How Long Should a Blog Be? Word Counts That Rank

The ideal blog post length for SEO is typically between 1,200–1,600 words for UK small businesses, but it varies by industry and intent

Content length isn’t just a vanity metric — it’s a strategic decision that directly influences your SEO performance, user engagement, and conversion rates. So, how long should a blog be UK businesses ask — 800 words, 2,000, or somewhere in between? At Get Your Website Seen, we specialise in content-led SEO for UK small businesses that turns blogs into powerful ranking tools.

Definition: Blog Length (SEO)

Blog length is the number of words in an article or post. In small business SEO, longer content typically performs better when it’s relevant, well-structured, and satisfies search intent. But “long” for a solicitor in Birmingham isn’t the same as “long” for a hairdresser in Derby.

When we started writing SEO blogs for small businesses, most of them were stuck in the 400–600 word range — quick tips, thin content, and no real intent behind them. It wasn’t their fault. That’s what agencies were telling them to do. But once we started publishing well-structured, 1,200+ word blogs focused on what users were actually searching for, the difference was obvious — better rankings, more time on site, and a lot more calls.

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Want to rank better in the UK without writing War and Peace?
Whether you’re working with an agency or managing your own SEO services UK, this guide covers ideal word counts by business type — backed by real UK examples of the benefits of Content Writing Services UK and the latest Google updates.

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Why Blog Length Impacts Page Rankings

Your blog isn’t just content filler — it’s a key driver of small business SEO. The right post can help your page:

• Rank for high-intent, location-based queries like “gas engineer Newcastle” or “accountant Sheffield”
• Appear in rich results and featured snippets
• Encourage users to stay longer and engage (a trust and relevance signal to Google)
• Build domain authority through internal linking and contextual content

According to Backlinko’s 2023 study, blog posts that appear on page 1 of Google average around 1,447 words. That’s correlation — not causation. But it highlights a trend: in-depth content tends to outrank thin copy.

What this means for your blog:
If your site is full of 600-word posts with no structure or cheap SEO small business optimisation, it’s likely underperforming. Revisit length — and ask if you’re really answering the user’s query. If you are unsure you can employ our professional Blog Writing Services UK to write focused SEO optimised blogs on your behalf.

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There Is No Fixed Word Count for SEO Success

Studies by SEMrush (2022) and Backlinko (2023) show a pattern: most high-ranking blog content falls between 1,400–1,500 words. But that’s an average, not a target.

Factors that affect ideal blog length:

• Search intent – Is the user browsing, buying, or comparing?
• Content format – Is it a how-to guide, opinion piece, or service landing page?
• Topic complexity – A post about GDPR compliance needs more explanation than one on trimming hedges.
• Audience location – Yes, regional search behaviour does matter.

A great local SEO service UK approach considers all of the above — writing just enough to inform and convert without overdoing it.

How Long Should a Blog Be UK-Wide? It Depends on Your Sector

When clients ask us how long should a blog be UK-wide, we always start with one answer: it depends on your goals, audience, and industry.

UK Search Behaviours & Regional Factors

Searchers in the UK often use modifiers like:

• “near me” (e.g. “SEO services UK near me”)
• “open now”
• “best” + location (e.g. “best wedding photographer Glasgow”)

Local dialects also influence queries (e.g. “lorry hire Manchester” vs “van rental”), which impacts keyword strategy and content length decisions. This is not the time to be using cheap SEO small business packages — detail matters.

What this means for your blog:
Write with your region’s quirks in mind. Whether it’s a tradesperson in East London or a boutique in Cornwall, tailoring content improves trust and helps with affordable SEO small business visibility.

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Mini Case Study: Lost in Translation — How Americanisms Cost Clicks

We worked with a roofing company in Nottingham whose blog had been written by a freelancer overseas. The topic? “How to Choose the Right Roofing Contractor.”
It was full of Americanisms like “licensed roofer”, “homeowner’s association approval”, and “asphalt shingles” — not a word about planning permission, slating, or Nottingham weather.

We replaced it with a 1,400-word guide focused on “What to Ask Before Hiring a Roofer in Nottingham”, using real regional terms and UK-specific context. We added:

• Localised keywords (e.g. “roof repairs Nottingham NG1”)
• Internal links to their quote request page
• An FAQ section using schema markup

Result:

• Page 5 to top 3 in local search in under a month
• 40% more quote enquiries
• People referencing the blog during sales calls

What this means for your blog:
If your content reads like it’s written for the US market, UK customers notice — and so does Google. Local relevance isn’t just a nice touch. It’s a ranking factor.

