If you've spent any time reading about SEO, you'll have come across the idea that longer content performs better. More words, more rankings. Aim for 2,000 words minimum. The myth is everywhere — and in my experience, it leads businesses to fill their pages with content that doesn't help anyone.
Where the idea comes from
There's a kernel of truth buried in the myth. Studies have found correlations between longer content and higher rankings. But correlation isn't causation — longer pages tend to rank better because comprehensive pages tend to rank better. Those aren't the same thing.
A page that thoroughly covers a topic, answers the questions people are actually asking, and provides genuinely useful information will often be longer than a thin page that covers the surface. But the length isn't what makes it rank. The depth and usefulness are.
What I actually see in practice
I've built pages that rank well with a few hundred words of focused, well-structured content. I've also seen long pages full of filler that perform poorly — because Google is good at identifying when a page is padding word count rather than providing value.
The question to ask isn't "how long is this?" It's "does this help the person reading it?"
A local electrician's service page doesn't need to be 2,000 words. It needs to clearly explain what they offer, where they cover, why someone should choose them, and how to get in touch. If that takes 400 words, those 400 words will outperform 1,800 words of waffle every time.
What actually matters for SEO
Rather than focusing on length, focus on these:
Does the page answer what the visitor is searching for? If someone searches "emergency electrician Merthyr Tydfil" and lands on your page, they should immediately understand that you cover emergency callouts in Merthyr. That should be clear within seconds.
Is the page well-structured? Clear headings, short paragraphs, logical flow. These help both readers and search engines understand what the page is about.
Is the content specific rather than generic? "We offer high-quality electrical services" tells Google and visitors almost nothing. "We cover domestic rewiring, consumer unit upgrades, and fault finding across Merthyr Tydfil, Aberdare, and Rhondda" is specific, relevant, and useful.
Does it lead somewhere? A page that informs but doesn't convert isn't doing its job. Every service page should have a clear call to action.
Length is a byproduct of doing these things well. It's not a target in itself.
If you're building new pages for your site or reviewing existing ones, get in touch — or read more about how to improve your website's SEO after launch.