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I’m Kevin of Inbound Marketing University, and this Inbound Marketing Minute discusses the benefits of short posts.
I’ll list three.
First, we tend to go online looking for answers of one form or another.
And when we’re looking at a search engine result page we’re trying to figure out where is the answer likely to be and when we click through to a web page we scan the web page to see if we think it contains the answer, or an answer.
If you write long posts that kind of ramble on a bit, it’s harder for someone to discern whether the post is likely to include the answer they’re looking for.
When you publish a large quantity of short posts where each post answers one question and/or makes one main point, you increase the odds of your website matching search queries in general, and then you increase the odds of someone clicking through to a page which does in fact provide an answer which he can see and grasp relatively quickly.
Reason number 2…. There is such a thing as content being too long. [There is even an Internet short hand of “TLDR” which means Too Long, Didn’t Read].
You’re looking at a search engine result page, you click through to a result, and the first thing most of us do is try and estimate how long it’s going to take to get through it, whether its a video or a blog post.
And if its too long, if we don’t have time to get through it right then and there, we generally file it away to take a look at it later, and then never come back and look at it later.
So if you’re publishing stuff to your website that is too long for your audience, you’re missing opportunities for your stuff to actually be read.
And reason number 3, has to do with what’s called the internal link structure.
Every post on your website should have an internal link pointing to something else on your website.
You publish a relatively small quantity of what I call pillar posts, which are longer and better researched and contain more analysis, and those are linked to by a very large quantity of snippet posts where the snippets are short, sweet, to the point, one snippet answer one question and/or makes one point.
So by cranking out a large number of snippet posts which link up to the pillar posts, you raise the authority of your pillar posts over time through that internal link structure.
In summary, short posts make it more likely that someone will click through to your website, and see that you have an answer.
It will avoid the phenomenon of your stuff not getting read because it’s too long, and it helps you build this internal link structure which over time raises the authority of your pillar posts because of the internal link structure.
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