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Google Prioritises Relevance Over Raw Length

Forget padding. Google’s algorithms reward content that serves user intent — not content that’s just long.

Key ranking signals Google looks at:

• Search intent match
• Topical completeness (e.g. covering related questions)
• Use of entities (recognisable people, places, brands – like Checkatrade or Gas Safe)
• Schema markup (behind-the-scenes code that tells Google what your content means)
• Internal linking to relevant pages (e.g. service, location, or FAQ pages)

This is why expert-written, user-first content — like that from our UK SEO small business copy team — consistently outperforms generic filler.

Google’s Recent Helpful Content Updates (UK Impact)

The 2023 and 2024 Helpful Content Updates from Google refined how content is evaluated — with clear warnings for AI-generated, overly vague or generic posts.

What this means for your blog:
Write like a human. Write for a reader. Match your headline with honest, detailed copy. Google can now tell if your content exists just for ranking. Our SEO services UK packages include blog audits tailored to your industry.

Blog Length Guidelines by Content Type

What this means for your blog:
Choose the word count that fits the purpose. Don’t stretch a 700-word update into 1,800 words of waffle. Equally, don’t underserve complex topics.

Ideal Blog Lengths for UK Small Business Sectors

What this means for your blog:
Use your industry as a benchmark — then refine further using SEO Audit UK tools to assess where deeper content might make a measurable impact.

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Mini Case Study: 800 Words to Page One

A North London plumber had an outdated 800-word blog titled “How to Fix Boiler Pressure Problems”. It ranked on page 4.
We rewrote it into a 1,400-word structured guide including:

• Internal links to key services
• Localised terms (e.g. boiler engineer North London)
• FAQs using schema markup
• Related terms like “low pressure combi boiler”

Result:

• Page 1 in under 3 weeks
• 50% increase in contact form submissions
• Bounce rate dropped by 38%

We’ve seen the same pattern across other industries. One striking example was a carpet retailer in Boston, Lincolnshire. Their blog had been outsourced to an agency and referenced the climate in Boston, Massachusetts — not a single mention of Lincolnshire towns or UK homes. It was generic filler with no local context.

We rebuilt it into a 1,300-word guide on “How to Choose Carpets for Lincolnshire Homes”, added local delivery info, common customer questions, and linked it to their installation service page.

Result:

• Top 5 ranking for “carpet retailer Boston Lincs” within a month
• Local leads increased significantly
• Bounce rate halved because visitors immediately recognised the relevance

What this means for your blog:
You don’t always need new content — you need better, locally relevant content. If you’re unsure where to begin, use SEO services UK to identify and update high-potential posts before commissioning yet another generic blog.

Recommended Blog Lengths by Goal

What this means for your blog:
Let your goal drive your structure — and when in doubt, our Blog Writing Services UK can tailor content to both rank and convert. Not every blog needs to “rank” — some just need to persuade.

Common UK Blog Length Myths

• Myth: Longer always ranks better
  → Reality: Only when it satisfies intent.
• Myth: Local businesses don’t need 1,000+ word blogs
  → Reality: They do, if they want to rank for “near me” terms.
• Myth: Blogs are just for SEO
  → Reality: They convert, build trust, and reduce bounce when done right.

Audit Your Existing Blogs: 5-Point Checklist

• Word Count Check: Are they over 1,200 words where necessary?
• Search Intent Match: Does the content clearly answer the query?
• Keyword Inclusion: Are terms like SEO services UK and small business SEO used naturally?
• Internal Linking: Are you connecting to your services, contact page, and tools?
• Readability: Are you using headers, bullets, and short paragraphs?

Use our Content Writing Services UK or free Word Counter & Readability Checker to review your posts quickly.

What this means for your blog:
Don’t assume it’s “done” because it’s published. Optimisation is ongoing.

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FAQs: Blog Length & SEO in the UK

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Final Thoughts: Write What Matters, Not What Fills Space

There’s no single “magic” word count. But there is a right word count for every blog — and it depends on your audience, niche, and goals.

Use length as a tool, not a vanity metric.
Align your content with search intent and industry expectation.
Track results using freely available tools like Google Search Console.
And if you’re looking to improve fast?

Let real writers (like us) help.
If you’re still wondering how long should a blog be UK-focused content needs to meet both user intent and industry standards. Our blog writing services are tailored to get that balance right.

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About the Author

Simon Batchelor – Co-founder of Get Your Website Seen
Simon writes content that Google respects and readers remember. After selling a UK tech business and running Spain’s top English magazine, he now specialises in SEO services UK, blending storytelling, search insight and sharp copy for small businesses.