A post in which website marketing makes a surprising entry into Mike’s website about writing fiction.

I’m a senior product manager for legal websites, which means I’m regularly asked for my opinion on writing content. As a professional writer, too, I have a fairly passionate opinion that is desperate eager to be expressed. Fortunately for my colleagues, I’m judicious in editing and in my use of the backspace key.

Usually.

OK, sometimes.

Ironically, a recurring topic concerns website page lengths. Word count.

A brief tangent about my bias: I like to read and research, and I tend to be verbose. As such, it could be assumed that I fit in the more-is-better camp. However, I’m also pretty good at skimming and scanning, so word count on a webpage is less relevant to me than many readers. The posts I write for this site are probably in the 400-800 word range, anecdotally-speaking.

The topic usually resurfaces when an article is written about search engine marketing or optimization (SEM, SEO). The articles say something like this: “We’ve found that high quality pages are often longer pages.” To many people in the online marketing industry, this is distilled into the inaccurate “more words = higher quality”.

Point One: Correlation and Causation

But that interpretation is not what was said, is it? There might be a correlation between count and quality, but that doesn’t mean there’s a causation. Said simply, having more words doesn’t necessarily impact the quality of a page.

If you’re familiar with the old saying, “All elephants are grey, but not all grey things are elephants,” then you’re already with me.

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