The Industry is Lying to You About Word Counts
If you listen to most SEO 'gurus' in Australia, they’ll tell you that if you aren't hitting 2,500 words per post, you aren't trying. They point to outdated studies claiming longer content ranks better, leading business owners to pay for bloated, fluff-filled articles that no human being actually wants to read.
Here is the cold, hard truth: Google doesn't count words; it counts satisfied intents.
A 300-word piece that solves a customer's problem in thirty seconds is infinitely more valuable than a 3,000-word 'ultimate guide' that buries the answer under six layers of keyword-stuffed history lessons. In 2026, the battle isn't between long-form and short-form; it's between high-signal content and low-value noise.
Myth #1: "Long-Form Always Ranks Higher"
This is perhaps the most expensive lie in digital marketing. Many agencies push long-form because it allows them to justify higher fees for 'comprehensive' work. The reality? Google’s Helpful Content updates have pivoted toward rewarding efficiency.
If a Brisbane homeowner is searching for "how to fix a leaking tap," they don't want a 2,000-word treatise on the history of plumbing in Queensland. They want a concise, three-step fix. When you over-explain, you increase your bounce rate because users have to hunt for the value. If you're churning out massive guides just for the sake of it, you're likely falling into the vanity metric trap where high traffic numbers mask a total lack of actual conversions.
Myth #2: "Short-Form is Only for Social Media"
There is a prevailing assumption that short-form is 'snackable' junk and long-form is 'educational' gold. This is nonsense.
Short-form content can be the most effective sales tool in your arsenal if it’s engineered correctly. Think about your FAQ section. Most businesses treat these as an afterthought, but they are high-intent touchpoints. However, if you treat them like a legal disclaimer, you're failing. In fact, a poorly structured faq page is where most potential sales go to die because they lack the persuasive punch needed to move a lead to the next stage.
The "Goldilocks" Framework: Finding the Right Length
Instead of arbitrary word counts, use these three criteria to determine how much you should write:
1. Complexity of the Problem: High-ticket services (like commercial fit-outs or legal advice) require more depth to build trust. A quick retail purchase does not. 2. User Context: Is the reader on their phone at a job site or sitting at a desk doing research? Mobile users crave brevity; researchers tolerate depth. 3. Competitive Reality: Look at the top three results. If they are all 500 words and you write 5,000, you aren't 'beating' them—you're likely misinterpreting what the user wants.
Stop Writing Manuals, Start Solving Problems
One of the biggest mistakes we see Brisbane SMEs make is creating content that reads like a technical manual. They think that by showing every single detail, they are proving their expertise.
Expertise isn't shown by how much you can say; it's shown by how much you can simplify. Whether you are writing a short update or a deep dive, your focus should be on creating how-to content that actually drives a transaction. If your content doesn't lead the reader to a clear 'next step,' the length is irrelevant.
The 2026 Verdict: Performance Over Prolixity
If you are still paying an agency based on the number of words they produce, you are being scammed. You are incentivising them to waste your readers' time.
The new rules are simple: Cut the fluff: If a sentence doesn't add new information, delete it. Prioritize formatting: Use H2s, H3s, and bullets so 'scanners' can find what they need.
- Focus on 'Time to Value': How quickly can the reader get the answer they came for?
Ready to stop wasting money on content that no one reads? Contact Local Marketing Group today and let’s build a strategy that actually moves the needle for your Brisbane business.