Short form vs. long form
Some say short form. Some say the long form. Here's why both are equally correct.
Gary Bloomer | SHAKING THE TREE #188
Long articles rock.
Then again, so do short articles.
Each has their place; each has their role.
But … which sort of article is best for SEO? Which is better for readers?
Well, it depends.
And most of the time, it can be either!
We've all been stuck at the content crossroads at some point in our respective content creation journeys, each of us wondering whether to opt for SEO on one hand or for user readability on the other, and at some point we’ve all fretted about which area to put most of our efforts into.
The answer here is both because as much as we need to write for algorithms and visibility on one hand, we also need to write for people on the other.
While SEO needs keywords, structure, and a certain formulaic approach, readability favours crafting engaging prose, running with a natural flow, and focusing on the human experience.
Here’s why each is equally important:
At its core, SEO is about creating and sustaining visibility in search-related results through relevance and salience.
Relevance refers to any given piece of content’s match to the exact nature of specific search terms. The closer the match of the search result (your article) to thing being search for (the wording you type into Google) the greater the chances are that your article will show up high in the search results.
Salience is the quality of standing out against competing content.
In this sense, SEO is about crafting content that search engines can understand and are more likely to rank higher in search returns, with the goal being to use both factors to drive search-related traffic to your website or to your specific webpage.
If you think of SEO as a process of creating a series of clear directions to your door the process makes more sense. In this example, keywords are the signposts, while meta descriptions are the more enticing window display. Combined, these factors offer an easy-to-follow map.
Without these key elements, your content—no matter how brilliant and life altering it is—might as well be locked in the bottom of an old box hidden deep in the undergrowth of a dark, dense, unnavigable forest.
Readability is about what happens after someone finds your door and it describes the experience your readers, viewers, and listeners have once they set foot inside your content emporium.
Is the space cheery, warm, and welcoming?
Is the information clear and engaging?
Does your keyword-related article leave them wanting to stay, explore, and come back for more?
No matter how well you optimize your content for search engines, if it doesn't resonate with your readers, they'll quickly click away, leaving you with a high bounce rate and a deflated sense of accomplishment.
So, where's the sweet spot?
How do we create content that satisfies both the search engines and the humans who use them?
The key is to understand that SEO and readability are not mutually exclusive.
In fact, they can and ought to work in tandem.
Think of it as building a beautiful house with a clear address. The address (SEO) helps people find your house, and the beauty and functionality of the house itself (readability) make them want to stay.
Here's how to achieve that balance:
Keyword research is your friend, not your enemy: Understanding what your audience is searching for is crucial, but don't stuff keywords into your content like a Thanksgiving turkey. Use them naturally, where they make sense.
Structure is key: A well-structured article with clear headings, subheadings, and bullet points not only improves readability for humans but also helps search engines understand the context of your content.
Write for your audience, not for algorithms: Focus on creating valuable, engaging content that answers your readers' questions and solves their problems. The more your content resonates with humans, the more likely it is to be shared, linked to, and ultimately, recognized by search engines.
Don't neglect the technical stuff: Optimize your title tags, meta descriptions, and image alt text. These elements are crucial for SEO, but they should also be compelling enough to entice readers to click.
Readability tools are your secret weapon: Utilize tools that can analyze your content for readability and identify areas for improvement. They can help you strike the right balance between complexity and clarity.
Ultimately, the best kind of article is one that achieves both SEO and readability.
Sometimes that’s a long article.
Sometimes, it’s a shorter piece.
Either way, success depends on offering content that is as discoverable and visible as it is engaging, and valuable.
The key is to create content that attracts visitors and that turns them into loyal readers who want to come back again and again—and it they can be persuaded to share your ideas with their friends, all the better.
The goal is to content that’s as satisfying to find as it is to consume and share.
As always, thanks for reading.
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P.S. Next time on Shaking the Tree … Confessions of a recovering perfectionist.
ABOUT THE AUTHOR: Originally from the U.K., Gary Bloomer is a writer, branding advocate, marketing specialist, and an award-winning graphic designer.
His design work has been included in Creative Review (one of the UK’s largest design magazines). Since 2009, he has answered over 5,000 marketing and business questions in the Know-How Exchange of MarketingProfs.com, placing him among the top 3% of contributors. He lives in Wilmington, Delaware, USA.