead, focus on clearly answering the query that brought someone to you. That may take 10 words, but it could also take 10,000 \u2013 the key is to know which is appropriate.<\/p>\n<h2>What Are You Going to Do Different to Rank in SERPs?<\/h2>\n<p>As a general rule of thumb, consider whether the piece you\u2019re writing is need-based or interest-based. If someone is generally interested in learning more about a given subject, they\u2019re likely to read on if your <a href=\"https:\/\/www.rocksdigital.com\/creating-viral-engaging-content\/\">article is engaging<\/a>. If they\u2019re just looking to get a question or two answered, it\u2019s unlikely that they\u2019ll stay long \u2013 even if the copy is flawlessly written.<\/p>\n<p>Just consider your audience and what they want from your content \u2013 the rest should work itself out.<\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=How+to+Have+a+Short+%23Article+Rank+in+SERPs+by+%40FeedbackWrench+%23RocksDigital+%23SEO&#038;url=https:\/\/www.rocksdigital.com\/bigger-isnt-better-rank-in-serps\/' target='_blank'>How to Have a Short #Article Rank in SERPs by @FeedbackWrench #RocksDigital #SEO<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=How+to+Have+a+Short+%23Article+Rank+in+SERPs+by+%40FeedbackWrench+%23RocksDigital+%23SEO&#038;url=https:\/\/www.rocksdigital.com\/bigger-isnt-better-rank-in-serps\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p><strong><em>How is your content currently ranking? Are you going to change your strategy now? Let\u2019s discuss in the comments.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a fairly common idea floating around about SEO that\u2019s becoming less true every single day. For some reason, people are still insisting that there\u2019s only one surefire way to rank in SERPs aka the front page on Google, Bing, or any other search engine: being long-winded. Is Long Content the Secret to Rank in [&hellip;]<\/p>\n","protected":false},"author":128,"featured_media":21480,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[107],"tags":[437,22,350],"class_list":["post-17167","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local","tag-content-and-seo","tag-seo","tag-serp"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>When Bigger Isn\u2019t Better: How to Have a Short Article Rank in SERPs<\/title>\n<meta name=\"description\" content=\"We challenge the common SEO myth that length is not always the key to SERP success. Discover the truth about SEO strategies by calling (214) 989-7549.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rocksdigital.com\/bigger-isnt-better-rank-in-serps\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When Bigger Isn\u2019t Better: How to Have a Short Article Rank in SERPs | Rocks Digital\" \/>\n<meta property=\"og:description\" content=\"We challenge the common SEO myth that length is not always the key to SERP success. Discover the truth about SEO strategies by calling (214) 989-7549.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.rocksdigital.com\/bigger-isnt-better-rank-in-serps\/\" \/>\n<meta property=\"og:site_name\" content=\"Rocks Digital\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/facebook.com\/rocksdigitalmarketing\" \/>\n<meta property=\"article:published_time\" content=\"2018-05-14T17:24:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-09T17:21:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2018\/05\/bigger-isnt-better-rank-in-serps.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eric Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"When Bigger Isn\u2019t Better: How to Have a Short Article Rank in SERPs by @FeedbackWrench via @RocksDigital\" \/>\n<meta name=\"twitter:description\" content=\"We challenge the common SEO myth that length is not always the key to SERP success. 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