 For years, keywords have been the scaffolding of digital marketing. Clunky, repetitive phrases wedged into every paragraph were once the norm. Search engines reward frequency over finesse.
Today, that era is long gone. Yet many businesses still hesitate over keyword use, unsure whether they're using too few, too many or just the wrong type altogether. The evolution of keyword strategy is a story of shifting priorities. Where once the goal was simply to rank, now it's to resonate. Search engines have matured. Audiences have become more selective. As content producers, marketers and consultants, we must meet both sets of expectations with clarity, accuracy and relevance.
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 When I’m working with clients on content strategy, one of the most frequent questions I’m asked is: How long should a blog post be? It’s a fair question, especially when your time is limited and every piece of content needs to pull its weight.
The answer depends on what the blog is meant to do. Are you aiming for visibility in search engines? Trying to demonstrate expertise and build trust? Or are you simply looking to share quick, digestible insights with your audience? Over the years, I’ve created, edited and analysed hundreds of blog posts across sectors. From SEO-focused technical guides to thought leadership pieces and social snippets, I've seen what works and what doesn't. Here’s how I think about blog length and why each range serves a different but valuable purpose.  Back in 2018, I wrote a short article on LinkedIn about the deceptively complex nature of simple communication.
The title – It’s straightforward and simple, I know what I’m saying, after all, was deliberately ironic. Because too often, when we think something is clear, it’s usually anything but. You can read the original piece here: LinkedIn Article – 2018 Seven years on, this topic is more relevant than ever. In an era of marketing automation, AI-generated copy and algorithm-optimised headlines, clarity is still king. But achieving it now comes with new challenges. |
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