This is a question that many people have answered and the answers vary quite a bit. To look at this more technically, you might want to do a search for this topic without “real estate” in your search. There are great responses that will help give you a better idea of what will work for you and the readers of your blog. Here is some excellent information from Neil Patel on the how and why blog posts should be long. He makes the point that the content being longer (if it is good quality) may help to attract more links which will help it rank better and his conversion was higher with a longer page when A/B tested against a shorter page. Here is something else from 37signals where they tested and a shorter page gave them better conversions, but it’s what was on that page that made a difference. One more from remarkablogger that takes a different angle altogether and one I think we as real estate bloggers need to think about. Finally, I wanted to get to a point that we as real estate professionals get caught up in because we are always looking for the fast answer and it usually isn’t the best. See what my friend Eric Blackwell did here and this is what I will talk about in more detail below.
First of all, there is a lot of mediocre information about SEO from real estate professionals and those who seek to help us. I’ve recently seen people on FB and in a few videos that speak to us seeking advice as if they are the be-all-know-all on the subject of SEO. That, to me, is a sure sign you are getting information from a source that probably should not be fully trusted.
The truth is, there is no “right” length of a blog post for a reader or from an SEO perspective. Of course content will help, but long content with no real value is, well, of no value. So don’t write long copy for the search engines. It isn’t necessary. Right good content. Even an infographic with no text can be excellent content that will get indexed and rank well in Google and the other search engines. If you don’t believe me, see where my friend Eric ranks for his infographic with no content on Google for “Can a Blog Post Rank with Less Than 300 Words?”
So Then, How Long Should it Be?
Simple. As long as it needs to be. If it is of value, share it on social media, tell your friends, send it in your newsletter and it will garner links and it will rank. I’ve had blog posts that were an image and a sentence/statement that rank. They will rank if they are of value to someone. Stop looking for a silver bullet, write from your heart about something that is important to you and mean it. That will be a much better way for you to plan your posts than worrying about filling it with a bunch of junk content just to make it be 300 or 400 words or more. More importantly, you will be writing about something that matters. That’s a much better way to write than worrying about a word count.
You do not have to write The Odyssey or War and Peace 3 times a week for your posts to rank well.